Qualitative Research

* Involves collecting and analyzing non-numerical data

to understand concepts, opinions, or experience.

Strengths Weaknesses

* Capacity to give * Data-gathering is often-

information about the
respondents
* Provides information on
individual cases
* Subjects' experiences and
perspectives in unusual
details
* Enables data to be
collected in a natural setting
time consuming
*Analysis of data takes
longer than that in
quantitative
* Conclusions are not
generalizable because the
subjects are few and
sometimes possess unique
characteristics compared to
typical respondents.