among psychology students there is a common misconception that qualitative methods or research is substantially easier than spss or statical programs.
qualitative data is extremely time consuming as it requires te investigator to meticulously analyse the data for themes which represent the research topics and highlight a substantial viewpoint .
janet llieva, steve Baron and Nigel Heculum conducted an online in the pros and cons of marketing research. they found that the main problem with qualitative data is that it is not always representative of the population thus not generalisehttp://www.mendeley.com/research/online-surveys-in-marketing-research-pros-and-cons/.
further studies were conducted by Patrica Johnson and john t. Winstone. this study brought together the pro and cons of data analysis software for qualitative research. they fund that there were many advantages such as improved validity, audabilityand flexibility of the data and the methods used to analyse the data. he concerns were mainly as the software is deterministic and often uses rigid processes to analyse the data it also only focuses on the volume and breath of the data rather than he depth and the meaning of the data which in my eyes would hinder the development of a qualitative research as qualatative is ment to focus on the detail within the data which makes Qualiataive analysis what it is.http://onlinelibrary.wiley.com/doi/10.1111/j.1547-5069.2000.00393.x/abstract
on the whole qualitative research would say is even more complex and demanding than statistics and numerical data due to its subjective nature and th fact that individuals view and present thought can influence the outcome of the analysis.
till next time