2.4 - Types Of Data

Question 1

What are the two types of data that market research can provide?

Answer 1

• Quantative Data
• Qualitative Data

Question 2

What is Quantitative Data?

Answer 2

Information that can be expressed numerically, either as a quantity or measure

Question 3

What are features of Quantitative Data?

Answer 3

• Provides statistical facts
• Is easy to analyse since it is numeric
• Will show ‘Whats’ happening but won’t explain ‘Why’ it’s happening

Question 4

What is Qualitative Data?

Answer 4

Non-numerical information that describes qualities, characteristics or opinions

Question 5

What are features of Qualitative Data?

Answer 5

• Does not provide facts
• Is more difficult to analyse since it can be in many forms
• Is more useful explaining “why” people behave in the way that they do