A longitudinal study is a research design that involves repeated observations of the same variables over short or long periods of time. It is often a type of observational study, although they can also be structured as longitudinal randomized experiments. Longitudinal studies are often used in social-personality and clinical psychology, to study rapid fluctuations in behaviors, thoughts, and emotions from moment to moment or day to day; in developmental psychology, to study developmental trends across the life span; and in sociology, to study life events throughout lifetimes or generations; and in consumer research and political polling to study consumer trends. The reason for this is that, unlike cross-sectional studies, in which different individuals with the same characteristics are compared, longitudinal studies track the same people, and so the differences observed in those people are less likely to be the result of cultural differences across generations. Longitudinal studies thus make observing changes more accurate and are applied in various other fields. In medicine, the design is used to uncover predictors of certain diseases. In advertising, the design is used to identify the changes that advertising has produced in the attitudes and behaviors of those within the target audience who have seen the advertising campaign. Longitudinal studies allow social scientists to distinguish short from long-term phenomena, such as poverty. If the poverty rate is 10% at a point in time, this may mean that 10% of the population are always poor or that the whole population experiences poverty for 10% of the time. When longitudinal studies are observational, in the sense that they observe the state of the world without manipulating it, it has been argued that they may have less power to detect causal relationships than experiments. However, because of the repeated observation at the individual level, they have more power than cross-sectional observational studies, by virtue of being able to exclude time-invariant unobserved individual differences and also of observing the temporal order of events. Some of the disadvantages of longitudinal study are that they are time-consuming and expensive. Therefore, they are not convenient. Longitudinal studies can be retrospective or prospective. Cohort studies are one type of longitudinal study which sample a cohort and perform cross-section observations at intervals through time. However, not all longitudinal studies are cohort studies, as longitudinal studies can instead include a group of people who do not share a common event. Longitudinal studies do not require large numbers of participants. Qualitative longitudinal studies may include only a handful of participants, and longitudinal pilot or feasibility studies often have fewer than 100 participants.
