AO3 - Quantitative and Qualitative Data

• A strength of quantitative data is that it 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 (AO2). Whereas, qualitative data is wordy and more difficult to statistically summarise and therefore, comparisons within data are hard to identify.
• A weakness of quantitative data is that it 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 (AO2). Therefore, quantitative data may lack vital detail which reduces the internal validity of the data. Whereas, qualitative data is rich in detail and which can provide a greater understanding of human behaviour.
• A strength of qualitative data is that it 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 (AO2). Whereas, quantitative data lacks depth and meaning as the data is only numerical.
• A limitation of qualitative data is that it is harder to analyse as it is difficult to summarise statistically to establish patterns and trends. This opens the data up to potential researcher bias as the analysis is based upon their own subjective interpretations of the data (AO2). Whereas quantitative data can be analysed statistically to provide patterns and trends which may make it easier to make objective conclusions about behaviour.