qualitative research advantages and disadvantages

23 Advantages and Disadvantages of Qualitative Research

Investigating methodologies. Taking a closer look at ethnographic, anthropological, or naturalistic techniques. Data mining through observer recordings. This is what the world of qualitative research is all about. It is the comprehensive and complete data that is collected by having the courage to ask an open-ended question.

Print media has used the principles of qualitative research for generations. Now more industries are seeing the advantages that come from the extra data that is received by asking more than a “yes” or “no” question.

The advantages and disadvantages of qualitative research are quite unique. On one hand, you have the perspective of the data that is being collected. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways.

That’s why these key points are so important to consider.

What Are the Advantages of Qualitative Research?

1. Subject materials can be evaluated with greater detail. There are many time restrictions that are placed on research methods. The goal of a time restriction is to create a measurable outcome so that metrics can be in place. Qualitative research focuses less on the metrics of the data that is being collected and more on the subtleties of what can be found in that information. This allows for the data to have an enhanced level of detail to it, which can provide more opportunities to glean insights from it during examination.

2. Research frameworks can be fluid and based on incoming or available data. Many research opportunities must follow a specific pattern of questioning, data collection, and information reporting. Qualitative research offers a different approach. It can adapt to the quality of information that is being gathered. If the available data does not seem to be providing any results, the research can immediately shift gears and seek to gather data in a new direction. This offers more opportunities to gather important clues about any subject instead of being confined to a limited and often self-fulfilling perspective.

3. Qualitative research data is based on human experiences and observations. Humans have two very different operating systems. One is a subconscious method of operation, which is the fast and instinctual observations that are made when data is present. The other operating system is slower and more methodical, wanting to evaluate all sources of data before deciding. Many forms of research rely on the second operating system while ignoring the instinctual nature of the human mind. Qualitative research doesn’t ignore the gut instinct. It embraces it and the data that can be collected is often better for it.

4. Gathered data has a predictive quality to it. One of the common mistakes that occurs with qualitative research is an assumption that a personal perspective can be extrapolated into a group perspective. This is only possible when individuals grow up in similar circumstances, have similar perspectives about the world, and operate with similar goals. When these groups can be identified, however, the gathered individualistic data can have a predictive quality for those who are in a like-minded group. At the very least, the data has a predictive quality for the individual from whom it was gathered.

5. Qualitative research operates within structures that are fluid. Because the data being gathered through this type of research is based on observations and experiences, an experienced researcher can follow-up interesting answers with additional questions. Unlike other forms of research that require a specific framework with zero deviation, researchers can follow any data tangent which makes itself known and enhance the overall database of information that is being collected.

6. Data complexities can be incorporated into generated conclusions. Although our modern world tends to prefer statistics and verifiable facts, we cannot simply remove the human experience from the equation. Different people will have remarkably different perceptions about any statistic, fact, or event. This is because our unique experiences generate a different perspective of the data that we see. These complexities, when gathered into a singular database, can generate conclusions with more depth and accuracy, which benefits everyone.

7. Qualitative research is an open-ended process. When a researcher is properly prepared, the open-ended structures of qualitative research make it possible to get underneath superficial responses and rational thoughts to gather information from an individual’s emotional response. This is critically important to this form of researcher because it is an emotional response which often drives a person’s decisions or influences their behavior.

8. Creativity becomes a desirable quality within qualitative research. It can be difficult to analyze data that is obtained from individual sources because many people subconsciously answer in a way that they think someone wants. This desire to “please” another reduces the accuracy of the data and suppresses individual creativity. By embracing the qualitative research method, it becomes possible to encourage respondent creativity, allowing people to express themselves with authenticity. In return, the data collected becomes more accurate and can lead to predictable outcomes.

9. Qualitative research can create industry-specific insights. Brands and businesses today need to build relationships with their core demographics to survive. The terminology, vocabulary, and jargon that consumers use when looking at products or services is just as important as the reputation of the brand that is offering them. If consumers are receiving one context, but the intention of the brand is a different context, then the miscommunication can artificially restrict sales opportunities. Qualitative research gives brands access to these insights so they can accurately communicate their value propositions.

10. Smaller sample sizes are used in qualitative research, which can save on costs. Many qualitative research projects can be completed quickly and on a limited budget because they typically use smaller sample sizes that other research methods. This allows for faster results to be obtained so that projects can move forward with confidence that only good data is able to provide.

11. Qualitative research provides more content for creatives and marketing teams. When your job involves marketing, or creating new campaigns that target a specific demographic, then knowing what makes those people can be quite challenging. By going through the qualitative research approach, it becomes possible to congregate authentic ideas that can be used for marketing and other creative purposes. This makes communication between the two parties to be handled with more accuracy, leading to greater level of happiness for all parties involved.

12. Attitude explanations become possible with qualitative research. Consumer patterns can change on a dime sometimes, leaving a brand out in the cold as to what just happened. Qualitative research allows for a greater understanding of consumer attitudes, providing an explanation for events that occur outside of the predictive matrix that was developed through previous research. This allows the optimal brand/consumer relationship to be maintained.

What Are the Disadvantages of Qualitative Research?

1. The quality of the data gathered in qualitative research is highly subjective. This is where the personal nature of data gathering in qualitative research can also be a negative component of the process. What one researcher might feel is important and necessary to gather can be data that another researcher feels is pointless and won’t spend time pursuing it. Having individual perspectives and including instinctual decisions can lead to incredibly detailed data. It can also lead to data that is generalized or even inaccurate because of its reliance on researcher subjectivisms.

2. Data rigidity is more difficult to assess and demonstrate. Because individual perspectives are often the foundation of the data that is gathered in qualitative research, it is more difficult to prove that there is rigidity in the information that is collective. The human mind tends to remember things in the way it wants to remember them. That is why memories are often looked at fondly, even if the actual events that occurred may have been somewhat disturbing at the time. This innate desire to look at the good in things makes it difficult for researchers to demonstrate data validity.

3. Mining data gathered by qualitative research can be time consuming. The number of details that are often collected while performing qualitative research are often overwhelming. Sorting through that data to pull out the key points can be a time-consuming effort. It is also a subjective effort because what one researcher feels is important may not be pulled out by another researcher. Unless there are some standards in place that cannot be overridden, data mining through a massive number of details can almost be more trouble than it is worth in some instances.

4. Qualitative research creates findings that are valuable, but difficult to present. Presenting the findings which come out of qualitative research is a bit like listening to an interview on CNN. The interviewer will ask a question to the interviewee, but the goal is to receive an answer that will help present a database which presents a specific outcome to the viewer. The goal might be to have a viewer watch an interview and think, “That’s terrible. We need to pass a law to change that.” The subjective nature of the information, however, can cause the viewer to think, “That’s wonderful. Let’s keep things the way they are right now.” That is why findings from qualitative research are difficult to present. What a research gleans from the data can be very different from what an outside observer gleans from the data.

5. Data created through qualitative research is not always accepted. Because of the subjective nature of the data that is collected in qualitative research, findings are not always accepted by the scientific community. A second independent qualitative research effort which can produce similar findings is often necessary to begin the process of community acceptance.

6. Researcher influence can have a negative effect on the collected data. The quality of the data that is collected through qualitative research is highly dependent on the skills and observation of the researcher. If a researcher has a biased point of view, then their perspective will be included with the data collected and influence the outcome. There must be controls in place to help remove the potential for bias so the data collected can be reviewed with integrity. Otherwise, it would be possible for a researcher to make any claim and then use their bias through qualitative research to prove their point.

7. Replicating results can be very difficult with qualitative research. The scientific community wants to see results that can be verified and duplicated to accept research as factual. In the world of qualitative research, this can be very difficult to accomplish. Not only do you have the variability of researcher bias for which to account within the data, but there is also the informational bias that is built into the data itself from the provider. This means the scope of data gathering can be extremely limited, even if the structure of gathering information is fluid, because of each unique perspective.

8. Difficult decisions may require repetitive qualitative research periods. The smaller sample sizes of qualitative research may be an advantage, but they can also be a disadvantage for brands and businesses which are facing a difficult or potentially controversial decision. A small sample is not always representative of a larger population demographic, even if there are deep similarities with the individuals involve. This means a follow-up with a larger quantitative sample may be necessary so that data points can be tracked with more accuracy, allowing for a better overall decision to be made.

