Which term refers to the methods aimed at studying communication without converting it to numbers?

The term that refers to methods aimed at studying communication without converting it to numbers is qualitative methods. Qualitative methods focus on understanding the underlying meanings, experiences, and perspectives of individuals or groups. These methods are often exploratory in nature and utilize techniques such as interviews, focus groups, ethnography, and content analysis, which involve rich descriptions and detailed observations instead of numerical data.

This approach is particularly valuable in communication studies, where understanding the context, nuances, and complexities of human interaction is crucial. Unlike quantitative methods, which rely on statistical analysis and measurable data, qualitative methods aim to provide in-depth insights that highlight the subjective experiences of participants. By emphasizing context and meaning, qualitative research offers a comprehensive view of communication phenomena that might be overlooked when merely quantifying data.