Advantages of qualitative data analysis:

  • Provides depth and detail, looks deeper than analysing ranks and counts by recording attitudes, feelings and behaviours.
  • Creates openness, encouraging people to expand on their responses can open up new topic areas not initially considered.

What Are the Advantages of Qualitative Research?

  • Subject materials can be evaluated with greater detail.
  • Research frameworks can be fluid and based on incoming or available data.
  • Qualitative research data is based on human experiences and observations.
  • Gathered data has a predictive quality to it.
  • Qualitative research operates within structures that are fluid.
  • Data complexities can be incorporated into generated conclusions.
  • Qualitative research is an open-ended process.
  • Creativity becomes a desirable quality within qualitative research.
  • Qualitative research can create industry-specific insights.
  • Smaller sample sizes are used in qualitative research, which can save on costs.
  • Qualitative research provides more content for creatives and marketing teams.
  • Attitude explanations become possible with qualitative research.

What Are the Disadvantages of Qualitative Research?

  • The quality of the data gathered in qualitative research is highly subjective.
  • Data rigidity is more difficult to assess and demonstrate.
  • Mining data gathered by qualitative research can be time consuming.
  • Qualitative research creates findings that are valuable, but difficult to present.
  • Data created through qualitative research is not always accepted.
  • Researcher influence can have a negative effect on the collected data.
  • Replicating results can be very difficult with qualitative research.
  • Difficult decisions may require repetitive qualitative research periods.
  • Unseen data can disappear during the qualitative research process.
  • Researchers must have industry-related expertise.
  • Qualitative research is not statistically representative.