advantages and disadvantages to qualitative research

23 Advantages and Disadvantages of Qualitative Research

Investigating methodologies. Taking a closer look at ethnographic, anthropological, or naturalistic techniques. Data mining through observer recordings. This is what the world of qualitative research is all about. It is the comprehensive and complete data that is collected by having the courage to ask an open-ended question.

Print media has used the principles of qualitative research for generations. Now more industries are seeing the advantages that come from the extra data that is received by asking more than a “yes” or “no” question.

The advantages and disadvantages of qualitative research are quite unique. On one hand, you have the perspective of the data that is being collected. On the other hand, you have the techniques of the data collector and their own unique observations that can alter the information in subtle ways.

That’s why these key points are so important to consider.

What Are the Advantages of Qualitative Research?

1. Subject materials can be evaluated with greater detail. There are many time restrictions that are placed on research methods. The goal of a time restriction is to create a measurable outcome so that metrics can be in place. Qualitative research focuses less on the metrics of the data that is being collected and more on the subtleties of what can be found in that information. This allows for the data to have an enhanced level of detail to it, which can provide more opportunities to glean insights from it during examination.

2. Research frameworks can be fluid and based on incoming or available data. Many research opportunities must follow a specific pattern of questioning, data collection, and information reporting. Qualitative research offers a different approach. It can adapt to the quality of information that is being gathered. If the available data does not seem to be providing any results, the research can immediately shift gears and seek to gather data in a new direction. This offers more opportunities to gather important clues about any subject instead of being confined to a limited and often self-fulfilling perspective.

3. Qualitative research data is based on human experiences and observations. Humans have two very different operating systems. One is a subconscious method of operation, which is the fast and instinctual observations that are made when data is present. The other operating system is slower and more methodical, wanting to evaluate all sources of data before deciding. Many forms of research rely on the second operating system while ignoring the instinctual nature of the human mind. Qualitative research doesn’t ignore the gut instinct. It embraces it and the data that can be collected is often better for it.

4. Gathered data has a predictive quality to it. One of the common mistakes that occurs with qualitative research is an assumption that a personal perspective can be extrapolated into a group perspective. This is only possible when individuals grow up in similar circumstances, have similar perspectives about the world, and operate with similar goals. When these groups can be identified, however, the gathered individualistic data can have a predictive quality for those who are in a like-minded group. At the very least, the data has a predictive quality for the individual from whom it was gathered.

5. Qualitative research operates within structures that are fluid. Because the data being gathered through this type of research is based on observations and experiences, an experienced researcher can follow-up interesting answers with additional questions. Unlike other forms of research that require a specific framework with zero deviation, researchers can follow any data tangent which makes itself known and enhance the overall database of information that is being collected.

6. Data complexities can be incorporated into generated conclusions. Although our modern world tends to prefer statistics and verifiable facts, we cannot simply remove the human experience from the equation. Different people will have remarkably different perceptions about any statistic, fact, or event. This is because our unique experiences generate a different perspective of the data that we see. These complexities, when gathered into a singular database, can generate conclusions with more depth and accuracy, which benefits everyone.

7. Qualitative research is an open-ended process. When a researcher is properly prepared, the open-ended structures of qualitative research make it possible to get underneath superficial responses and rational thoughts to gather information from an individual’s emotional response. This is critically important to this form of researcher because it is an emotional response which often drives a person’s decisions or influences their behavior.

8. Creativity becomes a desirable quality within qualitative research. It can be difficult to analyze data that is obtained from individual sources because many people subconsciously answer in a way that they think someone wants. This desire to “please” another reduces the accuracy of the data and suppresses individual creativity. By embracing the qualitative research method, it becomes possible to encourage respondent creativity, allowing people to express themselves with authenticity. In return, the data collected becomes more accurate and can lead to predictable outcomes.

9. Qualitative research can create industry-specific insights. Brands and businesses today need to build relationships with their core demographics to survive. The terminology, vocabulary, and jargon that consumers use when looking at products or services is just as important as the reputation of the brand that is offering them. If consumers are receiving one context, but the intention of the brand is a different context, then the miscommunication can artificially restrict sales opportunities. Qualitative research gives brands access to these insights so they can accurately communicate their value propositions.

10. Smaller sample sizes are used in qualitative research, which can save on costs. Many qualitative research projects can be completed quickly and on a limited budget because they typically use smaller sample sizes that other research methods. This allows for faster results to be obtained so that projects can move forward with confidence that only good data is able to provide.

11. Qualitative research provides more content for creatives and marketing teams. When your job involves marketing, or creating new campaigns that target a specific demographic, then knowing what makes those people can be quite challenging. By going through the qualitative research approach, it becomes possible to congregate authentic ideas that can be used for marketing and other creative purposes. This makes communication between the two parties to be handled with more accuracy, leading to greater level of happiness for all parties involved.

12. Attitude explanations become possible with qualitative research. Consumer patterns can change on a dime sometimes, leaving a brand out in the cold as to what just happened. Qualitative research allows for a greater understanding of consumer attitudes, providing an explanation for events that occur outside of the predictive matrix that was developed through previous research. This allows the optimal brand/consumer relationship to be maintained.

What Are the Disadvantages of Qualitative Research?

1. The quality of the data gathered in qualitative research is highly subjective. This is where the personal nature of data gathering in qualitative research can also be a negative component of the process. What one researcher might feel is important and necessary to gather can be data that another researcher feels is pointless and won’t spend time pursuing it. Having individual perspectives and including instinctual decisions can lead to incredibly detailed data. It can also lead to data that is generalized or even inaccurate because of its reliance on researcher subjectivisms.

2. Data rigidity is more difficult to assess and demonstrate. Because individual perspectives are often the foundation of the data that is gathered in qualitative research, it is more difficult to prove that there is rigidity in the information that is collective. The human mind tends to remember things in the way it wants to remember them. That is why memories are often looked at fondly, even if the actual events that occurred may have been somewhat disturbing at the time. This innate desire to look at the good in things makes it difficult for researchers to demonstrate data validity.

3. Mining data gathered by qualitative research can be time consuming. The number of details that are often collected while performing qualitative research are often overwhelming. Sorting through that data to pull out the key points can be a time-consuming effort. It is also a subjective effort because what one researcher feels is important may not be pulled out by another researcher. Unless there are some standards in place that cannot be overridden, data mining through a massive number of details can almost be more trouble than it is worth in some instances.

4. Qualitative research creates findings that are valuable, but difficult to present. Presenting the findings which come out of qualitative research is a bit like listening to an interview on CNN. The interviewer will ask a question to the interviewee, but the goal is to receive an answer that will help present a database which presents a specific outcome to the viewer. The goal might be to have a viewer watch an interview and think, “That’s terrible. We need to pass a law to change that.” The subjective nature of the information, however, can cause the viewer to think, “That’s wonderful. Let’s keep things the way they are right now.” That is why findings from qualitative research are difficult to present. What a research gleans from the data can be very different from what an outside observer gleans from the data.

5. Data created through qualitative research is not always accepted. Because of the subjective nature of the data that is collected in qualitative research, findings are not always accepted by the scientific community. A second independent qualitative research effort which can produce similar findings is often necessary to begin the process of community acceptance.

6. Researcher influence can have a negative effect on the collected data. The quality of the data that is collected through qualitative research is highly dependent on the skills and observation of the researcher. If a researcher has a biased point of view, then their perspective will be included with the data collected and influence the outcome. There must be controls in place to help remove the potential for bias so the data collected can be reviewed with integrity. Otherwise, it would be possible for a researcher to make any claim and then use their bias through qualitative research to prove their point.

7. Replicating results can be very difficult with qualitative research. The scientific community wants to see results that can be verified and duplicated to accept research as factual. In the world of qualitative research, this can be very difficult to accomplish. Not only do you have the variability of researcher bias for which to account within the data, but there is also the informational bias that is built into the data itself from the provider. This means the scope of data gathering can be extremely limited, even if the structure of gathering information is fluid, because of each unique perspective.

8. Difficult decisions may require repetitive qualitative research periods. The smaller sample sizes of qualitative research may be an advantage, but they can also be a disadvantage for brands and businesses which are facing a difficult or potentially controversial decision. A small sample is not always representative of a larger population demographic, even if there are deep similarities with the individuals involve. This means a follow-up with a larger quantitative sample may be necessary so that data points can be tracked with more accuracy, allowing for a better overall decision to be made.

9. Unseen data can disappear during the qualitative research process. The amount of trust that is placed on the researcher to gather, and then draw together, the unseen data that is offered by a provider is enormous. The research is dependent upon the skill of the researcher being able to connect all the dots. If the researcher can do this, then the data can be meaningful and help brands and progress forward with their mission. If not, there is no way to alter course until after the first results are received. Then a new qualitative process must begin.

10. Researchers must have industry-related expertise. You can have an excellent researcher on-board for a project, but if they are not familiar with the subject matter, they will have a difficult time gathering accurate data. For qualitative research to be accurate, the interviewer involved must have specific skills, experiences, and expertise in the subject matter being studied. They must also be familiar with the material being evaluated and have the knowledge to interpret responses that are received. If any piece of this skill set is missing, the quality of the data being gathered can be open to interpretation.

11. Qualitative research is not statistically representative. The one disadvantage of qualitative research which is always present is its lack of statistical representation. It is a perspective-based method of research only, which means the responses given are not measured. Comparisons can be made and this can lead toward the duplication which may be required, but for the most part, quantitative data is required for circumstances which need statistical representation and that is not part of the qualitative research process.

The advantages and disadvantages of qualitative research make it possible to gather and analyze individualistic data on deeper levels. This makes it possible to gain new insights into consumer thoughts, demographic behavioral patterns, and emotional reasoning processes. When a research can connect the dots of each information point that is gathered, the information can lead to personalized experiences, better value in products and services, and ongoing brand development.

16 Key Advantages and Disadvantages of Qualitative Research Methods

Qualitative research is the process of natural inquisitiveness which wants to find an in-depth understanding of specific social phenomena within a regular setting. It is a process that seeks to find out why people act the way that they do in specific situations. By relying on the direct experiences that each person has every day, it becomes possible to define the meaning of a choice – or even a life.

Researchers who use the qualitative process are looking at multiple methods of inquiry to review human-related activities. This process is a way to measure the very existence of humanity. Multiple options are available to complete the work, including discourse analysis, biographies, case studies, and various other theories.

This process results in three primary areas of focus, which are individual actions, overall communication, and cultural influence. Each option must make the common assumption that knowledge is subjective instead of objective, which means the researchers must learn from their participants to understand what is valuable and what is not in their studies.

List of the Pros of Qualitative Research

1. Qualitative research is a very affordable method of research. Qualitative research is one of the most affordable ways to glean information from individuals who are being studied. Focus groups tend to be the primary method of collecting information using this process because it is fast and effective. Although there are research studies that require an extensive period of observation to produce results, using a group interview session can produce usable information in under an hour. That means you can proceed faster with the ideas you wish to pursue when compared to other research methods.

2. Qualitative research provides a predictive element. The data which researchers gather when using the qualitative research process provides a predictive element to the project. This advantage occurs even though the experiences or perspectives of the individuals participating in the research can vary substantially from person-to-person. The goal of this work is not to apply the information to the general public, but to understand how specific demographics react in situations where there are challenges to face. It is a process which allows for product development to occur because the pain points of the population have been identified.

3. Qualitative research focuses on the details of personal choice. The qualitative research process looks at the purpose of the decision that an individual makes as the primary information requiring collection. It does not take a look at the reasons why someone would decide to make the choices that they do in the first place. Other research methods preferred to look at the behavior, but this method wants to know the entire story behind each individual choice so that the entire population or society can benefit from the process.

4. Qualitative research uses fluid operational structures. The qualitative research process relies on data gathering based on situations that researchers are watching and experiencing personally. Instead of relying on a specific framework to collect and preserve information under rigid guidelines, this process finds value in the human experience. This method makes it possible to include the intricacies of the human experience with the structures required to find conclusions that are useful to the demographics involved – and possible to the rest of society as well.

5. Qualitative research uses individual choices as workable data. When we have an understanding of why individual choices occurred, then we can benefit from the diversity that the human experience provides. Each unique perspective makes it possible for every other person to gather more knowledge about a situation because there are differences to examine. It is a process which allows us to discover more potential outcomes because there is more information present from a variety of sources. Researchers can then take the perspectives to create guidelines that others can follow if they find themselves stuck in a similar situation.

6. Qualitative research is an open-ended process. One of the most significant advantages of qualitative research is that it does not rely on specific deadlines, formats, or questions to create a successful outcome. This process allows researchers to ask open-ended questions whenever they feel it is appropriate because there may be more data to collect. There are not the same time elements involved in this process either, as qualitative research can continue indefinitely until those working on the project feel like there is nothing more to glean from the individuals participating.

Because of this unique structure, researchers can look for data points that other methods might overlook because a greater emphasis is often placed on the interview or observational process with firm deadlines.

7. Qualitative research works to remove bias from its collected information. Unconscious bias is a significant factor in every research project because it relies on the ability of the individuals involved to control their thoughts, emotions, and reactions. Everyone has preconceived notions and stereotypes about specific demographics and nationalities which can influence the data collected. No one is 100% immune to this process. The format of qualitative research allows for these judgments to be set aside because it prefers to look at the specific structures behind each choice of person makes.

This research method also collects information about the events which lead up to a specific decision instead of trying to examine what happens after the fact. That’s why this advantage allows the data to be more accurate compared to the other research methods which are in use.

8. Qualitative research provides specific insight development. The average person tends to make a choice based on comfort, convenience, or both. We also tend to move forward in our circumstances based on what we feel is comfortable to our spiritual, moral, or ethical stances. Every form of communication that we use becomes a potential foundation for researchers to understand the demographics of humanity in better ways. By looking at the problems we face in everyday situations, it becomes possible to discover new insights that can help us to solve do you need problems which can come up. It is a way for researchers to understand the context of what happens in society instead of only looking at the outcomes.

9. Qualitative research requires a smaller sample size. Qualitative research studies wrap up faster that other methods because a smaller sample size is possible for data collection with this method. Participants can answer questions immediately, creating usable and actionable information that can lead to new ideas. This advantage makes it possible to move forward with confidence in future choices because there is added predictability to the results which are possible.

10. Qualitative research provides more useful content. Authenticity is highly demanded in today’s world because there is no better way to understand who we are as an individual, a community, or a society. Qualitative research works hard to understand the core concepts of how each participant defines themselves without the influence of outside perspectives. It wants to see how people structure their lives, and then take that data to help solve whatever problems they might have. Although no research method can provide guaranteed results, there is always some type of actionable information present with this approach.

List of the Cons of Qualitative Research

1. Qualitative research creates subjective information points. The quality of the information collected using the qualitative research process can sometimes be questionable. This approach requires the researchers to connect all of the data points which they gather to find the answers to their questions. That means the results are dependent upon the skills of those involved to read the non-verbal cues of each participate, understand when and where follow-up questions are necessary, and remember to document each response. Because individuals can interpret this data in many different ways, there can sometimes be differences in the conclusion because each researcher has a different take on what they receive.

2. Qualitative research can involve significant levels of repetition. Although the smaller sample sizes found in qualitative research can be an advantage, this structure can also be a problem when researchers are trying to collect a complete data profile for a specific demographic. Multiple interviews and discovery sessions become necessary to discover what the potential consequences of a future choice will be. When you only bring in a handful of people to discuss a situation, then these individuals may not offer a complete representation of the group being studied. Without multiple follow-up sessions with other participants, there is no way to prove the authenticity of the information collected.

3. Qualitative research is difficult to replicate. The only way that research can turn into fact is through a process of replication. Other researchers must be able to come to the similar conclusions after the initial project publishers the results. Because the nature of this work is subjective, finding opportunities to duplicate the results are quite rare. The scope of information which a project collects is often limited, which means there is always some doubt found in the data. That is why you will often see a margin of error percentage associated with research that uses this method. Because it never involves every potential member of a demographic, it will always be incomplete.

4. Qualitative research relies on the knowledge of the researchers. The only reason why opportunities are available in the first place when using qualitative research is because there are researchers involved which have expertise that relates to the subject matter being studied. When interviewers are unfamiliar with industry concepts, then it is much more challenging to identify follow-up opportunities that would be if the individual conducting the session was familiar with the ideas under discussion. There is no way to correctly interpret the data if the perspective of the researcher is skewed by a lack of knowledge.

5. Qualitative research does not offer statistics. The goal of qualitative research is to seek out moments of commonality. That means you will not find statistical data within the results. It looks to find specific areas of concern or pain points that are usable to the organization funding to research in the first place. The amount of data collected using this process can be extreme, but there is no guarantee that it will ever be usable. You do not have the same opportunities to compare information as you would with other research methods.

6. Qualitative research still requires a significant time investment. It is true that there are times when the qualitative research process is significantly faster than other methods. There is also the disadvantage in the fact that the amount of time necessary to collect accurate data can be unpredictable using this option. It may take months, years, or even decades to complete a research project if there is a massive amount of data to review. That means the researchers involve must make a long-term commitment to the process to ensure the results can be as accurate as possible.

These qualitative research pros and cons review how all of us come to the choices that we make each day. When researchers understand why we come to specific conclusions, then it becomes possible to create new goods and services that can make our lives easier. This process then concludes with solutions which can benefit a significant majority of the people, leading to better best practices in the future.

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10 Advantages and Disadvantages of Qualitative Research

  — August 5th, 2021

Research is about gathering data so that it can inform meaningful decisions. In the workplace, this can be invaluable in allowing informed decision-making that will meet with wider strategic organizational goals.

However, research comes in a variety of guises and, depending on the methodologies applied, can achieve different ends. There are broadly two key approaches to research -- qualitative and quantitative.

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Qualitative v quantitative – what’s the difference.

Qualitative Research is at the touchy-feely end of the spectrum. It’s not so much about bean-counting and much more about capturing people’s opinions and emotions.

“Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context.” (simplypsychology.org)

Examples of the way qualitative research is often gathered includes:

Interviews are a conversation based inquiry where questions are used to obtain information from participants. Interviews are typically structured to meet the researcher’s objectives.

Focus Groups

Focus group discussions are a common qualitative research strategy . In a focus group discussion, the interviewer talks to a group of people about their thoughts, opinions, beliefs, and attitudes towards a topic. Participants are typically a group who are similar in some way, such as income, education, or career. In the context of a company, the group dynamic is likely their common experience of the workplace.

Observation

Observation is a systematic research method in which researchers look at the activity of their subjects in their typical environment. Observation gives direct information about your research. Using observation can capture information that participants may not think to reveal or see as important during interviews/focus groups.

Existing Documents

This is also called secondary data. A qualitative data collection method entails extracting relevant data from existing documents. This data can then be analyzed using a qualitative data analysis method called content analysis. Existing documents might be work documents, work email , or any other material relevant to the organization.

Quantitative Research is the ‘bean-counting’ bit of the research spectrum. This isn’t to demean its value. Now encompassed by the term ‘ People Analytics ’, it plays an equally important role as a tool for business decision-making.

Organizations can use a variety of quantitative data-gathering methods to track productivity. In turn, this can help:

• To rank employees and work units
• To award raises or promotions.
• To measure and justify termination or disciplining of staff
• To measure productivity
• To measure group/individual targets

Examples might include measuring workforce productivity. If Widget Makers Inc., has two production lines and Line A is producing 25% more per day than Line B, capturing this data immediately informs management/HR of potential issues. Is the slower production on Line B due to human factors or is there a production process issue?

Quantitative Research can help capture real-time activities in the workplace and point towards what needs management attention.

The Pros & Cons of the Qualitative approach

By its nature, qualitative research is far more experiential and focused on capturing people’s feelings and views. This undoubtedly has value, but it can also bring many more challenges than simply capturing quantitative data. Here are a few challenges and benefits to consider.

• Qualitative Research can capture changing attitudes within a target group such as consumers of a product or service, or attitudes in the workplace.
• Qualitative approaches to research are not bound by the limitations of quantitative methods. If responses don’t fit the researcher’s expectation that’s equally useful qualitative data to add context and perhaps explain something that numbers alone are unable to reveal .
• Qualitative Research provides a much more flexible approach . If useful insights are not being captured researchers can quickly adapt questions, change the setting or any other variable to improve responses.
• Qualitative data capture allows researchers to be far more speculative about what areas they choose to investigate and how to do so. It allows data capture to be prompted by a researcher’s instinctive or ‘gut feel’ for where good information will be found.

Qualitative research can be more targeted . If you want to compare productivity across an entire organization, all parts, process, and participants need to be accounted for. Qualitative research can be far more concentrated, sampling specific groups and key points in a company to gather meaningful data. This can both speed the process of data capture and keep the costs of data-gathering down.

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• Sample size can be a big issue. If you seek to infer from a sample of, for example, 200 employees, based upon a sample of 5 employees, this raises the question of whether sampling will provide a true reflection of the views of the remaining 97.5% of the company?
• Sample bias - HR departments will have competing agendas. One argument against qualitative methods alone is that HR tasked with finding the views of the workforce may be influenced both consciously or unconsciously, to select a sample that favors an anticipated outcome .
• Self-selection bias may arise where companies ask staff to volunteer their views . Whether in a paper, online survey , or focus group, if an HR department calls for participants there will be the issue of staff putting themselves forward. The argument goes that this group, in self-selecting itself, rather than being a randomly selected snapshot of a department, will inevitably have narrowed its relevance to those that typically are willing to come forward with their views. Quantitative data is gathered whether someone volunteered or not.
• The artificiality of qualitative data capture. The act of bringing together a group is inevitably outside of the typical ‘norms ’ of everyday work life and culture and may influence the participants in unforeseen ways.
• Are the right questions being posed to participants? You can only get answers to questions you think to ask . In qualitative approaches, asking about “how” and “why” can be hugely informative, but if researchers don’t ask, that insight may be missed.

The reality is that any research approach has both pros and cons. The art of effective and meaningful data gathering is thus to be aware of the limitations and strengths of each method.

In the case of Qualitative research, its value is inextricably linked to the number-crunching that is Quantitative data. One is the Ying to the other’s Yang. Each can only provide half of the picture, but together, you get a more complete view of what’s occurring within an organization.

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• Introduction

Qualitative research is a type of research that explores and provides deeper insights into real-world problems. [1] Instead of collecting numerical data points or intervening or introducing treatments just like in quantitative research, qualitative research helps generate hypothenar to further investigate and understand quantitative data. Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a standalone study, purely relying on qualitative data, or part of mixed-methods research that combines qualitative and quantitative data. This review introduces the readers to some basic concepts, definitions, terminology, and applications of qualitative research.

Qualitative research, at its core, asks open-ended questions whose answers are not easily put into numbers, such as "how" and "why." [2] Due to the open-ended nature of the research questions, qualitative research design is often not linear like quantitative design. [2] One of the strengths of qualitative research is its ability to explain processes and patterns of human behavior that can be difficult to quantify. [3] Phenomena such as experiences, attitudes, and behaviors can be complex to capture accurately and quantitatively. In contrast, a qualitative approach allows participants themselves to explain how, why, or what they were thinking, feeling, and experiencing at a particular time or during an event of interest. Quantifying qualitative data certainly is possible, but at its core, qualitative data is looking for themes and patterns that can be difficult to quantify, and it is essential to ensure that the context and narrative of qualitative work are not lost by trying to quantify something that is not meant to be quantified.

However, while qualitative research is sometimes placed in opposition to quantitative research, where they are necessarily opposites and therefore "compete" against each other and the philosophical paradigms associated with each other, qualitative and quantitative work are neither necessarily opposites, nor are they incompatible. [4] While qualitative and quantitative approaches are different, they are not necessarily opposites and certainly not mutually exclusive. For instance, qualitative research can help expand and deepen understanding of data or results obtained from quantitative analysis. For example, say a quantitative analysis has determined a correlation between length of stay and level of patient satisfaction, but why does this correlation exist? This dual-focus scenario shows one way in which qualitative and quantitative research could be integrated.

Qualitative Research Approaches

Ethnography

Ethnography as a research design originates in social and cultural anthropology and involves the researcher being directly immersed in the participant’s environment. [2] Through this immersion, the ethnographer can use a variety of data collection techniques to produce a comprehensive account of the social phenomena that occurred during the research period. [2] That is to say, the researcher’s aim with ethnography is to immerse themselves into the research population and come out of it with accounts of actions, behaviors, events, etc, through the eyes of someone involved in the population. Direct involvement of the researcher with the target population is one benefit of ethnographic research because it can then be possible to find data that is otherwise very difficult to extract and record.

Grounded theory

Grounded Theory is the "generation of a theoretical model through the experience of observing a study population and developing a comparative analysis of their speech and behavior." [5] Unlike quantitative research, which is deductive and tests or verifies an existing theory, grounded theory research is inductive and, therefore, lends itself to research aimed at social interactions or experiences. [3] [2] In essence, Grounded Theory’s goal is to explain how and why an event occurs or how and why people might behave a certain way. Through observing the population, a researcher using the Grounded Theory approach can then develop a theory to explain the phenomena of interest.

Phenomenology

Phenomenology is the "study of the meaning of phenomena or the study of the particular.” [5] At first glance, it might seem that Grounded Theory and Phenomenology are pretty similar, but the differences can be seen upon careful examination. At its core, phenomenology looks to investigate experiences from the individual's perspective. [2] Phenomenology is essentially looking into the "lived experiences" of the participants and aims to examine how and why participants behaved a certain way from their perspective. Herein lies one of the main differences between Grounded Theory and Phenomenology. Grounded Theory aims to develop a theory for social phenomena through an examination of various data sources. In contrast, Phenomenology focuses on describing and explaining an event or phenomenon from the perspective of those who have experienced it.

