data analysis: kinds of data

• qualitative data 


  written, non-numerical description of the participants thought, feelings or opinions
• quantitative data 


  expressed numerically rather than in words
• qualitative data (evaluation) 


  strength

  • rich in detail
  • greater external validity

  weakness:

  • difficult to analyse
  • conclusions may be subjective
• quantitative data (evaluation)


  strength

  • easy to analyse
  • less biased

  weakness

  • narrow in scope
• primary data 


  collected first hand from participants for the purpose of the investigation
• secondary data 


  collected and analysed by someone other than the researcher
• primary data (evaluation) 


  strength

  • high validity
  • targets relevant information

  weakness

  • time and effort
• secondary data (evaluation)


  strength

  • inexpensive and easy to access
  • variation in quality

  weakness

  • outdated and incomplete