types of data

• Qualitative data

  = expressed in words, recorded description of thoughts, feelings and opinions, focused on interpreting language

  • rich in detail, developed thoughts, feelings and opinions
  • greater external validity, more meaningful insight
  • difficult to analyse, patterns within data are hard to identify
  • conclusions rely on subjective interpretations which can cause bias.
• quantitative data

  = data is numerical and expressed as percentages in pie charts or bar charts, it can be analysed statistically and displayed easily on graphs.

  • easy to analyse, more objective, less open to bias, easy to compare between groups.
  • more limited view, no rich detail, may fail to represent real life.
• primary data

  = refers to original data collected in the field first hand by the researcher.

  • more authentic as researcher gains them from the participants themselves for the purpose of a particular study.
  • takes time and effort
• secondary data

  = collected by someone else and already exists.

  • inexpensive and little effort to access.
  • can't verify the accuracy and quality of the data, information may be outdated or incomplete.