University Assignment: Qualitative Data Literature Review - HR 10

This literature review critically examines the advantages and disadvantages of utilizing qualitative data in research. The paper begins by defining qualitative data and its characteristics, emphasizing its non-numerical nature and focus on understanding human behavior. It then delves into the benefits of using qualitative data, such as in-depth analysis, the identification of themes and patterns, the collection of rich data, and the ability to stimulate individual experiences while avoiding pre-judgements. The review also highlights advantages of qualitative data analysis, including its open-ended process, flexibility, and the incorporation of human instinct. Conversely, the review identifies several disadvantages, including the absence of statistical data, the reliance on researcher experience, the time-consuming nature of data collection, the potential for researcher bias, and the lack of data rigidity. The review concludes by summarizing the key findings, emphasizing the trade-offs between the depth of analysis offered by qualitative data and the challenges associated with its collection and interpretation.

Running head: HR
The Advantages and Disadvantages of using Qualitative Data
Name of Student
Name of University
Author Note

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Table of Contents
Introduction..........................................................................................................................2
1. Qualitative Data...............................................................................................................2
2. Advantages of Using Qualitative Data............................................................................4
3. Disadvantages of Using Qualitative Data........................................................................6
Conclusion...........................................................................................................................7
References............................................................................................................................9

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Introduction
Literature review can be described as a process of evaluation of scholarly sources related
to a specific topic. Literature review is an important method of collection, evaluation and
analysis of a particular data. The aim of the undertaken literature review is to critically analyse
the advantages and disadvantages of making use of qualitative data in a research.
The data that approximates and characterizes is generally termed as qualitative data. This
data can be easily observed and recorded. Qualitative data are used in research studies that
requires the use of non-numerical (Alshenqeeti, 2014). The undertaken literature review
evaluates the exiting literature and journals related to qualitative data to discuss the advantages
and disadvantages of using qualitative data. In the following sections the concept of qualitative
data is outlined and the previously published literatures and journals are evaluated to identify the
benefits and understand the disadvantages of using qualitative data.
1. Qualitative Data
Graue (2015) has indicated that a qualitative research aims in creating a link between the
theory and concept associated with the research data. Qualitative data is mainly used for
approximation and hence it is generally non numerical in nature. It is possible to arrange
qualitative data categorically on basis of the attributes and the properties of a phenomenon which
is being studied. There is a fundamental difference between the characteristics of qualitative data
and quantitative data (Silverman, 2016). The qualitative data is mainly concerned with
conceptual understanding of the human behaviour from perspective of an informant. The key
characteristics of qualitative data type is indicated in the table below-
Parameters Characteristics

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Conceptual The qualitative data aims in understanding of the human behaviour and
therefore does not include numerical data
Methodological The Data collection method involves collection of data through observation
and interview (Alshenqeeti, 2014).
The data is mainly analysed by means of different themes. The collected
data is mostly reported in the language of the informant.
Table 1: Showing the characteristics of Qualitative Data
Qualitative data is mostly used for qualitative research. Qualitative researches mainly
involves interpretive and naturalistic approach of finding answer to the research problems and
hence does not require the use of statistical data. According to Sutton and Austin (2015)
indicated that the key aim of a qualitative study is to understand the social reality of individuals
and this type of study is mostly exploratory that aims in explaining a particular phenomenon.
Qualitative data is associated with Qualitative data analysis that make use of subjective
judgement on certain non-quantifiable information (Harding, 2018). Since Qualitative study
deals with the collection of non-numeric data, the methods used for data collection generally
involves observation and interviews. The different types of Qualitative data include the
information obtained from structured, semi structured and unstructured interviews, focus groups,
oral histories and from field notes (Silverman, 2015). Qualitative data can also be obtained from
meeting minutes, government statistics, military records, broadcast and TV programs, books,
articles, photographs and print media. Therefore, it can be indicated that there is a wide source of
collection of Qualitative data. The data analysis method used for analysing Qualitative data

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involves thematic analysis. The advantages and disadvantages of using qualitative data in a
research are discussed in the following sections.
2. Advantages of Using Qualitative Data
Qualitative data involves non numeric data that is collection from observation, interviews
and other methods. Qualitative data is predominantly used for researches that involves
Qualitative data analysis. Qualitative data can be collected in bulk from different sources. The
analysis method of this data involves thematic data analysis. There are several advantages of
making use of Qualitative data in researches.
In-Depth Analysis: The use of Qualitative data in a study provides the advantage of in –
depth data analysis (Maxwell and Chmiel, 2014). The thematic analysis that is mainly performed
with Qualitative data involves detailed analysis of the data obtained which is one key advantage
of using this type of data.
Identification of Specific Themes and Patterns: The use of qualitative data provides the
benefit of identification of specific theme and patterns (Rahman, 2017). The identification of
specific themes helps in detailed identification and evaluation of the research problems that is
being evaluated.
Collection of Rich Data: There are several sources for collection of Qualitative data.
Rich data can be collected from different sources which helps in designing and implementing
further research in the subject.

