Statistics

• Quantitative data

  > Data that is expressed numerically

  > Gained from individual scores in experiments such as the number of words recalled or the number of seconds it takes to complete a task

  > Data is opened to being interpreted statistically and can easily be converted into graphs/ charts
• Quantitative data AO3 -

  :) Quantitative data is more simple to analyse which allows comparisons to be drawn between groups of data and patterns and trends to be established

  > This means that it may be easier to make conclusions about behaviour

  > Whereas, qualitative data is wordy and more difficult to statistically summarise and therefore, comparisons within data are hard to identify
• Quantitative data AO3 -

  :( Quantitative data lacks depth and meaning to behaviour especially when it is complex as it prevents participants from being able to develop their thoughts, feelings and opinions on a given subject

  > Therefore, quantitative data may lack vital detail which reduces the internal validity of the data

  > Whereas qualitative data is rich in detail which can provide a greater understanding of behaviour
• Qualitative data

  > Qualitative data is expressed in words/ descriptive data

  > May take the form of a written description of the thoughts, feelings and opinions of participants such as from notes recorded within an interview, a diary entry or answers from open questions in a questionnaire
• Qualitative data AO3 -

  :) Qualitative data provides rich detail and depth, which allows participants to develop their thoughts and feelings on a given subject

  > This provides a greater understanding of the behaviour being studied

  > Whereas quantitative data lacks depth as it is numerical
• Qualitative data AO3 -

  :( Qualitative data is harder to analyse as it is difficult to summarise statistically to establish patterns trends

  > This opens the data up to potential researcher bias as the analysis is based upon their own subjective interpretations of the data

  > Whereas quantitative data can be analysed statistically to provide patterns or trends making it easier to make objective conclusions about behaviour