9. Unseen data can disappear during the qualitative research process. The amount of trust that is placed on the researcher to gather, and then draw together, the unseen data that is offered by a provider is enormous. The research is dependent upon the skill of the researcher being able to connect all the dots. If the researcher can do this, then the data can be meaningful and help brands and progress forward with their mission. If not, there is no way to alter course until after the first results are received. Then a new qualitative process must begin.

10. Researchers must have industry-related expertise. You can have an excellent researcher on-board for a project, but if they are not familiar with the subject matter, they will have a difficult time gathering accurate data. For qualitative research to be accurate, the interviewer involved must have specific skills, experiences, and expertise in the subject matter being studied. They must also be familiar with the material being evaluated and have the knowledge to interpret responses that are received. If any piece of this skill set is missing, the quality of the data being gathered can be open to interpretation.

11. Qualitative research is not statistically representative. The one disadvantage of qualitative research which is always present is its lack of statistical representation. It is a perspective-based method of research only, which means the responses given are not measured. Comparisons can be made and this can lead toward the duplication which may be required, but for the most part, quantitative data is required for circumstances which need statistical representation and that is not part of the qualitative research process.

The advantages and disadvantages of qualitative research make it possible to gather and analyze individualistic data on deeper levels. This makes it possible to gain new insights into consumer thoughts, demographic behavioral patterns, and emotional reasoning processes. When a research can connect the dots of each information point that is gathered, the information can lead to personalized experiences, better value in products and services, and ongoing brand development.

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10 Advantages and Disadvantages of Qualitative Research

  — August 5th, 2021

Research is about gathering data so that it can inform meaningful decisions. In the workplace, this can be invaluable in allowing informed decision-making that will meet with wider strategic organizational goals .

However, research comes in a variety of guises and, depending on the methodologies applied, can achieve different ends. There are broadly two key approaches to research -- qualitative and quantitative.

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Qualitative v quantitative – what’s the difference.

Qualitative Research is at the touchy-feely end of the spectrum. It’s not so much about bean-counting and much more about capturing people’s opinions and emotions.

“Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context.” (simplypsychology.org)

Examples of the way qualitative research is often gathered includes:

Interviews are a conversation based inquiry where questions are used to obtain information from participants. Interviews are typically structured to meet the researcher’s objectives.

Focus Groups

Focus group discussions are a common qualitative research strategy . In a focus group discussion, the interviewer talks to a group of people about their thoughts, opinions, beliefs, and attitudes towards a topic. Participants are typically a group who are similar in some way, such as income, education, or career. In the context of a company, the group dynamic is likely their common experience of the workplace.

Observation

Observation is a systematic research method in which researchers look at the activity of their subjects in their typical environment. Observation gives direct information about your research. Using observation can capture information that participants may not think to reveal or see as important during interviews/focus groups.

Existing Documents

This is also called secondary data. A qualitative data collection method entails extracting relevant data from existing documents. This data can then be analyzed using a qualitative data analysis method called content analysis. Existing documents might be work documents, work email , or any other material relevant to the organization.

Quantitative Research is the ‘bean-counting’ bit of the research spectrum. This isn’t to demean its value. Now encompassed by the term ‘ People Analytics ’, it plays an equally important role as a tool for business decision-making.

Organizations can use a variety of quantitative data-gathering methods to track productivity. In turn, this can help:

• To rank employees and work units
• To award raises or promotions.
• To measure and justify termination or disciplining of staff
• To measure productivity
• To measure group/individual targets

Examples might include measuring workforce productivity. If Widget Makers Inc., has two production lines and Line A is producing 25% more per day than Line B, capturing this data immediately informs management/HR of potential issues. Is the slower production on Line B due to human factors or is there a production process issue?

Quantitative Research can help capture real-time activities in the workplace and point towards what needs management attention.

The Pros & Cons of the Qualitative approach

By its nature, qualitative research is far more experiential and focused on capturing people’s feelings and views. This undoubtedly has value, but it can also bring many more challenges than simply capturing quantitative data. Here are a few challenges and strengths of qualitative research to consider :-

• Qualitative Research can capture changing attitudes within a target group such as consumers of a product or service, or attitudes in the workplace.
• Qualitative approaches to research are not bound by the limitations of quantitative methods. If responses don’t fit the researcher’s expectation that’s equally useful qualitative data to add context and perhaps explain something that numbers alone are unable to reveal .
• Qualitative Research provides a much more flexible approach . If useful insights are not being captured researchers can quickly adapt questions, change the setting or any other variable to improve responses.
• Qualitative data capture allows researchers to be far more speculative about what areas they choose to investigate and how to do so. It allows data capture to be prompted by a researcher’s instinctive or ‘gut feel’ for where good information will be found.

Qualitative research can be more targeted . If you want to compare productivity across an entire organization, all parts, process, and participants need to be accounted for. Qualitative research can be far more concentrated, sampling specific groups and key points in a company to gather meaningful data. This can both speed the process of data capture and keep the costs of data-gathering down.

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• Sample size can be a big issue. If you seek to infer from a sample of, for example, 200 employees, based upon a sample of 5 employees, this raises the question of whether sampling will provide a true reflection of the views of the remaining 97.5% of the company?
• Sample bias - HR departments will have competing agendas. One argument against qualitative methods alone is that HR tasked with finding the views of the workforce may be influenced both consciously or unconsciously, to select a sample that favors an anticipated outcome .
• Self-selection bias may arise where companies ask staff to volunteer their views . Whether in a paper, online survey , or focus group, if an HR department calls for participants there will be the issue of staff putting themselves forward. The argument goes that this group, in self-selecting itself, rather than being a randomly selected snapshot of a department, will inevitably have narrowed its relevance to those that typically are willing to come forward with their views. Quantitative data is gathered whether someone volunteered or not.
• The artificiality of qualitative data capture. The act of bringing together a group is inevitably outside of the typical ‘norms ’ of everyday work life and culture and may influence the participants in unforeseen ways.
• Are the right questions being posed to participants? You can only get answers to questions you think to ask . In qualitative approaches, asking about “how” and “why” can be hugely informative, but if researchers don’t ask, that insight may be missed.

The reality is that any research approach has both pros and cons. The art of effective and meaningful data gathering is thus to be aware of the limitations and strengths of each method.

In the case of Qualitative research, its value is inextricably linked to the number-crunching that is Quantitative data. One is the Ying to the other’s Yang. Each can only provide half of the picture, but together, you get a more complete view of what’s occurring within an organization.

What are the strengths of qualitative research?

Qualitative research offers deep insights into human behavior, provides context and understanding of complex issues, allows for flexibility in data collection, and helps uncover trends and patterns that quantitative data might miss.

What are the weaknesses of qualitative research?

Weakness include potential bias in data interpretation, time-consuming data collection and analysis, difficulty in generalizing findings to a larger population, and challenges in replicating the study.

Why is qualitative research important?

Qualitative research is crucial for exploring the depth and complexity of human experiences, capturing emotions, motivations, and cultural contexts that quantitative methods may overlook.

How can bias be minimized in qualitative research?

Researchers can minimize bias by using strategies such as triangulation (using multiple data sources), reflexivity (being aware of personal biases), and ensuring transparency in the research process.

What industries or fields commonly use qualitative research?

Qualitative research is widely used in social sciences, healthcare, education, marketing, and any field where understanding human experiences and behaviors is essential.

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19 Advantages and Disadvantages of Qualitative Research

Qualitative research is a method that involves collecting and analyzing non-numerical data to understand social phenomena.

This approach allows researchers to explore and gain in-depth insights into complex issues that cannot be easily measured or quantified.

However, like any research method, there are both advantages and disadvantages associated with qualitative research.

