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The term is attributed to the anthropologist Clifford Geertz writing on the idea of an interpretive theory of culture in the early 1970s (e.g., see The Interpretation of Cultures, first published as a collection in 1973). The use of the term “qualitative” is meant to distinguish this kind of social science research from more “quantitative” or statistically oriented research. The two approaches, i.e., quantitative and qualitative, while often complementary, ultimately have different aims.

What is the space like? Give a general picture of the site you are observing, including approximate dimensions, placement and appearance of structures, furniture, decor, climate, light, sound, aroma, etc. It is often very helpful to draw a map.
Who is present? Notice approximate numbers of people, what ages and sexes are represented, race/ethnicity, dress, hair, general appearance and manner.
How is this event structured? What time of day is it? What is the schedule or order of events? What happens when, and how do transitions take place? Is there special importance attached to some particular events, objects, or spaces? Note who is a participant versus who is a spectator, leaders versus followers, and happenings that seem out of place or disruptive.
What interactions do you observe? Do people tend to interact with a limited group of people – people their own age, sex, or race, for example – or with a wide variety of people? Do "insiders" interact with "outsiders"? Do they interact differently with some people than with others? Who stays in the shadows, and who is the center of attention? Record or take notes of spoken dialogue, when possible, in addition to body language and other non-verbal cues.
Finally, how are you situated in this social setting? Are you an "insider" to this group? To what extent do you choose to interact with participants, either those you already know or those you meet at the event? How do people react to you? How did you prepare for your observation, and what was it like entering your "field site"? What surprises you, annoys you, makes you nervous, uncomfortable, or excited during your observation? How did you make your exit, and how did you feel about it as you left? Pay special attention to how your interaction with this event affects your observations, the participants" behavior, and your interpretations of what you see.