Final answer:
Using a non-quantitative research approach is appropriate when the focus is on gaining qualitative insights, using methods such as in-depth interviews, focus groups, and content analysis that provide rich, deep information about human behavior that cannot be quantified.
Step-by-step explanation:
It is more appropriate to use a non-quantitative research approach because it focuses on qualitative insights. Qualitative research approaches are used in fields like sociology and anthropology to gain a deeper understanding of human behavior and social phenomena. The use of non-quantitative methods is pivotal when studying topics that involve complex, abstract human experiences which are not easily reduced to numbers or statistical data.
Examples of non-quantitative research methods include in-depth interviews, focus groups, and content analysis of various media sources. These methods allow researchers to obtain rich, detailed information that contributes to a comprehensive understanding of the subject matter. Unlike quantitative research, qualitative research does not aim to generalize findings to a larger population, but rather to gain a nuanced understanding of a specific context or group.
For instance, an anthropologist might employ participant observation and in-depth interviews to model research findings on the cultural practices of a community. Case studies, another qualitative method, are often used when a detailed exploration of a single 'case'—like a school, organization, or social group—is needed. The aim is to provide a holistic view of the phenomena being studied and to identify insights that may not emerge from quantitative data alone.