Narrative research

One of qualitative research’s strengths lies in its ability to tell a story, often from the perspective of those directly involved in it. Reporting on qualitative research involves including details and descriptions of the setting involved and quotes from participants. This detail is called a "thick" or "rich" description and is a strength of qualitative research. Narrative research is rife with the possibilities of "thick" description as this approach weaves together a sequence of events, usually from just one or two individuals, hoping to create a cohesive story or narrative. [2] While it might seem like a waste of time to focus on such a specific, individual level, understanding one or two people’s narratives for an event or phenomenon can help to inform researchers about the influences that helped shape that narrative. The tension or conflict of differing narratives can be "opportunities for innovation." [2]

Research Paradigm

Research paradigms are the assumptions, norms, and standards underpinning different research approaches. Essentially, research paradigms are the "worldviews" that inform research. [4] It is valuable for qualitative and quantitative researchers to understand what paradigm they are working within because understanding the theoretical basis of research paradigms allows researchers to understand the strengths and weaknesses of the approach being used and adjust accordingly. Different paradigms have different ontologies and epistemologies. Ontology is defined as the "assumptions about the nature of reality,” whereas epistemology is defined as the "assumptions about the nature of knowledge" that inform researchers' work. [2] It is essential to understand the ontological and epistemological foundations of the research paradigm researchers are working within to allow for a complete understanding of the approach being used and the assumptions that underpin the approach as a whole. Further, researchers must understand their own ontological and epistemological assumptions about the world in general because their assumptions about the world will necessarily impact how they interact with research. A discussion of the research paradigm is not complete without describing positivist, postpositivist, and constructivist philosophies.

Positivist versus postpositivist

To further understand qualitative research, we must discuss positivist and postpositivist frameworks. Positivism is a philosophy that the scientific method can and should be applied to social and natural sciences. [4] Essentially, positivist thinking insists that the social sciences should use natural science methods in their research. It stems from positivist ontology, that there is an objective reality that exists that is wholly independent of our perception of the world as individuals. Quantitative research is rooted in positivist philosophy, which can be seen in the value it places on concepts such as causality, generalizability, and replicability.

Conversely, postpositivists argue that social reality can never be one hundred percent explained, but could be approximated. [4] Indeed, qualitative researchers have been insisting that there are “fundamental limits to the extent to which the methods and procedures of the natural sciences could be applied to the social world,” and therefore, postpositivist philosophy is often associated with qualitative research. [4] An example of positivist versus postpositivist values in research might be that positivist philosophies value hypothesis-testing, whereas postpositivist philosophies value the ability to formulate a substantive theory.

Constructivist

Constructivism is a subcategory of postpositivism. Most researchers invested in postpositivist research are also constructivist, meaning they think there is no objective external reality that exists but instead that reality is constructed. Constructivism is a theoretical lens that emphasizes the dynamic nature of our world. "Constructivism contends that individuals' views are directly influenced by their experiences, and it is these individual experiences and views that shape their perspective of reality.” [6]  constructivist thought focuses on how "reality" is not a fixed certainty and how experiences, interactions, and backgrounds give people a unique view of the world. Constructivism contends, unlike positivist views, that there is not necessarily an "objective"reality we all experience. This is the ‘relativist’ ontological view that reality and our world are dynamic and socially constructed. Therefore, qualitative scientific knowledge can be inductive as well as deductive.” [4]

So why is it important to understand the differences in assumptions that different philosophies and approaches to research have? Fundamentally, the assumptions underpinning the research tools a researcher selects provide an overall base for the assumptions the rest of the research will have. It can even change the role of the researchers. [2] For example, is the researcher an "objective" observer, such as in positivist quantitative work? Or is the researcher an active participant in the research, as in postpositivist qualitative work? Understanding the philosophical base of the study undertaken allows researchers to fully understand the implications of their work and their role within the research and reflect on their positionality and bias as it pertains to the research they are conducting.

Data Sampling 

The better the sample represents the intended study population, the more likely the researcher is to encompass the varying factors. The following are examples of participant sampling and selection: [7]

• Purposive sampling- selection based on the researcher’s rationale for being the most informative.
• Criterion sampling selection based on pre-identified factors.
• Convenience sampling- selection based on availability.
• Snowball sampling- the selection is by referral from other participants or people who know potential participants.
• Extreme case sampling- targeted selection of rare cases.
• Typical case sampling selection based on regular or average participants. 

Data Collection and Analysis

Qualitative research uses several techniques, including interviews, focus groups, and observation. [1] [2] [3] Interviews may be unstructured, with open-ended questions on a topic, and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked. It is usually one-on-one and appropriate for sensitive topics or topics needing an in-depth exploration. Focus groups are often held with 8-12 target participants and are used when group dynamics and collective views on a topic are desired. Researchers can be participant-observers to share the experiences of the subject or non-participants or detached observers.

While quantitative research design prescribes a controlled environment for data collection, qualitative data collection may be in a central location or the participants' environment, depending on the study goals and design. Qualitative research could amount to a large amount of data. Data is transcribed, which may then be coded manually or using computer-assisted qualitative data analysis software or CAQDAS such as ATLAS.ti or NVivo. [8] [9] [10]

After the coding process, qualitative research results could be in various formats. It could be a synthesis and interpretation presented with excerpts from the data. [11] Results could also be in the form of themes and theory or model development.

Dissemination

The healthcare team can use two reporting standards to standardize and facilitate the dissemination of qualitative research outcomes. The Consolidated Criteria for Reporting Qualitative Research or COREQ is a 32-item checklist for interviews and focus groups. [12] The Standards for Reporting Qualitative Research (SRQR) is a checklist covering a more comprehensive range of qualitative research. [13]

Applications

Many times, a research question will start with qualitative research. The qualitative research will help generate the research hypothesis, which can be tested with quantitative methods. After the data is collected and analyzed with quantitative methods, a set of qualitative methods can be used to dive deeper into the data to better understand what the numbers truly mean and their implications. The qualitative techniques can then help clarify the quantitative data and also help refine the hypothesis for future research. Furthermore, with qualitative research, researchers can explore poorly studied subjects with quantitative methods. These include opinions, individual actions, and social science research.

An excellent qualitative study design starts with a goal or objective. This should be clearly defined or stated. The target population needs to be specified. A method for obtaining information from the study population must be carefully detailed to ensure no omissions of part of the target population. A proper collection method should be selected that will help obtain the desired information without overly limiting the collected data because, often, the information sought is not well categorized or obtained. Finally, the design should ensure adequate methods for analyzing the data. An example may help better clarify some of the various aspects of qualitative research.

A researcher wants to decrease the number of teenagers who smoke in their community. The researcher could begin by asking current teen smokers why they started smoking through structured or unstructured interviews (qualitative research). The researcher can also get together a group of current teenage smokers and conduct a focus group to help brainstorm factors that may have prevented them from starting to smoke (qualitative research).

In this example, the researcher has used qualitative research methods (interviews and focus groups) to generate a list of ideas of why teens start to smoke and factors that may have prevented them from starting to smoke. Next, the researcher compiles this data. The research found that, hypothetically, peer pressure, health issues, cost, being considered "cool," and rebellious behavior all might increase or decrease the likelihood of teens starting to smoke.

The researcher creates a survey asking teen participants to rank how important each of the above factors is in either starting smoking (for current smokers) or not smoking (for current nonsmokers). This survey provides specific numbers (ranked importance of each factor) and is thus a quantitative research tool.

The researcher can use the survey results to focus efforts on the one or two highest-ranked factors. Let us say the researcher found that health was the primary factor that keeps teens from starting to smoke, and peer pressure was the primary factor that contributed to teens starting smoking. The researcher can go back to qualitative research methods to dive deeper into these for more information. The researcher wants to focus on keeping teens from starting to smoke, so they focus on the peer pressure aspect.

The researcher can conduct interviews and focus groups (qualitative research) about what types and forms of peer pressure are commonly encountered, where the peer pressure comes from, and where smoking starts. The researcher hypothetically finds that peer pressure often occurs after school at the local teen hangouts, mostly in the local park. The researcher also hypothetically finds that peer pressure comes from older, current smokers who provide the cigarettes.

The researcher could further explore this observation made at the local teen hangouts (qualitative research) and take notes regarding who is smoking, who is not, and what observable factors are at play for peer pressure to smoke. The researcher finds a local park where many local teenagers hang out and sees that the smokers tend to hang out in a shady, overgrown area of the park. The researcher notes that smoking teenagers buy their cigarettes from a local convenience store adjacent to the park, where the clerk does not check identification before selling cigarettes. These observations fall under qualitative research.

If the researcher returns to the park and counts how many individuals smoke in each region, this numerical data would be quantitative research. Based on the researcher's efforts thus far, they conclude that local teen smoking and teenagers who start to smoke may decrease if there are fewer overgrown areas of the park and the local convenience store does not sell cigarettes to underage individuals.

The researcher could try to have the parks department reassess the shady areas to make them less conducive to smokers or identify how to limit the sales of cigarettes to underage individuals by the convenience store. The researcher would then cycle back to qualitative methods of asking at-risk populations their perceptions of the changes and what factors are still at play, and quantitative research that includes teen smoking rates in the community and the incidence of new teen smokers, among others. [14] [15]

Qualitative research functions as a standalone research design or combined with quantitative research to enhance our understanding of the world. Qualitative research uses techniques including structured and unstructured interviews, focus groups, and participant observation not only to help generate hypotheses that can be more rigorously tested with quantitative research but also to help researchers delve deeper into the quantitative research numbers, understand what they mean, and understand what the implications are. Qualitative research allows researchers to understand what is going on, especially when things are not easily categorized. [16]

• Issues of Concern

As discussed in the sections above, quantitative and qualitative work differ in many ways, including the evaluation criteria. There are four well-established criteria for evaluating quantitative data: internal validity, external validity, reliability, and objectivity. Credibility, transferability, dependability, and confirmability are the correlating concepts in qualitative research. [4] [11] The corresponding quantitative and qualitative concepts can be seen below, with the quantitative concept on the left and the qualitative concept on the right:

• Internal validity: Credibility
• External validity: Transferability
• Reliability: Dependability
• Objectivity: Confirmability

In conducting qualitative research, ensuring these concepts are satisfied and well thought out can mitigate potential issues from arising. For example, just as a researcher will ensure that their quantitative study is internally valid, qualitative researchers should ensure that their work has credibility. 

Indicators such as triangulation and peer examination can help evaluate the credibility of qualitative work.

• Triangulation: Triangulation involves using multiple data collection methods to increase the likelihood of getting a reliable and accurate result. In our above magic example, the result would be more reliable if we interviewed the magician, backstage hand, and the person who "vanished." In qualitative research, triangulation can include telephone surveys, in-person surveys, focus groups, and interviews and surveying an adequate cross-section of the target demographic.
• Peer examination: A peer can review results to ensure the data is consistent with the findings.

A "thick" or "rich" description can be used to evaluate the transferability of qualitative research, whereas an indicator such as an audit trail might help evaluate the dependability and confirmability.

• Thick or rich description:  This is a detailed and thorough description of details, the setting, and quotes from participants in the research. [5] Thick descriptions will include a detailed explanation of how the study was conducted. Thick descriptions are detailed enough to allow readers to draw conclusions and interpret the data, which can help with transferability and replicability.
• Audit trail: An audit trail provides a documented set of steps of how the participants were selected and the data was collected. The original information records should also be kept (eg, surveys, notes, recordings).

One issue of concern that qualitative researchers should consider is observation bias. Here are a few examples:

• Hawthorne effect: The effect is the change in participant behavior when they know they are being observed. Suppose a researcher wanted to identify factors that contribute to employee theft and tell the employees they will watch them to see what factors affect employee theft. In that case, one would suspect employee behavior would change when they know they are being protected.
• Observer-expectancy effect: Some participants change their behavior or responses to satisfy the researcher's desired effect. This happens unconsciously for the participant, so it is essential to eliminate or limit the transmission of the researcher's views.
• Artificial scenario effect: Some qualitative research occurs in contrived scenarios with preset goals. In such situations, the information may not be accurate because of the artificial nature of the scenario. The preset goals may limit the qualitative information obtained.
• Clinical Significance

Qualitative or quantitative research helps healthcare providers understand patients and the impact and challenges of the care they deliver. Qualitative research provides an opportunity to generate and refine hypotheses and delve deeper into the data generated by quantitative research. Qualitative research is not an island apart from quantitative research but an integral part of research methods to understand the world around us. [17]

• Enhancing Healthcare Team Outcomes

Qualitative research is essential for all healthcare team members as all are affected by qualitative research. Qualitative research may help develop a theory or a model for health research that can be further explored by quantitative research. Much of the qualitative research data acquisition is completed by numerous team members, including social workers, scientists, nurses, etc. Within each area of the medical field, there is copious ongoing qualitative research, including physician-patient interactions, nursing-patient interactions, patient-environment interactions, healthcare team function, patient information delivery, etc. 

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Disclosure: Steven Tenny declares no relevant financial relationships with ineligible companies.

Disclosure: Janelle Brannan declares no relevant financial relationships with ineligible companies.

Disclosure: Grace Brannan declares no relevant financial relationships with ineligible companies.

This book is distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) ( http://creativecommons.org/licenses/by-nc-nd/4.0/ ), which permits others to distribute the work, provided that the article is not altered or used commercially. You are not required to obtain permission to distribute this article, provided that you credit the author and journal.

• Cite this Page Tenny S, Brannan JM, Brannan GD. Qualitative Study. [Updated 2022 Sep 18]. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2024 Jan-.

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Advantages and Disadvantages of Qualitative Research Methodologies

Unlock the benefits and drawbacks of qualitative research methodologies.

Qualitative research methodologies offer in-depth understanding and context, fostering rich insights into complex phenomena. However, they may lack generalizability and could be subject to researcher bias, requiring careful interpretation and analysis.

Qualitative research method offers unique advantages and disadvantages that researchers should consider when choosing their approach:

Unlock the benefits and drawbacks of the qualitative research method. Delve into nuanced insights and potential biases, guiding your approach to in-depth understanding and critical analysis in academic exploration.

Advantages of Qualitative Research Methodologies

Qualitative research allows participants to express their thoughts and views freely, leading to authentic responses

1 . Trustworthiness

Information gathered in qualitative studies is based on participants’ thoughts and experiences, making it more trustworthy and accurate

2 . In-depth Questioning

Qualitative methods like focus groups and interviews enable researchers to research deeply into topics, providing rich insights

3. Flexibility

Qualitative research offers a flexible approach, allowing researchers to adapt questions or settings quickly to improve responses

4. Creativity

This methodology encourages creativity and genuine ideas to be collected from specific demographics, fostering innovation

Disadvantages of Qualitative Research Methodologies

Qualitative research does not provide statistical representation, limiting the ability to make quantitative comparisons

1 . Data Duplication

Responses in qualitative research cannot usually be measured, leading to potential data duplication over time

2 . Time-Consuming

Qualitative research can be time-consuming and labor-intensive due to the detailed nature of data collection and analysis

3. Difficulty in Replicating Results

Due to the subjective nature of qualitative data, replicating results can be challenging, impacting the reliability of findings

4. Dependence on Researchers’ Experience:

The quality of data collected in qualitative research relies heavily on the experience and skills of the researchers involved

In conclusion, while qualitative research methodologies offer valuable insights into human behavior and social interactions, researchers must carefully weigh these advantages and disadvantages to ensure the effectiveness and reliability of their studies

Also Read: Quantitative Vs Qualitative Research

• advantages of qualitative research
• contextual understanding
• Critical Analysis
• data interpretation
• disadvantages of qualitative research
• pros and cons
• Qualitative Insights
• Research Bias
• Research Methodology
• research validity

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Qualitative Study

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• 2 GDB Research and Statistical Consulting
• 3 GDB Research and Statistical Consulting/McLaren Macomb Hospital
• PMID: 29262162
• Bookshelf ID: NBK470395

Qualitative research is a type of research that explores and provides deeper insights into real-world problems. Instead of collecting numerical data points or intervening or introducing treatments just like in quantitative research, qualitative research helps generate hypothenar to further investigate and understand quantitative data. Qualitative research gathers participants' experiences, perceptions, and behavior. It answers the hows and whys instead of how many or how much. It could be structured as a standalone study, purely relying on qualitative data, or part of mixed-methods research that combines qualitative and quantitative data. This review introduces the readers to some basic concepts, definitions, terminology, and applications of qualitative research.

Qualitative research, at its core, asks open-ended questions whose answers are not easily put into numbers, such as "how" and "why." Due to the open-ended nature of the research questions, qualitative research design is often not linear like quantitative design. One of the strengths of qualitative research is its ability to explain processes and patterns of human behavior that can be difficult to quantify. Phenomena such as experiences, attitudes, and behaviors can be complex to capture accurately and quantitatively. In contrast, a qualitative approach allows participants themselves to explain how, why, or what they were thinking, feeling, and experiencing at a particular time or during an event of interest. Quantifying qualitative data certainly is possible, but at its core, qualitative data is looking for themes and patterns that can be difficult to quantify, and it is essential to ensure that the context and narrative of qualitative work are not lost by trying to quantify something that is not meant to be quantified.

However, while qualitative research is sometimes placed in opposition to quantitative research, where they are necessarily opposites and therefore "compete" against each other and the philosophical paradigms associated with each other, qualitative and quantitative work are neither necessarily opposites, nor are they incompatible. While qualitative and quantitative approaches are different, they are not necessarily opposites and certainly not mutually exclusive. For instance, qualitative research can help expand and deepen understanding of data or results obtained from quantitative analysis. For example, say a quantitative analysis has determined a correlation between length of stay and level of patient satisfaction, but why does this correlation exist? This dual-focus scenario shows one way in which qualitative and quantitative research could be integrated.

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• Introduction
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• Clinical Significance
• Enhancing Healthcare Team Outcomes
• Review Questions

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• Study Guide

19 Advantages and Disadvantages of Qualitative Research

Qualitative research is a method that involves collecting and analyzing non-numerical data to understand social phenomena.

This approach allows researchers to explore and gain in-depth insights into complex issues that cannot be easily measured or quantified.

However, like any research method, there are both advantages and disadvantages associated with qualitative research.

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Advantages of Qualitative Research

• Rich and In-Depth Data : Qualitative research provides rich and detailed data, allowing researchers to explore complex social phenomena, experiences, and contexts in depth.
• Contextual Understanding : It emphasizes the importance of context, enabling researchers to understand the social, cultural, and environmental factors that influence behavior and perceptions.
• Flexibility : Qualitative research is flexible and adaptable, allowing researchers to change their research focus, questions, or methods based on emerging insights during the study.
• Exploratory Nature : It is well-suited for generating hypotheses and theories by exploring new or under-researched topics. Researchers can uncover unexpected findings.
• Participant Perspectives : Qualitative research prioritizes the voices and perspectives of participants, providing insight into their lived experiences, beliefs, and worldviews.
• Holistic Understanding : Researchers can capture the complexity of human behavior and experiences, including emotions, motivations, and interpersonal dynamics.
• Useful for Small Sample Sizes : Qualitative research can be effective with small sample sizes when a deep understanding of a specific group or context is required.
• Complementary to Quantitative Research : It can complement quantitative research by providing qualitative insights that help explain or interpret numerical data.
• Validity and Authenticity : Qualitative research often focuses on establishing the validity and authenticity of findings, emphasizing the importance of rigor and transparency in the research process.

Disadvantages of Qualitative Research

• Subjectivity : Qualitative research is subjective in nature, and findings can be influenced by the researcher's biases, interpretations, and values.
• Limited Generalizability : The small sample sizes and context-specific nature of qualitative research may limit the generalizability of findings to broader populations or contexts.
• Time-Consuming : Qualitative research can be time-consuming, as it involves data collection methods such as interviews, participant observation, and content analysis, which require significant time and effort.
• Data Analysis Complexity : Analyzing qualitative data can be complex, requiring skills in coding, thematic analysis, and interpretation. It can be challenging to ensure intercoder reliability.
• Resource-Intensive : Qualitative research may require more resources than quantitative research, particularly when conducting in-depth interviews or ethnographic fieldwork.
• Ethical Considerations : Researchers must navigate ethical considerations, such as informed consent, confidentiality, and ensuring the well-being of participants, which can be complex in qualitative studies.
• Interpretation Challenges : Qualitative research findings are open to interpretation, and different researchers may draw different conclusions from the same data.
• Limited Quantification : Qualitative research does not produce numerical data, which can make it challenging to quantify and compare findings across studies.
• Potential for Researcher Influence : Researchers may inadvertently influence participant responses or behaviors through their presence or questioning, leading to potential bias.
• Difficulty in Sampling : Choosing a representative sample can be challenging in qualitative research, as the emphasis is on depth rather than breadth.

In practice, the choice between qualitative and quantitative research methods depends on the research objectives, questions, and the nature of the phenomenon being studied. 

Often, researchers use mixed methods, combining both qualitative and quantitative approaches, to gain a more comprehensive understanding of a research topic.

Conclusion of Pros and Cons of Qualitative Research Method

In conclusion, qualitative research offers several advantages, such as capturing rich, detailed data, providing flexibility in data collection methods, and allowing for exploratory studiesfrom market research, focus group, interviews with follow-up questions and open-ended questions by the interviewer.

However, it also has limitations, including small sample sizes, subjective data analysis, resource-intensiveness, and challenges in establishing validity and reliability, as in contrast from quantitative methods with quantitative data. 

Therefore, researchers should consider both the strengths and weaknesses of qualitative research and advantages and disadvantages of quantitative research approach when selecting the appropriate type of research methodology for their study. 

By understanding these advantages and disadvantages, researchers can make informed decisions and maximize the potential of qualitative research in generating meaningful insights.

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Qualitative vs Quantitative Research Methods & Data Analysis

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What is the difference between quantitative and qualitative?

The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed in numerical terms. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.

Qualitative research , on the other hand, collects non-numerical data such as words, images, and sounds. The focus is on exploring subjective experiences, opinions, and attitudes, often through observation and interviews.

Qualitative research aims to produce rich and detailed descriptions of the phenomenon being studied, and to uncover new insights and meanings.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography.

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis.

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded .

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

Related Articles

Research Methodology

Qualitative Data Coding

What Is a Focus Group?

Cross-Cultural Research Methodology In Psychology

What Is Internal Validity In Research?

Research Methodology , Statistics

What Is Face Validity In Research? Importance & How To Measure

Criterion Validity: Definition & Examples

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Qualitative Research – Advantages & Disadvantages

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Qualitative research, as a unique methodology , facilitates the gathering of information while simultaneously investigating the rationale behind the provided data. This piece illuminates the applications of this form of research, its primary users, the strategies for qualitative data acquisition and analysis, along with the principal benefits and potential drawbacks associated with this research approach.

Inhaltsverzeichnis

• 1 Qualitative Research – In a Nutshell
• 2 Qualitative Research – Definition
• 3 Qualitative Research Methods
• 4 Qualitative Research: How to Analyze the Data?
• 5 Pros & cons

Qualitative Research – In a Nutshell

• Qualitative research collects complex data based on participants’ opinions and the reasons behind these opinions.
• It can be used in any field but is found most commonly in subjects like the social sciences.
• The sample sizes are generally smaller than in other forms of research.
• The most popular methods are interviews, focus groups, and ethnographic research.
• Data analysis generally divided into developing codes, identifying themes, and creating summaries.

Qualitative Research – Definition

Qualitative research involves gathering and then analyzing data that is recorded non-numerically, such as video, audio, or text. The data is used to understand complex concepts, experiences, and opinions. Qualitative research is used to develop new insights into problems or to generate new research ideas.

As such, qualitative research is the opposite of quantitative research . This latter form of research utilizes numerical data to search for patterns and perform statistical analysis.

Qualitative data can be used in any field, but it is most commonly employed by the humanities and social sciences. This research method is popular in subjects like anthropology, history, sociology, and so on.

Qualitative Research Methods

The most common types of qualitative research are interviews, focus groups, and ethnographic research.

1. Interviews Interviews are the most common form of qualitative research. They are generally conducted on a one-to-one basis and are purely conversational. During the interview, the interviewer aims to obtain detailed answers on specific topics from the research participant.

Interviews are an effective tool for gathering data on people’s beliefs and their motivations. Skilled researchers are capable of asking useful follow-up questions to gain more data on useful topics.

Interviews can be performed face-to-face, over the phone, or via a video chat application. They generally last anywhere from 30 minutes to over two hours. Face-to-face interviews grant the most opportunities for gathering data since they provide opportunities to gain extra information from things like body language.

2. Focus Groups A focus group involves gathering around six to ten people and asking them questions as a collective. Participants should be chosen based on their knowledge or experience with the research question.

Focus groups ask questions centered around ‘how’, ‘what’ and ‘why’. One of the advantages of these groups is that researchers can ask an initial question and then let the ensuing conversation between group members occur naturally.

Focus groups are one of the more difficult to organize qualitative research methods since they require a large number of people with similar experiences to be available at the same time. However, focus groups are an effective way of letting research participants explore concepts that are too complex for individuals to grasp effectively.

3. Ethnographic Research

Ethnographic research is the most in-depth form of qualitative research and involved studying people in their natural environment. Researchers aim to observe their audiences while remaining undetected by adapting to their audiences’ environments.

