Quantitative and qualitative data

Market research can collect two types of data: quantitative data and qualitative data. Both are useful, but they answer different questions.

Quantitative data

Quantitative data is numerical or levels-based. Examples include the number of people who visit an indoor climbing wall each week, or a satisfaction score out of 10. Because it uses numbers or ordered levels, it is easier to analyse statistically, compare between groups and use to make factual conclusions. For example, if 60 out of 100 people give a score of 8 or more, you can compare that result with another group.

However, numbers can miss real-world issues. A high score does not tell you why someone was happy or what problem they noticed. Large volumes of quantitative data can also be costly to analyse, because someone must enter, check and process it.

Qualitative data

Qualitative data is based on people's feelings, judgements and opinions. Examples include answers such as 'the music is too loud' or 'I would come more often if there were more seats'. This type of data helps you understand general opinion and what people like, dislike or want changed.

Qualitative data is limited by how much information can reasonably be analysed. Long written answers and comments take time to read, group into themes and compare.

Comparing the two

Neither type is always more useful than the other; each has different strengths and limitations, so the better choice depends on what you need to find out.