quantitative and qualitative

qualitative

-expressed in words

-written description of thoughts, feelings and actions

-accounts of interviews, diaries, observations

-data collections concerned with interpretations of language

qualitative data: strengths

-rich detail of thoughts and feelings

-higher in external validity as it provides more meaningful insight of the ppt’s views

qualitative data: weaknesses

-can be difficult to analyse the data and patterns occuring

-conclusions can be based on subjective bias

quantitative data

-expressed numerically

-number of words, recall scores

-lab experiments findings, behavioural categories in observation, closed questionnaires

-data analysed statistically- graphs, charts, tables

quantitative data: strenghts

-simple to analyse

-easy to comparisons between groups

-numerical data are less likely to be biased

quantitative data: weaknesses

-may fail to represent real life (lack external validity)

-may not include thoughts, feeling, opinions