Which is an advantage of qualitative data?

Qualitative data is particularly valuable because it provides in-depth insights that can uncover underlying motivations, opinions, and emotions of individuals. This type of data is often gathered through methods such as interviews, focus groups, or open-ended survey questions, allowing researchers to explore complex topics in detail and gather rich, narrative information.

By capturing subjective experiences and personal stories, qualitative data helps organizations understand the context and meaning behind numerical figures. For instance, in market research, understanding customer feelings and perceptions can lead to better product development and marketing strategies.

This deep understanding is crucial for making informed decisions, particularly in fields where human behavior and perceptions play a significant role. In contrast, while the other options focus on aspects such as statistics, resource efficiency, and speed, they do not capture the essence of the unique strength of qualitative data, which lies in its ability to provide nuanced and profound answers to the questions posed.