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Figure out how and when to use quantitative methods versus qualitative methods when conducting market research. A guide to qualitative research methods skip to main content advantages and disadvantages a guide to qualitative research methods what is it how is it done. Advantages of qualitative research • issues and subjects covered can be evaluated in depth and in detail • interviews are not limited to particular questions and can be redirected or guided. Extracts from this document introduction what are the advantages and disadvantages of qualitative and quantitative research analysis illustrate with suitable examples every sociologist.