Which of the following is an advantage of qualitative research?
A) It allows researchers to make accurate predictions about relationships between market factors and behaviors.
B) It is considered more reliable than quantitative research.
C) It provides preliminary insights useful in developing ideas about how variables are related.
D) It eliminates the need for well-trained investigators and interviewers.
E) It allows for generalizability of research findings unlike quantitative research.

Question

Quizplus · Accepted Answer

Qualitative research allows for a deeper understanding of the underlying reasons and motivations for behaviors and attitudes, providing preliminary insights that can be useful in developing ideas about how variables are related. However, it does not allow for accurate predictions about relationships between market factors and behaviors, is not considered more reliable than quantitative research, does not eliminate the need for well-trained investigators and interviewers, and does not necessarily allow for generalizability of research findings.

Which of the Following Is an Advantage of Qualitative Research