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Advantages of Qualitative Research

• Rich and In-Depth Data : Qualitative research provides rich and detailed data, allowing researchers to explore complex social phenomena, experiences, and contexts in depth.
• Contextual Understanding : It emphasizes the importance of context, enabling researchers to understand the social, cultural, and environmental factors that influence behavior and perceptions.
• Flexibility : Qualitative research is flexible and adaptable, allowing researchers to change their research focus, questions, or methods based on emerging insights during the study.
• Exploratory Nature : It is well-suited for generating hypotheses and theories by exploring new or under-researched topics. Researchers can uncover unexpected findings.
• Participant Perspectives : Qualitative research prioritizes the voices and perspectives of participants, providing insight into their lived experiences, beliefs, and worldviews.
• Holistic Understanding : Researchers can capture the complexity of human behavior and experiences, including emotions, motivations, and interpersonal dynamics.
• Useful for Small Sample Sizes : Qualitative research can be effective with small sample sizes when a deep understanding of a specific group or context is required.
• Complementary to Quantitative Research : It can complement quantitative research by providing qualitative insights that help explain or interpret numerical data.
• Validity and Authenticity : Qualitative research often focuses on establishing the validity and authenticity of findings, emphasizing the importance of rigor and transparency in the research process.

Disadvantages of Qualitative Research

• Subjectivity : Qualitative research is subjective in nature, and findings can be influenced by the researcher's biases, interpretations, and values.
• Limited Generalizability : The small sample sizes and context-specific nature of qualitative research may limit the generalizability of findings to broader populations or contexts.
• Time-Consuming : Qualitative research can be time-consuming, as it involves data collection methods such as interviews, participant observation, and content analysis, which require significant time and effort.
• Data Analysis Complexity : Analyzing qualitative data can be complex, requiring skills in coding, thematic analysis, and interpretation. It can be challenging to ensure intercoder reliability.
• Resource-Intensive : Qualitative research may require more resources than quantitative research, particularly when conducting in-depth interviews or ethnographic fieldwork.
• Ethical Considerations : Researchers must navigate ethical considerations, such as informed consent, confidentiality, and ensuring the well-being of participants, which can be complex in qualitative studies.
• Interpretation Challenges : Qualitative research findings are open to interpretation, and different researchers may draw different conclusions from the same data.
• Limited Quantification : Qualitative research does not produce numerical data, which can make it challenging to quantify and compare findings across studies.
• Potential for Researcher Influence : Researchers may inadvertently influence participant responses or behaviors through their presence or questioning, leading to potential bias.
• Difficulty in Sampling : Choosing a representative sample can be challenging in qualitative research, as the emphasis is on depth rather than breadth.

In practice, the choice between qualitative and quantitative research methods depends on the research objectives, questions, and the nature of the phenomenon being studied. 

Often, researchers use mixed methods, combining both qualitative and quantitative approaches, to gain a more comprehensive understanding of a research topic.

Conclusion of Pros and Cons of Qualitative Research Method

In conclusion, qualitative research offers several advantages, such as capturing rich, detailed data, providing flexibility in data collection methods, and allowing for exploratory studiesfrom market research, focus group, interviews with follow-up questions and open-ended questions by the interviewer.

However, it also has limitations, including small sample sizes, subjective data analysis, resource-intensiveness, and challenges in establishing validity and reliability, as in contrast from quantitative methods with quantitative data. 

Therefore, researchers should consider both the strengths and weaknesses of qualitative research and advantages and disadvantages of quantitative research approach when selecting the appropriate type of research methodology for their study. 

By understanding these advantages and disadvantages, researchers can make informed decisions and maximize the potential of qualitative research in generating meaningful insights.

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16 Key Advantages and Disadvantages of Qualitative Research Methods

Qualitative research is the process of natural inquisitiveness which wants to find an in-depth understanding of specific social phenomena within a regular setting. It is a process that seeks to find out why people act the way that they do in specific situations. By relying on the direct experiences that each person has every day, it becomes possible to define the meaning of a choice – or even a life.

Researchers who use the qualitative process are looking at multiple methods of inquiry to review human-related activities. This process is a way to measure the very existence of humanity. Multiple options are available to complete the work, including discourse analysis, biographies, case studies, and various other theories.

This process results in three primary areas of focus, which are individual actions, overall communication, and cultural influence. Each option must make the common assumption that knowledge is subjective instead of objective, which means the researchers must learn from their participants to understand what is valuable and what is not in their studies.

List of the Pros of Qualitative Research

1. Qualitative research is a very affordable method of research. Qualitative research is one of the most affordable ways to glean information from individuals who are being studied. Focus groups tend to be the primary method of collecting information using this process because it is fast and effective. Although there are research studies that require an extensive period of observation to produce results, using a group interview session can produce usable information in under an hour. That means you can proceed faster with the ideas you wish to pursue when compared to other research methods.

2. Qualitative research provides a predictive element. The data which researchers gather when using the qualitative research process provides a predictive element to the project. This advantage occurs even though the experiences or perspectives of the individuals participating in the research can vary substantially from person-to-person. The goal of this work is not to apply the information to the general public, but to understand how specific demographics react in situations where there are challenges to face. It is a process which allows for product development to occur because the pain points of the population have been identified.

3. Qualitative research focuses on the details of personal choice. The qualitative research process looks at the purpose of the decision that an individual makes as the primary information requiring collection. It does not take a look at the reasons why someone would decide to make the choices that they do in the first place. Other research methods preferred to look at the behavior, but this method wants to know the entire story behind each individual choice so that the entire population or society can benefit from the process.

4. Qualitative research uses fluid operational structures. The qualitative research process relies on data gathering based on situations that researchers are watching and experiencing personally. Instead of relying on a specific framework to collect and preserve information under rigid guidelines, this process finds value in the human experience. This method makes it possible to include the intricacies of the human experience with the structures required to find conclusions that are useful to the demographics involved – and possible to the rest of society as well.

5. Qualitative research uses individual choices as workable data. When we have an understanding of why individual choices occurred, then we can benefit from the diversity that the human experience provides. Each unique perspective makes it possible for every other person to gather more knowledge about a situation because there are differences to examine. It is a process which allows us to discover more potential outcomes because there is more information present from a variety of sources. Researchers can then take the perspectives to create guidelines that others can follow if they find themselves stuck in a similar situation.

6. Qualitative research is an open-ended process. One of the most significant advantages of qualitative research is that it does not rely on specific deadlines, formats, or questions to create a successful outcome. This process allows researchers to ask open-ended questions whenever they feel it is appropriate because there may be more data to collect. There are not the same time elements involved in this process either, as qualitative research can continue indefinitely until those working on the project feel like there is nothing more to glean from the individuals participating.

Because of this unique structure, researchers can look for data points that other methods might overlook because a greater emphasis is often placed on the interview or observational process with firm deadlines.

7. Qualitative research works to remove bias from its collected information. Unconscious bias is a significant factor in every research project because it relies on the ability of the individuals involved to control their thoughts, emotions, and reactions. Everyone has preconceived notions and stereotypes about specific demographics and nationalities which can influence the data collected. No one is 100% immune to this process. The format of qualitative research allows for these judgments to be set aside because it prefers to look at the specific structures behind each choice of person makes.

This research method also collects information about the events which lead up to a specific decision instead of trying to examine what happens after the fact. That’s why this advantage allows the data to be more accurate compared to the other research methods which are in use.

8. Qualitative research provides specific insight development. The average person tends to make a choice based on comfort, convenience, or both. We also tend to move forward in our circumstances based on what we feel is comfortable to our spiritual, moral, or ethical stances. Every form of communication that we use becomes a potential foundation for researchers to understand the demographics of humanity in better ways. By looking at the problems we face in everyday situations, it becomes possible to discover new insights that can help us to solve do you need problems which can come up. It is a way for researchers to understand the context of what happens in society instead of only looking at the outcomes.

9. Qualitative research requires a smaller sample size. Qualitative research studies wrap up faster that other methods because a smaller sample size is possible for data collection with this method. Participants can answer questions immediately, creating usable and actionable information that can lead to new ideas. This advantage makes it possible to move forward with confidence in future choices because there is added predictability to the results which are possible.

10. Qualitative research provides more useful content. Authenticity is highly demanded in today’s world because there is no better way to understand who we are as an individual, a community, or a society. Qualitative research works hard to understand the core concepts of how each participant defines themselves without the influence of outside perspectives. It wants to see how people structure their lives, and then take that data to help solve whatever problems they might have. Although no research method can provide guaranteed results, there is always some type of actionable information present with this approach.

List of the Cons of Qualitative Research

1. Qualitative research creates subjective information points. The quality of the information collected using the qualitative research process can sometimes be questionable. This approach requires the researchers to connect all of the data points which they gather to find the answers to their questions. That means the results are dependent upon the skills of those involved to read the non-verbal cues of each participate, understand when and where follow-up questions are necessary, and remember to document each response. Because individuals can interpret this data in many different ways, there can sometimes be differences in the conclusion because each researcher has a different take on what they receive.

