Qualitative Data

Qualitative data is non-numeric data that is often descriptive in nature and helps explain why people behave in certain ways. It can take many forms including surveys, interviews, observations, and materials such as images, audio and video recordings. This type of data is used to better understand a person’s behavior and underlying attitudes.

Qualitative data encompasses rich and detailed information that is often gathered through observation and qualitative interviews. It includes any information that a researcher can observe or describe, such as physical characteristics or gestures, moral values, emotions, language used, and answers to open-ended questions.

Unlike quantitative data which relies on observation or measurement of numbers and characteristics, qualitative data focuses on understanding why people behave in certain ways or what motivates them. It allows researchers to go beyond simple facts and statistics and explore deeper into the underlying reasons behind a behavior or attitude.

Qualitative data is often used to complement quantitative data to provide an even richer understanding of a subject or a phenomenon. Qualitative data is also advantageous in that it can provide an in-depth understanding of a particular phenomenon that is not possible through quantitative data.

An example of a qualitative data collection method could be an observation study. In an observational study, a researcher would observe people in a natural environment, without intervening to influence or change the behavior of the individuals being observed. The researcher would then record detailed descriptions of observed behaviors, conversations, and reactions to events. This type of data collection method allows for an in-depth understanding of the underlying motivations and attitudes behind people’s behavior.