Generative AI in Qualitative Research

In today's world, generative artificial intelligence (GenAI) is driving transformative shifts in technological advancements and research paradigms, requiring new methods and ideas to be adopted in qualitative research. This chapter explores the opportunities of using GenAI for advanced data analysis in qualitative methodologies. It focuses on how GenAI integration can reveal previously hidden patterns in the analysis of social phenomena. By reviewing the latest advancements in GenAI applications for qualitative studies from 2022 to 2024, the chapter highlights the significant role of GenAI in improving the quality, validity, and creativity of qualitative research. Furthermore, it discusses how GenAI can open up new pathways for comprehensive exploration, allowing a deeper understanding of complex social dynamics.