Qualitative research

Qualitative research is used to obtain information of opinions, views and motivations. This type of research is used to gain more detailed data rather than Quantitative research which is based on the numerical information and statistics.

Advantages:

• More complex and detailed data collected
• Candidates can be studied in more depth
• Fewer restrictions and assumptions

Disadvantages:

• Time consuming
• More difficult to determine the reliability and validity of linguistic information
• An increase in subjectivity involved in analysing the data
• "Data overload"- opened questions

Methods:

• Individual observations
• Focus groups
• In-depth interviews
• Case studies
• Secondary research