Allows for the researcher to delve into the reasons for any quantitative findings
Usally collected in a more natural real life situation equaling more ecologically valid data
Can be converted into quantative data if statistical anaylsis is needed
Results in more emotionally rich and detailed data allowing for researchers to understand a pps feelings and accounts well for situational context
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Qualitative Data Weaknesses
It is harder to replicate due to lack of controls used to collect the data
Is seen as less scientific and more subjective compared to quantitative data
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Quantitative Data Strengths
Gives mathmatical and statistical data which can be tested even further to analyse how down to chance they are
Can be easily represented in charts, graphs and in numbers allowing for more in depth anaysis and allowing most people to compently understand the meaning of the results
Uses operationalised varibvles allowing for them to be easily repeated improving the replicability and allowing for other researchers to check for reliability
Viewed as more scientific and objective than qualitative data
Usally easier to collect as tends to involve closed questions and structured interviews which are quicker
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Quantitative Data Weaknesses
May produce a very narrow unrealistic view of a situation that only focuses on small areas of behaviour not allowing for wider context to be taken in
Quantitative is quite inflexible and cannot be transffered to qualitative data whereas the reverse is true
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