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Quantitative Data
Numerical data consisting of participant scores or numbers of some sort.
Qualitative Data
Descriptive data expressed in words in the form of written thoughts, feelings and opinions.
Quantitative Data Advantages
It’s objective(free from bias) and can be mathematically analysed easily, allowing comparisons to be made.
Qualitative Data Advantages
It’s in more detail and broader in scope to allow respondents to develop their thoughts, feelings and opinions. Gives meaningful insight, therefore high in external validity.
Quantitative Data Disadvantages
Fails to consider participants feelings and emotions and lacks insight into the reasons behind human behaviour.
Qualitative Data Disadvantages
Difficult to analyse statistically so comparisons are hard to make. Conclusions are made on subjective (personal, biased) interpretations.
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