Advances in Educational Research and Evaluation

Qualitative research offers invaluable tools to explore the depth and complexity of human experiences, social interactions, and contextual influences. This paper examines four central qualitative data collection methods: interviews, focus groups, observation, and document analysis, highlighting their purposes, processes, strengths, and challenges. Interviews facilitate a detailed exploration of individual perceptions and lived experiences, while focus groups leverage group dynamics to uncover collective meanings and social norms. Observation allows researchers to document real-world behaviours, interactions, and contextual factors that participants may be unaware of or unable to articulate. Document analysis provides access to historical, institutional, and personal records, offering naturally occurring data that contextualise and corroborate findings from other methods. This paper also discusses key ethical considerations and the importance of triangulation in enhancing credibility and depth. By integrating these complementary methods, qualitative researchers can construct a nuanced, multidimensional understanding of complex social phenomena, thereby contributing to educational research and broader social science enquiry. This review serves as a practical guide for scholars who are particularly new to qualitative research or those transitioning from quantitative approaches, seeking to harness the richness of qualitative research to investigate human behaviour and meaning-making in diverse contexts.