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12 Cards in this Set
- Front
- Back
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Quantitative |
Numerical data consisting of participants scores or numbers of some sort. |
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Qualitative |
Descriptive data expressed in words in the form of written thoughts, feelings and opinions. |
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Advantage: Quantitative |
It is objective and can be mathematically analysed, allowing for comparisons. |
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Disadvantage: Quantitative |
Fails to consider participant's feelings and emotions, lacks insight into real reasons behind human behaviour. |
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Advantage: Qualitative |
It is in more detail and has a broader scope to allow respondents to develop their thoughts, feelings and opinions, it gives meaningful insight and so is high in external validity. |
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Disadvantage: Qualitative |
Difficult to analyse statistically so comparisons are hard to make and conclusions are based on subjective interpretations. |
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Primary |
Data collected by the researcher first hand and gathered directly from the participants for the purpose of the research. |
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Secondary |
Data collected from participants by other people and that already exists. |
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Advantage: Primary |
It is authentic as it is collected first-hand and is also specifically targeted to the researcher's needs. |
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Disadvantage: Primary |
Can be time consuming to collect. |
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Advantage: Secondary |
Easily accessible and requires minimal effort. |
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Disadvantage: Secondary |
May not meet the researcher's needs, could lack information and be out of date. |
