Quantitative and Qualitative Data

• When is qualitative data collected?

  When the customers' opinion is needed
• What does quantitative data relate to?

  Facts and numbers
• What are pros of qualitative data?

  • provides meaningful and in-depth explanations for data
  • incorporates thoughts and perceptions of participants
• What are cons of qualitative data?

  • generally includes smaller sample sizes
  • takes longer to conduct and process
  • tends to be expensive to carry out
• What are pros of quantitative data?

  • quick and simple to collect
  • can collect high amounts of data on a high amount of participants
  • results tend to be easy to interpret
• What are cons of quantitative data?

  • lacks the insights of participants because its only on facts and figures
  • lacks depth or specificity
  • data may lack proper context