Which Type of Data Is Qualitative Data Quizlet?


Larry Thompson

Qualitative data refers to non-numerical data that describes qualities or characteristics. It provides a deeper understanding of the subject being studied and is often collected through methods such as interviews, observations, and open-ended survey questions. Qualitative data allows researchers to explore complex phenomena and gain insights into people’s thoughts, behaviors, and experiences.

Characteristics of Qualitative Data

Qualitative data is typically descriptive in nature and focuses on capturing the richness and diversity of human experiences. Unlike quantitative data, which can be easily quantified and measured, qualitative data provides a more nuanced understanding of social phenomena.


One key characteristic of qualitative data is its subjectivity. Since it deals with human experiences and perceptions, there is an inherent level of subjectivity involved. Researchers must acknowledge their own biases and interpret the data in context.

In-depth Insights

Qualitative data allows researchers to delve deep into a particular topic or phenomenon. It provides detailed insights by capturing the complexities, nuances, and subtleties that cannot be measured quantitatively.

Types of Qualitative Data

There are various types of qualitative data that researchers can collect:

  • Interviews: One-on-one or group interviews are conducted to gather rich verbal data directly from participants.
  • Observations: Researchers observe subjects in natural settings to understand their behaviors, interactions, and social dynamics.
  • Focus Groups: Group discussions are conducted to explore participants’ opinions, beliefs, attitudes, or experiences on a specific topic.
  • Digital Data: Data collected from online forums, social media platforms, or digital sources can provide valuable qualitative insights.
  • Document Analysis: Analyzing texts, documents, or historical records can offer insights into social, cultural, or historical contexts.

Advantages of Qualitative Data

Qualitative data offers several advantages over quantitative data:

  • Richness and Depth: It provides detailed information and a deeper understanding of the subject being studied.
  • Flexibility and Adaptability: Researchers can adjust their approach and explore emerging themes during data collection.
  • Contextualization: Qualitative data allows researchers to understand the social, cultural, and environmental contexts within which phenomena occur.
  • Hypothesis Generation: It helps generate new hypotheses or theories that can be further tested using quantitative research methods.


In summary, qualitative data is a valuable research tool that provides in-depth insights into the complexities of human experiences. By capturing subjective perspectives, it allows researchers to explore social phenomena beyond mere numbers and measurements. Understanding the characteristics and types of qualitative data helps researchers design effective research approaches and draw meaningful conclusions from their findings.

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