Instead of relying on people’s testimonies about their experiences, ethnographic research seeks to interpret these experiences directly as they occur. Studying audiences this way makes ethnographic research one of the slowest ways to collect data. A study of this type can require anything from a few days to a few years. Ethnographic research is also heavily dependent on the capabilities of the researcher to infer useful data from their observations.

Qualitative Research: How to Analyze the Data?

Qualitative data analysis can be carried out using these three steps:

1. Develop and Apply Codes. Codes can be thought of as categories of data. Every created code needs a meaningful title consisting of a word or short phrase. Events, behaviors, activities meanings, and more can all be assigned one of these three types of code.

Open coding. The initial sorting of all the raw data into some kind of order. Axial coding. Creating links between categories of codes. Selective coding. Connecting categories together in order to formulate a story.

2. Identify Themes, Patterns, and Relationships

There are no universal methods for identifying patterns in qualitative research data. However, there is a set of techniques for identifying common themes and relationships with reference to the previously created codes. These are the most popular techniques for interpreting qualitative data:

• Scanning the data for words or phrases that are commonly used during responses.
• Comparing results from primary data gathering sessions with results in secondary sources and analyzing the differences between the two sets.
• Scanning the data for words or phrases that were expected but did not appear. The lack of a discussion about an aspect also provides information.
• Comparing the primary research data and comparing it to phenomena from a different area using relevant metaphors and analogs.

3. Summarize the Data

The final step is connecting the research data to the hypotheses. Highlight major themes and trends by utilizing noteworthy quotations from the data as well as possible contradictions.

One of the key aspects of qualitative data is that there is no unified, formal approach to collecting and analyzing data. Each research project will require its own set of methods and techniques. The key lies in examining the unique requirements of each project and adjusting the research methodology accordingly.

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Pros & cons

Who uses qualitative research.

This type of research is used by people who seek subjective answers that will allow them to explore ideas. It is often used to explore the meaning behind quantitative data. Alternatively, qualitative data can provide direction before quantitative research is utilized.

What are the advantages of qualitative research?

Qualitative research focuses on gaining as much data as possible from a relatively small sample size. It is a more flexible approach than quantitative research since it enables participants to express themselves while providing data.

What are the main approaches of qualitative research?

The most common approaches to qualitative data gathering include action research, ethnography, grounded theory, narrative research, and phenomenological research.

How big should the sample size be?

Qualitative research studies seek between 20 and 60 participants. The research results are used to provide actionable direction and cannot be quantified.

How many questions should be asked?

The number of questions depends on the research format. When leading a focus group, there should be three to eight questions that guide the discussion.

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Advantages and disadvantages of qualitative research

This article aims to examine some of the advantages and disadvantages of qualitative research method. Qualitative research is often used by researchers to explore a wide variety of topics. In fact, spending on it amounts to 12% of the total market research in the United States (Statista, 2022).

Definition of qualitative research

According to Wilson (2012) cited in BBP Learning Media (2013) qualitative research is undertaken using an unstructured research approach with a small number of carefully selected individuals to produce non-quantifiable insights into behaviour, motivation, and attitudes.

According to Ritchie and Lewis (2003) qualitative research is a naturalistic, interpretative approach concerned with understanding the meanings that people attach to actions, decisions, beliefs, values, and the like within their social world, and understanding the mental mapping process that respondents use to make sense of and interpret the world around them.

Qualitative research is often used to answer how and ‘why’ questions rather than who, what, and when questions. It focuses more on exploring why people behave in certain ways than on counting their numbers.

Qualitative research is a research method that focuses on understanding the subjective experience of individuals. Unlike quantitative research, which relies on statistical analysis and mathematical models, it emphasizes on the richness and complexity of human behavior and social interactions. It is often used in the social sciences, such as anthropology, sociology, psychology, and education.

One of the key features of qualitative research is that it is based on the researcher’s interpretation of the data. This means that different researchers may interpret the same data in different ways. Qualitative research is also characterized by its use of open-ended questions, which allow participants to provide detailed and nuanced responses.

Advantages of qualitative research

Authentic answers

Qualitative research does not provide research participants with questions having specific answers. Rather, it allows them to be themselves by expressing their thoughts and views freely without any pre-set constraints. Therefore, the possibility of receiving authentic answers is high in this type of research.

Trustworthy

Qualitative studies generate information based on the research participants’ thoughts, ideas, and past experiences which are indeed more trustworthy and accurate. The participants can take enough time to think and address the questions appropriately instead of ticking boxes.

In-depth questioning

Focus groups and interviews are common tools used in qualitative research as the sample size is often smaller to accommodate in-depth questioning. Qualitative research is also claimed to be exploratory because researchers do not have preconceived and imaginative ideas of what the study will deliver.

Flexibility

Qualitative researchers can amend questions based on the reactions and responses they receive from the respondents. This allows them to understand the respondents’ views of the world better and deeper.

Qualitative data collection tools such as semi-structured and unstructured interviews allow the researchers to ask any questions around the subject matter which they feel is relevant or had not thought before.

Smaller sample size

Sample size is small in qualitative research as well. For example, size of a focus group is usually five to eight participants. Likewise, 10 respondents are often good for interviews.

Disadvantages of qualitative research

Subjective nature

Many people criticise qualitative research because of the subjective nature. Therefore, an extra caution must be applied by researchers to ensure that data is collected and analysed very professionally.

Suitability of the researchers

The quality of qualitative data depends on the quality of the researchers. Researchers need to have industry experience and good interviewing skills to ask follow-up questions. They also need to bond well with the participants to ensure the accuracy of the data. Therefore, if the researchers do not have industry experience or interviewing skills, they may not be able to derive good responses from the participants.

Time-consuming

Collecting qualitative data is time-consuming. If each interview lasts between one and two hours, a maximum of three or four per day is often all that is possible (BPP Learning Media, 20).

Uncomfortable questions

Some questions may be uncomfortable for participants to answer in a face-to-face session, and therefore, they may not provide answers representative of their true feelings.

Data collection techniques in qualitative research

Qualitative research involves collecting data through a variety of techniques, including interviews, focus groups, observation, oral history/life stories, and document analysis (University of New Castle, 2023).

In-depth interviews are one of the most common data collection techniques in qualitative research, and they involve one-on-one conversations between the researcher and the participant. Focus groups, on the other hand, involve group discussions among participants who share similar characteristics or experiences.

Observation is another important data collection technique, which involves observing and recording the behavior of individuals or groups in natural settings. Document analysis involves reviewing and analysing existing documents, such as historical records, government reports, or social media posts. Finally, oral history is where participants tell memories of experiences to the researcher (University of New Castle, 2023).

Analyzing qualitative data

Qualitative data analysis involves identifying patterns and themes within the data. It is often conducted through a process of coding and categorisation. Researchers read through the data and identify key concepts or themes, which they then organise into categories or codes.

Once the data has been coded and categorised, researchers look for patterns and connections between the different categories. Ultimately, the goal of qualitative data analysis is to develop a rich and nuanced understanding of the research question.

Real-world applications of qualitative research

Qualitative research has many real-world applications, particularly in fields such as healthcare, education, and social work. For example, it can be used to explore the perspectives of teachers and students in the classroom, or to investigate the social factors that contribute to poverty and inequality.

Qualitative research can also be used to inform policy and practice. For example, it can be used to evaluate the effectiveness of social programs or to develop new interventions to address social problems.

Summary of advantages and disadvantages of qualitative research

To sum up, qualitative research is a powerful tool for understanding complex social phenomena that cannot be measured through quantitative methods. It allows researchers to obtain detailed data that can provide a deep understanding of human behavior and social interactions. However, it also has several disadvantages, including its time-consuming and labor-intensive nature, and its potential for researcher bias.

Despite these challenges, qualitative research has many real-world applications and can be used to inform policy and practice in a variety of fields. By using it, researchers can gain a deeper understanding of the subjective experiences of individuals and communities.

We hope the article ‘Advantages and disadvantages of qualitative research’ has been a helpful read. Please share the article link on social media to support our work. You may like reading ‘ Quantitative vs qualitative research ’. Other relevant articles are:

Differences between deductive and inductive approaches to research

Advantages and disadvantages of convenience sampling

Advantages and disadvantages of focus groups

Last update:  14 March 2023

References:

BPP Learning Media (2013) Marketing intelligence and planning, 3 rd edition, London: BPP Learning Media

Ritchie, J. and Lewis, J. (2003), Qualitative Research Practice: A Guide for Social Science Students and Researchers, London: Sage

Statista (2022) Market research spend in the U.S. by research method, available at: https://www.statista.com/statistics/878110/market-research-spend-method-united-states/ (accessed 14 March 2023)

University of New Castle (2023) Research methods, available at: https://libguides.newcastle.edu.au/researchmethods (accessed 14 March 2023)

Author: M Rahman

M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.

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• Published: 05 October 2018

Interviews and focus groups in qualitative research: an update for the digital age

• P. Gill 1 &
• J. Baillie 2  

British Dental Journal volume  225 ,  pages 668–672 ( 2018 ) Cite this article

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Highlights that qualitative research is used increasingly in dentistry. Interviews and focus groups remain the most common qualitative methods of data collection.

Suggests the advent of digital technologies has transformed how qualitative research can now be undertaken.

Suggests interviews and focus groups can offer significant, meaningful insight into participants' experiences, beliefs and perspectives, which can help to inform developments in dental practice.

Qualitative research is used increasingly in dentistry, due to its potential to provide meaningful, in-depth insights into participants' experiences, perspectives, beliefs and behaviours. These insights can subsequently help to inform developments in dental practice and further related research. The most common methods of data collection used in qualitative research are interviews and focus groups. While these are primarily conducted face-to-face, the ongoing evolution of digital technologies, such as video chat and online forums, has further transformed these methods of data collection. This paper therefore discusses interviews and focus groups in detail, outlines how they can be used in practice, how digital technologies can further inform the data collection process, and what these methods can offer dentistry.

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Introduction.

Traditionally, research in dentistry has primarily been quantitative in nature. 1 However, in recent years, there has been a growing interest in qualitative research within the profession, due to its potential to further inform developments in practice, policy, education and training. Consequently, in 2008, the British Dental Journal (BDJ) published a four paper qualitative research series, 2 , 3 , 4 , 5 to help increase awareness and understanding of this particular methodological approach.

Since the papers were originally published, two scoping reviews have demonstrated the ongoing proliferation in the use of qualitative research within the field of oral healthcare. 1 , 6 To date, the original four paper series continue to be well cited and two of the main papers remain widely accessed among the BDJ readership. 2 , 3 The potential value of well-conducted qualitative research to evidence-based practice is now also widely recognised by service providers, policy makers, funding bodies and those who commission, support and use healthcare research.

Besides increasing standalone use, qualitative methods are now also routinely incorporated into larger mixed method study designs, such as clinical trials, as they can offer additional, meaningful insights into complex problems that simply could not be provided by quantitative methods alone. Qualitative methods can also be used to further facilitate in-depth understanding of important aspects of clinical trial processes, such as recruitment. For example, Ellis et al . investigated why edentulous older patients, dissatisfied with conventional dentures, decline implant treatment, despite its established efficacy, and frequently refuse to participate in related randomised clinical trials, even when financial constraints are removed. 7 Through the use of focus groups in Canada and the UK, the authors found that fears of pain and potential complications, along with perceived embarrassment, exacerbated by age, are common reasons why older patients typically refuse dental implants. 7

The last decade has also seen further developments in qualitative research, due to the ongoing evolution of digital technologies. These developments have transformed how researchers can access and share information, communicate and collaborate, recruit and engage participants, collect and analyse data and disseminate and translate research findings. 8 Where appropriate, such technologies are therefore capable of extending and enhancing how qualitative research is undertaken. 9 For example, it is now possible to collect qualitative data via instant messaging, email or online/video chat, using appropriate online platforms.

These innovative approaches to research are therefore cost-effective, convenient, reduce geographical constraints and are often useful for accessing 'hard to reach' participants (for example, those who are immobile or socially isolated). 8 , 9 However, digital technologies are still relatively new and constantly evolving and therefore present a variety of pragmatic and methodological challenges. Furthermore, given their very nature, their use in many qualitative studies and/or with certain participant groups may be inappropriate and should therefore always be carefully considered. While it is beyond the scope of this paper to provide a detailed explication regarding the use of digital technologies in qualitative research, insight is provided into how such technologies can be used to facilitate the data collection process in interviews and focus groups.

In light of such developments, it is perhaps therefore timely to update the main paper 3 of the original BDJ series. As with the previous publications, this paper has been purposely written in an accessible style, to enhance readability, particularly for those who are new to qualitative research. While the focus remains on the most common qualitative methods of data collection – interviews and focus groups – appropriate revisions have been made to provide a novel perspective, and should therefore be helpful to those who would like to know more about qualitative research. This paper specifically focuses on undertaking qualitative research with adult participants only.

Overview of qualitative research

Qualitative research is an approach that focuses on people and their experiences, behaviours and opinions. 10 , 11 The qualitative researcher seeks to answer questions of 'how' and 'why', providing detailed insight and understanding, 11 which quantitative methods cannot reach. 12 Within qualitative research, there are distinct methodologies influencing how the researcher approaches the research question, data collection and data analysis. 13 For example, phenomenological studies focus on the lived experience of individuals, explored through their description of the phenomenon. Ethnographic studies explore the culture of a group and typically involve the use of multiple methods to uncover the issues. 14

While methodology is the 'thinking tool', the methods are the 'doing tools'; 13 the ways in which data are collected and analysed. There are multiple qualitative data collection methods, including interviews, focus groups, observations, documentary analysis, participant diaries, photography and videography. Two of the most commonly used qualitative methods are interviews and focus groups, which are explored in this article. The data generated through these methods can be analysed in one of many ways, according to the methodological approach chosen. A common approach is thematic data analysis, involving the identification of themes and subthemes across the data set. Further information on approaches to qualitative data analysis has been discussed elsewhere. 1

Qualitative research is an evolving and adaptable approach, used by different disciplines for different purposes. Traditionally, qualitative data, specifically interviews, focus groups and observations, have been collected face-to-face with participants. In more recent years, digital technologies have contributed to the ongoing evolution of qualitative research. Digital technologies offer researchers different ways of recruiting participants and collecting data, and offer participants opportunities to be involved in research that is not necessarily face-to-face.

Research interviews are a fundamental qualitative research method 15 and are utilised across methodological approaches. Interviews enable the researcher to learn in depth about the perspectives, experiences, beliefs and motivations of the participant. 3 , 16 Examples include, exploring patients' perspectives of fear/anxiety triggers in dental treatment, 17 patients' experiences of oral health and diabetes, 18 and dental students' motivations for their choice of career. 19

Interviews may be structured, semi-structured or unstructured, 3 according to the purpose of the study, with less structured interviews facilitating a more in depth and flexible interviewing approach. 20 Structured interviews are similar to verbal questionnaires and are used if the researcher requires clarification on a topic; however they produce less in-depth data about a participant's experience. 3 Unstructured interviews may be used when little is known about a topic and involves the researcher asking an opening question; 3 the participant then leads the discussion. 20 Semi-structured interviews are commonly used in healthcare research, enabling the researcher to ask predetermined questions, 20 while ensuring the participant discusses issues they feel are important.

Interviews can be undertaken face-to-face or using digital methods when the researcher and participant are in different locations. Audio-recording the interview, with the consent of the participant, is essential for all interviews regardless of the medium as it enables accurate transcription; the process of turning the audio file into a word-for-word transcript. This transcript is the data, which the researcher then analyses according to the chosen approach.

Types of interview

Qualitative studies often utilise one-to-one, face-to-face interviews with research participants. This involves arranging a mutually convenient time and place to meet the participant, signing a consent form and audio-recording the interview. However, digital technologies have expanded the potential for interviews in research, enabling individuals to participate in qualitative research regardless of location.

Telephone interviews can be a useful alternative to face-to-face interviews and are commonly used in qualitative research. They enable participants from different geographical areas to participate and may be less onerous for participants than meeting a researcher in person. 15 A qualitative study explored patients' perspectives of dental implants and utilised telephone interviews due to the quality of the data that could be yielded. 21 The researcher needs to consider how they will audio record the interview, which can be facilitated by purchasing a recorder that connects directly to the telephone. One potential disadvantage of telephone interviews is the inability of the interviewer and researcher to see each other. This is resolved using software for audio and video calls online – such as Skype – to conduct interviews with participants in qualitative studies. Advantages of this approach include being able to see the participant if video calls are used, enabling observation of non-verbal communication, and the software can be free to use. However, participants are required to have a device and internet connection, as well as being computer literate, potentially limiting who can participate in the study. One qualitative study explored the role of dental hygienists in reducing oral health disparities in Canada. 22 The researcher conducted interviews using Skype, which enabled dental hygienists from across Canada to be interviewed within the research budget, accommodating the participants' schedules. 22

A less commonly used approach to qualitative interviews is the use of social virtual worlds. A qualitative study accessed a social virtual world – Second Life – to explore the health literacy skills of individuals who use social virtual worlds to access health information. 23 The researcher created an avatar and interview room, and undertook interviews with participants using voice and text methods. 23 This approach to recruitment and data collection enables individuals from diverse geographical locations to participate, while remaining anonymous if they wish. Furthermore, for interviews conducted using text methods, transcription of the interview is not required as the researcher can save the written conversation with the participant, with the participant's consent. However, the researcher and participant need to be familiar with how the social virtual world works to engage in an interview this way.

Conducting an interview

Ensuring informed consent before any interview is a fundamental aspect of the research process. Participants in research must be afforded autonomy and respect; consent should be informed and voluntary. 24 Individuals should have the opportunity to read an information sheet about the study, ask questions, understand how their data will be stored and used, and know that they are free to withdraw at any point without reprisal. The qualitative researcher should take written consent before undertaking the interview. In a face-to-face interview, this is straightforward: the researcher and participant both sign copies of the consent form, keeping one each. However, this approach is less straightforward when the researcher and participant do not meet in person. A recent protocol paper outlined an approach for taking consent for telephone interviews, which involved: audio recording the participant agreeing to each point on the consent form; the researcher signing the consent form and keeping a copy; and posting a copy to the participant. 25 This process could be replicated in other interview studies using digital methods.

There are advantages and disadvantages of using face-to-face and digital methods for research interviews. Ultimately, for both approaches, the quality of the interview is determined by the researcher. 16 Appropriate training and preparation are thus required. Healthcare professionals can use their interpersonal communication skills when undertaking a research interview, particularly questioning, listening and conversing. 3 However, the purpose of an interview is to gain information about the study topic, 26 rather than offering help and advice. 3 The researcher therefore needs to listen attentively to participants, enabling them to describe their experience without interruption. 3 The use of active listening skills also help to facilitate the interview. 14 Spradley outlined elements and strategies for research interviews, 27 which are a useful guide for qualitative researchers:

Greeting and explaining the project/interview

Asking descriptive (broad), structural (explore response to descriptive) and contrast (difference between) questions

Asymmetry between the researcher and participant talking

Expressing interest and cultural ignorance

Repeating, restating and incorporating the participant's words when asking questions

Creating hypothetical situations

Asking friendly questions

Knowing when to leave.

For semi-structured interviews, a topic guide (also called an interview schedule) is used to guide the content of the interview – an example of a topic guide is outlined in Box 1 . The topic guide, usually based on the research questions, existing literature and, for healthcare professionals, their clinical experience, is developed by the research team. The topic guide should include open ended questions that elicit in-depth information, and offer participants the opportunity to talk about issues important to them. This is vital in qualitative research where the researcher is interested in exploring the experiences and perspectives of participants. It can be useful for qualitative researchers to pilot the topic guide with the first participants, 10 to ensure the questions are relevant and understandable, and amending the questions if required.

Regardless of the medium of interview, the researcher must consider the setting of the interview. For face-to-face interviews, this could be in the participant's home, in an office or another mutually convenient location. A quiet location is preferable to promote confidentiality, enable the researcher and participant to concentrate on the conversation, and to facilitate accurate audio-recording of the interview. For interviews using digital methods the same principles apply: a quiet, private space where the researcher and participant feel comfortable and confident to participate in an interview.

Box 1: Example of a topic guide

Study focus: Parents' experiences of brushing their child's (aged 0–5) teeth

1. Can you tell me about your experience of cleaning your child's teeth?

How old was your child when you started cleaning their teeth?

Why did you start cleaning their teeth at that point?

How often do you brush their teeth?

What do you use to brush their teeth and why?

2. Could you explain how you find cleaning your child's teeth?

Do you find anything difficult?

What makes cleaning their teeth easier for you?

3. How has your experience of cleaning your child's teeth changed over time?

Has it become easier or harder?

Have you changed how often and how you clean their teeth? If so, why?

4. Could you describe how your child finds having their teeth cleaned?

What do they enjoy about having their teeth cleaned?

Is there anything they find upsetting about having their teeth cleaned?

5. Where do you look for information/advice about cleaning your child's teeth?

What did your health visitor tell you about cleaning your child's teeth? (If anything)

What has the dentist told you about caring for your child's teeth? (If visited)

Have any family members given you advice about how to clean your child's teeth? If so, what did they tell you? Did you follow their advice?

6. Is there anything else you would like to discuss about this?

Focus groups

A focus group is a moderated group discussion on a pre-defined topic, for research purposes. 28 , 29 While not aligned to a particular qualitative methodology (for example, grounded theory or phenomenology) as such, focus groups are used increasingly in healthcare research, as they are useful for exploring collective perspectives, attitudes, behaviours and experiences. Consequently, they can yield rich, in-depth data and illuminate agreement and inconsistencies 28 within and, where appropriate, between groups. Examples include public perceptions of dental implants and subsequent impact on help-seeking and decision making, 30 and general dental practitioners' views on patient safety in dentistry. 31

Focus groups can be used alone or in conjunction with other methods, such as interviews or observations, and can therefore help to confirm, extend or enrich understanding and provide alternative insights. 28 The social interaction between participants often results in lively discussion and can therefore facilitate the collection of rich, meaningful data. However, they are complex to organise and manage, due to the number of participants, and may also be inappropriate for exploring particularly sensitive issues that many participants may feel uncomfortable about discussing in a group environment.

Focus groups are primarily undertaken face-to-face but can now also be undertaken online, using appropriate technologies such as email, bulletin boards, online research communities, chat rooms, discussion forums, social media and video conferencing. 32 Using such technologies, data collection can also be synchronous (for example, online discussions in 'real time') or, unlike traditional face-to-face focus groups, asynchronous (for example, online/email discussions in 'non-real time'). While many of the fundamental principles of focus group research are the same, regardless of how they are conducted, a number of subtle nuances are associated with the online medium. 32 Some of which are discussed further in the following sections.

Focus group considerations

Some key considerations associated with face-to-face focus groups are: how many participants are required; should participants within each group know each other (or not) and how many focus groups are needed within a single study? These issues are much debated and there is no definitive answer. However, the number of focus groups required will largely depend on the topic area, the depth and breadth of data needed, the desired level of participation required 29 and the necessity (or not) for data saturation.

The optimum group size is around six to eight participants (excluding researchers) but can work effectively with between three and 14 participants. 3 If the group is too small, it may limit discussion, but if it is too large, it may become disorganised and difficult to manage. It is, however, prudent to over-recruit for a focus group by approximately two to three participants, to allow for potential non-attenders. For many researchers, particularly novice researchers, group size may also be informed by pragmatic considerations, such as the type of study, resources available and moderator experience. 28 Similar size and mix considerations exist for online focus groups. Typically, synchronous online focus groups will have around three to eight participants but, as the discussion does not happen simultaneously, asynchronous groups may have as many as 10–30 participants. 33

The topic area and potential group interaction should guide group composition considerations. Pre-existing groups, where participants know each other (for example, work colleagues) may be easier to recruit, have shared experiences and may enjoy a familiarity, which facilitates discussion and/or the ability to challenge each other courteously. 3 However, if there is a potential power imbalance within the group or if existing group norms and hierarchies may adversely affect the ability of participants to speak freely, then 'stranger groups' (that is, where participants do not already know each other) may be more appropriate. 34 , 35

Focus group management

Face-to-face focus groups should normally be conducted by two researchers; a moderator and an observer. 28 The moderator facilitates group discussion, while the observer typically monitors group dynamics, behaviours, non-verbal cues, seating arrangements and speaking order, which is essential for transcription and analysis. The same principles of informed consent, as discussed in the interview section, also apply to focus groups, regardless of medium. However, the consent process for online discussions will probably be managed somewhat differently. For example, while an appropriate participant information leaflet (and consent form) would still be required, the process is likely to be managed electronically (for example, via email) and would need to specifically address issues relating to technology (for example, anonymity and use, storage and access to online data). 32

The venue in which a face to face focus group is conducted should be of a suitable size, private, quiet, free from distractions and in a collectively convenient location. It should also be conducted at a time appropriate for participants, 28 as this is likely to promote attendance. As with interviews, the same ethical considerations apply (as discussed earlier). However, online focus groups may present additional ethical challenges associated with issues such as informed consent, appropriate access and secure data storage. Further guidance can be found elsewhere. 8 , 32

Before the focus group commences, the researchers should establish rapport with participants, as this will help to put them at ease and result in a more meaningful discussion. Consequently, researchers should introduce themselves, provide further clarity about the study and how the process will work in practice and outline the 'ground rules'. Ground rules are designed to assist, not hinder, group discussion and typically include: 3 , 28 , 29

Discussions within the group are confidential to the group

Only one person can speak at a time

All participants should have sufficient opportunity to contribute

There should be no unnecessary interruptions while someone is speaking

Everyone can be expected to be listened to and their views respected

Challenging contrary opinions is appropriate, but ridiculing is not.

