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What type of research primarily focuses on qualitative measures and insights?

  1. Experimental Research

  2. Quantitative Research

  3. Ethnographic Research

  4. Mixed Methods Research

The correct answer is: Ethnographic Research

Ethnographic research is designed to gain a deep understanding of cultures and social interactions through qualitative measures. This type of research often involves immersive observation and participation in the daily lives of the subjects, allowing researchers to gather rich, detailed insights into their behaviors, beliefs, and practices. Ethnographic studies emphasize context, interpretation, and the meaning behind human interactions, which distinguishes them from other research types that may rely more heavily on statistical analysis or experimental controls. The focus of ethnographic research is on understanding the subjective experiences of individuals within their natural environments, rather than imposing predefined categories or measurements as seen in experimental or quantitative research. This approach enables researchers to capture the complexity of human social phenomena.