Data whic his displayed in words and is non numerical
What are the strengths of qualitative data?
It provides rich, in depth and detailed data as qualitative data allows participants to expand on their responses to include opinions and feelings on a particular topic, helping researchers gain valuable insight into true opinions, researcher can generlaise this, increasing the external validity of the data
What are the limitations of qualitative data?
It is difficult to analyse as the data does not easily quantify statistically due to its non numerical measures- making it difficult to draw comparisons between multiple responses. Making it too difificult to generalise to other responses so reudces the internal validity
Why is researcher bias presented in qualitative data?
As conclusions rely on the subjective interpretations of the researcher (interpretative bias)
