Types of Data: Quantitative & Qualitiative Data (AQA GCSE Psychology): Revision Note

Quantitative data is data in the form of numbers for example:

• 53 out of 125 participants answered 'yes' to this question 

• 89% of participants were slower in condition A 

• there is a -0.4 correlation coefficient in this study

Quantitative data can be transformed into tables, graphs, charts, percentages, fractions etc.

Quantitative data can be statistically analysed using descriptive statistics (e.g. mean, mode, range)

Research methods that tend to generate quantitative data include:

• experiments e.g. scores on a memory test per condition

• observations e.g. tally charts that record frequencies of specific behaviours

• questionnaires/surveys via the use of closed questions

Quantitative data is straightforward to analyse and compare, e.g. using graphs, percentages or statistical tests

The techniques used to collect quantitative data tend to be replicable, e.g. the standardised procedure of a lab experiment, or the use of a rating scale on a questionnaire

• This makes the data more likely to be reliable

Quantitative data can show what but not why a result was found i.e. it lacks explanatory power

Quantitative data tends to over-simplify the complex, multi-faceted nature of human behaviour and experience

Qualitative data is data in the form of words or images, e.g.

• thoughts and feelings expressed in a diary or journal

• feelings, attitudes, ideas, beliefs discussed in an interview

• a painting created to express inner turmoil, conflict, anxiety

• a focus group interview on the impact of social media on body image, for example

Qualitative data allows researchers to gain insight into the nature of individual experience and meaning

It can be analysed using content analysis which identifies themes and patterns

Qualitative data is rich and insightful, as it draws on personal experience and subjective meaning, i.e. what is real and relevant to the individual

Qualitative data tends to be high in ecological validity, as it is gathered from real experience in real settings

Qualitative data can lack reliability:

• An unstructured interview cannot be exactly repeated, even with the same person, as it is not standardised, reducing consistency

• Qualitative data is open to interpretation, so two different researchers might draw different conclusions from the same material, reducing consistency between researchers

Qualitative research is extremely time-consuming to analyse, and the sheer amount of data generated from even one interview means some of it may end up not being used