Qualitative vs. quantitative data: what's the difference

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Qualitative vs. quantitative data: what's the difference

At its simplest, data can be broken down into two different categories: quantitative data and qualitative data. But what’s the difference between the two? And when should you use them? And how can you use them together?

So let’s demystify the complexities by thoroughly explaining the similarities and differences between qualitative and quantitative data and how they are both crucial to the success of any data research and analysis. Knowing both approaches can help you in understanding your data better—and ultimately understand your customers better.

Key takeaways:

Quantitative data refers to any information that can be quantified, counted or measured, and given a numerical value, whereas qualitative data is descriptive in nature, expressed in terms of language rather than numerical values.
Quantitative research is based on numeric data. Qualitative research focuses on the qualities of users—the 'why' behind the numbers.
It's hard to conduct a successful data analysis without qualitative and quantitative data. They both have their advantages and disadvantages and often complement each other.

What is quantitative data?
Qualitative and differ in their approach and the type of data they collect.

Quantitative data refers to any information that can be quantified — that is, numbers. If it can be counted or measured, and given a numerical value, it's quantitative in nature. Think of it as a measuring stick.

Quantitative variables can tell you "how many," "how much," or "how often."

What is qualitative data?
Unlike quantitative data, qualitative data is descriptive, expressed in terms of language rather than numerical values.

Qualitative data analysis describes information and cannot be measured or counted. It refers to the words or labels used to describe certain characteristics or traits.

You would turn to qualitative data to answer the "why?" or "how?" questions. It is often used to investigate open-ended studies, allowing participants (or customers) to show their true feelings and actions without guidance.

What are the differences between qualitative vs. quantitative data?
When it comes to conducting data research, you’ll need different collection, hypotheses and analysis methods, so it’s important to understand the key differences between quantitative and qualitative data:

Quantitative data is numbers-based, countable, or measurable. Qualitative data is interpretation-based, descriptive, and relating to language.
Quantitative data tells us how many, how much, or how often in calculations. Qualitative data can help us to understand why, how, or what happened behind certain behaviors.
Quantitative data is fixed and universal. Qualitative data is subjective and unique.
Quantitative research methods are measuring and counting. Qualitative research methods are interviewing and observing.
Quantitative data is analyzed using statistical analysis. Qualitative data is analyzed by grouping the data into categories and themes.
Qualtitative vs quantitative examples

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