Moderating a focus group requires considered management and good interpersonal skills to help guide the discussion and, where appropriate, keep it sufficiently focused. Avoid, therefore, participating, leading, expressing personal opinions or correcting participants' knowledge 3 , 28 as this may bias the process. A relaxed, interested demeanour will also help participants to feel comfortable and promote candid discourse. Moderators should also prevent the discussion being dominated by any one person, ensure differences of opinions are discussed fairly and, if required, encourage reticent participants to contribute. 3 Asking open questions, reflecting on significant issues, inviting further debate, probing responses accordingly, and seeking further clarification, as and where appropriate, will help to obtain sufficient depth and insight into the topic area.

Moderating online focus groups requires comparable skills, particularly if the discussion is synchronous, as the discussion may be dominated by those who can type proficiently. 36 It is therefore important that sufficient time and respect is accorded to those who may not be able to type as quickly. Asynchronous discussions are usually less problematic in this respect, as interactions are less instant. However, moderating an asynchronous discussion presents additional challenges, particularly if participants are geographically dispersed, as they may be online at different times. Consequently, the moderator will not always be present and the discussion may therefore need to occur over several days, which can be difficult to manage and facilitate and invariably requires considerable flexibility. 32 It is also worth recognising that establishing rapport with participants via online medium is often more challenging than via face-to-face and may therefore require additional time, skills, effort and consideration.

As with research interviews, focus groups should be guided by an appropriate interview schedule, as discussed earlier in the paper. For example, the schedule will usually be informed by the review of the literature and study aims, and will merely provide a topic guide to help inform subsequent discussions. To provide a verbatim account of the discussion, focus groups must be recorded, using an audio-recorder with a good quality multi-directional microphone. While videotaping is possible, some participants may find it obtrusive, 3 which may adversely affect group dynamics. The use (or not) of a video recorder, should therefore be carefully considered.

At the end of the focus group, a few minutes should be spent rounding up and reflecting on the discussion. 28 Depending on the topic area, it is possible that some participants may have revealed deeply personal issues and may therefore require further help and support, such as a constructive debrief or possibly even referral on to a relevant third party. It is also possible that some participants may feel that the discussion did not adequately reflect their views and, consequently, may no longer wish to be associated with the study. 28 Such occurrences are likely to be uncommon, but should they arise, it is important to further discuss any concerns and, if appropriate, offer them the opportunity to withdraw (including any data relating to them) from the study. Immediately after the discussion, researchers should compile notes regarding thoughts and ideas about the focus group, which can assist with data analysis and, if appropriate, any further data collection.

Qualitative research is increasingly being utilised within dental research to explore the experiences, perspectives, motivations and beliefs of participants. The contributions of qualitative research to evidence-based practice are increasingly being recognised, both as standalone research and as part of larger mixed-method studies, including clinical trials. Interviews and focus groups remain commonly used data collection methods in qualitative research, and with the advent of digital technologies, their utilisation continues to evolve. However, digital methods of qualitative data collection present additional methodological, ethical and practical considerations, but also potentially offer considerable flexibility to participants and researchers. Consequently, regardless of format, qualitative methods have significant potential to inform important areas of dental practice, policy and further related research.

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Gill, P., Baillie, J. Interviews and focus groups in qualitative research: an update for the digital age. Br Dent J 225 , 668–672 (2018). https://doi.org/10.1038/sj.bdj.2018.815

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Home » Pros and Cons » 25 Advantages and Disadvantages of Qualitative Research

25 Advantages and Disadvantages of Qualitative Research

Qualitative research comes from open-ended questions. It collects data in a different way. Instead of providing questions with only specific answers, like a poll, qualitative research allows people to be themselves during the research process. In return, researchers are able to investigate methodologies with greater accuracy. They can search through recordings to find new data.

The principles of qualitative research have been used for quite some time. Media and marketing have often used findings from this research process to create targeted content or offer individualized brand messaging. The goal here is simple: to provide individualized and group-based value propositions simultaneously.

It is a unique data relationship that the advantages and disadvantages of qualitative research are able to provide. One must put the perspectives of the participant together with the perspectives of those collecting the data to create accurate results.

What Are the Advantages of Qualitative Research?

1. it becomes possible to understand attitudes..

Consumer patterns can often change. When that happens suddenly, businesses can be left wondering what happened to them. The processes which are provided by qualitative research provide for a potential understanding as to why an attitude may shift. This may even lead to a definitive explanation, which can allow the business to adapt to the perspective shift. Because qualitative research helps us all understand attitudes better, it becomes easier to maintain consumer relationships.

2. It is a content generator.

Finding new ways to present old content can be very difficult, even to an experienced marketer. The qualitative research approach allows for genuine ideas to be collected from specific socioeconomic demographics. These ideas are then turned into data that can be used to create valuable content which reflects the brand messaging being offered. When this process is performed properly, everyone benefits from a refined and beneficial value proposition.

3. It saves money.

The qualitative research process uses a smaller sample size than other research methods. This is due to the fact that more information is collected from each participant. Smaller sample sizes equate to lower research costs. Not only does this research process save money, but it can also produce faster results. If data is needed quickly for an important decision, this is one of the best research options that is available today.

4. It can provide insights that are specific to an industry.

Relationships and engagement are the two most important factors for customer retention. Modern brands can use qualitative research to find new insights that can further these two needed items so their communication to their core demographics is as accurate and authentic as possible. The insights a business can find may lead them to change their jargon, add value to the products/services being offered, or look for ways to fix a declining reputation. With qualitative research, the risks of experiencing a negative reaction because of miscommunication are greatly reduced.

5. It allows creativity to be a driving force.

Research often wants facts instead of opinions. It wants observations instead of creativity. The qualitative research process goes in a different direction than traditional research. This format eliminates the bias that tends to come through collected data as respondents attempt to answer questions in a way that please the researcher. Respondents are encouraged to be themselves. Their creativity becomes a commodity. In return, the data that can be collected from the respondents tends to have more accuracy to it.

6. It is a process that is always open-ended.

Many people have a trained, superficial response that is built from habit. “Hi. How are you?” someone might ask at the grocery store. “Fine. How are you?” Would be the typical response. The qualitative research process allows researchers to get underneath these habits to mine the actual data that someone can provide. It accesses the emotional data that drives decision-making responses. Because it is an open-ended process, there is no “right” or “wrong” answer, which makes data collection much easier.

7. It incorporates the human experience.

Facts are important. Statistics can identity trends. Yet, the human experience cannot be ignored. The human experience causes two different people to see the same event in two different ways. By using qualitative research, it becomes possible to incorporate the complexity of this type of data into the conclusions that come from the collected research. Every perspective becomes important. That leads to conclusions that have more accuracy, so everyone gets to benefit from the process at the end of the day.

8. It has flexibility.

There isn’t a rigid structure to the qualitative research process. It seeks authentic data and emotional responses instead. Because of this flexibility, trained researchers are permitted to follow-up on any answer they wish to generate more depth and complexity to the data being collected. Unlike research formats that allow for zero deviation, the qualitative research can follow any thought tangent and mine data from the answers provided.

9. It offers predictive qualities.

People who have similar perspectives will have similar thought patterns. They may even purchase similar products. The data which is gathered through qualitative research is perspective-based, which is why it has a predictive quality to it. The trademarks of what make that person unique can be collected and used to identify people with similar preferences or thinking patterns, making it possible for brands to develop messaging, products, and services that have greater value.

10. It allows for human instinct to play a role.

Ever have a “gut feeling” that you should do something? Did you listen to that instinct? Did you see a positive result from it? Many people have, but many research methods discount human instinct in the data collection process. The qualitative research process allows for human instinct to play a role. The subconscious mind offers many secrets that we may not scientifically understand, but we can collect the data it produces. That data often has a higher level of accuracy and authenticity than any other form of data offered.

11. It can be based on available data, incoming data, or other data formats.

The qualitative research method does not require a specific pattern or format for data collection. Information reporting is based on the quality and quantity of information that is collected. If researchers feel like they are not generating useful results from their efforts, they can change their processes immediately. There are more opportunities to gather new data when using this approach.

12. It allows for detail-orientated data to be collected.

Numerous restrictions are part of the data-collection process in most research methods. This is done to help create measureable outcomes in a short time period. Instead of focusing on a specific metric, qualitative research focuses on data subtlety. It wants as many details as possible, whether those details fit into a specific framework or not. It is within those details that genuine insights tend to be found.

What Are the Disadvantages of Qualitative Research?

1. it is not a statistically representative form of data collection..

The qualitative research process does not provide statistical representation. It will only provide research data from perspectives only. Responses with this form of research cannot usually be measured. Only comparisons are possible, and that tends to create data duplication over time. If statistical data is required, qualitative research is not the form of research that should be used.

2. It relies upon the experience of the researcher.

The data collected through qualitative research is dependent upon the experience of the researchers involved in the process. Industry-specific data must be collected by a researcher that is familiar with the industry. Researchers must also have good interviewing skills, have the courage to ask follow-up questions, and be able to form professional bonds with participants to ensure the accuracy of the data.

3. It can lose data.

Data must be recognized by the researchers in qualitative research for it to be collected. That means there is a level of trust present in the data collection process that other forms of research do not require. Researchers that are unable to see necessary data when they observe it will lose it, which lessens the accuracy of the results from the qualitative research efforts. That could even lead some research efforts toward false conclusions.

4. It may require multiple sessions.

The qualitative research may be effective in collecting authentic data, but the small sample size of the research can be problematic. To make an important decision, numerous perspectives are often required to avoid making a costly mistake. That might mean multiple research periods may be required to gather all of the data that is needed to make such a difficult decision. Should that be the case, a larger follow-up sample may create more costs instead of fewer when a fork in the road is reached.

5. It can be difficult to replicate results.

Because qualitative research is based on individual perspectives, it is almost impossible to duplicate the results that are found. Even the same person may have a different perspective tomorrow than they had today. That means the data collected through qualitative research can be difficult to verify, which can lead some to question the conclusions that researchers generate through this process.

6. It can create misleading conclusions.

Although like-minded people tend to think, feel, and act in similar ways, this is not always the case. 80% of Caucasian evangelical Christians may have voted for Donald Trump in the U.S. Presidential election in 2016, but that means 20% did not. A small qualitative research sample that only includes people in the 80% would completely ignore the perspectives of those in the other 20%. There is no absolute way to know if the conclusions generated through qualitative research can apply to an entire demographic.

7. It can be influenced by researcher bias.

The term “fake news” has been used quite often since the beginning of 2017. The term is used to describe a certain bias that seems to be present in media reporting, even though the reporting is said to be unbiased. In qualitative research, the bias of the researcher, whether conscious or subconscious, can affect the data. The conclusions researched can even be influenced by this bias. Controls must be part of the data collection process to prevent researcher bias from influencing results.

8. It may not be accepted.

Even though there is a certain authenticity to qualitative research, there is also a certain subjectivity to it. Because of this nature, the data collected may not be accepted. If similar qualitative research efforts cannot produce similar results, the data originally collected might even be rejected.

9. It creates data that is difficult to present.

Because individuals have different perspectives, the reaction to qualitative research findings can often be at two extremes. There will be those who support the findings and there will be people who do not support the findings. The data being collected will be viewed as valuable by both groups, but how each group chooses to act is based on their own perspective. That means two very different outcomes can be achieved, making the data difficult to present to generalized audiences.

10. It creates data with questionable value.

Even researchers may disagree about the value of data being collected because of their different perspectives. What is included during the qualitative research process or what is excluded relies upon the researcher involved. That is why this data collection process is highly subjective. Detailed data is always possible, but only if the researcher can set aside their bias and perspective to present the data collected in raw form.

11. It can be time consuming.

Because researchers follow numerous tangents when collecting data, it takes more time to gather it. Sorting through all of that extra data takes time as well. Every data point is evaluated subjectively, so the worth of it is always in question. Other research formats have rigid guidelines and expectations for collected data that allow for it to be evaluated and used with greater speed than what is collected through qualitative research.

12. It has no rigidity.

The qualitative research method is based on individual perspectives. Since those perspectives can change, the data gathered is only reliable at the time it is gathered. Human memory tends to prefer remembering good things. We keep close access to fond memories and put bad memories into the back corner of the mind. There is an instinctual desire to seek out the good in what has happened to each of us. Because of this trait, it can be hard for researchers to draw conclusions from the data that can apply over a long-term perspective.

13. It lessens the value of data mining.

Data mining can provide valuable insights to an entire demographic of customers. In qualitative research, data mining is useful for the one person who is providing information in the first place. Imagine that you’re on a friend’s computer for the first time. Cookies and search storage have created advertising for Coca-Cola on almost every site you visit. You prefer Pepsi. Will you be swayed by the advertising? Probably not, even if you and your friend both prefer cola over other soft drink options.

These key advantages and disadvantages of qualitative research show us that gathering unique, personalized data will always be important. It is the best method to understand how certain people, and even certain groups, think on a deeper level. Because of the subjective nature of the data, however, its reliability and veracity will always be questioned by someone.

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19 Advantages and Disadvantages of Qualitative Research Methods

The University of Utah College of nursing defines qualitative research like this. “[It] is the process of naturalistic inquiry that seeks in-depth understanding of social phenomena within their natural setting.”

If we were to put that observation into layman’s terms, then we would say that qualitative research wants to answer the questions of “why” when examining a situation instead of looking at the “what.” It relies on the direct experiences that we have as humans as meaning and making agents as we go about our daily lives.

Researchers using the system look at multiple components of inquiry for the study of human-related activities and existence. They may use case studies, biographies, discourse analysis, ground theory, and even phenomenology.

There are three primary areas of focus for qualitative research: cultures, communication, and individuals. Even though there are several methods of inquiry in qualitative research, each has a common assumption. This process considers knowledge to be subjective rather than objective, and it requires the research to learn from participants to understand the meaning of their lives through a neutral perspective.

Here are the qualitative research pros and cons to consider when looking at this particular method.

List of the Pros of Qualitative Research

1. It provides more content that is useful for practical application. If you want the ability to form relationships in the modern world, then authenticity must be your top priority. Understanding the core concepts of how someone defines themselves is challenging from an outside perspective. The qualitative research process encourages social scientists to understand why people make the choices they do each day. That makes it possible to see how lives are structured, making it possible to develop content that becomes useful for practical application. It is a way to make something that solves actual problems in life.

2. It uses a smaller sample size than other research methods. Most qualitative research studies are completed rapidly because they use smaller sample sizes. This structure makes it possible for social scientists to glean data from participants quickly, creating a generalization that can then become useful for a demographic or the general population. With the faster results, researchers can move forward confidently because of the quality of the information they obtained.

3. It offers the chance to develop specific insights. Humans are complex creatures. We tend to make decisions based on convenience and comfort, but we also move forward in ways that are comfortable for our moral or ethical positions. The way that we talk, the words that we use, and even on our non-verbal communication all create a foundation for social scientists to understand us better. When they use this method to look at the problems or choices that we face every day, it becomes possible to find insights within that data which can help to solve problems for everyone. This process is an opportunity to understand the context of what is going on instead of looking at only the choices or behaviors individually.

4. It eliminates the potential for bias within the data. One of the significant issues that social research faces is the unconscious bias. People have preconceived notions about specific demographics and people that could influence the research. Even scientists and researchers are not immune to this process. Qualitative research makes it possible to set aside these judgments because it looks at the actual structure of the decision-making process. It collects data from the events which lead up to the choice instead of looking at it after the fact. That’s why the information collected from this process is often more accurate than other methods, making it possible to create a predictable outcome.

5. It can be an open-ended process. One of the significant advantages of the qualitative research process is that it does not rely on closed questioning. Researchers are able to ask open-ended questions whenever they feel it is necessary to collect some more information from the individuals involved in the study. This structure makes it possible to understand why emotional responses develop in the first place. It can also help social scientists discover information that might otherwise be overlooked because there is more emphasis placed on the interview portion of the world.

6. It turns individual experiences into usable data. One of the reasons why diversity is a buzzword in today’s business climate is because the elements of life that make humans different is what will make them stronger as a group. It is like taking the concept of yin and yang on a massive scale. What qualitative research offers is an opportunity to turn these unique individual experiences into data that is usable in a variety of ways. Once we understand why people make the choices they do, it becomes possible to find ways to improve that process.

7. It uses a fluid operational structure instead of rigid guidelines. Qualitative research relies on social scientists being able to watch and experience situations with the subjects they are studying to produce usable information. Instead of focusing on a specific framework that require zero deviation from the process, researches can pursue any event, fact, or statistic that they feel is relevant to their data collection efforts. It is a way to incorporate the complexities of the human experience into a structure that creates a database of conclusions that becomes useful for the general population.

8. It focuses on the purpose of a decision instead of the details. Imagine a scenario of a moment where there is a father of four children who is unemployed. They do not receive any social welfare benefits, and there isn’t a food bank available to use. He has asked food providers in his community to help his family, but the response has always been negative. They have now gone three days without food. Everyone is hungry. The father decides to steal what his family requires in the least harmful way possible to ensure his children get something to eat.

Qualitative research looks at the purpose of the decision as the primary data point, so it would examine the reasons why hunger was there in the first place. Other research methods would look at the behavior, which is a crime. We need to know the full story behind decisions to make improvements to society. If we only get part of the picture, then we can only achieve partial results.

9. It still offers a predictive quality. The information that researchers gather through the qualitative research process still offers a predictive quality, even though the perspectives and experiences of those involve can vary by a substantial amount. People who grow up in similar circumstances will often prefer specific situations and outcomes to reduce their pain points. Although this data cannot be applied to the general population, there is an opportunity to understand more about the processes of ultra-specific demographics. This process promotes an opportunity to develop responses, services, or products that can help those people.

10. It is more affordable than other research methods. Focus groups often rely on the qualitative process for gathering information because it is fast, affordable, and effective. You can sit a few people down at a table, ask them specific questions, and then get the answers that you want right away. Compared to the lengthy studies that other methods require, you can proceed with an idea much faster using this process.

1. It creates subjective data. Although there are several benefits to consider when using the personal perspective of researchers in the qualitative research method, there will always be a subjective quality to the data that they gather. Some people will always believe that certain vital points are more critical to their findings than others. You can place three researchers in the same room to observe an event and then receive three differing perspectives. You can receive highly detailed information with this option, but it can also be incredibly inaccurate.

2. It takes a lot of time to collect the data points. One of the significant advantages of the qualitative research method is that it creates a lot of potential data points which are usable to the social scientists. This process also creates a disadvantage which must be considered by researchers as well. When there is a lot of information available from this research process, there must be a time commitment to sort through the elements to determine what is usable and what is not. It is an element of uncertainty that is never truly eliminated from this option.

3. It does not offer statistical representation. Qualitative research does not care about percentages or statistics. It wants to find commonalities. Although this process is helpful for looking at specific areas of concern within ultra-local demographics, it can be challenging to apply the findings to a broader population. The best result researchers can produce is a comparison of data that can help them understand why some things happen the way that they do. If a process requires a broader perspective, then this is not the best option to choose.

4. It requires researchers to be knowledge about what they are reviewing. The opportunities that are possible through qualitative research become possible because of the industry-related expertise that researchers have. If an interviewer is unfamiliar with the subject involved, then they cannot ask the relevant questions that are necessary to get the results that are desired. Every research method requires some level of personal knowledge of those involved, but this disadvantage can lead to a complete waste of time for everyone involved if no one can interpret the responses correctly.

5. It requires researchers to identify unspoken data points. Researchers are trusted to connect all of the dots when they gather information through the qualitative process. They must read non-verbal cues, have an empathetic response, and understand the situation behind each action a person takes when going through this process. There is a lot of info that comes to the social scientists in a form that goes beyond observational. Missing this data can lead to incomplete results, false conclusions, or worse.

If there are any questions regarding this disadvantage in the final research summary, it is possible that the scientific community may not accept the findings. The only way to counter this issue is to repeat the work with different researchers, have third-party verification, or take steps to pursue the findings even if no one else agrees with them.

6. It may require repetitive research efforts. Because qualitative research focuses on a smaller sample size to develop a rich data profile, the complexity of the questions involved becomes a potential disadvantage. When there is a critical decision to be made, then discovering the potential consequences on both sides of that equation can help to develop a better SWOT profile. Since the smaller size of the sample is not always an accurate representation of an entire demographic, there may need to be several follow-ups involved to ensure that there is accuracy throughout the process.

7. It is challenging to replicate results using this method. Theories become fact because third-party researchers can verify the information that the initial studies produce. When others can duplicate your work, it becomes useful to the betterment of that demographic. Qualitative research is highly subjective, so finding opportunities for duplication are incredibly rare. If you need someone else to verify your results, then the scope of information collection will be limited. This disadvantage would then offer an incomplete look at the subject matter, which could then produce ineffective decisions down the road.

8. It can be subjective to research influence. The data points collected during the qualitative research process can be influenced subtly to produce specific results that look authentic. It is possible to support a biased point of view by asking targeted questions that generate a specific result. Unless controls are in place to remove this potential for intended influence, there is always the possibility that the results generated by this effort are questioned as to its authenticity.

9. It does not offer data rigidity. The qualitative research process tries to find points of common ground that people share in specific demographics. It is like having one person say, “I like the color green,” and then having other people agree with that statement. When researchers want to pinpoint specific opportunities for advancement or improvement, the generic nature of common ground makes it impossible to create meaningful results. Even though everyone might like green, one person might prefer lime, another olive, a third sage, and someone might even mention chartreuse. That’s why this process looks more at the reasons behind the color preference in the first place instead of trying to determine a specific outcome.

The pros and cons of qualitative research look at how we are diverse as a people to create a better understanding of why we are who we are. This process makes it possible to look deeper into the issue of choice to determine why specific pain points exist for certain demographics. When researchers can see recurring patterns develop, then they can start to find solutions that benefit everyone. That leads to better processes, products, and opportunities for everyone in the future.

Research Library

Qualitative VS. Quantitative Research: How To Use Appropriately and Depict Research Results

What is qualitative and quantitative research?  

Before a researcher begins their research , they would need to establish whether their research results will be quantitative or qualitative. 

Qualitative research observes any subjective matter that can’t be measured with numbers or units, usually answering the questions “how” or “why”. This type of data is usually derived from exploratory sources like, journal entries, semi-structured interviews, videos, and photographs.

On the other hand, quantitative research is numeric and objective, which usually answers the questions “when” or “where”. This data is derived from controlled environments like surveys, structured interviews, and traditional experimental designs. Quantitative data is meant to find objective information.

What are the main differences between qualitative and quantitative research?

The main factor of differentiation between qualitative and quantitative data are the sources that the data is gathered from, as this effects the format of the results. 

When to use qualitative and quantitative research? 

When conducting a study, knowing how the results will be depicted drive the methodology and overall approach to the study. To understand whether qualitative or quantitative research results are best suited for your current project, we take a deeper dive at the several advantages and disadvantages of each. 

• Qualitative research

Advantages: 

• Allows researchers to understand “human experience” that cannot be quantified
• Has fewer limitations, out-of-the-box answers, opinions and beliefs are included in data gathering and analysis
• Researchers can utilise personal instinct and subjective experience to identify and extract information
• Easier to derive and conduct as researchers can adapt to any changes to optimise results 

Disadvantages:

• Responses can be biased, as participants may opt for answers that are desirable. 
• Qualitative studies usually have small sample sizes, this impacts the reliability of the study as it cannot be generalised to certain demographics.
• Researchers and other’s who read the study can have interpretation bias as the information is subjective and open to interpretation
• Quantitative research
• Usually observes a large sample, ensuring a broad percentage is taken into consideration and reflected
• Produces precise results that can be widely interpreted
• Minimises any research bias through the collection and representation of objective information
• Data driven research method that depicts effectiveness, comparisons and further analysis.

Disadvantages: 

• Does not derive “meaningful” and in-depth responses, only precise figures are included in findings
• Quantitative studies are expensive to conduct as they require a large sample 
• When designing a quantitative study, it is important to pay extra attention to all factors within the study, as a small fault can largely impact all results.

How to effectively analyse qualitative and quantitative data?

Since the data collection method for qualitative and quantitative studies are different, so is the analysis and organisation of the gathered information. In this section, we dive into a step-by-step guide to effectively analyse both types of data and information to derive accurate findings and results. 

Analysing qualitative data

• Types of qualitative data analysis
• Steps to analyse qualitative data
• Once your data has been collected, it is important to code and categorise the information to easily identify the source. 
• After organising the information, you will need to correlate the information logically and derive valuable insights.
• Once the correlations are solid, you will need to choose how to depict the information. In qualitative data, researchers usually provide transcripts from interviews and visual evidence from various sources. 

Analysing quantitative data

• Types of quantitative data analysis
• Steps to analyse quantitative data
• Once the data has been collected, you will need to “clean” the data. This essentially means that you’ll need to observe any duplications, errors or omissions and remove them. This ensures the data is accurate and clear before analysis. 
• You will now need to decide whether you will analyse the data using descriptive or inferential analysis, depending on the gathered data set and the findings you’d like to depict.
• Now, you’ll need to visualise the data using charts and graphs to easily communicate the information in your research paper. 

