Unit 2 AOS 3

Advantage

Disadvantage

Objective Data

Information that is observable, measurable and free from personal basis of researcher.

• Free form personal basis

• Lacks detail

Subjective

Information that is based on personal perception, opinion and interpretation.

• More detailed

• More difficult to interpret

Advantage

Disadvantage

Qualitative Data

Information that is expressed numerically, summarising how much or how many there is of something.

• Easier to summarise

• Cant indicate richness of data

Quantitative Data

Information that is not expressed numerically, describing the quality or characteristics of what is being studied.

• Deeper insight through data

• Cant apply statistics

Advantage

Disadvantage

Primary Data

Information collected directly from the source by the researcher for their own specific purpose.

• Tailored information

• Reliable quality

• Time consuming to collect

Secondary

Information that was not directly collected by the current researcher but by someone else earlier.

• Less time to collect

• Collected for other purposes