The Pros 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. Qualitative Research provides a much more flexible approach.
Qualitative research in marketing can be used to test new ideas or products and to gain a realistic view of how customers or clients would react to that particular product.
The advantages of conducting qualitative research include an increased degree of flexibility in the research design; the ability to avoid reliance on the researcher’s predetermined assumptions; the opportunity to provide greater depth and detail in a researcher’s findings; the capacity to simulate participants’ unique
What Are the Disadvantages of Qualitative Research? It is not a statistically representative form of data collection . It relies upon the experience of the researcher. It can lose data. It may require multiple sessions. It can be difficult to replicate results. It can create misleading conclusions.
|Provide more detailed information to explain complex issues||More difficult to analyse; don’t fit neatly in standard categories|
|Multiple methods for gathering data on sensitive subjects||Data collection is usually time consuming|
|Data collection is usually cost efficient|
But it’s also important to understand what qualitative research is – an approach used largely in the social sciences to explore social interactions, systems and processes. It provides an in-depth understanding of the ways people come to understand, act and manage their day- to -day situations in particular settings.
The results of qualitative research can inform stakeholders about facilitators and obstacles to exercise , motivation and adherence, the influence of experiences, beliefs, disability and capability on physical activity, exercise engagement and performance, and to test strategies that maximise physical performance.
Data from quantitative research —such as market size, demographics, and user preferences—provides important information for business decisions. Qualitative research provides valuable data for use in the design of a product—including data about user needs, behavior patterns, and use cases.
In brief, quantitative market research refers to the process of collecting large amounts of data through surveys , questionnaires, and polling methods . Qualitative market research , conversely, involves determining customer motivation through close observation –– typically in a small group or face- to -face encounter.
The strength of qualitative research is its ability to provide complex textual descriptions of how people experience a given research issue. It provides information about the “human” side of an issue – that is, the often contradictory behaviors, beliefs, opinions, emotions, and relationships of individuals.
There are certain disadvantages of interview studies as well which are: Conducting interview studies can be very costly as well as very time-consuming. An interview can cause biases. Interview studies provide less anonymity, which is a big concern for many respondents.
Weaknesses of qualitative research Poor quality qualitative work can lead to misleading findings. Qualitative research alone is often insufficient to make population-level summaries. The research is not designed for this purpose, as the aim is not to generate summaries generalisable to the wider population.