2. Qualitative research can involve significant levels of repetition. Although the smaller sample sizes found in qualitative research can be an advantage, this structure can also be a problem when researchers are trying to collect a complete data profile for a specific demographic. Multiple interviews and discovery sessions become necessary to discover what the potential consequences of a future choice will be. When you only bring in a handful of people to discuss a situation, then these individuals may not offer a complete representation of the group being studied. Without multiple follow-up sessions with other participants, there is no way to prove the authenticity of the information collected.

3. Qualitative research is difficult to replicate. The only way that research can turn into fact is through a process of replication. Other researchers must be able to come to the similar conclusions after the initial project publishers the results. Because the nature of this work is subjective, finding opportunities to duplicate the results are quite rare. The scope of information which a project collects is often limited, which means there is always some doubt found in the data. That is why you will often see a margin of error percentage associated with research that uses this method. Because it never involves every potential member of a demographic, it will always be incomplete.

4. Qualitative research relies on the knowledge of the researchers. The only reason why opportunities are available in the first place when using qualitative research is because there are researchers involved which have expertise that relates to the subject matter being studied. When interviewers are unfamiliar with industry concepts, then it is much more challenging to identify follow-up opportunities that would be if the individual conducting the session was familiar with the ideas under discussion. There is no way to correctly interpret the data if the perspective of the researcher is skewed by a lack of knowledge.

5. Qualitative research does not offer statistics. The goal of qualitative research is to seek out moments of commonality. That means you will not find statistical data within the results. It looks to find specific areas of concern or pain points that are usable to the organization funding to research in the first place. The amount of data collected using this process can be extreme, but there is no guarantee that it will ever be usable. You do not have the same opportunities to compare information as you would with other research methods.

6. Qualitative research still requires a significant time investment. It is true that there are times when the qualitative research process is significantly faster than other methods. There is also the disadvantage in the fact that the amount of time necessary to collect accurate data can be unpredictable using this option. It may take months, years, or even decades to complete a research project if there is a massive amount of data to review. That means the researchers involve must make a long-term commitment to the process to ensure the results can be as accurate as possible.

These qualitative research pros and cons review how all of us come to the choices that we make each day. When researchers understand why we come to specific conclusions, then it becomes possible to create new goods and services that can make our lives easier. This process then concludes with solutions which can benefit a significant majority of the people, leading to better best practices in the future.

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Advantages and Disadvantages of Qualitative Research Methodologies

Unlock the benefits and drawbacks of qualitative research methodologies.

Qualitative research methodologies offer in-depth understanding and context, fostering rich insights into complex phenomena. However, they may lack generalizability and could be subject to researcher bias, requiring careful interpretation and analysis.

Qualitative research method offers unique advantages and disadvantages that researchers should consider when choosing their approach:

Unlock the benefits and drawbacks of the qualitative research method. Delve into nuanced insights and potential biases, guiding your approach to in-depth understanding and critical analysis in academic exploration.

What is Qualitative Research?

Before we discuss methodologies, let’s start with the basics. Qualitative research is about exploring and understanding the meanings people assign to their experiences, behaviors, and social contexts. Unlike quantitative research, which deals with numbers and statistics, qualitative research focuses on words, descriptions, and interpretations.

Qualitative research is beneficial when you want to:

• Explore complex issues in depth
• Understand people’s perspectives and experiences
• Develop new theories or concepts
• Investigate cultural or social phenomena

let’s dive into the exciting world of qualitative research methodologies!

Popular Qualitative Research Methodologies

1. ethnography.

Ethnography is like being a cultural detective . Researchers immerse themselves in a particular community or culture to observe and understand their way of life. This method involves:

• Participant observation
• In-depth interviews
• Field notes and reflections

Ethnography is perfect for studying social groups, cultural practices, or organizational cultures. For example, a researcher might spend months living with an indigenous tribe to understand their traditions and beliefs.

Also Read: Examples of Ethnographic Research in Different Fields

2. Phenomenology

Phenomenology is all about getting to the heart of lived experiences. This approach focuses on understanding how people perceive and make sense of specific phenomena or events in their lives. Key features include:

• Focus on subjective experiences
• Bracketing of researcher’s preconceptions

Phenomenology is great for exploring topics like the experience of chronic illness or the meaning of spirituality in everyday life.

3. Grounded Theory

Grounded theory is like building a theory from the ground up. Instead of starting with a hypothesis, researchers collect data and then develop theories based on what they find. This method involves:

• Iterative data collection and analysis
• Constant comparison of data
• Theory development through coding and categorizing

Grounded theory is useful for developing new theories in areas where little is known, such as emerging social phenomena or innovative business practices.

4. Case Study Research

Case study research involves an in-depth investigation of a particular case or cases. This could be an individual, a group, an organization, or an event. Key aspects include:

• Multiple data collection methods
• Rich, contextual analysis
• Focus on understanding complex situations

Case studies are excellent for exploring unique or extreme cases, such as investigating a successful company’s management strategies or analyzing a historical event.

5. Narrative Inquiry

Narrative inquiry focuses on stories and storytelling. Researchers collect and analyze people’s narratives to understand their experiences and the meaning they attribute to them. This method involves:

• In-depth interviews or life histories
• Analysis of narrative structure and content
• Focus on personal and social contexts

Narrative inquiry is particularly useful for exploring personal experiences, identity formation, and life transitions.

Advantages of Qualitative Research Methodologies

Qualitative research allows participants to express their thoughts and views freely, leading to authentic responses

1 . Trustworthiness

Information gathered in qualitative studies is based on participants’ thoughts and experiences, making it more trustworthy and accurate

2 . In-depth Questioning

Qualitative methods like focus groups and interviews enable researchers to research deeply into topics, providing rich insights

3. Flexibility

Qualitative research offers a flexible approach, allowing researchers to adapt questions or settings quickly to improve responses

4. Creativity

This methodology encourages creativity and genuine ideas to be collected from specific demographics, fostering innovation

Disadvantages of Qualitative Research Methodologies

Qualitative research does not provide statistical representation, limiting the ability to make quantitative comparisons

1 . Data Duplication

Responses in qualitative research cannot usually be measured, leading to potential data duplication over time

2 . Time-Consuming

Qualitative research can be time-consuming and labor-intensive due to the detailed nature of data collection and analysis

3. Difficulty in Replicating Results

Due to the subjective nature of qualitative data, replicating results can be challenging, impacting the reliability of findings

4. Dependence on Researchers’ Experience:

The quality of data collected in qualitative research relies heavily on the experience and skills of the researchers involved

In conclusion, while qualitative research methodologies offer valuable insights into human behavior and social interactions, researchers must carefully weigh these advantages and disadvantages to ensure the effectiveness and reliability of their studies

Also Read: Quantitative Vs Qualitative Research

Data Collection Techniques in Qualitative Research

Now that we’ve covered the main methodologies, let’s look at some common data collection techniques:

• In-depth Interviews : One-on-one conversations that allow for deep exploration of topics.
• Focus Groups : Group discussions that generate rich data through participant interaction.
• Participant Observation : Immersing yourself in a setting to observe and understand behaviors and interactions.
• Document Analysis : Examining written materials like diaries, letters, or organizational documents.
• Visual Methods : Using photographs, videos, or artwork to elicit responses or document observations.

Remember, the choice of data collection technique depends on your research question and methodology. It’s often beneficial to use multiple techniques to get a more comprehensive understanding of your topic.

Analyzing Qualitative Data

Once you’ve collected your data, it’s time to make sense of it all. Here are some common analysis methods:

• Thematic Analysis : Identifying patterns and themes across your data set.
• Content Analysis : Systematically categorizing and coding textual data.
• Discourse Analysis : Examining language use and meaning in social contexts.
• Narrative Analysis : Analyzing the structure and content of stories.
• Grounded Theory Analysis : Developing theory through iterative coding and categorization.

Each analysis method has its strengths, and the choice depends on your research goals and methodological approach.

