Advantages and Limitations
• Focus on the whole of the human experience and the
meanings ascribed to them by participants
• They provide the researcher with deep insights that would
not be possible using quantitative methods
• The major strength of qualitative work is the validity of the
data it produces
• Participants true reality is likely to be reflected
• Major limitation is its perceived lack of objectivity and
generalizability
• Researchers become the research tools and may lack
objectivity