The qualitative method in sociology is a research method. It deliberatively gives up on quantity in order to reach a depth in analysis of the object studied. It uses different techniques doing so. Focus groups, content analysis, participant observation and participation are some of the most important.
Qualitative methods are commonly used in conjunction with quantitative methods. Using qualitative methods it is often possible to understand the meaning of the numbers produced by quantitative methods.
Qualitative research is further described in this page on qualitative psychological research.