Strengths
• The data are based on the participants’ own categories of meaning.
• It is useful for studying a limited number of cases in depth.
• It is useful for describing complex phenomena.
• Provides individual case information.
• Can conduct cross-case comparisons and analysis.
• Provides understanding and description of people’s personal
experiences of phenomena (i.e., the “emic” or insider’s
viewpoint).
• Can describe, in rich detail, phenomena as they are situated
and embedded in local contexts.
• The researcher identifies contextual and setting factors as
they relate to the phenomenon of interest.
• The researcher can study dynamic processes (i.e., documenting
sequential patterns and change).
• The researcher can use the primarily qualitative method of
“grounded theory” to generate inductively a tentative but explanatory theory about a phenomenon.
• Can determine how participants interpret “constructs” (e.g.,
self-esteem, IQ).
• Data are usually collected in naturalistic settings in qualitative
research.
• Qualitative approaches are responsiv
• Qualitative researchers are responsive to changes that occur
during the conduct of a study (especially during extended
fieldwork) and may shift the focus of their studies as a result.
• Qualitative data in the words and categories of participants
lend themselves to exploring how and why phenomena
occur.
• One can use an important case to demonstrate vividly a
phenomenon to the readers of a report.
• Determine idiographic causation (i.e., determination of
causes of a particular event).