8.4 qualitative and quantitative sources

• qualitative data - information that is non-numerical and used in relatively unstructured and open-ended way. It is descriptive information and usually comes from interviews, observations, and focus groups.
• quantitative data - data that can be quantified and verified and is amenable to statistical manipulation
• interviews

  advantages

  • first hand or direct reports of experiences, opinions or feelings

  disadvantages

  • interviewer bias may affect the responses of the interviewee by using leading questions
  • people may not e honest as they like to present themselves in a favourable light