quantitative and qualitative

• qualitative data 


  • non-numerical, so often in the form of words. It often comes from interview transcripts, unstructured observations, and case studies.
• evaluation of qualitative 


  • Rich and detailed
  • Often collected in a real-life setting so has high external validity
  • Low reliability as subjective
  • Imprecise

  However it can be converted into Quantitative data via content analysis and behavioural categories
• quantitative data 


  • numerical (in the form of numbers) and is gathered by collecting individual scores from participants. It is often gained from large scale experiments or questionnaires.
• evaluation of quantitative data 


  • Can be analysed statistically and converted into graphs and summarised
  • Precise
  • A reliable measure as it is objective
  • Measures behaviours
  • Lacks detail
  • Often collected from artificial situations so may lack validity