Ensuring Quality in Qualitative Research

Qualitative research has sometimes been criticized for lacking rigor. However, there are several strategies you can use to ensure the quality and trustworthiness of your research:

• Triangulation : Using multiple data sources or methods to cross-check your findings.
• Member Checking : Sharing your interpretations with participants to ensure accuracy.
• Peer Debriefing : Discussing your analysis and interpretations with colleagues.
• Audit Trail : Keeping detailed records of your research process and decisions.
• Reflexivity : Critically reflecting on your own biases and their potential impact on the research.

By implementing these strategies, you can enhance the credibility and reliability of your qualitative research.

Ethical Considerations in Qualitative Research

Qualitative research often involves close interactions with participants and sensitive topics. As such, ethical considerations are paramount. Key ethical principles include:

• Informed Consent : Ensuring participants understand and agree to be part of the research.
• Confidentiality : Protecting participants’ identities and personal information.
• Avoiding Harm : Ensuring your research doesn’t negatively impact participants.
• Respect for Autonomy : Recognizing participants’ right to withdraw at any time.
• Reciprocity : Considering how your research can benefit participants and their communities.

Qualitative research methodologies offer a rich toolkit for exploring human experiences and social phenomena. By understanding these methodologies and their associated techniques, you can choose the best approach for your research questions and contribute valuable insights to your field.

Remember, qualitative research is as much an art as it is a science. It requires creativity, flexibility, and a genuine curiosity about human experiences. So, embrace the journey, stay open to unexpected discoveries, and enjoy the process of uncovering rich, meaningful insights through your research.

Whether you’re a seasoned researcher or just starting, mastering qualitative research methodologies can open new avenues for understanding our complex social world. So go forth, ask questions, listen deeply, and let the stories unfold!

Qualitative research methodologies focus on gathering, analyzing, and interpreting non-numerical data to understand phenomena, experiences, and meanings. Key characteristics include:

Types of Qualitative Research:

• Phenomenology : Explores people’s experiences and perceptions.
• Grounded Theory : Develops theories from data.
• Ethnography : Studies cultures and social contexts.
• Case Study : In-depth analysis of a single case.
• Content Analysis : Analyzes texts, images, and videos.
• Discourse Analysis : Examines language and communication.
• Narrative Research : Focuses on stories and storytelling.

Data Collection Methods:

• Interviews : In-depth, semi-structured, or focus groups.
• Observations : Participant or non-participant.
• Focus Groups : Group discussions.
• Document Analysis : Examines texts, images, and records.
• Survey Research : Open-ended questions.

Data Analysis Methods:

• Thematic Analysis : Identifies patterns and themes.
• Coding : Labels and categorizes data.
• Constant Comparative Method : Compares data.
• Content Analysis : Quantifies and analyzes content.
• Narrative Analysis : Examines story structures.

Advantages:

• In-depth understanding : Rich, detailed data.
• Flexibility : Adapts to changing research contexts.
• Contextualization : Considers the research environment.
• Ex Exploration : Explores new topics.

Limitations:

• Subjectivity : Researcher bias.
• Small sample sizes : Limited generalizability.
• Time-consuming : Data collection and analysis.
• Difficulty in replication : Unique contexts.

Applications:

• Social sciences : Studies human behavior.
• Healthcare : Understands patient experiences.
• Marketing : Examines consumer attitudes.
• Education : Investigates learning processes.

Qualitative research provides nuanced insights into complex issues, complementing quantitative methods.

External Sources:

• Creswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications. https://us.sagepub.com/
• Denzin, N. K., & Lincoln, Y. S. (2017). The SAGE Handbook of Qualitative Research. SAGE Publications. https://us.sagepub.com/
• Patton, M. Q. (2014). Qualitative Research & Evaluation Methods: Integrating Theory and Practice. SAGE Publications. https://us.sagepub.com/
• Flick, U. (2014). An Introduction to Qualitative Research. SAGE Publications. https://us.sagepub.com/
• Tracy, S. J. (2019). Qualitative Research Methods: Collecting Evidence, Crafting Analysis, Communicating Impact. Wiley-Blackwell. https://www.wiley.com/
• advantages of qualitative research
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• pros and cons
• Qualitative Insights
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Advantages And Disadvantages of Quantitative and Qualitative Research

• Post author: Edeh Samuel Chukwuemeka ACMC
• Post published: April 19, 2023
• Post category: Scholarly Articles

Advantages and Disadvantages of Quantitative and Qualitative Research : The purpose of research is to enhance society by advancing knowledge through the development of scientific theories, concepts and ideas. The key aim of research is to have a detailed understanding of a subject matter which can be achieved by exploration, description and explanation.

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Table of Contents

Meaning of Quantitative Research Method

Quantitative research involves the gathering of information and collection of data in quantities and numbers. It involves the observative strategy of research and uses statistics, computational methods and mathematics in developing theories.

It is purely a scientific/experimental method and does not rely on opinions. Rather this form of research is heavily based on formulating theories about events or phenomena through quantification before reaching a conclusion.

An example of Quantitative research is conducting surveys to determine the approval ratings of students in a Public University regarding the increase of tuition fees. In this scenario, one can distribute paper questionnaires, online surveys and polls to collate the figure representing the number of students who are either in agreement or in disagreement of the increase of tuition fees.

Also see: Major reasons why women don’t participate in politics

Advantages of Quantitative Research

I. It allows you to reach an accurate conclusion no matter how large the subject matter is. Take for example the scenario above, if the number of students were 2000 in number and you want to do a research on the approval ratings annually. The approach makes it simplistic for the researcher to easily deduce the accurate conclusion no matter how fast the number of students grow.

ii. It is less time consuming since it is based on statistical analysis. Thus, researchers are not burdened by drawing out explanatory strategies to generate an outcome.

iii. Quantitative research does not focus on opinions but only on accurate data which is more reliable and concrete.

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iv. The research approach keeps the personal information anonymous. It protects the identity of the information provider. It only focuses on collection of data and people with this knowledge of identity preservation give honest opinions.

v. The research does not require a study group to be observed on a frequent basis. The problem of monitoring the subject matter to provide adequate information is eliminated by adopting this research. There is no need for  face to face conversations or time consuming cross examinations to get the data the researcher needs.

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vi. Objectivity: The objectivity of quantitative research is one of its key benefits. The foundation of quantitative research is the utilization of numerical data, which is frequently considered to be more unbiased and trustworthy than qualitative data. Statistical methods make it simple to assess numerical data, and the results can be impartially understood and extrapolated to larger populations. This makes it possible for researchers to make accurate and trustworthy findings based on actual data.

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Disadvantages of Quantitative research

I. As society grows, the opinions of people become so diversified and they are susceptible to the changes in the society when giving their opinions.

ii. There is no accurate generalisation of data the researcher received. In simpler words if for example, a researcher wants to know how many people are in support of secession in Nigeria. Qualitative research may show a large percentage in support of it but because there is no available option to revisit the data, the opinions could change in some time.

So it is an initial success but an eventual fail. Present circumstances may influence the opinions and ultimately the conclusion. It is the dynamic of society; As society evolves, so do the people’s perspectives and quantitative research does nit make provision for this dynamic.

iii. The cost of Quantitative research is relatively high. If you have ever conducted a physical or online survey which involves the distribution of questionnaires among targeted study groups, you will attest to the expensive nature of this research. Sometimes high profile firms and companies are involved which makes the research work more expensive.

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iv. Experienced researchers are usually uncertain about the eventual data: The purpose of research is to explore a subject matter and generate an accurate conclusion. What happens when the data collected do not represent the entire study group?

It becomes extremely difficult to reach a valid conclusion when the data gathered is not an accurate representation of everyone involved especially when it involves a large study group. This is one of the worries that concern expert researchers.

v. Reductionist: One of the main criticisms of quantitative research is that it can be reductionist in nature. Quantitative research often focuses on specific variables and measures, which may not capture the complexity and richness of human experiences.

It may overlook important nuances, context, and qualitative aspects of a phenomenon, leading to a limited understanding of the research topic.

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Meaning of Qualitative Research Method

This type of research involves investigating methodologies by collecting data where the researcher engages in open ended questions. This means that the researcher is more engaging in his questions and attempts to elicit the most positively accurate data from his targeted subject group.

Unlike Quantitative research, it does not quantify hypothesis by numbers or statistical measurements. Rather it has a more exploratory approach with the “ how ” and “ why ” which is more detailed than a “ yes ” or a “ no “. While Quantitative research deals with numerical figures, qualitative research deals more with words and meanings.