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Stimulation of People’s Individual Experiences: The use of Qualitative data in the study
mainly helps in simulation of individual experiences of people to analyse why people act in a
particular manner.
No place for Pre judgements: The use of qualitative data attempts to avoid pre
judgements which is a key advantage of using this particular data.
The use of Qualitative data in a study indicates Qualitative data analysis. There are
certain key advantages of qualitative data analysis process, which are indicated as follows-
Open Ended Process: The use of Qualitative data involves the researcher to analyse the
human behaviour and further helps in easier assessing of the emotional data (Twining et al.,
2017). This drives the effective decision making process and hence the open ended process of
qualitative data is an advantage.
Flexibility: Flexibility is another benefit that if offered by the use of Qualitative data.
Qualitative data and the associated Qualitative research process generally does not involve any
rigid structure. The use of Qualitative data seeks to make use of authentic data linked with
emotional responses of the individual, which in turn helps in generation of more depth in the data
analysis process (Maxwell and Chmiel, 2014). The Qualitative analysis generally allows zero
deviation.
Allows Human instinct to play a role: The use of Qualitative data involves using human
instinct in data collection process. The advantage of allowing human instinct is that it offers a
higher level of accuracy and authenticity. Qualitative data incorporates human experience which
helps in collection of authentic data.

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Collection of Detailed-Oriented Data: Majority of the research methods involves several
restrictions related to data collection and analysis. Qualitative studies generally does not focus on
any specific metrics and hence involves collection of detailed-oriented data which is one key
advantage of using qualitative data.
Creativity is the Driving Force: The Qualitative data generally eliminate the bias that
comes through collected data. In collection of Qualitative data, the respondents are mainly
encouraged to be themselves and thus creativity comes into play (Maxwell and Chmiel, 2014).
Creativity is the driving force for qualitative data and researches, which is a significant benefit.
3. Disadvantages of Using Qualitative Data
The use of Qualitative data has several advantages in the studies that involves the use of
qualitative data. One key disadvantage is that the qualitative research process is that it does not
involve statistical data. The evaluation of the existing literature and journal indicate several
drawbacks of using Qualitative data for a study.
Johnston (2017) has identified several disadvantages of using Qualitative data. Although
Qualitative data usage in a research offers several strategic benefits, the disadvantages of using
these data cannot be ignored.
Absence of statistical Data: The Qualitative data does not involve the use of statistical
data. The key disadvantage is that the Qualitative data obtained cannot be measured statistically
(Twining et al., 2017). Therefore, there is a risk of data duplication and hence this is a significant
drawback of using Qualitative data.

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The process relies on researcher’s Experience: The proper use of qualitative data is
mainly dependent on the researcher’s experience (Bernard, Wutich and Ryan, 2016). For
collection of proper Qualitative data, the researcher needs to possess good interviewing skills to
address the key concern of the research and to maintain data accuracy.
Time Consuming: The process of collection of Qualitative data can be time consuming
as multiple session could be required to collect the needed authentic data for the study. The
collection of authentic data might require multiple sessions to gather the needed data and hence
the entire process is time consuming.
High probability of being influenced by Researches Bias: The Qualitative data
collection process largely depends on the experience of the researcher and hence there is a high
chance of the collected data being influenced by the researcher bias (Haberman, 2014). This is a
key disadvantage.
The qualitative data usage has several limitations. The data can sometimes be difficult to
present. Furthermore, the Qualitative data has no rigidity, since the research is mainly based on
individual perspective.
Conclusion
The undertaken literature review provides an idea of the qualitative data. The non-
numeric data is collected in form of qualitative data, which is mainly based on human
experience. The review of the existing literature has put forward the key advantages and
disadvantages of using qualitative data for a research study. The key benefit of using this type of
data is that it offers in depth analysis. However, the in depth analysis process is quite time
consuming which is a key disadvantage of using qualitative data. The review of the literature

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provides a distinctive idea of the benefits and the drawbacks of using qualitative data for a
particular study.

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References
Alshenqeeti, H. (2014). Interviewing as a data collection method: A critical review. English
linguistics research, 3(1), 39-45.
Bernard, H. R., Wutich, A., and Ryan, G. W. (2016). Analyzing qualitative data: Systematic
approaches. SAGE publications.
Graue, C., (2015). Qualitative data analysis. International Journal of Sales, Retailing &
Marketing, 4(9), pp.5-14.
Haberman, S. J. (2014). Analysis of qualitative data: Introductory topics. Academic Press.
Harding, J. (2018). Qualitative data analysis: From start to finish. SAGE Publications Limited.
Johnston, M.P. (2017). Secondary data analysis: A method of which the time has
come. Qualitative and quantitative methods in libraries, 3(3), pp.619-626.
Maxwell, J. A., and Chmiel, M. (2014). Notes toward a theory of qualitative data analysis. The
SAGE handbook of qualitative data analysis, 21-34.
Rahman, M. S. (2017). The Advantages and Disadvantages of Using Qualitative and
Quantitative Approaches and Methods in Language" Testing and Assessment" Research: A
Literature Review. Journal of Education and Learning, 6(1), 102-112.
Silverman, D. (2015). Interpreting qualitative data. Sage.
Silverman, D. (Ed.). (2016). Qualitative research. Sage.

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Sutton, J. and Austin, Z. (2015). Qualitative research: Data collection, analysis, and
management. The Canadian journal of hospital pharmacy, 68(3), p.226.
Twining, P., Heller, R. S., Nussbaum, M., and Tsai, C. C. (2017). Some guidance on conducting
and reporting qualitative studies.