MXQDA because it costs much less than NVivo and has more options.
To be fair, one can carry out qualitative data analysis without a software if one is aware of certain approaches like the Rigorous and Accelerated Data Reduction (RADaR) technique. I have used this approach in my recent publication in a journal by SAGE.
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These two programs do the same thing with regard to basics such as coding and retrieval. They do differ with regard to advanced feature, for example MAXQDA currently has an interesting implementation of ChatGPT artificial intelligence.