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.