Conduct your research on Zendy today This blog thoroughly covered qualitative and quantitative data and took you through how to analyse, depict and utilise each type appropriately. Continue your research into different types of studies on Zendy today, search and read through millions of studies, research and experiments now.

A step-by-step guide to writing a research paper outline

A research outline guides the flow of the research paper, it is meant to ensure that the ideas, concepts and points are coherent and that the study and research has a well-defined point of focus. The outline sets guidelines for each section of the research paper, what it will address, explore and highlight. Working on a research paper outline is considered an important preliminary activity that improves the structure of the research paper, this is critical for categorising collected data. Think of it as a brainstorm session for your research paper that also implements effective time management. Understanding research paper outline A research paper ideally consists of 5 sections; abstract, introduction, body, conclusion and references. Each of these sections contributes to collating key information on the research design, in this section of the blog we dive into the purpose or each section. AbstractThe abstract sits on the first page of the research paper. It’s main purpose is to provide a brief overview of the paper by highlighting key findings, describing methodology, and summarising conclusive points.IntroductionThe introduction is crucial as it presents the research question, states the objectives or hypotheses, and outlines the scope and structure of the paper.BodyThe body of the research paper is where the content is discussed and highlighted. It can present detailed analysis, support arguments with evidence, address counterarguments and limitations, draw conclusions.ConclusionThe conclusion is a closing statement, it summarises the key findings, restates the aims and research question, reflects on the research process, discusses implications and contributions.ReferencesThe reference list is a crucial part of the paper, it ensures plagiarism is avoided, builds credibility, facilitates further reading to support claims and arguments. Step-by-step guide to conducting research outline Select a Topic: Choose a topic that aligns with your research requirements. Conduct Preliminary Research: Gather background information on your topic by reading through key scholarly articles, books, and credible online sources. Take notes on key ideas, findings, and arguments from reviewing the literature. Identify the Research Question or Thesis Statement: Formulate a focused research question or thesis statement that defines the purpose of your study. Create the Title: Write an informative title that accurately reflects the main topic and focus of your research paper. Write the Abstract: Summarize the objectives, methods, results, and conclusions of your research in a brief abstract. Develop the Introduction: Include background information to contextualize the research. Present the research question or thesis statement. Outline the scope and objectives of the study. Take the reader through the structure of the paper by mapping it out. Outline the Body: Organise and structure the main points and subpoints of your research. Ensure the content flows cohesively. Include supporting evidence, examples, data, or arguments. Craft the Conclusion: Summarise the key findings and insights. Highlight the thesis statement or research question. Discuss the implications of your findings and suggest methods for future research. End the conclusion by highlighting the significance of the study. Compile the References: Create a list of references following the appropriate citation style (e.g., Harvard, APA, MLA, Chicago). Ensure that all sources are accurately cited and formatted. Review and Revise: Review your research outline for coherence and clarity. Edit the outline as needed to improve organization, flow, and accuracy of information. Ensure the reference list follows the requirements of the correct format Research outline formats Traditional outline - Where thesis statement is provided at the end of the introduction, body paragraphs support thesis with research and a conclusion is included to emphasise key concepts of research paper. Alphanumeric outline - Outline format uses letters and numbers in this order: A, I, II, III Decimal outline - This format requires each main point to be labeled with a whole number, and each sub-point Conduct your research on Zendy Today As a thriving AI-powered academic research library, Zendy hosts a wide variety of academic research across various disciplines and branches of study. Draft your next or brush up your current research paper outline by skimming through the millions of credible resources Zendy offers! ul, ol { margin-top: 5px !important; margin-bottom: 5px !important; } p, ul, li, h1, h2, h4 { word-break: normal !important; } ol li ol { list-style: disc !important; margin: 5px 0 5px 15px !important; }

Webinar Recap: Supporting the publishing and discovery journey of young and emerging scholars in the Global South

On the 25th of April, Zendy partnered with Bristol University Press to host an insightful joint webinar titled, supporting the publishing and discovery journey of young and emerging scholars in the Global South. The discussion panel was moderated by the Editorial Director of Bristol University Press, Victoria Pittman and featured the President of African Gong, Elizabeth Rasekoala, the Deputy Editorial Director at Bristol University Press, Stephen Wenham and the Partnerships Relations Manager at Zendy, Sara Crowley Vigneau. In this blog, we summarise the contributions of each speaker to the joint webinar. Elizabeth Rasekoala - President of African Gong Addressed key systematic issues within publishing in the Global South Academic research is predominantly published in English, which is not the first language of many in the Global South, hence publishers should be open to accepting research in different languages. Discussed the concept of “helicopter research syndrome” wherein more established researchers allocate data collection tasks to locals in the Global South and monitor their work but don’t credit them in the final academic papers Highlighted the book published by Bristol University Press titled, Race and cultural inclusion: Innovation, decolonization, and transformation. The book had a total of 30 contributing writers. 10 young scholars, 10 seasoned scholars and 10 senior scholars to facilitate emerging scholars get published. Stephen Wenham - Deputy Editorial Director at Bristol University Press Highlighted BUP’s international reach and efforts to work with young authors Bristol University Press has publications that are available globally. In the global south, BUP tries to match the books to the local market. Local distributors receive a discount and local publishers assist in localising the publications and releasing local editions of books Works with sales agents to ensure publications by local authors are highlighted in relevant regions Sara Crowley Vigneau - Partnerships Relations Manager at Zendy Highlighted the relationship between publishers and libraries in advancing access in developing regions Zendy supports scholars in the Global South through offering an affordable global subscription, while also working with publishers to include research generated by researchers in the Global South. Most of Zendy’s global users are aged between 18-34 and 20% of Zendy’s userbase is situated in African countries and territories. Zendy is actively working on “countries in crisis’ initiative where in Zendy works with publishers to make research content free in developing regions Conduct your research on Zendy As a growing AI-powered research library, Zendy is committed to hosting webinars that address important challenges and highlight key initiatives in the world of academia. Head to Zendy’s YouTube channel now to watch all our webinar recordings. Furthermore, take your research to the next level and head to Zendy now to try out our suite of AI tools including ZAIA! ul { margin-top: 5px !important; margin-bottom: 5px !important; } p, ul, li, h1, h2, h4 { word-break: normal !important; }

What is a DOI? Strengths, Limitations & Components

DOI is short for Digital Object Identifier. It is a unique alphanumeric sequence assigned to digital objects, it is used to identify intellectual property on the internet. DOI’s are usually assigned to scholarly articles, datasets, books, videos and even pieces of software. Understanding DOI's The digital object identifier is a unique number made up of a prefix and suffix, segregated by a forward slash. For example: 10.1000/182 The sequence always begins with a 10. The prefix is a unique 4 or more digit number assigned to establishments and the suffix is assigned by publisher as it is designed to be flexible with publisher identification standards. Where can I find a DOI? In most scholarly articles, the DOI should be on the cover page. If the DOI isn't included in the article, you may search for it on CrossRef.org by using the "Search Metadata" function. How can I use the digital object identifier to find the article it refers to? If the DOI starts with http:// or https://, pasting it on your web browder will help you locate the article. You can turn any DOI starting with 10 into a URL by adding http://doi.org/ before the DOI. For example, 10.3352/jeehp.2013.10.3 becomes https://doi.org/10.3352/jeehp.2013.10.3 If you're off campus when you do this, you'll need to use this URL prefix in front of the DOI to gain access to UIC's full text journal subscriptions: https://proxy.cc.uic.edu/login?url=https://doi.org/ . For example: https://proxy.cc.uic.edu/login?url=http://doi.org/10.3352/jeehp.2013.10.3 Strengths of Digital Object Identifier Permanent identification: Digital object identifier provides a permanent link to digital content, making sure it remains accessible even if URL or metadata is updated. Citations: It uniquely identifies research papers, which facilitates accurate referencing and citing. Interoperability: DOIs are widely recognized as they can be utilised across different platforms, databases and systems. Tracking and metrics: DOIs provide key information like publication date, authors, keywords and more. This can be used to track usage metrics, measuring impact and improving discoverability Integration with services: DOIs are integrated with various tools like reference managers, academic search engines, and digital libraries. These mediums enhance the visibility and accessibility of research material with DOIs. Limitations of Digital Object Identifier Cost: Digital object identifiers are costly for smaller organisations or individual researchers. While some services offer free digital object identifier registration for certain content, there may be fees associated with others, particularly for maintenance and updates. Accessibility: There may still be barriers to access for individual researchers or organisations in regions with limited resources. Ensuring equitable access to digital object identifier services and content remains a challenge. Content Preservation: While the sequence provide persistent links to digital content, they do not guarantee the preservation or long-term accessibility of that content. Ensuring the preservation of digital objects linked to DOIs require additional efforts and infrastructure beyond the system itself. Granularity: Sequences are assigned to individual digital objects, such as articles, datasets, or books. However, there may be cases where more granular identification is required, such as specific sections within a larger work or versions of a dataset. Addressing these granularity issues within the digital object identifier system can be complex. Conduct your research on Zendy today Now that you’ve gained a better understanding of how DOI works and impacts the world of research, you may begin your search and find your next academic discovery on Zendy! Our advanced search allows you to input DOI, ISSN, ISBN, publication, author, date, keyword and title. Give it a go on Zendy now. ul { margin-top: 5px !important; margin-bottom: 5px !important; } p, ul, li, h1, h2, h4 { word-break: normal !important; }

Advantages And Disadvantages of Quantitative and Qualitative Research

• Post author: Edeh Samuel Chukwuemeka ACMC
• Post published: April 19, 2023
• Post category: Scholarly Articles

Advantages and Disadvantages of Quantitative and Qualitative Research : The purpose of research is to enhance society by advancing knowledge through the development of scientific theories, concepts and ideas. The key aim of research is to have a detailed understanding of a subject matter which can be achieved by exploration, description and explanation.

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Table of Contents

Meaning of Quantitative Research Method

Quantitative research involves the gathering of information and collection of data in quantities and numbers. It involves the observative strategy of research and uses statistics, computational methods and mathematics in developing theories.

It is purely a scientific/experimental method and does not rely on opinions. Rather this form of research is heavily based on formulating theories about events or phenomena through quantification before reaching a conclusion.

An example of Quantitative research is conducting surveys to determine the approval ratings of students in a Public University regarding the increase of tuition fees. In this scenario, one can distribute paper questionnaires, online surveys and polls to collate the figure representing the number of students who are either in agreement or in disagreement of the increase of tuition fees.

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Advantages of Quantitative Research

I. It allows you to reach an accurate conclusion no matter how large the subject matter is. Take for example the scenario above, if the number of students were 2000 in number and you want to do a research on the approval ratings annually. The approach makes it simplistic for the researcher to easily deduce the accurate conclusion no matter how fast the number of students grow.

ii. It is less time consuming since it is based on statistical analysis. Thus, researchers are not burdened by drawing out explanatory strategies to generate an outcome.

iii. Quantitative research does not focus on opinions but only on accurate data which is more reliable and concrete.

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iv. The research approach keeps the personal information anonymous. It protects the identity of the information provider. It only focuses on collection of data and people with this knowledge of identity preservation give honest opinions.

v. The research does not require a study group to be observed on a frequent basis. The problem of monitoring the subject matter to provide adequate information is eliminated by adopting this research. There is no need for  face to face conversations or time consuming cross examinations to get the data the researcher needs.

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vi. Objectivity: The objectivity of quantitative research is one of its key benefits. The foundation of quantitative research is the utilization of numerical data, which is frequently considered to be more unbiased and trustworthy than qualitative data. Statistical methods make it simple to assess numerical data, and the results can be impartially understood and extrapolated to larger populations. This makes it possible for researchers to make accurate and trustworthy findings based on actual data.

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Disadvantages of Quantitative research

I. As society grows, the opinions of people become so diversified and they are susceptible to the changes in the society when giving their opinions.

ii. There is no accurate generalisation of data the researcher received. In simpler words if for example, a researcher wants to know how many people are in support of secession in Nigeria. Qualitative research may show a large percentage in support of it but because there is no available option to revisit the data, the opinions could change in some time.

So it is an initial success but an eventual fail. Present circumstances may influence the opinions and ultimately the conclusion. It is the dynamic of society; As society evolves, so do the people’s perspectives and quantitative research does nit make provision for this dynamic.

iii. The cost of Quantitative research is relatively high. If you have ever conducted a physical or online survey which involves the distribution of questionnaires among targeted study groups, you will attest to the expensive nature of this research. Sometimes high profile firms and companies are involved which makes the research work more expensive.

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iv. Experienced researchers are usually uncertain about the eventual data: The purpose of research is to explore a subject matter and generate an accurate conclusion. What happens when the data collected do not represent the entire study group?

It becomes extremely difficult to reach a valid conclusion when the data gathered is not an accurate representation of everyone involved especially when it involves a large study group. This is one of the worries that concern expert researchers.

v. Reductionist: One of the main criticisms of quantitative research is that it can be reductionist in nature. Quantitative research often focuses on specific variables and measures, which may not capture the complexity and richness of human experiences.

It may overlook important nuances, context, and qualitative aspects of a phenomenon, leading to a limited understanding of the research topic.

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Meaning of Qualitative Research Method

This type of research involves investigating methodologies by collecting data where the researcher engages in open ended questions. This means that the researcher is more engaging in his questions and attempts to elicit the most positively accurate data from his targeted subject group.

Unlike Quantitative research, it does not quantify hypothesis by numbers or statistical measurements. Rather it has a more exploratory approach with the “ how ” and “ why ” which is more detailed than a “ yes ” or a “ no “. While Quantitative research deals with numerical figures, qualitative research deals more with words and meanings.

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Advantages of Qualitative Research

I . Due to the depth of qualitative research, subject matters can be examined on a larger scale in  greater detail.

ii . Qualitative Research has a more real feel as it deals with human experiences and observations. The researcher has a  more concrete foundation to gather accurate data. Take for instance, if there is a survey on the evaluation of academic performance in secondary schools.

A Qualitative researcher has an advantageous position in knowing the reason behind the increase or decline of academic performance by having long and stretched out conversations with the students to get a comprehensive data and accurate conclusion.

iii . The researcher can flow with the initial data by asking further questions in respect of the answers. This is not the case in other forms of research.

iv . Qualitative Research allows the researcher to provide a more generalised data notwithstanding the multiplicity of perspectives and opinions. For example if majority of the students are split concerning the reason for academic decline with half of them saying it is due to bad teaching while the other half attributes the decline to inadequate facilities, all these are different opinions which only a Qualitative researcher can accommodate to arrive at a definite conclusion.

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v . The respondents to the researcher are authentic, unfiltered and creative with their answers which promises a more accurate data.

vi. Rich and Detailed Data: One of the main advantages of qualitative research is its ability to provide rich and detailed data that captures the complexity and nuances of human experiences. Qualitative data can provide in-depth insights into the thoughts, feelings, and behaviors of individuals, and can offer a holistic understanding of the research topic.

This can provide a deeper and more nuanced understanding of social phenomena and human behavior.

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Disadvantages of Qualitative Research

I . One of the challenges in this type of research is that the collected data is purely based on open ended discussions. This makes the researcher the controlling figure as the interviewer which results to gathering of data which he may find useful or not, necessary or unnecessary because of its highly subjective nature.

ii . The researcher may become too opinionated in the subject matter which may influence his recollection of data. Hence there is likely to be error in gathering the right information.

iii . Qualitative Research takes a lot of time and effort in execution. The means of eliciting information from a subject group and analysing the data received, filtering the relevant ones from the irrelevant ones are tedious processes. This is more complex when large companies are involved in the research.

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iv . There is the possibility of lost data in the process of gathering. Qualitative Research is more demanding and requires a more meticulous approach than quantitative research. It is an enormous responsibility which non experienced researchers may have difficulty to bear.

v. Researchers must be experienced and have detailed knowledge in the subject matter in order to attain the most accurate data. This requires a special skill set and the process of searching for those researchers that fit the right caliber is not only costly but equally difficult, depending on the subject matter.

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vi. Subjectivity and Bias: The subjectivity and potential for bias of qualitative research are two of its key complaints. The interpretation and analysis of data used in qualitative research are subject to the researcher’s own biases, viewpoints, and preconceived beliefs. Given that various researchers may interpret the same data in different ways, the subjective aspect of qualitative research can have an impact on the validity and trustworthiness of the conclusions.

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In conclusion, it is worthy to note that both Quantitative and Qualitative researches are equally beneficial in the field of gathering data or information. Whether it is mathematically based or more of open ended discussions, it is imperative for a researcher to evaluate the essence of the research, the size of the target group or subject matter and the expenses involved. All these factors will guide a diligent researcher in determining the most trustworthy approach in research.

Edeh Samuel Chukwuemeka, ACMC, is a lawyer and a certified mediator/conciliator in Nigeria. He is also a developer with knowledge in various programming languages. Samuel is determined to leverage his skills in technology, SEO, and legal practice to revolutionize the legal profession worldwide by creating web and mobile applications that simplify legal research. Sam is also passionate about educating and providing valuable information to people.

• Open access
• Published: 13 May 2024

What are the strengths and limitations to utilising creative methods in public and patient involvement in health and social care research? A qualitative systematic review

• Olivia R. Phillips 1 , 2   na1 ,
• Cerian Harries 2 , 3   na1 ,
• Jo Leonardi-Bee 1 , 2 , 4   na1 ,
• Holly Knight 1 , 2 ,
• Lauren B. Sherar 2 , 3 ,
• Veronica Varela-Mato 2 , 3 &
• Joanne R. Morling 1 , 2 , 5  

Research Involvement and Engagement volume  10 , Article number:  48 ( 2024 ) Cite this article

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There is increasing interest in using patient and public involvement (PPI) in research to improve the quality of healthcare. Ordinarily, traditional methods have been used such as interviews or focus groups. However, these methods tend to engage a similar demographic of people. Thus, creative methods are being developed to involve patients for whom traditional methods are inaccessible or non-engaging.

To determine the strengths and limitations to using creative PPI methods in health and social care research.

Electronic searches were conducted over five databases on 14th April 2023 (Web of Science, PubMed, ASSIA, CINAHL, Cochrane Library). Studies that involved traditional, non-creative PPI methods were excluded. Creative PPI methods were used to engage with people as research advisors, rather than study participants. Only primary data published in English from 2009 were accepted. Title, abstract and full text screening was undertaken by two independent reviewers before inductive thematic analysis was used to generate themes.

Twelve papers met the inclusion criteria. The creative methods used included songs, poems, drawings, photograph elicitation, drama performance, visualisations, social media, photography, prototype development, cultural animation, card sorting and persona development. Analysis identified four limitations and five strengths to the creative approaches. Limitations included the time and resource intensive nature of creative PPI, the lack of generalisation to wider populations and ethical issues. External factors, such as the lack of infrastructure to support creative PPI, also affected their implementation. Strengths included the disruption of power hierarchies and the creation of a safe space for people to express mundane or “taboo” topics. Creative methods are also engaging, inclusive of people who struggle to participate in traditional PPI and can also be cost and time efficient.

‘Creative PPI’ is an umbrella term encapsulating many different methods of engagement and there are strengths and limitations to each. The choice of which should be determined by the aims and requirements of the research, as well as the characteristics of the PPI group and practical limitations. Creative PPI can be advantageous over more traditional methods, however a hybrid approach could be considered to reap the benefits of both. Creative PPI methods are not widely used; however, this could change over time as PPI becomes embedded even more into research.

Plain English Summary

It is important that patients and public are included in the research process from initial brainstorming, through design to delivery. This is known as public and patient involvement (PPI). Their input means that research closely aligns with their wants and needs. Traditionally to get this input, interviews and group discussions are held, but this can exclude people who find these activities non-engaging or inaccessible, for example those with language challenges, learning disabilities or memory issues. Creative methods of PPI can overcome this. This is a broad term describing different (non-traditional) ways of engaging patients and public in research, such as through the use or art, animation or performance. This review investigated the reasons why creative approaches to PPI could be difficult (limitations) or helpful (strengths) in health and social care research. After searching 5 online databases, 12 studies were included in the review. PPI groups included adults, children and people with language and memory impairments. Creative methods included songs, poems, drawings, the use of photos and drama, visualisations, Facebook, creating prototypes, personas and card sorting. Limitations included the time, cost and effort associated with creative methods, the lack of application to other populations, ethical issues and buy-in from the wider research community. Strengths included the feeling of equality between academics and the public, creation of a safe space for people to express themselves, inclusivity, and that creative PPI can be cost and time efficient. Overall, this review suggests that creative PPI is worthwhile, however each method has its own strengths and limitations and the choice of which will depend on the research project, PPI group characteristics and other practical limitations, such as time and financial constraints.

Peer Review reports

Introduction

Patient and public involvement (PPI) is the term used to describe the partnership between patients (including caregivers, potential patients, healthcare users etc.) or the public (a community member with no known interest in the topic) with researchers. It describes research that is done “‘with’ or ‘by’ the public, rather than ‘to,’ ‘about’ or ‘for’ them” [ 1 ]. In 2009, it became a legislative requirement for certain health and social care organisations to include patients, families, carers and communities in not only the planning of health and social care services, but the commissioning, delivery and evaluation of them too [ 2 ]. For example, funding applications for the National Institute of Health and Care Research (NIHR), a UK funding body, mandates a demonstration of how researchers plan to include patients/service users, the public and carers at each stage of the project [ 3 ]. However, this should not simply be a tokenistic, tick-box exercise. PPI should help formulate initial ideas and should be an instrumental, continuous part of the research process. Input from PPI can provide unique insights not yet considered and can ensure that research and health services are closely aligned to the needs and requirements of service users PPI also generally makes research more relevant with clearer outcomes and impacts [ 4 ]. Although this review refers to both patients and the public using the umbrella term ‘PPI’, it is important to acknowledge that these are two different groups with different motivations, needs and interests when it comes to health research and service delivery [ 5 ].

Despite continuing recognition of the need of PPI to improve quality of healthcare, researchers have also recognised that there is no ‘one size fits all’ method for involving patients [ 4 ]. Traditionally, PPI methods invite people to take part in interviews or focus groups to facilitate discussion, or surveys and questionnaires. However, these can sometimes be inaccessible or non-engaging for certain populations. For example, someone with communication difficulties may find it difficult to engage in focus groups or interviews. If individuals lack the appropriate skills to interact in these types of scenarios, they cannot take advantage of the participation opportunities it can provide [ 6 ]. Creative methods, however, aim to resolve these issues. These are a relatively new concept whereby researchers use creative methods (e.g., artwork, animations, Lego), to make PPI more accessible and engaging for those whose voices would otherwise go unheard. They ensure that all populations can engage in research, regardless of their background or skills. Seminal work has previously been conducted in this area, which brought to light the use of creative methodologies in research. Leavy (2008) [ 7 ] discussed how traditional interviews had limits on what could be expressed due to their sterile, jargon-filled and formulaic structure, read by only a few specialised academics. It was this that called for more creative approaches, which included narrative enquiry, fiction-based research, poetry, music, dance, art, theatre, film and visual art. These practices, which can be used in any stage of the research cycle, supported greater empathy, self-reflection and longer-lasting learning experiences compared to interviews [ 7 ]. They also pushed traditional academic boundaries, which made the research accessible not only to researchers, but the public too. Leavy explains that there are similarities between arts-based approaches and scientific approaches: both attempts to investigate what it means to be human through exploration, and used together, these complimentary approaches can progress our understanding of the human experience [ 7 ]. Further, it is important to acknowledge the parallels and nuances between creative and inclusive methods of PPI. Although creative methods aim to be inclusive (this should underlie any PPI activity, whether creative or not), they do not incorporate all types of accessible, inclusive methodologies e.g., using sign language for people with hearing impairments or audio recordings for people who cannot read. Given that there was not enough scope to include an evaluation of all possible inclusive methodologies, this review will focus on creative methods of PPI only.

We aimed to conduct a qualitative systematic review to highlight the strengths of creative PPI in health and social care research, as well as the limitations, which might act as a barrier to their implementation. A qualitative systematic review “brings together research on a topic, systematically searching for research evidence from primary qualitative studies and drawing the findings together” [ 8 ]. This review can then advise researchers of the best practices when designing PPI.

Public involvement

The PHIRST-LIGHT Public Advisory Group (PAG) consists of a team of experienced public contributors with a diverse range of characteristics from across the UK. The PAG was involved in the initial question setting and study design for this review.

Search strategy

For the purpose of this review, the JBI approach for conducting qualitative systematic reviews was followed [ 9 ]. The search terms were (“creativ*” OR “innovat*” OR “authentic” OR “original” OR “inclu*”) AND (“public and patient involvement” OR “patient and public involvement” OR “public and patient involvement and engagement” OR “patient and public involvement and engagement” OR “PPI” OR “PPIE” OR “co-produc*” OR “co-creat*” OR “co-design*” OR “cooperat*” OR “co-operat*”). This search string was modified according to the requirements of each database. Papers were filtered by title, abstract and keywords (see Additional file 1 for search strings). The databases searched included Web of Science (WoS), PubMed, ASSIA and CINAHL. The Cochrane Library was also searched to identify relevant reviews which could lead to the identification of primary research. The search was conducted on 14/04/23. As our aim was to report on the use of creative PPI in research, rather than more generic public engagement, we used electronic databases of scholarly peer-reviewed literature, which represent a wide range of recognised databases. These identified studies published in general international journals (WoS, PubMed), those in social sciences journals (ASSIA), those in nursing and allied health journals (CINAHL), and trials of interventions (Cochrane Library).

