7.3.5 Types of data

Qualitative Data

Data that is expressed in words rather than numbers or statistics

Strengths	Limitations
Richer in detail than quantitative data, gives the participant more licence to develop their thoughts and opinions on a given subject. Has greater external validity than quantitative data; the researcher has more meaningful insight into participant's worldview.	Difficult to analyse. Cannot be summarised statistically so patterns and comparisons may be difficult to identify. Conclusions often rely on subjective interpretations of the researcher which can then lead to bias.

Quantitative Data

Data that is expressed numerically. Data open to be analysed statistically (on graphs and charts etc.)

Strengths	Limitations
Easier to analyse and summarise statistically by representing data on graphs etc. Comparisons can be easily drawn, and data is less open to bias	Narrower in scope and meaning and therefore, may fail to represent real life • lower external validity. With a set option of answers, participants may be unable to express themselves fully therefore data tends to be inaccurate.

Primary Data

(Field research) refers to original data that has been collected specifically for the purpose of the investigation by the researcher. It is data that arrives first-hand from the participants themselves.

Strengths	Limitations
Fits the job – obtained from participants first-hand so has high external validity.	Requires time and effort on the part of the researcher to conduct the study and obtain data

Secondary Data

(Desk research) data that has been collected by someone other than the person conducting the research. This data already exists before the psychologist begins their research. Data has already been subject to statistical testing.

Strengths	Limitations
Inexpensive and easily accessed, requiring minimal effort. When examining secondary data, the researcher may find that the desired information already exists so there is no need to conduct an experiment to obtain primary data.	There may be a substantial variation in the quality and accuracy of information. Also, a risk of data being outdated or incomplete.