B2 Qualitative and Quantitative Data
Quantitative data is data that can be measured and counted. This data can be expressed through numbers which can be converted into charts for quick analysis. Examples include multiple choice responses in questionnaires and surveys, the results of which can be easily expressed as a percentage. This type of data is useful when canvasing the opinions of very large groups of people. A drawback is that the responses lack depth.
Qualitative Data is data that is collected that more descriptive and detailed and cannot be analysed statistically. An example of this is the answers received in an interview. Each individual’s responses are going to vary too much to quantify if questions are open. Qualitative data can give more insight into the reasons behind consumer choices and behaviour.