Inclusion criteria

Only full-text, English language, primary research papers from 2009 to 2023 were included. This was the chosen timeframe as in 2009 the Health and Social Reform Act made it mandatory for certain Health and Social Care organisations to involve the public and patients in planning, delivering, and evaluating services [ 2 ]. Only creative methods of PPI were accepted, rather than traditional methods, such as interviews or focus groups. For the purposes of this paper, creative PPI included creative art or arts-based approaches (e.g., e.g. stories, songs, drama, drawing, painting, poetry, photography) to enhance engagement. Titles were related to health and social care and the creative PPI was used to engage with people as research advisors, not as study participants. Meta-analyses, conference abstracts, book chapters, commentaries and reviews were excluded. There were no limits concerning study location or the demographic characteristics of the PPI groups. Only qualitative data were accepted.

Quality appraisal

Quality appraisal using the Critical Appraisal Skills Programme (CASP) checklist [ 10 ] was conducted by the primary authors (ORP and CH). This was done independently, and discrepancies were discussed and resolved. If a consensus could not be reached, a third independent reviewer was consulted (JRM). The full list of quality appraisal questions can be found in Additional file 2 .

Data extraction

ORP extracted the study characteristics and a subset of these were checked by CH. Discrepancies were discussed and amendments made. Extracted data included author, title, location, year of publication, year study was carried out, research question/aim, creative methods used, number of participants, mean age, gender, ethnicity of participants, setting, limitations and strengths of creative PPI and main findings.

Data analysis

The included studies were analysed using inductive thematic analysis [ 11 ], where themes were determined by the data. The familiarisation stage took place during full-text reading of the included articles. Anything identified as a strength or limitation to creative PPI methods was extracted verbatim as an initial code and inputted into the data extraction Excel sheet. Similar codes were sorted into broader themes, either under ‘strengths’ or ‘limitations’ and reviewed. Themes were then assigned a name according to the codes.

The search yielded 9978 titles across the 5 databases: Web of Science (1480 results), PubMed (94 results), ASSIA (2454 results), CINAHL (5948 results) and Cochrane Library (2 results), resulting in 8553 different studies after deduplication. ORP and CH independently screened their titles and abstracts, excluding those that did not meet the criteria. After assessment, 12 studies were included (see Fig.  1 ).

PRISMA flowchart of the study selection process

Study characteristics

The included studies were published between 2018 and 2022. Seven were conducted in the UK [ 12 , 14 , 15 , 17 , 18 , 19 , 23 ], two in Canada [ 21 , 22 ], one in Australia [ 13 ], one in Norway [ 16 ] and one in Ireland [ 20 ]. The PPI activities occurred across various settings, including a school [ 12 ], social club [ 12 ], hospital [ 17 ], university [ 22 ], theatre [ 19 ], hotel [ 20 ], or online [ 15 , 21 ], however this information was omitted in 5 studies [ 13 , 14 , 16 , 18 , 23 ]. The number of people attending the PPI sessions varied, ranging from 6 to 289, however the majority (ten studies) had less than 70 participants [ 13 , 14 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 ]. Seven studies did not provide information on the age or gender of the PPI groups. Of those that did, ages ranged from 8 to 76 and were mostly female. The ethnicities of the PPI group members were also rarely recorded (see Additional file 3 for data extraction table).

Types of creative methods

The type of creative methods used to engage the PPI groups were varied. These included songs, poems, drawings, photograph elicitation, drama performance, visualisations, Facebook, photography, prototype development, cultural animation, card sorting and creating personas (see Table  1 ). These were sometimes accompanied by traditional methods of PPI such as interviews and focus group discussions.

The 12 included studies were all deemed to be of good methodological quality, with scores ranging from 6/10 to 10/10 with the CASP critical appraisal tool [ 10 ] (Table  2 ).

Thematic analysis

Analysis identified four limitations and five strengths to creative PPI (see Fig.  2 ). Limitations included the time and resource intensity of creative PPI methods, its lack of generalisation, ethical issues and external factors. Strengths included the disruption of power hierarchies, the engaging and inclusive nature of the methods and their long-term cost and time efficiency. Creative PPI methods also allowed mundane and “taboo” topics to be discussed within a safe space.

Theme map of strengths and limitations

Limitations of creative PPI

Creative ppi methods are time and resource intensive.

The time and resource intensive nature of creative PPI methods is a limitation, most notably for the persona-scenario methodology. Valaitis et al. [ 22 ] used 14 persona-scenario workshops with 70 participants to co-design a healthcare intervention, which aimed to promote optimal aging in Canada. Using the persona method, pairs composed of patients, healthcare providers, community service providers and volunteers developed a fictional character which they believed represented an ‘end-user’ of the healthcare intervention. Due to the depth and richness of the data produced the authors reported that it was time consuming to analyse. Further, they commented that the amount of information was difficult to disseminate to scientific leads and present at team meetings. Additionally, to ensure the production of high-quality data, to probe for details and lead group discussion there was a need for highly skilled facilitators. The resource intensive nature of the creative co-production was also noted in a study using the persona scenario and creative worksheets to develop a prototype decision support tool for individuals with malignant pleural effusion [ 17 ]. With approximately 50 people, this was also likely to yield a high volume of data to consider.

To prepare materials for populations who cannot engage in traditional methods of PPI was also timely. Kearns et al. [ 18 ] developed a feedback questionnaire for people with aphasia to evaluate ICT-delivered rehabilitation. To ensure people could participate effectively, the resources used during the workshops, such as PowerPoints, online images and photographs, had to be aphasia-accessible, which was labour and time intensive. The author warned that this time commitment should not be underestimated.

There are further practical limitations to implementing creative PPI, such as the costs of materials for activities as well as hiring a space for workshops. For example, the included studies in this review utilised pens, paper, worksheets, laptops, arts and craft supplies and magazines and took place in venues such as universities, a social club, and a hotel. Further, although not limited to creative PPI methods exclusively but rather most studies involving the public, a financial incentive was often offered for participation, as well as food, parking, transport and accommodation [ 21 , 22 ].

Creative PPI lacks generalisation

Another barrier to the use of creative PPI methods in health and social care research was the individual nature of its output. Those who participate, usually small in number, produce unique creative outputs specific to their own experiences, opinions and location. Craven et al. [ 13 ], used arts-based visualisations to develop a toolbox for adults with mental health difficulties. They commented, “such an approach might still not be worthwhile”, as the visualisations were individualised and highly personal. This indicates that the output may fail to meet the needs of its end-users. Further, these creative PPI groups were based in certain geographical regions such as Stoke-on-Trent [ 19 ] Sheffield [ 23 ], South Wales [ 12 ] or Ireland [ 20 ], which limits the extent the findings can be applied to wider populations, even within the same area due to individual nuances. Further, the study by Galler et al. [ 16 ], is specific to the Norwegian context and even then, maybe only a sub-group of the Norwegian population as the sample used was of higher socioeconomic status.

However, Grindell et al. [ 17 ], who used persona scenarios, creative worksheets and prototype development, pointed out that the purpose of this type of research is to improve a certain place, rather than apply findings across other populations and locations. Individualised output may, therefore, only be a limitation to research wanting to conduct PPI on a large scale.

If, however, greater generalisation within PPI is deemed necessary, then social media may offer a resolution. Fedorowicz et al. [ 15 ], used Facebook to gain feedback from the public on the use of video-recording methodology for an upcoming project. This had the benefit of including a more diverse range of people (289 people joined the closed group), who were spread geographically around the UK, as well as seven people from overseas.

Creative PPI has ethical issues

As with other research, ethical issues must be taken into consideration. Due to the nature of creative approaches, as well as the personal effort put into them, people often want to be recognised for their work. However, this compromises principles so heavily instilled in research such as anonymity and confidentiality. With the aim of exploring issues related to health and well-being in a town in South Wales, Byrne et al. [ 12 ], asked year 4/5 and year 10 pupils to create poems, songs, drawings and photographs. Community members also created a performance, mainly of monologues, to explore how poverty and inequalities are dealt with. Byrne noted the risks of these arts-based approaches, that being the possibility of over-disclosure and consequent emotional distress, as well as people’s desire to be named for their work. On one hand, the anonymity reduces the sense of ownership of the output as it does not portray a particular individual’s lived experience anymore. On the other hand, however, it could promote a more honest account of lived experience. Supporting this, Webber et al. [ 23 ], who used the persona method to co-design a back pain educational resource prototype, claimed that the anonymity provided by this creative technique allowed individuals to externalise and anonymise their own personal experience, thus creating a more authentic and genuine resource for future users. This implies that anonymity can be both a limitation and strength here.

The use of creative PPI methods is impeded by external factors

Despite the above limitations influencing the implementation of creative PPI techniques, perhaps the most influential is that creative methodologies are simply not mainstream [ 19 ]. This could be linked to the issues above, like time and resource intensity, generalisation and ethical issues but it is also likely to involve more systemic factors within the research community. Micsinszki et al. [ 21 ], who co-designed a hub for the health and well-being of vulnerable populations, commented that there is insufficient infrastructure to conduct meaningful co-design as well as a dominant medical model. Through a more holistic lens, there are “sociopolitical environments that privilege individualism over collectivism, self-sufficiency over collaboration, and scientific expertise over other ways of knowing based on lived experience” [ 21 ]. This, it could be suggested, renders creative co-design methodologies, which are based on the foundations of collectivism, collaboration and imagination an invalid technique in the research field, which is heavily dominated by more scientific methods offering reproducibility, objectivity and reliability.

Although we acknowledge that creative PPI techniques are not always appropriate, it may be that their main limitation is the lack of awareness of these methods or lack of willingness to use them. Further, there is always the risk that PPI, despite being a mandatory part of research, is used in a tokenistic or tick-box fashion [ 20 ], without considering the contribution that meaningful PPI could make to enhancing the research. It may be that PPI, let alone creative PPI, is not at the forefront of researchers’ minds when planning research.

Strengths of creative PPI

Creative ppi disrupts power hierarchies.

One of the main strengths of creative PPI techniques, cited most frequently in the included literature, was that they disrupt traditional power hierarchies [ 12 , 13 , 17 , 19 , 23 ]. For example, the use of theatre performance blurred the lines between professional and lay roles between the community and policy makers [ 12 ]. Individuals created a monologue to portray how poverty and inequality impact daily life and presented this to representatives of the National Assembly of Wales, Welsh Government, the Local Authority, Arts Council and Westminster. Byrne et al. [ 12 ], states how this medium allowed the community to engage with the people who make decisions about their lives in an environment of respect and understanding, where the hierarchies are not as visible as in other settings, e.g., political surgeries. Creative PPI methods have also removed traditional power hierarchies between researchers and adolescents. Cook et al. [ 13 ], used arts-based approaches to explore adolescents’ ideas about the “perfect” condom. They utilised the “Life Happens” resource, where adolescents drew and then decorated a person with their thoughts about sexual relationships, not too dissimilar from the persona-scenario method. This was then combined with hypothetical scenarios about sexuality. A condom-mapping exercise was then implemented, where groups shared the characteristics that make a condom “perfect” on large pieces of paper. Cook et al. [ 13 ], noted that usually power imbalances make it difficult to elicit information from adolescents, however these power imbalances were reduced due to the use of creative co-design techniques.

The same reduction in power hierarchies was noted by Grindell et al. [ 17 ], who used the person-scenario method and creative worksheets with individuals with malignant pleural effusion. This was with the aim of developing a prototype of a decision support tool for patients to help with treatment options. Although this process involved a variety of stakeholders, such as patients, carers and healthcare professionals, creative co-design was cited as a mechanism that worked to reduce power imbalances – a limitation of more traditional methods of research. Creative co-design blurred boundaries between end-users and clinical staff and enabled the sharing of ideas from multiple, valuable perspectives, meaning the prototype was able to suit user needs whilst addressing clinical problems.

Similarly, a specific creative method named cultural animation was also cited to dissolve hierarchies and encourage equal contributions from participants. Within this arts-based approach, Keleman et al. [ 19 ], explored the concept of “good health” with individuals from Stoke-on Trent. Members of the group created art installations using ribbons, buttons, cardboard and straws to depict their idea of a “healthy community”, which was accompanied by a poem. They also created a 3D Facebook page and produced another poem or song addressing the government to communicate their version of a “picture of health”. Public participants said that they found the process empowering, honest, democratic, valuable and practical.

This dissolving of hierarchies and levelling of power is beneficial as it increases the sense of ownership experienced by the creators/producers of the output [ 12 , 17 , 23 ]. This is advantageous as it has been suggested to improve its quality [ 23 ].

Creative PPI allows the unsayable to be said

Creative PPI fosters a safe space for mundane or taboo topics to be shared, which may be difficult to communicate using traditional methods of PPI. For example, the hypothetical nature of condom mapping and persona-scenarios meant that adolescents could discuss a personal topic without fear of discrimination, judgement or personal disclosure [ 13 ]. The safe space allowed a greater volume of ideas to be generated amongst peers where they might not have otherwise. Similarly, Webber et al. [ 23 ], , who used the persona method to co-design the prototype back pain educational resource, also noted how this method creates anonymity whilst allowing people the opportunity to externalise personal experiences, thoughts and feelings. Other creative methods were also used, such as drawing, collaging, role play and creating mood boards. A cardboard cube (labelled a “magic box”) was used to symbolise a physical representation of their final prototype. These creative methods levelled the playing field and made personal experiences accessible in a safe, open environment that fostered trust, as well as understanding from the researchers.

It is not only sensitive subjects that were made easier to articulate through creative PPI. The communication of mundane everyday experiences were also facilitated, which were deemed typically ‘unsayable’. This was specifically given in the context of describing intangible aspects of everyday health and wellbeing [ 11 ]. Graphic designers can also be used to visually represent the outputs of creative PPI. These captured the movement and fluidity of people and well as the relationships between them - things that cannot be spoken but can be depicted [ 21 ].

Creative PPI methods are inclusive

Another strength of creative PPI was that it is inclusive and accessible [ 17 , 19 , 21 ]. The safe space it fosters, as well as the dismantling of hierarchies, welcomed people from a diverse range of backgrounds and provided equal opportunities [ 21 ], especially for those with communication and memory difficulties who might be otherwise excluded from PPI. Kelemen et al. [ 19 ], who used creative methods to explore health and well-being in Stoke-on-Trent, discussed how people from different backgrounds came together and connected, discussed and reached a consensus over a topic which evoked strong emotions, that they all have in common. Individuals said that the techniques used “sets people to open up as they are not overwhelmed by words”. Similarly, creative activities, such as the persona method, have been stated to allow people to express themselves in an inclusive environment using a common language. Kearns et al. [ 18 ], who used aphasia-accessible material to develop a questionnaire with aphasic individuals, described how they felt comfortable in contributing to workshops (although this material was time-consuming to make, see ‘Limitations of creative PPI’ ).

Despite the general inclusivity of creative PPI, it can also be exclusive, particularly if online mediums are used. Fedorowicz et al. [ 15 ], used Facebook to create a PPI group, and although this may rectify previous drawbacks about lack of generalisation of creative methods (as Facebook can reach a greater number of people, globally), it excluded those who are not digitally active or have limited internet access or knowledge of technology. Online methods have other issues too. Maintaining the online group was cited as challenging and the volume of responses required researchers to interact outside of their working hours. Despite this, online methods like Facebook are very accessible for people who are physically disabled.

Creative PPI methods are engaging

The process of creative PPI is typically more engaging and produces more colourful data than traditional methods [ 13 ]. Individuals are permitted and encouraged to explore a creative self [ 19 ], which can lead to the exploration of new ideas and an overall increased enjoyment of the process. This increased engagement is particularly beneficial for younger PPI groups. For example, to involve children in the development of health food products, Galler et al. [ 16 ] asked 9-12-year-olds to take photos of their food and present it to other children in a “show and tell” fashion. They then created a newspaper article describing a new healthy snack. In this creative focus group, children were given lab coats to further their identity as inventors. Galler et al. [ 16 ], notes that the methods were highly engaging and facilitated teamwork and group learning. This collaborative nature of problem-solving was also observed in adults who used personas and creative worksheets to develop the resource for lower back pain [ 23 ]. Dementia patients too have been reported to enjoy the creative and informal approach to idea generation [ 20 ].

The use of cultural animation allowed people to connect with each other in a way that traditional methods do not [ 19 , 21 ]. These connections were held in place by boundary objects, such as ribbons, buttons, fabric and picture frames, which symbolised a shared meaning between people and an exchange of knowledge and emotion. Asking groups to create an art installation using these objects further fostered teamwork and collaboration, both at an individual and collective level. The exploration of a creative self increased energy levels and encouraged productive discussions and problem-solving [ 19 ]. Objects also encouraged a solution-focused approach and permitted people to think beyond their usual everyday scope [ 17 ]. They also allowed facilitators to probe deeper about the greater meanings carried by the object, which acted as a metaphor [ 21 ].

From the researcher’s point of view, co-creative methods gave rise to ideas they might not have initially considered. Valaitis et al. [ 22 ], found that over 40% of the creative outputs were novel ideas brought to light by patients, healthcare providers/community care providers, community service providers and volunteers. One researcher commented, “It [the creative methods] took me on a journey, in a way that when we do other pieces of research it can feel disconnected” [ 23 ]. Another researcher also stated they could not return to the way they used to do research, as they have learnt so much about their own health and community and how they are perceived [ 19 ]. This demonstrates that creative processes not only benefit the project outcomes and the PPI group, but also facilitators and researchers. However, although engaging, creative methods have been criticised for not demonstrating academic rigour [ 17 ]. Moreover, creative PPI may also be exclusive to people who do not like or enjoy creative activities.

Creative PPI methods are cost and time efficient

Creative PPI workshops can often produce output that is visible and tangible. This can save time and money in the long run as the output is either ready to be implemented in a healthcare setting or a first iteration has already been developed. This may also offset the time and costs it takes to implement creative PPI. For example, the prototype of the decision support tool for people with malignant pleural effusion was developed using personas and creative worksheets. The end result was two tangible prototypes to drive the initial idea forward as something to be used in practice [ 17 ]. The use of creative co-design in this case saved clinician time as well as the time it would take to develop this product without the help of its end-users. In the development of this particular prototype, analysis was iterative and informed the next stage of development, which again saved time. The same applies for the feedback questionnaire for the assessment of ICT delivered aphasia rehabilitation. The co-created questionnaire, designed with people with aphasia, was ready to be used in practice [ 18 ]. This suggests that to overcome time and resource barriers to creative PPI, researchers should aim for it to be engaging whilst also producing output.

That useable products are generated during creative workshops signals to participating patients and public members that they have been listened to and their thoughts and opinions acted upon [ 23 ]. For example, the development of the back pain resource based on patient experiences implies that their suggestions were valid and valuable. Further, those who participated in the cultural animation workshop reported that the process visualises change, and that it already feels as though the process of change has started [ 19 ].

The most cost and time efficient method of creative PPI in this review is most likely the use of Facebook to gather feedback on project methodology [ 15 ]. Although there were drawbacks to this, researchers could involve more people from a range of geographical areas at little to no cost. Feedback was instantaneous and no training was required. From the perspective of the PPI group, they could interact however much or little they wish with no time commitment.

This systematic review identified four limitations and five strengths to the use of creative PPI in health and social care research. Creative PPI is time and resource intensive, can raise ethical issues and lacks generalisability. It is also not accepted by the mainstream. These factors may act as barriers to the implementation of creative PPI. However, creative PPI disrupts traditional power hierarchies and creates a safe space for taboo or mundane topics. It is also engaging, inclusive and can be time and cost efficient in the long term.

Something that became apparent during data analysis was that these are not blanket strengths and limitations of creative PPI as a whole. The umbrella term ‘creative PPI’ is broad and encapsulates a wide range of activities, ranging from music and poems to prototype development and persona-scenarios, to more simplistic things like the use of sticky notes and ordering cards. Many different activities can be deemed ‘creative’ and the strengths and limitations of one does not necessarily apply to another. For example, cultural animation takes greater effort to prepare than the use of sticky notes and sorting cards, and the use of Facebook is cheaper and wider reaching than persona development. Researchers should use their discretion and weigh up the benefits and drawbacks of each method to decide on a technique which suits the project. What might be a limitation to creative PPI in one project may not be in another. In some cases, creative PPI may not be suitable at all.

Furthermore, the choice of creative PPI method also depends on the needs and characteristics of the PPI group. Children, adults and people living with dementia or language difficulties all have different engagement needs and capabilities. This indicates that creative PPI is not one size fits all and that the most appropriate method will change depending on the composition of the group. The choice of method will also be determined by the constraints of the research project, namely time, money and the research aim. For example, if there are time constraints, then a method which yields a lot of data and requires a lot of preparation may not be appropriate. If generalisation is important, then an online method is more suitable. Together this indicates that the choice of creative PPI method is highly individualised and dependent on multiple factors.

Although the limitations discussed in this review apply to creative PPI, they are not exclusive to creative PPI. Ethical issues are a consideration within general PPI research, especially when working with more vulnerable populations, such as children or adults living with a disability. It can also be the case that traditional PPI methods lack generalisability, as people who volunteer to be part of such a group are more likely be older, middle class and retired [ 24 ]. Most research is vulnerable to this type of bias, however, it is worth noting that generalisation is not always a goal and research remains valid and meaningful in its absence. Although online methods may somewhat combat issues related to generalisability, these methods still exclude people who do not have access to the internet/technology or who choose not to use it, implying that online PPI methods may not be wholly representative of the general population. Saying this, however, the accessibility of creative PPI techniques differs from person to person, and for some, online mediums may be more accessible (for example for those with a physical disability), and for others, this might be face-to-face. To combat this, a range of methods should be implemented. Planning multiple focus group and interviews for traditional PPI is also time and resource intensive, however the extra resources required to make this creative may be even greater. Although, the rich data provided may be worth the preparation and analysis time, which is also likely to depend on the number of participants and workshop sessions required. PPI, not just creative PPI, often requires the provision of a financial incentive, refreshments, parking and accommodation, which increase costs. These, however, are imperative and non-negotiable, as they increase the accessibility of research, especially to minority and lower-income groups less likely to participate. Adequate funding is also important for co-design studies where repeated engagement is required. One barrier to implementation, which appears to be exclusive to creative methods, however, is that creative methods are not mainstream. This cannot be said for traditional PPI as this is often a mandatory part of research applications.

Regarding the strengths of creative PPI, it could be argued that most appear to be exclusive to creative methodologies. These are inclusive by nature as multiple approaches can be taken to evoke ideas from different populations - approaches that do not necessarily rely on verbal or written communication like interviews and focus groups do. Given the anonymity provided by some creative methods, such as personas, people may be more likely to discuss their personal experiences under the guise of a general end-user, which might be more difficult to maintain when an interviewer is asking an individual questions directly. Additionally, creative methods are by nature more engaging and interactive than traditional methods, although this is a blanket statement and there may be people who find the question-and-answer/group discussion format more engaging. Creative methods have also been cited to eliminate power imbalances which exist in traditional research [ 12 , 13 , 17 , 19 , 23 ]. These imbalances exist between researchers and policy makers and adolescents, adults and the community. Lastly, although this may occur to a greater extent in creative methods like prototype development, it could be suggested that PPI in general – regardless of whether it is creative - is more time and cost efficient in the long-term than not using any PPI to guide or refine the research process. It must be noted that these are observations based on the literature. To be certain these differences exist between creative and traditional methods of PPI, direct empirical evaluation of both should be conducted.

To the best of our knowledge, this is the first review to identify the strengths and limitations to creative PPI, however, similar literature has identified barriers and facilitators to PPI in general. In the context of clinical trials, recruitment difficulties were cited as a barrier, as well as finding public contributors who were free during work/school hours. Trial managers reported finding group dynamics difficult to manage and the academic environment also made some public contributors feel nervous and lacking confidence to speak. Facilitators, however, included the shared ownership of the research – something that has been identified in the current review too. In addition, planning and the provision of knowledge, information and communication were also identified as facilitators [ 25 ]. Other research on the barriers to meaningful PPI in trial oversight committees included trialist confusion or scepticism over the PPI role and the difficulties in finding PPI members who had a basic understanding of research [ 26 ]. However, it could be argued that this is not representative of the average patient or public member. The formality of oversight meetings and the technical language used also acted as a barrier, which may imply that the informal nature of creative methods and its lack of dependency on literacy skills could overcome this. Further, a review of 42 reviews on PPI in health and social care identified financial compensation, resources, training and general support as necessary to conduct PPI, much like in the current review where the resource intensiveness of creative PPI was identified as a limitation. However, others were identified too, such as recruitment and representativeness of public contributors [ 27 ]. Like in the current review, power imbalances were also noted, however this was included as both a barrier and facilitator. Collaboration seemed to diminish hierarchies but not always, as sometimes these imbalances remained between public contributors and healthcare staff, described as a ‘them and us’ culture [ 27 ]. Although these studies compliment the findings of the current review, a direct comparison cannot be made as they do not concern creative methods. However, it does suggest that some strengths and weaknesses are shared between creative and traditional methods of PPI.

Strengths and limitations of this review

Although a general definition of creative PPI exists, it was up to our discretion to decide exactly which activities were deemed as such for this review. For example, we included sorting cards, the use of interactive whiteboards and sticky notes. Other researchers may have a more or less stringent criteria. However, two reviewers were involved in this decision which aids the reliability of the included articles. Further, it may be that some of the strengths and limitations cannot fully be attributed to the creative nature of the PPI process, but rather their co-created nature, however this is hard to disentangle as the included papers involved both these aspects.

