Final answer:
When using social media for collecting qualitative data, advantages include access to rich data and honest responses, while challenges involve data organization, privacy issues, and the potential for inauthentic data.
Step-by-step explanation:
Using social media as a mode for collecting primary qualitative data presents both opportunities and challenges for researchers. Among the advantages are the ability to gather rich data through open questions which may reveal personal beliefs, political views, and morals. These types of responses offer a wealth of material and can provide insights into what people think and believe, often shared more honestly through the relative anonymity that online platforms can provide. However, the disadvantages include the potential for data overload as qualitative information is more difficult to organize and analyze due to its varied and free-form nature. Social media's broad reach may also introduce privacy concerns, while the authenticity of the data can be questionable since online polls can't easily prevent multiple responses from the same person or confirm the truthfulness of respondents's demographic information.