Quantitative and qualitative data

What is quantitative data?

Data that produces numerical values that can go through statistical tests to see if they are significant. Aims to produce results which are easily compared and analysed.

What is qualitative data?

Aims to produce meaningful responses, allowing understanding the phenomena from the view point of an individual and understanding the meanings that people give to their experience. Non numerical data - often words or pictures.

Strengths of qualitative data? (3)

• Enables the researcher to delve into reasons behind findings

• May produce more rich, detailed types of information with access to emotions and feelings behind behaviour

• Tends to produce more ecologically valid data, as it is typically collected more naturally

Weaknesses of qualitative data? (3)

• Viewed as less scientific than quantitative data

• Hard to replicate due to a lack of control in collection methods, so it lacks reliability

• It can be difficult to draw comparisons between groups and therefore conclusions

Strengths of quantitative data? (3)

• Uses controlled variables, making it easier to repeat the study and check for reliability

• Gives statistical data which can be further tested to see how far results are due to chance

• Can be easily represented in charts and graphs for early analysis and comparisons

Weaknesses of quantitative data? (3)

• May produce narrow, u realistic information which only focuses on small fragments of behaviour

• Cannot be converted into qualitative data

• Gives very superficial views which may lack validity