What is the difference between qualitative and quantitative data?

Qualitative data refers to non-numerical information that describes characteristics or qualities. It often captures opinions, experiences, or descriptive attributes, providing a deeper understanding of a subject through themes or patterns. For instance, responses collected through interviews or open-ended survey questions illustrate qualitative data by explaining how individuals feel about a service.

On the other hand, quantitative data consists of numerical values, which can be measured and analyzed statistically. This type of data allows for mathematical computation and clear comparisons. For example, data representing the number of products sold or the age of survey respondents are quantitative, offering insights that can be easily quantified.

Understanding the distinction between these two types of data is essential in business and research, as they serve different purposes and guide decision-making in diverse ways.