What type of research methods focus on naturally occurring communication rather than quantifiable data?

Qualitative methods are designed to explore and understand the complexities of human communication as it occurs in natural settings rather than through numerical metrics or quantifiable data. This approach emphasizes the richness and depth of spoken or written communication, aiming to capture the nuances of interactions, motivations, and contexts that define human behavior.

By utilizing qualitative methods, researchers can gather detailed insights through interviews, observations, and open-ended questions. This allows them to explore how individuals interpret messages, construct meaning, and negotiate relationships in everyday communication scenarios. The aim is to provide a comprehensive understanding of experiences and perspectives rather than just statistics or measurable outcomes, which is the focus of quantitative methods.

In contrast, options like quantitative methods and content analysis are more concerned with gathering numerical data or predefined categories, which does not allow for the same level of depth as qualitative research. Textual analysis may focus on specific texts but does not necessarily encompass the broad range of naturally occurring communication that qualitative methods address.