Strengths Limitations

Laboratory experiments - ecological

Level of experimental control is high, validity is low and setting is artificial
Experiments meaning the researcher can easily
manipulate the independent variable. Field experiments – very difficult to
QUANTITATIVE APPROACH

control any confounding variables

Not very time consuming to conduct,

Participants cannot give answers that are
Close-ended meaning a large sample population can
more in-depth hence reflecting their
Questionnaires be obtained with the results being more
thoughts and opinions.
representative

Being structured means they are easy

Close-ended They are not flexible, therefore new
to replicate and hence can be easily
Interviews tested for reliability
questions cannot be asked impromptu

Observer may miss important

Having a list of behaviours to observe
Structured
makes it easier for the observer to
Observations know what they’re looking for
observations due to lack of attention; the
behaviour observed is highly subjective;
interesting observations that are unlisted
cannot be recorded

Participants are requested to give

It is very time consuming for the
Open-ended answers that are more in-depth
participants, therefore they may lose
Questionnaires therefore reflecting more their feelings
interest, but especially for the researcher
and opinions.

The interview is more flexible hence the

Employing and training interviewers who
QUALITATIVE APPROACH

Unstructured interviewer can probe for a deeper

know how to establish a rapport and how
Interviews understanding, resulting in increased
to probe can be expensive
validity

Observer may miss important

All observed behaviour is recorded; the
Unstructured
observer is not limited to certain
Observations behaviours on a checklist.
observations due to lack of attention; the
behaviour observed is highly subjective
and hence multiple observers are needed
for inter-observer reliability

Being within a group encourages more

Some participants may be influenced by
discussion, hence leading to an
Focus Groups interviewer’s deeper understanding of
opinions of other participants, therefore
certain opinions may not come out
the situation

General conclusions cannot be drawn,

They produce very rich information on a
the individual studied is most probably
Case Studies few individuals’ thoughts, opinions and
not representative of the whole
emotions.
population