Some of the advantages of qualitative research are that it covers issues in great depth and detail, allows for the ability to interact with research subjects, avoids prejudgments and provides data collection based on human experiences. It is also flexible and creates openness during research.
Qualitative research goes beyond counting and ranking. It records and analyzes feelings, behaviors and attitudes, thus covering the issue in depth and detail. Research data is collected through interviews, enabling the researcher to interact with the research subjects in their own language and terms. This enables the researcher to collect more accurate data because the answers are first hand and there is room for clarification.
Qualitative research, when used alongside quantitative data, helps avoid prejudgments. It can explain why a particular response was given. Data collected by qualitative research is based on people’s experiences. This provides insights on the reasons behind people's actions and their feelings towards various actions. It is also more informative and compelling, providing a more realistic feel of the world.
Qualitative research creates openness during research. By encouraging people to expound on their answers, responses can bring up new topics not initially considered, but equally as important. The objective of research can change with the emergence of new data.