Strengths of qualitative research include:
A.
It is good at finding out what it is out there, or whether a hypothesis is valid.
B.
It can reveal why people think the way they do and what improvements should be considered.
C.
It is particularly useful when the area of inquiry is rather new.
D.
It is good at obtaining a deep understanding of people’s feelings, motivations, and views which underlie the surface phenomena and behavior.
E.
It is preferable for meeting exploratory and hypothesis-generating purposes, paving the way for larger scale, quantitative research.