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Main Disadvantage. Participants’ Opinions And Feelings

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Main Disadvantage
Participants’ opinions and feelings aren’t considered. The analysis is therefore less in-depth and tends to give only a superficial understanding of the emotions or reasons associated with the answers given, although it can be used to measure the extent or degree of participants’ attitudes.
If only a small sample can be obtained, and because each answer is unique, the information won’t necessarily represent the entire population.
Results
Results tend to be conclusive and come with a higher degree of certainty.
Results tend to be explorative and aren’t necessarily true or reliable as information analysed is mostly based on personal accounts, not fact.
Tools
Examples of quantitative data collection methods include:
• Data
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For example, managers typically prefer figures in a cost-benefit analysis since these are usually more convincing than are non-quantifiable considerations. Such data is usually more objective, reliable, concise and takes less time than qualitative research. Such methods are useful for finding evidence to contradict or support a hypothesis or idea.

While quantitative methods produce answers to “what” and “how many” type questions, they do not so suitably answer “why” type questions or allow for individual descriptions. Numbers are good, but usually don’t tell the whole story. Mathematical models are sometimes too simplistic and may not be the complete answer. Qualitative research is much less rigid than is quantitative research and looks beyond numerical evidence and invites descriptions and comments about the bigger picture and contextual considerations such as feelings, needs, desires, emotions, motivation, morale, attitudes and behaviours, none of which can be easily or conveniently described in numbers. In practice, managers should
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