What is Qualitative

Data?
Qualitative data is Non-Statistical and is
typically unstructured or semi-structured
 • Made of wood
• Built in Italy
Qualitative • Deep brown
data • Golden knobs
examples • Smooth finish
• Made of oak
 • Product reviews
• Interview transcripts
• Texts and documents
Qualitative • Customer testimonials
Data • Focus group responses
Examples • Notes and observations
• Audio and video recordings
• Survey and questionnaire labels and
categories
What is Quantitative
Data?
• Contrary to qualitative
data, quantitative data is statistical
and typically structured – meaning it
is more rigid and defined
• This data type is measured using
numbers and values, making it a
more suitable candidate for data
analysis
• Whereas qualitative is open for
exploration, quantitative data is
much more concise and close-ended
 • Calculations
• Measurements
• Counts
Quantitative • Projections
• Quantification of qualitative data
Data
Examples
Qualitative vs. Quantitative
Data: Key differences
• Qualitative data is non-numerical data that
researchers use to interpret how individuals
perceive and find meaning in their social reality
• Quantitative data is numerical data that analysts
use to find relationships between variables and
predict results
• The key difference is that: qualitative data answers
the ‘why’ behind a correlation or phenomenon,
whereas quantitative data answers the ‘what’ and
‘how’ of a behavior
 Qualitative data Quantitative data