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Advantages of Qualitative Research

I . Due to the depth of qualitative research, subject matters can be examined on a larger scale in  greater detail.

ii . Qualitative Research has a more real feel as it deals with human experiences and observations. The researcher has a  more concrete foundation to gather accurate data. Take for instance, if there is a survey on the evaluation of academic performance in secondary schools.

A Qualitative researcher has an advantageous position in knowing the reason behind the increase or decline of academic performance by having long and stretched out conversations with the students to get a comprehensive data and accurate conclusion.

iii . The researcher can flow with the initial data by asking further questions in respect of the answers. This is not the case in other forms of research.

iv . Qualitative Research allows the researcher to provide a more generalised data notwithstanding the multiplicity of perspectives and opinions. For example if majority of the students are split concerning the reason for academic decline with half of them saying it is due to bad teaching while the other half attributes the decline to inadequate facilities, all these are different opinions which only a Qualitative researcher can accommodate to arrive at a definite conclusion.

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v . The respondents to the researcher are authentic, unfiltered and creative with their answers which promises a more accurate data.

vi. Rich and Detailed Data: One of the main advantages of qualitative research is its ability to provide rich and detailed data that captures the complexity and nuances of human experiences. Qualitative data can provide in-depth insights into the thoughts, feelings, and behaviors of individuals, and can offer a holistic understanding of the research topic.

This can provide a deeper and more nuanced understanding of social phenomena and human behavior.

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Disadvantages of Qualitative Research

I . One of the challenges in this type of research is that the collected data is purely based on open ended discussions. This makes the researcher the controlling figure as the interviewer which results to gathering of data which he may find useful or not, necessary or unnecessary because of its highly subjective nature.

ii . The researcher may become too opinionated in the subject matter which may influence his recollection of data. Hence there is likely to be error in gathering the right information.

iii . Qualitative Research takes a lot of time and effort in execution. The means of eliciting information from a subject group and analysing the data received, filtering the relevant ones from the irrelevant ones are tedious processes. This is more complex when large companies are involved in the research.

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iv . There is the possibility of lost data in the process of gathering. Qualitative Research is more demanding and requires a more meticulous approach than quantitative research. It is an enormous responsibility which non experienced researchers may have difficulty to bear.

v. Researchers must be experienced and have detailed knowledge in the subject matter in order to attain the most accurate data. This requires a special skill set and the process of searching for those researchers that fit the right caliber is not only costly but equally difficult, depending on the subject matter.

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vi. Subjectivity and Bias: The subjectivity and potential for bias of qualitative research are two of its key complaints. The interpretation and analysis of data used in qualitative research are subject to the researcher’s own biases, viewpoints, and preconceived beliefs. Given that various researchers may interpret the same data in different ways, the subjective aspect of qualitative research can have an impact on the validity and trustworthiness of the conclusions.

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In conclusion, it is worthy to note that both Quantitative and Qualitative researches are equally beneficial in the field of gathering data or information. Whether it is mathematically based or more of open ended discussions, it is imperative for a researcher to evaluate the essence of the research, the size of the target group or subject matter and the expenses involved. All these factors will guide a diligent researcher in determining the most trustworthy approach in research.

Edeh Samuel Chukwuemeka, ACMC, is a lawyer and a certified mediator/conciliator in Nigeria. He is also a developer with knowledge in various programming languages. Samuel is determined to leverage his skills in technology, SEO, and legal practice to revolutionize the legal profession worldwide by creating web and mobile applications that simplify legal research. Sam is also passionate about educating and providing valuable information to people.

Home » Pros and Cons » 25 Advantages and Disadvantages of Qualitative Research

25 Advantages and Disadvantages of Qualitative Research

Qualitative research comes from open-ended questions. It collects data in a different way. Instead of providing questions with only specific answers, like a poll, qualitative research allows people to be themselves during the research process. In return, researchers are able to investigate methodologies with greater accuracy. They can search through recordings to find new data.

The principles of qualitative research have been used for quite some time. Media and marketing have often used findings from this research process to create targeted content or offer individualized brand messaging. The goal here is simple: to provide individualized and group-based value propositions simultaneously.

It is a unique data relationship that the advantages and disadvantages of qualitative research are able to provide. One must put the perspectives of the participant together with the perspectives of those collecting the data to create accurate results.

What Are the Advantages of Qualitative Research?

1. it becomes possible to understand attitudes..

Consumer patterns can often change. When that happens suddenly, businesses can be left wondering what happened to them. The processes which are provided by qualitative research provide for a potential understanding as to why an attitude may shift. This may even lead to a definitive explanation, which can allow the business to adapt to the perspective shift. Because qualitative research helps us all understand attitudes better, it becomes easier to maintain consumer relationships.

2. It is a content generator.

Finding new ways to present old content can be very difficult, even to an experienced marketer. The qualitative research approach allows for genuine ideas to be collected from specific socioeconomic demographics. These ideas are then turned into data that can be used to create valuable content which reflects the brand messaging being offered. When this process is performed properly, everyone benefits from a refined and beneficial value proposition.

3. It saves money.

The qualitative research process uses a smaller sample size than other research methods. This is due to the fact that more information is collected from each participant. Smaller sample sizes equate to lower research costs. Not only does this research process save money, but it can also produce faster results. If data is needed quickly for an important decision, this is one of the best research options that is available today.

4. It can provide insights that are specific to an industry.

Relationships and engagement are the two most important factors for customer retention. Modern brands can use qualitative research to find new insights that can further these two needed items so their communication to their core demographics is as accurate and authentic as possible. The insights a business can find may lead them to change their jargon, add value to the products/services being offered, or look for ways to fix a declining reputation. With qualitative research, the risks of experiencing a negative reaction because of miscommunication are greatly reduced.

5. It allows creativity to be a driving force.

Research often wants facts instead of opinions. It wants observations instead of creativity. The qualitative research process goes in a different direction than traditional research. This format eliminates the bias that tends to come through collected data as respondents attempt to answer questions in a way that please the researcher. Respondents are encouraged to be themselves. Their creativity becomes a commodity. In return, the data that can be collected from the respondents tends to have more accuracy to it.

6. It is a process that is always open-ended.

Many people have a trained, superficial response that is built from habit. “Hi. How are you?” someone might ask at the grocery store. “Fine. How are you?” Would be the typical response. The qualitative research process allows researchers to get underneath these habits to mine the actual data that someone can provide. It accesses the emotional data that drives decision-making responses. Because it is an open-ended process, there is no “right” or “wrong” answer, which makes data collection much easier.

7. It incorporates the human experience.

Facts are important. Statistics can identity trends. Yet, the human experience cannot be ignored. The human experience causes two different people to see the same event in two different ways. By using qualitative research, it becomes possible to incorporate the complexity of this type of data into the conclusions that come from the collected research. Every perspective becomes important. That leads to conclusions that have more accuracy, so everyone gets to benefit from the process at the end of the day.

8. It has flexibility.

There isn’t a rigid structure to the qualitative research process. It seeks authentic data and emotional responses instead. Because of this flexibility, trained researchers are permitted to follow-up on any answer they wish to generate more depth and complexity to the data being collected. Unlike research formats that allow for zero deviation, the qualitative research can follow any thought tangent and mine data from the answers provided.

9. It offers predictive qualities.

People who have similar perspectives will have similar thought patterns. They may even purchase similar products. The data which is gathered through qualitative research is perspective-based, which is why it has a predictive quality to it. The trademarks of what make that person unique can be collected and used to identify people with similar preferences or thinking patterns, making it possible for brands to develop messaging, products, and services that have greater value.

10. It allows for human instinct to play a role.

Ever have a “gut feeling” that you should do something? Did you listen to that instinct? Did you see a positive result from it? Many people have, but many research methods discount human instinct in the data collection process. The qualitative research process allows for human instinct to play a role. The subconscious mind offers many secrets that we may not scientifically understand, but we can collect the data it produces. That data often has a higher level of accuracy and authenticity than any other form of data offered.

11. It can be based on available data, incoming data, or other data formats.

The qualitative research method does not require a specific pattern or format for data collection. Information reporting is based on the quality and quantity of information that is collected. If researchers feel like they are not generating useful results from their efforts, they can change their processes immediately. There are more opportunities to gather new data when using this approach.

