Strengths and Weaknesses of Qualitative Research Method
Strengths and Weaknesses of Qualitative Research Method
Contextual relevance
In-depth insights
Holistic perspective
Recognition of participant voice
Scope for reflexivity and flexibility
Limited generalizability
Resource-intensive
High research complexity
Highly dependent on researchers' knowledge and skill
Susceptible to researcher bias
Lim, W. M. (2024). What is qualitative research? an overview and guidelines. Australasian Marketing Journal (AMJ), 33(2), 1–31. Sage Journals. https://doi.org/10.1177/14413582241264619