Descriptive and non-numerical

Countable, measurable, and number-based data
Definition data that explains the ‘why’
that quantifies correlations into hard facts
behind a phenomenon
Aim To explore a phenomenon To confirm a hypothesis
To describe and explain
To quantify variations, predict results, and
Analytical objective relationships and variations
generalize characteristics of a population
between variables
Semi-structured methods like in-
Highly structured data collection methods such
Data collection methods depth interviews, focus groups,
as surveys and questionnaires
and participant observation
Data types Ordinal data and nominal data Discrete data and continuous data
Data format Textual Numerical
Question format Open-ended survey Closed-ended survey
Manual theme or sentiment
Analysis tools Charts, tables, and statistical programs
analysis
Conducting large-scale studies
Formulating and verifying hypothesis around a
Best for that aim to find trends or traits
correlation
around a phenomenon
Types of Qualitative
and Quantitative Data
• In next Slides, we explore different types
of qualitative and quantitative data
 Types of
Qualitative Data
Qualitative data
can be of two
types: Ordinal and
Nominal
1. Ordinal data
• Ordinal data refers to Non-numeric,
qualitative data that groups variables
into categories based on the natural
order or hierarchy of data
 • Places data into a hierarchy or
order
• Is non-numeric but can use
1. Ordinal numbers for data labeling
• Doesn’t have an even distribution
data despite the scale
• Is calculated using frequency
distribution, mode, median, and
range of variables
 • Places data into mutually exclusive
categories
• Uses descriptive labels that have no
2. Nominal quantitative values
data • Can't be arranged into a meaningful order of
hierarchy
• Can be calculated using mode, frequency
distribution, and statistical tests
Types of quantitative data
 • Discrete data is data that you can't break
down into smaller parts
• This data type consists of integers and is
1. Discrete finite
• A few examples of discrete data would be
data how much change you have in your pocket,
how many iPhones were sold last year, and
how much traffic came to your website
today
 • Continuous data is data that can be infinitely
broken down into smaller parts or data that
continuously fluctuates
2. Continuous
• A few examples of continuous data would be
data the speed of your train during the morning
commute, the time you take to write an
article, your weight, and your age
Qualitative • One of the key differences between
and qualitative and quantitative data lies in how
you collect them
Quantitative • In next slides, we explores the different
Research qualitative and quantitative data collection
methods
Methods
 • Qualitative research focuses on
qualitative data collection methods
to study and observe a target
audience and draw conclusions
from the data collected
How to generate • This research method relies more
on subjective characteristics
qualitative data determined by qualitative
approaches
• Here are some of the commonly
used qualitative research methods
 • The focus group research method is
one of the most widely used
qualitative research methods in
data collection
• A focus group consists of a certain
number of respondents who act as
Focus groups a cluster
• It's used by companies that may
want to launch a new product to
study the market and gain insight
into their target audience's needs,
preferences, and behavioral traits
 • Ethnographic research involves
observing and studying research
topics in a specific geographic
location
• This geographic location can
Ethnographic range from a small entity to
research countries across the globe
• Ethnographic research helps
researchers learn cultures,
behaviors, trends, and pain
points in a natural setting
Case study
• A case study is an in-depth analysis
primarily used in the social and
educational sciences
• Any organization, large or small, can
do it to draw a detailed inference on
a topic
• A case study is also one of the most
straightforward but time-consuming
research methods involving data
collection from multiple sources
Narrative
• The narrative research method
relies on developing or creating a
story
• You put together a series of events
and create a narrative around an
observed topic
• This investigation method shows
how a small entity can affect a
significant event and determine its
relationship
Phenomenology
• Phenomenology is another research method that considers a specific
event or phenomenon for qualitative data collection
• It helps an observer understand how, why, and what phenomenon
occurs and its impact on the issue
• Phenomenology uses various data collection methods, from
documents, videos, and interviews to visiting a place, experiencing
the phenomenon, and describing how it has evolved and developed
over time
Grounded theory
• Grounded theory focuses on explaining the reasoning behind an
event's occurrence
• The sample size used for grounded theory is usually below a hundred
subjects and evaluates how something happens at a given time
 • Quantitative research, on the other
hand, uses quantitative approaches
How to for data collection and analysis
Generate • It is a numerical and statistical
analysis method that uses numbers
Quantitative and statistics for reasonable and
definite deductions
Data
• Here are some of the standard
quantitative research methods
 • A correlation research method studies the
relationship between two or more similar
and interdependent variables
Correlation • Correlation research uses mathematical
research analysis to analyze collected data
• The results can be presented in a diagram or
generated in statistics to complete the
research results
 • An experimental research method is a
theoretical research approach
Experimental • It focuses on a theory to distinguish between
right and wrong statements
research • This research method helps verify an
argument and is mainly used in the natural
sciences
Causal-comparative
Research
• A causal-comparative compares
two variables that are not related
• One is dependent, and the other
is independent
• Also known as quasi-experimental
research, it determines the cause-
and-effect relationship between
these variables
Survey research
• Survey research is one of the most
widely used research methods in
education, politics, economics, and
more
• Organizations use it to gather product
feedback from random respondents
through surveys, questionnaires, and
other input methods
• The data collected is then analyzed to
obtain quantitative results
Qualitative vs. Quantitative
Data Analysis Methods
• Another critical factor that
differentiates qualitative and
quantitative data is how you
analyze them
• Statistical Analysts group
qualitative data into different
themes to find meaningful
categories, whereas quantitative
data uses mathematical
calculations to draw conclusions
 • Content analysis uses text analysis software to
uncover quantitative insights from qualitative data
• Thematic analysis finds common themes and
summarizes qualitative data patterns across texts
• Narrative analysis interprets testimonials,
Qualitative interviews, case studies, and other research
participant stories to gain insights into behaviors
data analysis and feelings
methods • Grounded theory analysis aims to formulate
theories by creating and testing hypotheses with
qualitative data
• Discourse analysis uses different observation
techniques to establish relationships between
textual or audio-visual information and its context
Quantitative Data Analysis
Methods
• Regression analysis tests the relationship between dependent
and independent variables
• Monte Carlo simulation aims to predict the probabilities of an
uncertain event based on past data and a choice of action
• Factor analysis creates fewer factors from a large number of
variables to describe variability among correlated variables
• Cohort analysis is a behavioral analytics tool
• Cluster analysis organizes items into groups of clusters to
understand the association among them
• Time series analysis uses data visualization techniques to
showcase the systematic pattern changes between dependent
and independent variables over time
 • Quantitative data is easy to
collect, but it can lack context
• That’s why quantitative data is
Qualitative and an excellent choice for drawing
Quantitative Data generalizable conclusions but
doesn’t give you the complete
Advantages and picture behind a phenomenon
Disadvantages • Qualitative data, on the other
hand, provides in-depth insights
and contextual information
about a phenomenon