12. It allows for detail-orientated data to be collected.

Numerous restrictions are part of the data-collection process in most research methods. This is done to help create measureable outcomes in a short time period. Instead of focusing on a specific metric, qualitative research focuses on data subtlety. It wants as many details as possible, whether those details fit into a specific framework or not. It is within those details that genuine insights tend to be found.

What Are the Disadvantages of Qualitative Research?

1. it is not a statistically representative form of data collection..

The qualitative research process does not provide statistical representation. It will only provide research data from perspectives only. Responses with this form of research cannot usually be measured. Only comparisons are possible, and that tends to create data duplication over time. If statistical data is required, qualitative research is not the form of research that should be used.

2. It relies upon the experience of the researcher.

The data collected through qualitative research is dependent upon the experience of the researchers involved in the process. Industry-specific data must be collected by a researcher that is familiar with the industry. Researchers must also have good interviewing skills, have the courage to ask follow-up questions, and be able to form professional bonds with participants to ensure the accuracy of the data.

3. It can lose data.

Data must be recognized by the researchers in qualitative research for it to be collected. That means there is a level of trust present in the data collection process that other forms of research do not require. Researchers that are unable to see necessary data when they observe it will lose it, which lessens the accuracy of the results from the qualitative research efforts. That could even lead some research efforts toward false conclusions.

4. It may require multiple sessions.

The qualitative research may be effective in collecting authentic data, but the small sample size of the research can be problematic. To make an important decision, numerous perspectives are often required to avoid making a costly mistake. That might mean multiple research periods may be required to gather all of the data that is needed to make such a difficult decision. Should that be the case, a larger follow-up sample may create more costs instead of fewer when a fork in the road is reached.

5. It can be difficult to replicate results.

Because qualitative research is based on individual perspectives, it is almost impossible to duplicate the results that are found. Even the same person may have a different perspective tomorrow than they had today. That means the data collected through qualitative research can be difficult to verify, which can lead some to question the conclusions that researchers generate through this process.

6. It can create misleading conclusions.

Although like-minded people tend to think, feel, and act in similar ways, this is not always the case. 80% of Caucasian evangelical Christians may have voted for Donald Trump in the U.S. Presidential election in 2016, but that means 20% did not. A small qualitative research sample that only includes people in the 80% would completely ignore the perspectives of those in the other 20%. There is no absolute way to know if the conclusions generated through qualitative research can apply to an entire demographic.

7. It can be influenced by researcher bias.

The term “fake news” has been used quite often since the beginning of 2017. The term is used to describe a certain bias that seems to be present in media reporting, even though the reporting is said to be unbiased. In qualitative research, the bias of the researcher, whether conscious or subconscious, can affect the data. The conclusions researched can even be influenced by this bias. Controls must be part of the data collection process to prevent researcher bias from influencing results.

8. It may not be accepted.

Even though there is a certain authenticity to qualitative research, there is also a certain subjectivity to it. Because of this nature, the data collected may not be accepted. If similar qualitative research efforts cannot produce similar results, the data originally collected might even be rejected.

9. It creates data that is difficult to present.

Because individuals have different perspectives, the reaction to qualitative research findings can often be at two extremes. There will be those who support the findings and there will be people who do not support the findings. The data being collected will be viewed as valuable by both groups, but how each group chooses to act is based on their own perspective. That means two very different outcomes can be achieved, making the data difficult to present to generalized audiences.

10. It creates data with questionable value.

Even researchers may disagree about the value of data being collected because of their different perspectives. What is included during the qualitative research process or what is excluded relies upon the researcher involved. That is why this data collection process is highly subjective. Detailed data is always possible, but only if the researcher can set aside their bias and perspective to present the data collected in raw form.

11. It can be time consuming.

Because researchers follow numerous tangents when collecting data, it takes more time to gather it. Sorting through all of that extra data takes time as well. Every data point is evaluated subjectively, so the worth of it is always in question. Other research formats have rigid guidelines and expectations for collected data that allow for it to be evaluated and used with greater speed than what is collected through qualitative research.

12. It has no rigidity.

The qualitative research method is based on individual perspectives. Since those perspectives can change, the data gathered is only reliable at the time it is gathered. Human memory tends to prefer remembering good things. We keep close access to fond memories and put bad memories into the back corner of the mind. There is an instinctual desire to seek out the good in what has happened to each of us. Because of this trait, it can be hard for researchers to draw conclusions from the data that can apply over a long-term perspective.

13. It lessens the value of data mining.

Data mining can provide valuable insights to an entire demographic of customers. In qualitative research, data mining is useful for the one person who is providing information in the first place. Imagine that you’re on a friend’s computer for the first time. Cookies and search storage have created advertising for Coca-Cola on almost every site you visit. You prefer Pepsi. Will you be swayed by the advertising? Probably not, even if you and your friend both prefer cola over other soft drink options.

These key advantages and disadvantages of qualitative research show us that gathering unique, personalized data will always be important. It is the best method to understand how certain people, and even certain groups, think on a deeper level. Because of the subjective nature of the data, however, its reliability and veracity will always be questioned by someone.

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Advantages and disadvantages of qualitative research

This article aims to examine some of the advantages and disadvantages of qualitative research method. Qualitative research is often used by researchers to explore a wide variety of topics. In fact, spending on it amounts to 12% of the total market research in the United States (Statista, 2022).

Definition of qualitative research

According to Wilson (2012) cited in BBP Learning Media (2013) qualitative research is undertaken using an unstructured research approach with a small number of carefully selected individuals to produce non-quantifiable insights into behaviour, motivation, and attitudes.

According to Ritchie and Lewis (2003) qualitative research is a naturalistic, interpretative approach concerned with understanding the meanings that people attach to actions, decisions, beliefs, values, and the like within their social world, and understanding the mental mapping process that respondents use to make sense of and interpret the world around them.

Qualitative research is often used to answer how and ‘why’ questions rather than who, what, and when questions. It focuses more on exploring why people behave in certain ways than on counting their numbers.

Qualitative research is a research method that focuses on understanding the subjective experience of individuals. Unlike quantitative research, which relies on statistical analysis and mathematical models, it emphasizes on the richness and complexity of human behavior and social interactions. It is often used in the social sciences, such as anthropology, sociology, psychology, and education.

One of the key features of qualitative research is that it is based on the researcher’s interpretation of the data. This means that different researchers may interpret the same data in different ways. Qualitative research is also characterized by its use of open-ended questions, which allow participants to provide detailed and nuanced responses.

Advantages of qualitative research

Authentic answers

Qualitative research does not provide research participants with questions having specific answers. Rather, it allows them to be themselves by expressing their thoughts and views freely without any pre-set constraints. Therefore, the possibility of receiving authentic answers is high in this type of research.

Trustworthy

Qualitative studies generate information based on the research participants’ thoughts, ideas, and past experiences which are indeed more trustworthy and accurate. The participants can take enough time to think and address the questions appropriately instead of ticking boxes.

In-depth questioning

Focus groups and interviews are common tools used in qualitative research as the sample size is often smaller to accommodate in-depth questioning. Qualitative research is also claimed to be exploratory because researchers do not have preconceived and imaginative ideas of what the study will deliver.

Flexibility

Qualitative researchers can amend questions based on the reactions and responses they receive from the respondents. This allows them to understand the respondents’ views of the world better and deeper.

Qualitative data collection tools such as semi-structured and unstructured interviews allow the researchers to ask any questions around the subject matter which they feel is relevant or had not thought before.

Smaller sample size

Sample size is small in qualitative research as well. For example, size of a focus group is usually five to eight participants. Likewise, 10 respondents are often good for interviews.

Disadvantages of qualitative research

Subjective nature

Many people criticise qualitative research because of the subjective nature. Therefore, an extra caution must be applied by researchers to ensure that data is collected and analysed very professionally.

Suitability of the researchers

The quality of qualitative data depends on the quality of the researchers. Researchers need to have industry experience and good interviewing skills to ask follow-up questions. They also need to bond well with the participants to ensure the accuracy of the data. Therefore, if the researchers do not have industry experience or interviewing skills, they may not be able to derive good responses from the participants.

