A qualitative study is a type of research method that involves the collection of non-numerical data such as interview answers, text, observations, or videos (Rahman,2020). This essay purposes to expound on a qualitative study, its advantages, and disadvantages. As the paper suggests, qualitative study is suitable for my health promotion initiative due to its flexibility, cost-effectiveness, and allowance to use instincts and creativity.

In qualitative study, the focus is on understanding humanistic behavior in terms of their individuality, cultures, or societal contexts. A common type of qualitative study is phenomenology which empathizes on using perception to understand an event. An example would be on getting people to opinion on the Ukraine-Russia conflict. Using the narrative analysis, a researcher can capture meaningful perspectives of the events. Another type is case study methods essential when constructing formula strategies and new methods. A case study topic on the benefits of early screening of cancer analyzed through grounded theory can provide new insights on the phenomenon.

What makes qualitative study stand out is its way of capturing human behaviour and perspectives, giving meaning to a concept. Some of the advantages of using the study include it is subject-driven, it is open-ended, it is predictable, and it is less costly compared to other research study methods (Rahman,2020) . Further, it is flexible in terms of easy change of settings or questions, giving the researcher a chance to improve and perfect the study. Data can be from any era and can adapt to any format that seems fit. Also, the study entertains speculative thinking allowing the researcher to get creative and innovative. Lastly is the advantage of interpreting non-numerical information.

Regardless, qualitative study is highly prone to bias. Bias may take the form of self-selection whereby only those willing to contribute their views are included. Another form is sample bias, especially with its flexibility and speculative thinking (Rahman,2020). It is also subject to the norm, meaning results are highly influenced by societal beliefs and culture.

Due to its flexibility, cost-effectiveness, and allowance to use instincts and creativity, I  would use qualitative tests to determine the effectiveness of my health promotion initiative.

 Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment” research: A literature review.

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