During screening, it was difficult to decide whether the article was utilising creative qualitative methodology or creative PPI , as it was often not explicitly labelled as such. Regardless, both approaches involved the public/patients refining a healthcare product/service. This implies that if this review were to be replicated, others may do it differently. This may call for greater standardisation in the reporting of the public’s involvement in research. For example, the NIHR outlines different approaches to PPI, namely “consultation”, “collaboration”, “co-production” and “user-controlled”, which each signify an increased level of public power and influence [ 28 ]. Papers with elements of PPI could use these labels to clarify the extent of public involvement, or even explicitly state that there was no PPI. Further, given our decision to include only scholarly peer-reviewed literature, it is possible that data were missed within the grey literature. Similarly, the literature search will not have identified all papers relating to different types of accessible inclusion. However, the intent of the review was to focus solely on those within the definition of creative.

This review fills a gap in the literature and helps circulate and promote the concept of creative PPI. Each stage of this review, namely screening and quality appraisal, was conducted by two independent reviewers. However, four full texts could not be accessed during the full text reading stage, meaning there are missing data that could have altered or contributed to the findings of this review.

Research recommendations

Given that creative PPI can require effort to prepare, perform and analyse, sufficient time and funding should be allocated in the research protocol to enable meaningful and continuous PPI. This is worthwhile as PPI can significantly change the research output so that it aligns closely with the needs of the group it is to benefit. Researchers should also consider prototype development as a creative PPI activity as this might reduce future time/resource constraints. Shifting from a top-down approach within research to a bottom-up can be advantageous to all stakeholders and can help move creative PPI towards the mainstream. This, however, is the collective responsibility of funding bodies, universities and researchers, as well as committees who approve research bids.

A few of the included studies used creative techniques alongside traditional methods, such as interviews, which could also be used as a hybrid method of PPI, perhaps by researchers who are unfamiliar with creative techniques or to those who wish to reap the benefits of both. Often the characteristics of the PPI group were not included, including age, gender and ethnicity. It would be useful to include such information to assess how representative the PPI group is of the population of interest.

Creative PPI is a relatively novel approach of engaging the public and patients in research and it has both advantages and disadvantages compared to more traditional methods. There are many approaches to implementing creative PPI and the choice of technique will be unique to each piece of research and is reliant on several factors. These include the age and ability of the PPI group as well as the resource limitations of the project. Each method has benefits and drawbacks, which should be considered at the protocol-writing stage. However, given adequate funding, time and planning, creative PPI is a worthwhile and engaging method of generating ideas with end-users of research – ideas which may not be otherwise generated using traditional methods.

Data availability

No datasets were generated or analysed during the current study.

Abbreviations

Critical Appraisal Skills Programme

The Joanna Briggs Institute

National Institute of Health and Care Research

Public Advisory Group

Public and Patient Involvement

Web of Science

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Acknowledgements

With thanks to the PHIRST-LIGHT public advisory group and consortium for their thoughts and contributions to the design of this work.

The research team is supported by a National Institute for Health and Care Research grant (PHIRST-LIGHT Reference NIHR 135190).

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Olivia R. Phillips and Cerian Harries share joint first authorship.

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Nottingham Centre for Public Health and Epidemiology, Lifespan and Population Health, School of Medicine, University of Nottingham, Clinical Sciences Building, City Hospital Campus, Hucknall Road, Nottingham, NG5 1PB, UK

Olivia R. Phillips, Jo Leonardi-Bee, Holly Knight & Joanne R. Morling

National Institute for Health and Care Research (NIHR) PHIRST-LIGHT, Nottingham, UK

Olivia R. Phillips, Cerian Harries, Jo Leonardi-Bee, Holly Knight, Lauren B. Sherar, Veronica Varela-Mato & Joanne R. Morling

School of Sport, Exercise and Health Sciences, Loughborough University, Epinal Way, Loughborough, Leicestershire, LE11 3TU, UK

Cerian Harries, Lauren B. Sherar & Veronica Varela-Mato

Nottingham Centre for Evidence Based Healthcare, School of Medicine, University of Nottingham, Nottingham, UK

Jo Leonardi-Bee

NIHR Nottingham Biomedical Research Centre (BRC), Nottingham University Hospitals NHS Trust, University of Nottingham, Nottingham, NG7 2UH, UK

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Author contributions: study design: ORP, CH, JRM, JLB, HK, LBS, VVM, literature searching and screening: ORP, CH, JRM, data curation: ORP, CH, analysis: ORP, CH, JRM, manuscript draft: ORP, CH, JRM, Plain English Summary: ORP, manuscript critical review and editing: ORP, CH, JRM, JLB, HK, LBS, VVM.

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Phillips, O.R., Harries, C., Leonardi-Bee, J. et al. What are the strengths and limitations to utilising creative methods in public and patient involvement in health and social care research? A qualitative systematic review. Res Involv Engagem 10 , 48 (2024). https://doi.org/10.1186/s40900-024-00580-4

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REVIEW article

On the advantages and disadvantages of choice: future research directions in choice overload and its moderators.

• 1 Department of Political Science and International Relations (DEMS), University of Palermo, Palermo, Italy
• 2 Atkinson Graduate School of Management, Willamette University, Salem, OR, United States
• 3 Department of Psychology, Educational Science and Human Movement, University of Palermo, Palermo, Italy

Researchers investigating the psychological effects of choice have provided extensive empirical evidence that having choice comes with many advantages, including better performance, more motivation, and greater life satisfaction and disadvantages, such as avoidance of decisions and regret. When the decision task difficulty exceeds the natural cognitive resources of human mind, the possibility to choose becomes more a source of unhappiness and dissatisfaction than an opportunity for a greater well-being, a phenomenon referred to as choice overload. More recently, internal and external moderators that impact when choice overload occurs have been identified. This paper reviews seminal research on the advantages and disadvantages of choice and provides a systematic qualitative review of the research examining moderators of choice overload, laying out multiple critical paths forward for needed research in this area. We organize this literature review using two categories of moderators: the choice environment or context of the decision as well as the decision-maker characteristics.

Introduction

The current marketing orientation adopted by many organizations is to offer a wide range of options that differ in only minor ways. For example, in a common western grocery store contains 285 types of cookies, 120 different pasta sauces, 175 salad-dressing, and 275 types of cereal ( Botti and Iyengar, 2006 ). However, research in psychology and consumer behavior has demonstrated that when the number of alternatives to choose from becomes excessive (or superior to the decision-makers’ cognitive resources), choice is mostly a disadvantage to both the seller and the buyer. This phenomenon has been called choice overload and it refers to a variety of negative consequences stemming from having too many choices, including increased choice deferral, switching likelihood, or decision regret, as well as decreased choice satisfaction and confidence (e.g., Chernev et al., 2015 ). Choice overload has been replicated in numerous fields and laboratory settings, with different items (e.g., jellybeans, pens, coffee, chocolates, etc.), actions (reading, completing projects, and writing essays), and populations (e.g., Chernev, 2003 ; Iyengar et al., 2004 ; Schwartz, 2004 ; Shah and Wolford, 2007 ; Mogilner et al., 2008 ; Fasolo et al., 2009 ; Misuraca and Teuscher, 2013 ; Misuraca and Faraci, 2021 ; Misuraca et al., 2022 ; see also Misuraca, 2013 ). Over time, we have gained insight into numerous moderators of the choice overload phenomena, including aspects of the context or choice environment as well as the individual characteristics of the decision-maker (for a detailed review see Misuraca et al., 2020 ).

The goal of this review is to summarize important research findings that drive our current understanding of the advantages and disadvantages of choice, focusing on the growing body of research investigating moderators of choice overload. Following a discussion of the advantages and disadvantages of choice, we review the existing empirical literature examining moderators of choice overload. We organize this literature review using two categories of moderators: the choice environment or context of the decision as well as the decision-maker characteristics. Finally, based on this systematic review of research, we propose a variety of future research directions for choice overload investigators, ranging from exploring underlying mechanisms of choice overload moderators to broadening the area of investigation to include a robust variety of decision-making scenarios.

Theoretical background

The advantages of choice.

Decades of research in psychology have demonstrated the many advantages of choice. Indeed, increased choice options are associated with increase intrinsic motivation ( Deci, 1975 ; Deci et al., 1981 ; Deci and Ryan, 1985 ), improved task performance ( Rotter, 1966 ), enhanced life satisfaction ( Langer and Rodin, 1976 ), and improved well-being ( Taylor and Brown, 1988 ). Increased choice options also have the potential to satisfy heterogeneous preferences and produce greater utility ( Lancaster, 1990 ). Likewise, economic research has demonstrated that larger assortments provide a higher chance to find an option that perfectly matches the individual preferences ( Baumol and Ide, 1956 ). In other words, with larger assortments it is easier to find what a decision-maker wants.

The impact of increased choice options extends into learning, internal motivation, and performance. Zuckerman et al. (1978) asked college students to solve puzzles. Half of the participants could choose the puzzle they would solve from six options. For the other half of participants, instead, the puzzle was imposed by the researchers. It was found that the group free to choose the puzzle was more motivated, more engaged and exhibited better performance than the group that could not choose the puzzle to solve. In similar research, Schraw et al. (1998) asked college students to read a book. Participants were assigned to either a choice condition or a non-choice condition. In the first one, they were free to choose the book to read, whereas in the second condition the books to read were externally imposed, according to a yoked procedure. Results demonstrated the group that was free to make decisions was more motivated to read, more engaged, and more satisfied compared to the group that was not allowed to choose the book to read ( Schraw et al., 1998 ).

These effects remain consistent with children and when choice options are constrained to incidental aspects of the learning context. In the study by Cordova and Lepper (1996) , elementary school children played a computer game designed to teach arithmetic and problem-solving skills. One group could make decisions about incidental aspects of the learning context, including which spaceship was used and its name, whereas another group could not make any choice (all the choices about the game’s features were externally imposed by the experimenters). The results demonstrated that the first group was more motivated to play the game, more engaged in the task, learned more of the arithmetical concepts involved in the game, and preferred to solve more difficult tasks compared to the second group.

Extending benefits of choice into health consequences, Langer and Rodin (1976) examined the impact that choice made in nursing home patients. In this context, it was observed that giving patients the possibility to make decisions about apparently irrelevant aspects of their life (e.g., at what time to watch a movie; how to dispose the furniture in their bedrooms, etc.), increased psychological and physiological well-being. The lack of choice resulted, instead, in a state of learned helplessness, as well as deterioration of physiological and psychological functions.

The above studies lead to the conclusion that choice has important advantages over no choice and, to some extent, limited choice options. It seems that providing more choice options is an improvement – it will be more motivating, more satisfying, and yield greater well-being. In line with this conclusion, the current orientation in marketing is to offer a huge variety of products that differ only in small details (e.g., Botti and Iyengar, 2006 ). However, research in psychology and consumer behavior demonstrated that when the number of alternatives to choose from exceeds the decision-makers’ cognitive resources, choice can become a disadvantage.

The disadvantages of choice

A famous field study conducted by Iyengar and Lepper (2000) in a Californian supermarket demonstrated that too much choice decreases customers’ motivation to buy as well as their post-choice satisfaction. Tasting booths were set up in two different areas of the supermarket, one of which displayed 6 different jars of jam while the other displayed 24 options, with customers free to taste any of the different flavors of jam. As expected, the larger assortment attracted more passers-by compared to the smaller assortment; Indeed, 60% of passers-by stopped at the table displaying 24 different options, whereas only 40% of the passers-by stopped at the table displaying the small variety of 6 jams. This finding was expected given that more choice options are appealing. However, out of the 60% of passers-by who stopped at the table with more choices, only 3% of them decided to buy jam. Conversely, 30% of the consumers who stopped at the table with only 6 jars of jam decided to purchase at least one jar. Additionally, these customers expressed a higher level of satisfaction with their choices, compared to those who purchased a jar of jam from the larger assortment. In other words, it seems that too much choice is at the beginning more appealing (attracts more customers), but it decreases the motivation to choose and the post-choice satisfaction.

This classic and seminal example of choice overload was quickly followed by many replications that expanded the findings from simple purchasing decisions into other realms of life. For example, Iyengar and Lepper (2000) , asked college students to write an essay. Participants were randomly assigned to one of the following two experimental conditions: limited-choice condition, in which they could choose from a list of six topics for the essay, and extensive-choice condition, in which they could choose from a list of 30 different topics for the essay. Results showed that a higher percentage of college students (74%) turned in the essay in the first condition compared to the second condition (60%). Moreover, the essays written by the students in the limited-choice conditions were evaluated as being higher quality compared to the essays written by the students in the extensive choice condition. In a separate study, college students were asked to choose one chocolate from two randomly assigned choice conditions with either 6 or 30 different chocolates. Those participants in the limited choice condition reporting being more satisfied with their choice and more willing to purchase chocolates at the end of the experiment, compared to participants who chose from the larger assortment ( Iyengar and Lepper, 2000 ).

In the field of financial decision-making, Iyengar et al. (2004) analyzed 800,000 employees’ decisions about their participation in 401(k) plans that offered from a minimum of 2 to a maximum of 59 different fund options. The researchers observed that as the fund options increased, the participation rate decreased. Specifically, plans offering less than 10 options had the highest participation rate, whereas plans offering 59 options had the lowest participation rate.

The negative consequences of having too much choice driven by cognitive limitations. Simon (1957) noted that decision-makers have a bounded rationality. In other words, the human mind cannot process an unlimited amount of information. Individuals’ working memory has a span of about 7 (plus or minus two) items ( Miller, 1956 ), which means that of all the options to choose from, individuals can mentally process only about 7 alternatives at a time. Because of these cognitive limitations, when the number of choices becomes too high, the comparison of all the available items becomes cognitively unmanageable and, consequently, decision-makers feel overwhelmed, confused, less motivated to choose and less satisfied (e.g., Iyengar and Lepper, 2000 ). However, a more recent meta-analytic work [ Chernev et al., 2015 : see also Misuraca et al. (2020) ] has shown that choice overload occurs only under certain conditions. Many moderators that mitigate the phenomenon have been identified by researchers in psychology and consumer behavior (e.g., Mogilner et al., 2008 ; Misuraca et al., 2016a ). In the next sections, we describe our review methodology and provide a detailed discussion of the main external and internal moderators of choice overload.

Literature search and inclusion criteria

Our investigation consisted of a literature review of peer-reviewed empirical research examining moderators of choice overload. We took several steps to locate and identify eligible studies. First, we sought to establish a list of moderators examined in the choice overload literature. For this, we referenced reviews conducted by Chernev et al. (2015) , McShane and Böckenholt (2017) , as well as Misuraca et al. (2020) and reviewed the references sections of the identified articles to locate additional studies. Using the list of moderators generated from this examination, we conducted a literature search using PsycInfo (Psychological Abstracts), EBSCO and Google Scholar. This search included such specific terms such as choice set complexity, visual preference heuristic, and choice preference uncertainty, as well as broad searches for ‘choice overload’ and ‘moderator’.

We used several inclusion criteria to select relevant articles. First, the article had to note that it was examining the choice overload phenomena. Studies examining other theories and/or related variables were excluded. Second, to ensure that we were including high-quality research methods that have been evaluated by scholars, only peer-reviewed journal articles were included. Third, the article had to include primary empirical data (qualitative or quantitative). Thus, studies that were conceptual in nature were excluded. This process yielded 49 articles for the subsequent review.

Moderators of choice overload

Choice environment and context.

Regarding external moderators of choice overload, several aspects about the choice environment become increasingly relevant. Specifically, these include the perceptual attributes of the information, complexity of the set of options, decision task difficulty, as well as the presence of brand names.

Perceptual characteristics

As Miller (1956) noted, humans have “channel capacity” for information processing and these differ for divergent stimuli: for taste, we have a capacity to accommodate four; for tones, the capacity increased to six; and for visual stimuli, we have the capacity for 10–15 items. Accordingly, perceptual attributes of choice options are an important moderator of choice overload, with visual presentation being one of the most important perceptual attributes ( Townsend and Kahn, 2014 ). The visual preference heuristic refers to the tendency to prefer a visual rather than verbal representation of choice options, regardless of assortment size ( Townsend and Kahn, 2014 ). However, despite this preference, visual presentations of large assortments lead to suboptimal decisions compared to verbal presentations, as visual presentations activate a less systematic decision-making approach ( Townsend and Kahn, 2014 ). Visual presentation of large choice sets is also associated with increased perceptions of complexity and likelihood of decisions deferral. Visual representations are particularly effective with small assortments, as they increase consumers’ perception of variety, improve the likelihood of making a choice, and reduce the time spent examining options ( Townsend and Kahn, 2014 ).

Choice set complexity

Choice set complexity refers to a wide range of aspects of a decision task that affect the value of the available choice options without influencing the structural characteristics of the decision problem ( Payne et al., 1993 ). Thus, choice set complexity does not influence aspects such as the number of options, number of attributes of each option, or format in which the information is presented. Rather, choice set complexity concerns factors such as the attractiveness of options, the presence of a dominant option, and the complementarity or alignability of the options.

Choice set complexity increases when the options include higher-quality, more attractive options ( Chernev and Hamilton, 2009 ). Indeed, when the variability in the relative attractiveness of the choice alternatives increases, the certainty about the choice and the satisfaction with the task increase ( Malhotra, 1982 ). Accordingly, when the number of attractive options increases, more choice options led to a decline in consumer satisfaction and likelihood of a decision being made, but satisfaction increases and decision deferral decreased when the number of unattractive options increases ( Dhar, 1997 ). This occurs when increased choice options make the weakness and strengths of attractive and unattractive options more salient ( Chan, 2015 ).

Similarly, the presence of a dominant option simplifies large choice sets and increased the preference for the chosen option; however, the opposite effect happens in small choice sets ( Chernev, 2003 ). Choice sets containing an ideal option have been associated with increased brain activity in the areas involved in reward and value processing as well as in the integration of costs and benefits (striatum and the anterior cingulate cortex; Reutskaja et al., 2018 ) which could explain why larger choice sets are not always associated with choice overload. As Misuraca et al. (2020 , p. 639) noted, “ the benefits of having an ideal item in the set might compensate for the costs of overwhelming set size in the bounded rational mind of humans . ”

Finally, choice set complexity is impacted by the alignability and complementarity of the attributes that differentiate the options ( Chernev et al., 2015 ). When unique attributes of options exist within a choice set, complexity and choice overload increase as the unique attributes make comparison more difficult and trade-offs more salient. Indeed, feature alignability and complementarity (meaning that the options have additive utility and need to be co-present to fully satisfy the decision-maker’s need) 1 have been associated with decision deferral ( Chernev, 2005 ; Gourville and Soman, 2005 ) and changes in satisfaction ( Griffin and Broniarczyk, 2010 ).

Decision task difficulty

Decision task difficulty refers to the structural characteristics of a decision problem; unlike choice set complexity, decision task difficulty does not influence the value of the choice options ( Payne et al., 1993 ). Decision task difficulty is influenced by the number of attributes used to describe available options, decision accountability, time constraints, and presentation format.

The number of attributes used to describe the available options within an assortment influences decision task difficulty and choice overload ( Hoch et al., 1999 ; Chernev, 2003 ; Greifeneder et al., 2010 ), such that choice overload increases with the number of dimensions upon which the options differ. With each additional dimension, decision-makers have another piece of information that must be attended to and evaluated. Along with increasing the cognitive complexity of the choice, additional dimensions likely increase the odds that each option is inferior to other options on one dimension or another (e.g., Chernev et al., 2015 ).

When individuals have decision accountability or are required to justify their choice of an assortment to others, they tend to prefer larger assortments; However, when individuals must justify their particular choice from an assortment to others, they tend to prefer smaller choice sets ( Ratner and Kahn, 2002 ; Chernev, 2006 ; Scheibehenne et al., 2009 ). Indeed, decision accountability is associated with decision deferral when choice sets are larger compared to smaller ( Gourville and Soman, 2005 ). Thus, decision accountability influences decision task difficulty differently depending on whether an individual is selecting an assortment or choosing an option from an assortment.

Time pressure or constraint is an important contextual factor for decision task difficulty, choice overload, and decision regret ( Payne et al., 1993 ). Time pressure affects the strategies that are used to make decisions as well as the quality of the decisions made. When confronted with time pressure, decision-makers tend to speed up information processing, which could be accomplished by limiting the amount of information that they process and use ( Payne et al., 1993 ; Pieters and Warlop, 1999 ; Reutskaja et al., 2011 ). Decision deferral becomes a more likely outcome, as is choosing at random and regretting the decision later ( Inbar et al., 2011 ).

The physical arrangement and presentation of options and information affect information perception, processing, and decision-making. This moderates the effect of choice overload because these aspects facilitate or inhibit decision-makers’ ability to process a greater information load (e.g., Chernev et al., 2015 ; Anderson and Misuraca, 2017 ). The location of options and structure of presented information allow the retrieval of information about the options, thus allowing choosers to distinguish and evaluate various options (e.g., Chandon et al., 2009 ). Specifically, organizing information into “chunks” facilitates information processing ( Miller, 1956 ) as well as the perception of greater variety in large choice sets ( Kahn and Wansink, 2004 ). Interestingly, these “chunks” do not have to be informative; Mogilner et al. (2008) found that choice overload was mitigated to the same extent when large choice sets were grouped into generic categories (i.e., A, B, etc.) as when the categories were meaningful descriptions of characteristics.

Beyond organization, the presentation order can facilitate or inhibit decision-makers cognitive processing ability. Levav et al. (2010) found that choice overload decreased and choice satisfaction increased when smaller choice sets were followed by larger choice sets, compared to the opposite order of presentation. When sets are highly varied, Huffman and Kahn (1998) found that decision-makers were more satisfied and willing to make a choice when information was presented about attributes (i.e., price and characteristics) rather than available alternatives (i.e., images of options). Finally, presenting information simultaneously, rather than sequentially, increases decision satisfaction ( Mogilner et al., 2013 ), likely due to decision-makers choosing among an available set rather than comparing each option to an imaged ideal option.

Brand names

The presence of brand names is an important moderator of choice overload. As recently demonstrated by researchers in psychology and consumer behavior, choice overload occurs only when options are not associated with brands, choice overload occurs when the same choice options are presented without any brand names ( Misuraca et al., 2019 , 2021a ). When choosing between 6 or 24 different mobile phones, choice overload did not occur in the condition in which phones were associated with a well-known brand (i.e., Apple, Samsung, Nokia, etc.), although it did occur when the same cell phones were displayed without information about their brand. These findings have been replicated with a population of adolescents ( Misuraca et al., 2021a ).

Decision-maker characteristics

Beyond the choice environment and context, individual differences in decision-maker characteristics are significant moderators of choice overload. Several critical characteristics include the decision goal as well as an individual’s preference uncertainty, affective state, decision style, and demographic variables such as age, gender, and cultural background (e.g., Misuraca et al., 2021a ).

Decision goal

A decision goal refers to the extent to which a decision-maker aims to minimize the cognitive resources spent making a decision ( Chernev, 2003 ). Decision goals have been associated with choice overload, with choice overload increasing along with choice set options, likely due to decision-makers unwillingness to make tradeoffs between various options. As a moderator of choice overload, there are several factors which impact the effect of decision goals, including decision intent (choosing or browsing) and decision focus (choosing an assortment or an option) ( Misuraca et al., 2020 ).

Decision intent varies between choosing, with the goal of making a decision among the available options, and browsing, with the goal of learning more about the options. Cognitive overload is more likely to occur than when decision makers’ goal is choosing compared to browsing. For choosing goals, decision-makers need to make trade-offs among the pros and cons of the options, something that demands more cognitive resources. Accordingly, decision-makers whose goal is browsing, rather than choosing, are less likely to experience cognitive overload when facing large assortments ( Chernev and Hamilton, 2009 ). Furthermore, when decision-makers have a goal of choosing, brain research reveals inverted-U-shaped function, with neither too much nor too little choice providing optimal cognitive net benefits ( Reutskaja et al., 2018 ).

Decision focus can target selecting an assortment or selecting an option from an assortment. When selecting an assortment, cognitive overload is less likely to occur, likely due to the lack of individual option evaluation and trade-offs ( Chernev et al., 2015 ). Thus, when choosing an assortment, decision-makers tend to prefer larger assortments that provide more variety. Conversely, decision-makers focused on choosing an option from an assortment report increased decision difficulty and tend to prefer smaller assortments ( Chernev, 2006 ). Decision overload is further moderated by the order of decision focus. Scheibehenne et al. (2010) found that when decision-makers first decide on an assortment, they are more likely to choose an option from that assortment, rather than an option from an assortment they did not first select.

Preference uncertainty

The degree to which decision-makers have preferences varies regarding comprehension and prioritization of the costs and benefits of the choice options. This is referred to as preference uncertainty ( Chernev, 2003 ). Preference uncertainty is influenced by decision-maker expertise and an articulated ideal option, which indicates well-defined preferences. When decision-makers have limited expertise, larger choice sets are associated with weaker preferences as well as increased choice deferral and choice overload compared to smaller choice sets. Conversely, high expertise decision-makers experience weaker preferences and increased choice deferral in the context of smaller choice sets compared to larger ( Mogilner et al., 2008 ; Morrin et al., 2012 ). Likewise, an articulated ideal option, which implies that the decision-maker has already engaged in trade-offs, is associated with reduced decision complexity. The effect is more pronounced in larger choice sets compared to smaller choice sets ( Chernev, 2003 ).

