Qualitative research focuses on understanding human behavior and experiences through non-numerical data. It often involves methods like interviews, focus groups, and observations to gather in-depth insights. This type of research aims to explore the meanings and motivations behind people's actions, providing a rich, contextual understanding of a particular phenomenon. Quantitative research, on the other hand, emphasizes numerical data and statistical analysis. It uses structured methods such as surveys and experiments to collect measurable information. This approach allows researchers to identify patterns, test hypotheses, and make predictions based on numerical evidence, providing a more objective view of the subject being studied.