Final answer:
Researchers studying smaller groups to understand individual perspectives on social issues are conducting qualitative research, often through ethnographic methods. This approach provides a deeper understanding of social dynamics than quantitative methods, which focus on larger populations and statistically-driven data.
Step-by-step explanation:
When researchers focus on obtaining personal thoughts and individual reactions concerning social issues through studies of smaller groups, they are engaging in qualitative research. Qualitative research methods such as in-depth interviews, focus groups, participant observation, and ethnography are specifically designed to capture social patterns, practices, and experiences in a descriptive or interpretive manner. These methods are in contrast to quantitative research, which uses statistical techniques to analyze data collected from larger populations, often through surveys and experiments.
In the context of sociology, an ethnographer may spend extended periods of time within a community, engaging in participant observation to gather deep insights into social behavior and cultural practices. They aim to produce rich, detailed accounts that reflect the complexities of social life. This approach allows sociologists and other social scientists to understand the nuances of human interactions and social dynamics on a level that quantitative data might not reveal.