Types of Data

• Qualitative data


  Descriptive data

  
  

  - High external validity

  - Difficult to analyse

  - Typically subjective

  
• Quantitative data


  Numerical data

  
  

  - Simple to analyse

  - More objective

  - Less open to bias

  - Less representative

  
• Primary data


  Information collected for the specific purpose at hand

  
  

  - Requires time and effort
• Secondary data


  Information that already exists somewhere, having been collected for another purpose

  
  

  - Inexpensive

  - Easily accessible

  - Lacks validity