what is Qualitative data ?
http://www.businessdictionary.com/definition/qualitative-data.html
http://www.socialresearchmethods.net/kb/qualdata.php
Qualitative data refers to information that is not easily quantifiable or measurable. It is typically descriptive in nature, providing insights into opinions, attitudes, behaviors, and experiences. Qualitative data is often gathered through techniques such as interviews, focus groups, observations, and ethnographic research.
To understand qualitative data, it can be helpful to contrast it with quantitative data. Quantitative data involves numerical values that can be analyzed statistically. For example, if you were conducting a survey about people's satisfaction with a product and asked participants to rate it on a scale of 1 to 5, the ratings would be quantitative data.
Qualitative data, on the other hand, involves capturing the richness and context of people's responses. It provides a deeper understanding of the reasons, motivations, and emotions underlying behaviors and opinions. For example, if you conducted interviews asking people about their experiences with a particular brand, their responses would be qualitative. They might talk about specific incidents, elaborate on their feelings, or provide detailed explanations.
Analyzing qualitative data typically involves techniques such as thematic analysis, content analysis, or grounded theory. Researchers look for patterns, themes, and recurring ideas within the data to draw meaningful conclusions.
To collect qualitative data, researchers need to employ appropriate methods such as conducting interviews, engaging in participant observations, or analyzing existing documents like diaries or letters. These methods allow researchers to explore the depth and complexity of people's thoughts, feelings, and experiences.
Overall, qualitative data adds nuance, depth, and context to our understanding of various phenomena and is indispensable when exploring subjective aspects of human behavior and experiences.