Quantitative and Qualitative Data

Qualitative Data

• Subjective

• Imprecise measures used

• Rich and detailed 

• Low in reliability

• Used for attitudes, opinions, beliefs

• Collected in ‘real life’ setting

Quantitative Data

• Objective

• Precise measure used

• Lacks detail

• High in reliability

• Used for behaviour 

• Collected in ‘artificial’ settings

Qualitative Data Analysis

• Difficult to analyse

• Hard to compare

Content analysis

• Go through tapes/videos of interviews – list categories 

• Go through tapes again, place each statement into…