Types of data

• Qualitative data offers more richness of detail than quantitative data. It gives respondents the opportunity to fully report their thought, feelings and opinions.
• Qualitative data tends to have greater external validity.
• Qualitative data is often difficult to analyse. As a consequence, conclusions often rely on the subjective interpretations of the researcher and these may be subject to bias.
• Quantitative data is relatively simple to analyse and tends to be more objective.
• Quantitative data is much narrower in meaning and detail and may fail to represent ‘real life’.
• Primary data requires time and effort.
• Primary data can be designed in such a way that they specifically target the information that the researcher requires.
• Secondary data may be inexpensive and easily accessed. The desired information may already exist.
• Secondary data may be out of date or incomplete or not quite match the researcher’s needs or objectives. This may challenge the validity of any conclusions.