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Advantages:
- Developments can be studied over time.
- By studying the same group the researcher can be sure that any changes in attitudes and behaviour are not simply due to changes in the make up of the sample.
- By making comparisons between groups over time, a cause can be identified.
Disadvantages:
- Demographic changes in the research population may mean that the original sample is no longer representative.
- The Hawthorne effect may occur, those in the sample may act differently as a result of the prolonged attention they receive through being in the study.
- They can be very costly and time consuming due to the long period of the study happening.
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