2/11 Advantages and Disadvantages of Qualitative Data Analysis 
Qualitative data provides a rich, detailed picture to be built up about why people act in certain ways, and their feelings about these actions. However, it is important to be aware of the advantages and disadvantages of qualitative data analysis as this may influence your choice of data collection.
Advantages of qualitative data analysis:
- Provides depth and detail : looks deeper than analysing ranks and counts by recording attitudes, feelings and behaviours
- Creates openness: encouraging people to expand on their responses can open up new topic areas not initially considered
- Simulates people's individual experiences: a detailed picture can be built up about why people act in certain ways and their feelings about these actions
- Attempts to avoid pre-judgements: if used alongside quantitative data collection, it can explain why a particular response was given
Disadvantages of qualitative data analysis:
- Usually fewer people studied: collection of qualitative data is generally more time consuming that quantitative data collection and therefore unless time, staff and budget allows it is generally necessary to include a smaller sample size.
- Less easy to generalise: because fewer people are generally studied it is not possible to generalise results to that of the population. Usually exact numbers are reported rather than percentages.
- Difficult to make systematic comparisons: for example, if people give widely differing responses that are highly subjective.
- Dependent on skills of the researcher: particularly in the case of conducting interviews, focus groups and observation.