Positive affect

Positive affect tends to moderate the impact of choice overload on decision satisfaction. Indeed, Spassova and Isen (2013) found that decision-makers reporting positive affect did not report experiencing dissatisfaction when choosing from larger choice sets while those with neutral affect reported being more satisfied when choosing from smaller choice sets. This affect may be associated with the affect heuristic, or a cognitive shortcut that enables efficient decisions based on the immediate emotional response to a stimulus ( Slovic et al., 2007 ).

Decision-making tendencies

Satisfaction with extensive choice options may depend on whether one is a maximizer or a satisficer. Maximizing refers to the tendency to search for the best option. Maximizers approach decision tasks with the goal to find the absolute best ( Carmeci et al., 2009 ; Misuraca et al., 2015 , 2016b , 2021b ; Misuraca and Fasolo, 2018 ). To do that, they tend to process all the information available and try to compare all the possible options. Conversely, satisficers are decision-makers whose goal is to select an option that is good enough, rather than the best choice. To find such an option, satisficers evaluate a smaller range of options, and choose as soon as they find one alternative that surpasses their threshold of acceptability ( Schwartz, 2004 ). Given the different approach of maximizers and satisficers when choosing, it is easy to see why choice overload represents more of a problem for maximizers than for satisficers. If the number of choices exceeds the individuals’ cognitive resources, maximizers more than satisficers would feel overwhelmed, frustrated, and dissatisfied, because an evaluation of all the available options to select the best one is cognitively impossible.

Maximizers attracted considerable attention from researchers because of the paradoxical finding that even though they make objectively better decisions than satisficers, they report greater regret and dissatisfaction. Specifically, Iyengar et al. (2006) , analyzed the job search outcomes of college students during their final college year and found that maximizer students selected jobs with 20% higher salaries compared to satisficers, but they felt less satisfied and happy, as well as more stressed, frustrated, anxious, and regretful than students who were satisficers. The reasons for these negative feelings of maximizers lies in their tendency to believe that a better option is among those that they could not evaluate, given their time and cognitive limitations.

Choosing for others versus oneself

When decision-makers must make a choice for someone else, choice overload does not occur ( Polman, 2012 ). When making choices for others (about wines, ice-cream flavors, school courses, etc.), decision makers reported greater satisfaction when choosing from larger assortments rather than smaller assortments. However, when choosing for themselves, they reported higher satisfaction after choosing from smaller rather than larger assortments.

Demographics

Demographic variables such as gender, age, and cultural background moderate reactions concerning choice overload. Regarding gender, men and women may often employ different information-processing strategies, with women being more likely to attend to and use details than men (e.g., Meyers-Levy and Maheswaran, 1991 ). Gender differences also arise in desire for variety and satisfaction depending on choice type. While women were more satisfied with their choice of gift boxes regardless of assortment size, women become more selective than men when speed-dating with larger groups of speed daters compared to smaller groups ( Fisman et al., 2006 ).

Age moderates the choice overload experience such that, when choosing from an extensive array of options, adolescents and adults suffer similar negative consequences (i.e., greater difficulty and dissatisfaction), while children and seniors suffer fewer negative consequences (i.e., less difficulty and dissatisfaction than adolescents and adults) ( Misuraca et al., 2016a ). This could be associated with decision-making tendencies. Indeed, adults and adolescents tend to adopt maximizing approaches ( Furby and Beyth-Marom, 1992 ). This maximizing tendency aligns with their greater perceived difficulty and post-choice dissatisfaction when facing a high number of options ( Iyengar et al., 2006 ). Seniors tend to adopt a satisficing approach when making decisions ( Tanius et al., 2009 ), as well as become overconfident in their judgments ( Stankov and Crawford, 1996 ) and focused on positive information ( Mather and Carstensen, 2005 ). Taken together, these could explain why the negative consequences of too many choice options were milder among seniors. Finally, children tend to approach decisions in an intuitive manner and quickly develop strong preferences ( Schlottmann and Wilkening, 2011 ). This mitigates the negative consequences of choice overload for this age group.

Finally, decision-makers from different cultures have different preferences for variety (e.g., Iyengar, 2010 ). Eastern Europeans report greater satisfaction with larger choice sets than Western Europeans ( Reutskaja et al., 2022 ). Likewise, cultural differences in perception may impact how choice options affect decision-makers from Western and non-Western cultures (e.g., Miyamoto et al., 2006 ).

Future research directions

As researchers continue to investigate the choice overload phenomenon, future investigations can provide a deeper understanding of the underlying mechanisms that influence when and how individuals experience the negative impacts of choice overload as well as illuminate how this phenomenon can affect people in diverse contexts (such as hiring decisions, sports, social media platforms, streaming services, etc.).

For instance, the visual preference heuristic indicates, and subsequent research supports, the human tendency to prefer visual rather than verbal representations of choice options ( Townsend and Kahn, 2014 ). However, in Huffman and Kahn’s (1998) research, decision-makers preferred written information, such as characteristics of the sofa, rather than visual representations of alternatives. Future researchers can investigate the circumstances that underlie when individuals prefer detailed written or verbal information as opposed to visual images.

Furthermore, future researchers can examine the extent to which the mechanisms underlying the impact of chunking align with those underlying the effect of brand names. Research has supported that chunking information reduces choice overload, regardless of the sophistication of the categories ( Kahn and Wansink, 2004 ; Mogilner et al., 2008 ). The presence of a brand name has a seemingly similar effect ( Misuraca et al., 2019 , 2021a ). The extent to which the cognitive processes underlying these two areas of research the similar, as well as the ways in which they might differ, can provide valuable insights for researchers and practitioners.

More research is needed that considers the role of the specific culture and cultural values of the decision-maker on choice overload. Indeed, the traditional studies on the choice overload phenomenon mentioned above predominantly focused on western cultures, which are known for being individualistic cultures. Future research should explore whether choice overload replicates in collectivistic cultures, which value the importance of making personal decisions differently than individualist cultures. Additional cultural values, such as long-term or short-term time orientation, may also impact decision-makers and the extent to which they experience choice overload ( Hofstede and Minkov, 2010 ).

While future research that expands our understanding of the currently known and identified moderators of choice overload can critically inform our understanding of when and how this phenomenon occurs, there are many new and exciting directions into which researchers can expand.

For example, traditional research on choice overload focused on choice scenarios where decision-makers had to choose only one option out of either a small or a large assortment of options. This is clearly an important scenario, yet it represents only one of many scenarios that choice overload may impact. Future research could investigate when and how this phenomenon occurs in a wide variety of scenarios that are common in the real-world but currently neglected in classical studies on choice overload. These could include situations in which the individual can choose more than one option (e.g., more than one type of ice cream or cereal) (see Fasolo et al., 2024 ).

Historically, a significant amount of research on choice overload has focused on purchasing decisions. Some evidence also indicates that the phenomenon occurs in a variety of situations (e.g., online dating, career choices, retirement planning, travel and tourism, and education), potentially hindering decision-making processes and outcomes. Future research should further investigate how choice overload impacts individuals in a variety of untested situations. For instance, how might choice overload impact the hiring manager with a robust pool of qualified applicants? How would the occurrence of choice overload in a hiring situation impact the quality of the decision, making an optimal hire? Likewise, does choice overload play a role in procrastination? When confronted with an overwhelming number of task options, does choice overload play a role in decision deferral? It could be that similar cognitive processes underlie deferring a choice on a purchase and deferring a choice on a to-do list. Research is needed to understand how choice overload (and its moderators) may differ across these scenarios.

Finally, as society continues to adapt and develop, future research will be needed to evaluate the impact these technological and sociological changes have on individual decision-makers. The technology that we interact with has become substantially more sophisticated and omnipresent, particularly in the form of artificial intelligence (AI). As AI is adopted into our work, shopping, and online experiences, future researchers should investigate if AI and interactive decision-aids (e.g., Anderson and Misuraca, 2017 ) can be effectively leveraged to reduce the negative consequences of having too many alternatives without impairing the sense of freedom of decision-makers.

As with technological advancements, future research could examine how new sociological roles contribute to or minimize choice overload. For example, a social media influencer could reduce the complexity of the decision when there is a large number of choice options. If social media influencers have an impact, is that impact consistent across age groups and culturally diverse individuals? Deepening our understanding of how historical and sociological events have impacted decision-makers, along with how cultural differences in our perceptions of the world as noted above, could provide a rich and needed area of future research.

Discussion and conclusion

Research in psychology demonstrated the advantages of being able to make choices from a variety of alternatives, particularly when compared to no choice at all. Having the possibility to choose, indeed, enhances individuals’ feeling of self-determination, motivation, performance, well-being, and satisfaction with life (e.g., Zuckerman et al., 1978 ; Cordova and Lepper, 1996 ). As the world continues to globalize through sophisticated supply chains and seemingly infinite online shopping options, our societies have become characterized by a proliferation of choice options. Today, not only stores, but universities, hospitals, financial advisors, sport centers, and many other businesses offer a huge number of options from which to choose. The variety offered is often so large that decision-makers can become overwhelmed when trying to compare and evaluate all the potential options and experience choice overload ( Iyengar and Lepper, 2000 ). Rather than lose the benefits associated with choice options, researchers and practitioners should understand and leverage the existence of the many moderators that affect the occurrence of choice overload. The findings presented in this review indicate that choice overload is influenced by several factors, including perceptual attributes, choice set complexity, decision task difficulty, and brand association. Understanding these moderators can aid in designing choice environments that optimize decision-making processes and alleviate choice overload. For instance, organizing options effectively and leveraging brand association can enhance decision satisfaction and reduce choice overload. Additionally, considering individual differences such as decision goals, preference uncertainty, affective state, decision-making tendencies, and demographics can tailor decision-making environments to better suit the needs and preferences of individuals, ultimately improving decision outcomes. Future research is needed to fully understand the role of many variables that might be responsible for the negative consequences of choice overload and to better understand under which conditions the phenomenon occurs.

Author contributions

RM: Writing – review & editing, Conceptualization, Data curation, Investigation, Methodology, Writing – original draft. AN: Writing – review & editing. SM: Writing – review & editing. GD: Methodology, Writing – review & editing. CS: Writing – review & editing, Supervision.

The author(s) declare that no financial support was received for the research, authorship, and/or publication of this article.

Conflict of interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

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Keywords: choice-overload, decision-making, choice set complexity, decision task difficulty, decision goal, decision-making tendency

Citation: Misuraca R, Nixon AE, Miceli S, Di Stefano G and Scaffidi Abbate C (2024) On the advantages and disadvantages of choice: future research directions in choice overload and its moderators. Front. Psychol . 15:1290359. doi: 10.3389/fpsyg.2024.1290359

Received: 07 September 2023; Accepted: 24 April 2024; Published: 09 May 2024.

Reviewed by:

Copyright © 2024 Misuraca, Nixon, Miceli, Di Stefano and Scaffidi Abbate. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Raffaella Misuraca, [email protected]

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

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Qualitative Data Analysis Methodologies and Methods

Qualitative data analysis involves interpreting non-numerical data to identify patterns, themes, and insights. There are several methodologies and methods used in qualitative data analysis.

In this article, we will explore qualitative data analysis techniques in great detail, with each method providing a different perspective on how to interpret qualitative data.

Table of Content

Types of Qualitative Data Analysis Methodologies

1. content analysis, 2. thematic analysis, 3. narrative analysis, 4. discourse analysis, 5. grounded theory analysis, 6. text analysis, 7. ethnographic analysis, advantages and disadvantages of different qualitative data analysis methodologies, best practices for qualitative data analysis, qualitative data analysis methods- faq’s.

Lets weigh the benefits and disadvantages of each:

Content analysis involves systematically reading textual content or other types of communication to perceive patterns, themes, and meanings within the content. It provides a dependent technique to inspecting huge volumes of records to discover insights or trends. Researchers categorize and code the content material based on predetermined criteria or emergent themes, taking into consideration quantitative and qualitative interpretation of the facts. Content analysis is regularly an iterative procedure, with researchers revisiting and refining the coding scheme, collecting additional facts, or accomplishing in addition analysis as needed to deepen know-how or cope with new studies questions.

There are 3 fundamental techniques to content analysis:

• Conventional Content Analysis : In conventional content analysis, researchers technique the records with out preconceived categories or theoretical frameworks. Instead, they allow classes and themes to emerge evidently from the statistics through an iterative system of coding and analysis. This technique is exploratory and bendy, allowing for the discovery of latest insights and styles inside the content material.
• Directed Content Analysis : Directed content material analysis entails studying the statistics based totally on existing theories or principles. Researchers start with predefined categories or subject matters derived from theoretical frameworks or previous research findings. The analysis is focused on confirming, refining, or extending present theories in place of coming across new ones. Directed content analysis is specifically beneficial whilst researchers intention to test hypotheses or explore particular concepts in the statistics.
• Summative Content Analysis : Summative content material analysis focuses on quantifying the presence or frequency of precise content within the information. Researchers expand predetermined classes or coding schemes primarily based on predefined criteria, after which systematically code the statistics in line with those classes. The emphasis is on counting occurrences of predefined attributes or topics to provide a numerical summary of the content. Summative content material analysis is frequently used to track modifications over time, examine unique assets of content material, or verify the superiority of specific subject matters inside a dataset.

When to Use Content Analysis?

• Exploratory Research : Content analysis is appropriate for exploratory research in which the goal is to uncover new insights, discover emerging developments, or recognize the breadth of communique on a particular subject matter.
• Comparative Analysis: It is useful for comparative analysis, permitting researchers to compare conversation throughout extraordinary sources, time periods, or cultural contexts.
• Historical Analysis : Content analysis can be carried out to historical research, allowing researchers to analyze ancient files, media content, or archival substances to apprehend conversation styles over the years.
• Policy Analysis: It is valuable for policy analysis, supporting researchers look at the portrayal of problems in media or public discourse and informing coverage-making methods.
• Market Research: Content analysis is usually utilized in market research to investigate advertising and marketing substances, social media content, and customer critiques, presenting insights into patron perceptions and possibilities.

Thematic analysis is a method for identifying, analyzing, and reporting styles or topics within qualitative records. It entails systematically coding and categorizing information to become aware of not unusual issues, styles, or ideas that emerge from the dataset. Researchers interact in a method of inductive reasoning to generate topics that capture the essence of the facts, making an allowance for interpretation and exploration of underlying meanings.

Thematic analysis is appropriate when researchers are seeking for to become aware of, analyze, and document patterns or issues inside qualitative records. It is especially beneficial for exploratory studies where the intention is to find new insights or recognize the breadth of studies and views associated with a specific phenomenon.

Thematic analysis offers a bendy and systematic approach for identifying and reading styles or topics within qualitative statistics, making it a treasured method for exploring complex phenomena and producing insights that inform concept, exercise, and policy.

When to use Thematic analysis?

• Psychology : Thematic analysis is used to explore mental phenomena, which include coping mechanisms in reaction to strain, attitudes towards mental fitness, or stories of trauma.
• Education : Researchers practice thematic analysis to apprehend student perceptions of getting to know environments, teaching methods, or academic interventions.
• Healthcare : Thematic analysis enables take a look at affected person reports with healthcare offerings, attitudes towards treatment alternatives, or obstacles to gaining access to healthcare.
• Market Research: Thematic analysis is applied to research purchaser remarks, perceive product options, or recognize emblem perceptions in marketplace research research.

Narrative analysis entails analyzing and interpreting the memories or narratives that people use to make feel of their stories. It focuses on the shape, content, and which means of narratives to apprehend how people construct and speak their identities, values, and ideals via storytelling. It is especially beneficial for exploring how people assemble and communicate their identities, values, and beliefs through storytelling.

When to use Narrative Analysis?

It’s extensively used throughout numerous disciplines, which includes sociology, psychology, anthropology, literary research, and verbal exchange studies. Some applications of narrative analysis in qualitative statistics analysis methodologies are:

• Understanding Identity Construction : Narrative analysis can be used to explore how people construct their identities through the tales they tell approximately themselves. Researchers can examine the issues, plot systems, and language utilized in narratives to uncover how individuals perceive themselves and their place inside the world.
• Exploring Life Experiences : Researchers frequently use narrative analysis to research the lived reports of people or groups. By inspecting the narratives shared by using members, researchers can advantage insights into the demanding situations, triumphs, and extensive events that shape people’s lives.
• Examining Cultural Meanings and Practices: Narrative analysis can provide treasured insights into cultural meanings and practices. By studying the stories shared within a selected cultural context, researchers can find shared values, ideals, and norms that influence behavior and social interactions.
• Exploring Trauma and Healing : Narrative analysis is usually utilized in studies on trauma and restoration tactics. By studying narratives of trauma survivors, researchers can explore how individuals make experience of their studies, deal with adversity, and embark on trips of restoration and resilience.
• Analyzing Media and Popular Culture : Narrative analysis also can be applied to analyze media texts, inclusive of films, tv suggests, and literature. Researchers can have a look at the narratives constructed within these texts to understand how they reflect and shape cultural beliefs, ideologies, and norms.

Narrative analysis offers a powerful technique for exploring the structure, content, and that means of narratives or stories instructed by people, providing insights into their lived reports, identities, and perspectives. However, researchers need to navigate the interpretive subjectivity, time-extensive nature, and moral concerns related to reading narratives in qualitative studies.

Discourse analysis examines the approaches wherein language is used to construct that means, form social interactions, and reproduce electricity members of the family inside society. It makes a speciality of studying spoken or written texts, in addition to the wider social and cultural contexts in which communique happens. Researchers explore how language displays and shapes social norms, ideologies, and power dynamics.

Discourse analysis is employed when researchers are seeking to investigate social interactions, power dynamics, and identity creation through language. It is applied to take a look at how language shapes social relations, constructs identities, and reflects cultural norms and values.

When to use Discourse Analysis?

• Linguistics and Language Studies : Discourse analysis is foundational to linguistics and language research, where it’s miles used to study language use, communique patterns, and discourse structures. Linguists behavior discourse analysis to investigate how language shapes social interactions, constructs identities, and reflects cultural norms. Discourse analysis facilitates uncover the underlying meanings, ideologies, and energy dynamics embedded in language.
• Media and Communication : Discourse analysis is applied in media and conversation research to have a look at media representations, discursive practices, and ideological frameworks. Researchers conduct discourse analysis to analyze media texts, information coverage, and political speeches, exploring how language constructs and disseminates social meanings and values. Discourse analysis informs media literacy efforts, media grievance, and media coverage debates.
• Political Science : Discourse analysis is applied in political science to look at political rhetoric, public discourse, and policymaking tactics. Researchers behavior discourse analysis to research political speeches, party manifestos, and coverage files, analyzing how language constructs political identities, legitimizes authority, and shapes public opinion. Discourse analysis informs political verbal exchange techniques, political campaigning, and policy advocacy.

Grounded theory analysis is an inductive studies approach used to broaden theories or causes based on empirical data. It includes systematically studying qualitative information to perceive ideas, categories, and relationships that emerge from the statistics itself, rather than testing preconceived hypotheses. Researchers have interaction in a procedure of constant assessment and theoretical sampling to refine and increase theoretical insights.

Grounded theory analysis is hired whilst researchers are seeking for to find styles, relationships, and tactics that emerge from the records itself, with out implementing preconceived hypotheses or theoretical assumptions.

When to use Grounded Theory Analysis?

Grounded concept analysis is applied throughout various disciplines and studies contexts, such as:

• Social Sciences Research : Grounded Theory Analysis is significantly used in sociology, anthropology, psychology, and related disciplines to discover diverse social phenomena together with organization dynamics, social interactions, cultural practices, and societal structures.
• Healthcare Research : In healthcare, Grounded Theory can be implemented to apprehend affected person reviews, healthcare provider-patient interactions, healthcare delivery procedures, and the impact of healthcare guidelines on individuals and communities.
• Organizational Studies : Researchers use Grounded Theory to examine organizational conduct, leadership, place of work subculture, and worker dynamics. It enables in knowledge how groups function and the way they may be advanced.
• Educational Research : In training, Grounded Theory Analysis can be used to discover teaching and getting to know processes, scholar studies, educational regulations, and the effectiveness of educational interventions.

Text analysis involves examining written or verbal communique to extract meaningful insights or styles. It encompasses numerous techniques which includes sentiment analysis, subject matter modeling, and keyword extraction. For instance, in a have a look at on patron opinions of a eating place, textual content analysis is probably used to become aware of established topics along with food first-class, service enjoy, and atmosphere. Key additives and strategies worried in text analysis:

• Sentiment Analysis : This approach includes determining the sentiment expressed in a piece of textual content, whether or not it is high quality, bad, or impartial. Sentiment analysis algorithms use natural language processing (NLP) to analyze the words, phrases, and context within the text to deduce the overall sentiment. For instance, in customer reviews of a eating place, sentiment analysis could be used to gauge purchaser delight levels based totally on the emotions expressed within the critiques.
• Topic Modeling : Topic modeling is a statistical technique used to become aware of the underlying topics or issues present within a group of documents or text statistics. It entails uncovering the latent patterns of co-occurring phrases or terms that constitute awesome topics. Techniques like Latent Dirichlet Allocation (LDA) and Latent Semantic Analysis (LSA) are normally used for topic modeling. In the context of eating place opinions, subject matter modeling should assist identify not unusual subject matters inclusive of meals excellent, provider revel in, cleanliness, etc., across a large corpus of opinions.
• Keyword Extraction : Keyword extraction includes figuring out and extracting the most applicable phrases or phrases from a bit of text that seize its essence or major topics. This technique enables to summarize the important thing content material or subjects mentioned within the textual content. For instance, in eating place analysiss, key-word extraction ought to identify often referred to terms like “scrumptious meals,” “friendly group of workers,” “lengthy wait times,” etc., presenting a quick analysis of customer sentiments and concerns.

When to use Text Analysis?

Text analysis has numerous programs throughout diverse domain names, including:

• Business and Marketing: Analyzing purchaser remarks, sentiment analysis of social media posts, brand monitoring, and market fashion analysis.
• Healthcare: Extracting scientific statistics from scientific notes, analyzing patient comments, and detecting unfavorable drug reactions from textual content information.
• Social Sciences: Studying public discourse, political communique, opinion mining, and discourse analysis in social media.
• Academic Research: Conducting literature analysiss, analyzing studies articles, and identifying rising studies topics and trends.
• Customer Experience : Understanding purchaser sentiments, identifying product or service problems, and improving client satisfaction via text-based totally comments analysis.

Ethnographic analysis involves immersing in a selected cultural or social setting to understand the views, behaviors, and interactions of the human beings within that context. Researchers conduct observations, interviews, and participant observations to gain insights into the culture, practices, and social dynamics of the community under study. It is is suitable when researchers aim to gain an in-depth understanding of a particular cultural or social setting, including the perspectives, behaviors, and interactions of the people within that context. Particularly beneficial for reading complex social phenomena of their natural environment, wherein observations and interactions arise organically.

When to use Ethnographic Analysis?

• Cultural Understanding : Ethnographic analysis is right whilst researchers goal to gain deep insights into the lifestyle, ideals, and social practices of a selected institution or community.
• Behavioral Observation : It is beneficial while researchers want to observe and apprehend the behaviors, interactions, and each day activities of individuals within their natural surroundings.
• Contextual Exploration : Ethnographic analysis is valuable for exploring the context and lived stories of individuals, presenting wealthy, exact descriptions of their social and cultural worlds.
• Complex Social Dynamics: It is suitable whilst analyzing complex social phenomena or phenomena which might be deeply embedded within social contexts, including rituals, traditions, or network dynamics.
• Qualitative Inquiry: Ethnographic analysis is desired while researchers are seeking for to conduct qualitative inquiry targeted on know-how the subjective meanings and perspectives of individuals inside their cultural context.

Ethnographic analysis gives a effective method for analyzing complex social phenomena of their herbal context, offering rich and nuanced insights into the cultural practices, social dynamics, and lived experiences of individuals inside a particular community. However, researchers need to cautiously bear in mind the time commitment, ethical considerations, and potential biases associated with ethnographic studies.

• Clearly Defined Research Question : Ground analysis in a clear and targeted research question. This will manual for information series and preserve you on the right track at some point of analysis.
• Systematic Coding : Develop a coding scheme to categorize facts into significant topics or concepts. Use software gear to assist in organizing and dealing with codes.
• Constant Comparison : Continuously examine new facts with current codes and subject matters to refine interpretations and make sure consistency.
• Triangulation : Validate findings by the use of a couple of records sources, strategies, or researchers to corroborate consequences and beautify credibility.

Refine subject matters and interpretations through engaging in repeated cycles of gathering, coding, and analysis.

Qualitative data analysis techniques are effective means of revealing deep insights and comprehending intricate phenomena in both practice and study. Through the use of rigorous analytical approaches, researchers may convert qualitative data into significant ideas, interpretations, and narratives that further knowledge and support evidence-based decision-making.

Is it possible to mix quantitative and qualitative methodologies for data analysis?

A: In order to triangulate results and get a thorough grasp of study concerns, researchers do, in fact, often use mixed methods techniques.

How can I choose the best approach for analyzing qualitative data for my study?

A: To choose the best approach, take the research topic, the properties of the data, and the theoretical framework into consideration.

What are some tactics I might do to improve the reliability and validity of my qualitative data analysis?

Aim for peer debriefing and member verification to improve validity, and maintain transparency, reflexivity, and methodological coherence throughout the analytic process.

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