Quantitative & Qualitative Data

• Qualitative data is descriptive and opinion based, usually collected from words.
• Most common methods for collecting qualitative data are through observation, case study or interview. Some open-ended questionnaires can also collect qualitative data.
• Quantitative data is numerical data usually collected from fixed choice or scale questions.
• Qualitative data is more valid as it provides a more detailed understanding of behaviour.
• Quantitative data is more reliable as it can be analysed and compared easily.
• Qualitative data is often analysed by looking at trends in the data and selecting common themes.
• Qualitative data is hard to generalise to other situations, as most people are unique.
• Qualitative data is open to interpretation bias which can be subjective.
• Quantitative data can be limited as it does not explain the reasons why the behaviour occurs.
• Some advantages of using open-ended questionnaires for collecting qualitative data are that they allow for in-depth responses, provide rich and detailed information, and allow participants to express their thoughts and opinions freely.
• Open-ended questionnaires can be used to collect qualitative data by allowing respondents to provide descriptive answers in their own words, providing rich detail and true insights into their thoughts, opinions, and experiences.
• Qualitative data is typically descriptive data.
• Quantitative data can be measured and written down with numbers.