Qualitative and Quantitative Data

What is qualitative data?

Expressed in words and may take the form of a written description of thoughts, feelings and opinions of participants

What does data collection focus on?

The interpretation of language

How does qualitative data benefit the researcher?

Offers richer detailed data. Higher external validity, provided a more meaningful insight to the participants viewpoint

How does the use of qualitative data benefit participants?

Have more license to develop their thoughts, feelings and opinions on a given subject

What are the limitations of qualitative data?

Difficult to analyse. Hard to identify patterns and comparisons in the data

How does qualitative data affect the researcher’s conclusion?

Often rely on subjective interpretations, may be subject to bias. Occurs if the researcher has preconceptions, about what they are excepting to find

What is quantitative data?

Numerical data. Open to being analysed statistically and can be easily converted into graphs, charts

What are the strengths of quantitative data?

Simple to analyse, comparisons between groups can be easily drawn. Numerical data tends to be more objective and less open to bias

What are the limitations of quantitative data?

Narrower in scope, meaning the data fails to represent real life. Low external validity