Qualitative data

• What is qualitative data?

  Data expressed in words
• What may qualitative data take the form of?

  A written description of thoughts, feelings and opinions
• What are qualitative methods of data collection?

  An interview or unstructured observation
• Strength: Qualitative data

  • Richness of detail; Pps can fully report their thoughts, feelings and opinions - greater external validity
• Limitation: Qualitative data

  • Difficult to analyse; patterns hard to identify - subjective interpretations