QUALITATIVE

• WHAT IS QUALITATIVE DATA?

  descriptive, non-numerical data
• STRENGTHS OF QUALITATIVE DATA?

  • represents complexity of human experience
  • deeper access to thoughts and feelings
  • participants have freedom of expression
  • data is rich in detail and can lead to high validity
• WEAKNESSES OF QUALITATIVE DATA?

  • difficult to draw conclusions and detect patterns
  • often subjective
  • can be influenced by investigator