Time-consuming

Collecting qualitative data is time-consuming. If each interview lasts between one and two hours, a maximum of three or four per day is often all that is possible (BPP Learning Media, 20).

Uncomfortable questions

Some questions may be uncomfortable for participants to answer in a face-to-face session, and therefore, they may not provide answers representative of their true feelings.

Data collection techniques in qualitative research

Qualitative research involves collecting data through a variety of techniques, including interviews, focus groups, observation, oral history/life stories, and document analysis (University of New Castle, 2023).

In-depth interviews are one of the most common data collection techniques in qualitative research, and they involve one-on-one conversations between the researcher and the participant. Focus groups, on the other hand, involve group discussions among participants who share similar characteristics or experiences.

Observation is another important data collection technique, which involves observing and recording the behavior of individuals or groups in natural settings. Document analysis involves reviewing and analysing existing documents, such as historical records, government reports, or social media posts. Finally, oral history is where participants tell memories of experiences to the researcher (University of New Castle, 2023).

Analyzing qualitative data

Qualitative data analysis involves identifying patterns and themes within the data. It is often conducted through a process of coding and categorisation. Researchers read through the data and identify key concepts or themes, which they then organise into categories or codes.

Once the data has been coded and categorised, researchers look for patterns and connections between the different categories. Ultimately, the goal of qualitative data analysis is to develop a rich and nuanced understanding of the research question.

Real-world applications of qualitative research

Qualitative research has many real-world applications, particularly in fields such as healthcare, education, and social work. For example, it can be used to explore the perspectives of teachers and students in the classroom, or to investigate the social factors that contribute to poverty and inequality.

Qualitative research can also be used to inform policy and practice. For example, it can be used to evaluate the effectiveness of social programs or to develop new interventions to address social problems.

Summary of advantages and disadvantages of qualitative research

To sum up, qualitative research is a powerful tool for understanding complex social phenomena that cannot be measured through quantitative methods. It allows researchers to obtain detailed data that can provide a deep understanding of human behavior and social interactions. However, it also has several disadvantages, including its time-consuming and labor-intensive nature, and its potential for researcher bias.

Despite these challenges, qualitative research has many real-world applications and can be used to inform policy and practice in a variety of fields. By using it, researchers can gain a deeper understanding of the subjective experiences of individuals and communities.

We hope the article ‘Advantages and disadvantages of qualitative research’ has been a helpful read. Please share the article link on social media to support our work. You may like reading ‘ Quantitative vs qualitative research ’. Other relevant articles are:

Differences between deductive and inductive approaches to research

Advantages and disadvantages of convenience sampling

Advantages and disadvantages of focus groups

Last update:  14 March 2023

References:

BPP Learning Media (2013) Marketing intelligence and planning, 3 rd edition, London: BPP Learning Media

Ritchie, J. and Lewis, J. (2003), Qualitative Research Practice: A Guide for Social Science Students and Researchers, London: Sage

Statista (2022) Market research spend in the U.S. by research method, available at: https://www.statista.com/statistics/878110/market-research-spend-method-united-states/ (accessed 14 March 2023)

University of New Castle (2023) Research methods, available at: https://libguides.newcastle.edu.au/researchmethods (accessed 14 March 2023)

Author: M Rahman

M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.

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10 Characteristics Of Qualitative Research, Its Applications, Advantages and Disadvantages

 We explain what a qualitative research is and its applications. Also, what are its characteristics, advantages and disadvantages.

What is a qualitative research?

It differs from quantitative research, which looks for measurable and comparable data such as percentages, quantities, and probabilities.

Qualitative research is a method used mainly in the social sciences  to study human phenomena  that require complex analysis for their understanding.

The researcher  approaches the subjects he wants to study and shares his daily life with them  , in some cases conducting interviews to inquire about their emotions , ideas and expectations.

Qualitative investigations can be complemented with other quantitative ones.

Characteristics of a qualitative research  :

Qualitative research is an approach to research that focuses on understanding the subjective experiences, perspectives, and meanings of individuals and groups. Some of the key characteristics of qualitative research include:

Emphasis on context

Qualitative research focuses on the context in which people experience and interpret events, rather than just the events themselves. This means that researchers seek to understand the social, cultural, and historical factors that shape people's experiences.

Data collection through interviews, observations, and other qualitative methods

Qualitative researchers typically collect data through methods such as interviews, observations, focus groups, and other techniques that allow for detailed exploration of people's experiences and perspectives.

In-depth analysis

Qualitative research involves a detailed and in-depth analysis of data, with a focus on identifying themes, patterns, and relationships that emerge from the data.

Subjectivity

Qualitative research acknowledges the subjectivity of the researcher and the participants, and recognizes that multiple perspectives and interpretations are possible.

Flexibility

Qualitative research is often flexible and iterative, allowing the researcher to adjust their methods and approach based on the data they collect and the insights they gain.

Interpretive and exploratory

Qualitative research is often exploratory and interpretive, seeking to understand and make sense of complex phenomena rather than testing specific hypotheses.

Generalizability

Qualitative research does not seek to generalize findings to a larger population in the same way that quantitative research does. Instead, qualitative research seeks to provide rich and detailed descriptions of the experiences and perspectives of individuals and groups.

Inductive reasoning is  one that goes from the particular to the general  . It is different from deductive reasoning, which draws a conclusion about a particular case from a general law .

Qualitative research  is inductive because it does not start from general laws or principles  that apply to particular cases but, on the contrary, is dedicated to collecting data from which it can later make generalizations.

However, inductive reasoning  is used with reservations in qualitative research  since the generalizations are not applicable to any society studied but to societies that have certain characteristics.

In addition, they  are raised as hypotheses that can be refuted  by other qualitative research.

Interaction with the subjects studied

In addition to  studying processes in society  , the researcher takes into account the way his own research progresses.

The researcher  can interact directly through the interview  or through participation in activities in the community he studies.

But even if it is limited to observation , its mere presence already  affects the behavior of the subjects

Process oriented

One of the reasons why qualitative research does not seek universal generalizations is because it  does not focus on fixed situations or invariant states  of a society, but rather studies processes.

Qualitative research  looks at the way a society transforms  and not the initial or final state of change.

It also studies its own process, this means that it is recursive: it refers to itself.

The subject in its own frame of reference

When studying a social group or a society far from his own, the qualitative researcher  does not judge the attitudes and thoughts of that group from his own point of view  but tries to understand it within the framework of values , norms , practices and beliefs of the group studied.

The subjective aspect is always present in this type of research, but an  attempt is made to identify one's own opinions and prejudices  , to avoid affecting the research.

These investigations  never study an isolated event  but, to understand each event, behavior or customs, they adopt a holistic position, that is, they take into account the experience of the subject as a whole.

For this, the subjects studied  are considered within the framework of their past  , their expectations for the future and their location within their specific context.

Complex data

When studying a human group qualitatively,  the measurable and expressible factors in numbers or proportions are minimal  . Rather, non-measurable data are observed and described.

For this reason, these investigations  do not usually allow statistical analysis  and the conclusions of each investigation depend to a great extent on the interpretation of the data obtained.

Flexible and evolutionary

By not having a fixed methodology, qualitative research  is adapted to the realities studied  .

Depending on the phenomena the researcher encounters, he can hypothesize and correct concepts as he goes along.

Variety of study objects

Qualitative research  takes into account all the participants of an event  and all the factors involved, regardless of whether they participate from a central or peripheral place.

For example, when studying a social phenomenon, it  does not only study the leaders  but also the behavior of all the members of the social group.

Advantages of Qualitative Research

Compared to a quantitative research, the advantages of a qualitative research are:

• Allows communication with the subjects studied
• Facilitates a horizontal relationship with the investigated groups
• It allows a description and a complex analysis of the phenomena
• The large amount and variety of data it offers allows other scholars to reach different conclusions and even continue the investigation

Disadvantages of Qualitative Research

Compared to quantitative research, the disadvantages of qualitative research are:

• It is difficult to process and compare the information obtained since it does not present quantifiable data
• The results lose objectivity because they depend on the interpretation of the researcher

Kalum Talbot

MA student of the TransAtlantic Masters program at UNC-Chapel Hill. Political Science with a focus on European Studies. Expressed ideas are open to revision. He not only covers Technical articles but also has skills in the fields of SEO, graphics, web development and coding. .

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