Measurable data and facts which teams analyse to look for patterns.
Methods to collect quantitative data include online surveys, paper surveys, mobile surveys, kiosk surveys, face-to-face interviews, telephone interviews, website surveys, web analytics, online polls, and observing behaviour in a quantitative way.
The result of primary research which produces non-numerical data.
The process of collecting qualitative data is sometimes unstructured. It can be time-consuming but leads to in-depth findings.
Qualitative methods usually:
- involve interacting with people directly
- focus on the ‘why’