The nature of the research
The method of the research
The conduct of the research
The conduct of psychologists
The treatment of human subjects
The data obtained is more objective
The data is more suitable for testing hypotheses
The data obtained is rich in human detail and so more interesting and easier to relate to.
Findings can be applied with greater confidence to the general population.
The data is more ‘ecologically valid’ in the sense that it comes from more natural settings.