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Qualitative Data
Qualitative data comprises descriptive information that characterizes qualities or attributes rather than numerical measurements. It is typically gathered through interviews, focus groups, observations, and open-ended survey responses. This type of data captures details such as opinions, behaviors, motivations, and experiences. Unlike quantitative data, which focuses on numbers, qualitative data explores the “why” and “how” behind outcomes. Common examples include customer feedback, user reviews, and transcripts of interviews. Researchers often categorize this data into themes to identify patterns and insights. It is widely used in marketing, psychology, and sociology to understand human behavior and improve decision-making. Proper qualitative data analysis can help organizations design targeted strategies and enhance products or services by addressing user needs.