Qualitative
- Gets non-numerical answers.
- Helps understand behaviours and deeper opinions/attitudes.
- Lengthier/time consuming.
- Provides richer data.
- Inexpensive due to smaller number of participants.
Quantitative
- Relies on large numbers of responses.
- Tend to be closed ended or using Likert scales.
- Participants may give random answers.
- Bigger sample size increases generalisability.
