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When it comes to conducting research and data analysis, you’ll work with two types of
data: quantitative and qualitative. Each requires different collection and analysis
methods, so it’s important to understand the difference between the
two.
Quantitative data refers to any information that can be quantified. If it can be counted or
measured, and given a numerical value, it’s quantitative data. Quantitative data can tell
you “how many,” “how much,” or “how often”—for example, how many people attended
last week’s webinar? How much revenue did the company make in 2019? How often
does a certain customer group use online banking?
To analyze and make sense of quantitative data, you’ll conduct statistical analyses.
Researchers will often turn to qualitative data to answer “Why?” or “How?” questions.
For example, if your quantitative data tells you that a certain website visitor abandoned
their shopping cart three times in one week, you’d probably want to investigate why—
and this might involve collecting some form of qualitative data from the user. Perhaps
you want to know how a user feels about a particular product; again, qualitative data
can provide such insights. In this case, you’re not just looking at numbers; you’re asking
the user to tell you, using language, why they did something or how they feel.
Qualitative data also refers to the words or labels used to describe certain
characteristics or traits—for example, describing the sky as blue or labeling a particular
ice cream flavor like vanilla.
What are the main differences between quantitative and qualitative data?
The main differences between quantitative and qualitative data lie in what they tell
us, how they are collected, and how they are analyzed. Let’s summarize the key
differences before exploring each aspect in more detail:
Quantitative data tells us how many, how much, or how often (e.g. “20 people
signed up to our email newsletter last week”). Qualitative data can help us to
understand the “why” or “how” behind certain behaviors, or it can simply describe
a certain attribute—for example, “The postbox is red” or “I signed up to the email
newsletter because I’m interested in hearing about local events.”
Quantitative data is fixed and “universal,” while qualitative data is subjective and
dynamic. For example, if something weighs 20 kilograms, that can be considered
an objective fact. However, two people may have very different qualitative
accounts of how they experience a particular event.
To illustrate the difference between quantitative and qualitative data, let’s use an
example. Imagine you want to describe your best friend. What kind of data might you
gather or use to paint a vivid picture?
First, you might describe their physical attributes, such as their height, their hairstyle
and color, what size feet they have, and how much they weigh. Then you might
describe some of their most prominent personality traits. On top of that, you could
describe how many siblings and pets they have, where they live, and how often they go
swimming (their favorite hobby).
All of that data will fall into either the quantitative or qualitative categories, as follows:
Quantitative data:
My best friend has one older sibling and two younger siblings
My best friend drives a red car They have a very friendly face and a contagious
laugh
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1. Plan (Ask a question): formulate a statistical question that can be answered with data. A
good deal of time should be given to this step as it is the most important step in the process.
2. Collect (Produce Data): design and implement a plan to collect appropriate data. Data can
be collected through numerous methods, such as observations, interviews, questionnaires,
databases, samplings or experimentation.
3. Process (Analyze the Data): organize and summarize the data by graphical or numerical
methods. Graph numerical data using histograms, dot plots, and/or box plots, and analyze the
strengths and weaknesses.
4. Discuss (Interpret the Results): interpret your finding from the analysis of the data, in the
context of the original problem. Give an interpretation of how the data answers your original
questions.
References:
(https://mathbitsnotebook.com/Algebra1/StatisticsData/ST4steps.html
https://yodalearning.com/tutorials/ms-excel-shortcut-keys-for-beginner/
https://careerfoundry.com/en/blog/data-analytics/difference-between-quantitative-and-qualitative-
data/#:~:text=Another%20major%20difference%20between%20quantitative%20and%20qualitative
%20data,by%20grouping%20it%20into%20meaningful%20categories%20or%20themes.)