Qualitative and Quantitative Data: What’s the Difference? 

Data analysis may appear to be a complicated procedure at first, but once you realise how valuable it is, you will likely grasp even the complexities of it. Speaking of intricacies in data analysis, there are two types of data: qualitative and quantitative.

Analysing data is an integral part of evaluating the performance of a website, application, or any other product. The purpose is to ensure that the product or application is well received by users and gather information to optimise the functionality of the websites.

Qualitative and Quantitive Data

Both the qualitative and quantitative data types are used to represent and analyse the application’s performance. Though they might be similar, there are a lot of differences between qualitative and quantitative data and understanding the differences is crucial for data analysts to represent the data understandably.¬†

What is Quantitative Data?

Quantitative data, as the name already implies, is the data that is quantifiable or, in other words, that is countable. The data is expressed in numerical figures, making it easier for analysts to understand.

Qualitative data answers the following questions:

  • How much?
  • How many?
  • How often?

Quantitative data is frequently correct. Teams use the data to analyse a specific study or performance and find solutions to ongoing problems. Because the information is numerical, there is no room for error and finding appropriate solutions is straightforward.

Types of Quantitative Data

Quantitative data is also divided into several categories where each and every category represents the data in numerical terms but in different visual representations:

There are three types of quantitative data they are:

  1. Discrete
  2. Continuous
  3. Interval and ratio

Discrete Data

Discrete data is a type of quantitative data represented in numerical ranges visually in terms of bar graphs, charts and pie charts.

Usually, this sort of representation is commonly used in major corporations to see annual reports and compute the number of people who use a brand’s services.

For instance, let’s take the statistics of the number of social network users worldwide from 2017 to 2025 from Statista. The statistics are displayed in a bar chart which is one of the discrete data forms to represent the number of social media users per year and how much it is anticipated by 2025. This is how discrete data is represented.

Continuous Data

In terms of visual representation, continuous data is similar to discrete data. Bar charts, pie charts, tally charts, and other graphs depict the data. Though the information is very similar, there is one distinction: continuous data is not permanent.

Unlike discrete data, continuous data often changes, and it is an inevitable natural process. For example, let’s take the height or age of a child. A child is anticipated to grow; therefore, if he is measured at 133 cm today, he will be 133.2 cm next month. The same is true for age; if a youngster is ten today, he will be eleven next year on the same day. Because the data is constantly changing, it is represented as continuous data.

Interval and Ratio Data

Interval and ratio data belong to the same category as they both involve zero. When the distance between two points is standardised and equal, interval and ratio data always appear as numbers or numerical values.

The difference is that interval data can represent values lower than zero, whereas ratio data can only represent zero and higher values.

How Do We Collect Quantitative Data?

Quantitative data is data represented in numerical forms making it easier to comprehend for users. Now arises the next question, how is it collected?

There are far too many methods for gathering quantitative data, including:

Analytics Tools

Analytics tools are by far one of the most popular ways to collect data. Firms and website owners utilise analytics software to track the number of visitors, user engagement, website reach, and a variety of other performance-related events.

Analytics tools are included with all social networking programmes, cloud storage solutions, CMS, and databases. The following are some of the most popular analytics tools:

  • AWS
  • Google Analytics
  • Tableau
  • Apache Spark
  • Power BI


Surveys are a collection of questions aimed at receiving responses from a selected group of people or users to gain an insight into how they view a certain subject or application. The goal of surveys is for businesses to get direct feedback from users so that they may improve their products and make them more user-friendly.

The survey results are presented as quantitative data, making it easy for the team to grasp what the majority likes and dislikes.

Advantages and Disadvantages of Quantitative Data

Quantitative data has a set of advantages and disadvantages. They are:


  • Quantitative Data Is Simple to Comprehend

Quantitative data is represented in numerical values, not requiring additional research. So it is easy to understand and analyse the data quickly.

  • Quantitative Data Rejects Bias

Personal bias can occasionally get in the way of research and ultimately taint the entire study. Such partiality has no place in quantitative data. Because the data was chosen at random, accurate data was obtained, and a conclusion was formed.

  • Quantitative Data Is Analytical¬†

Quantitative data is analysed according to mathematical rules and principles. This is why an error occurring in such information is minimal.


  • Quantitative Data Has No Regard for Context

Suppose a survey is undertaken to gather consumer feedback on the performance of an application, and 60% of the respondents indicate that they are unhappy. In that case, you may not be able to determine why and in what way.

  • The Data Might Not Be Helpful

The issue with surveys is that they leave many possibilities for biased responses. Some people may not even read the questions and will vote at random. Such information is useless and will not assist in improving future services. As a result, surveys should be adequately vetted and distributed.

Examples of Quantitative Data

Some examples of quantitative data are: 

  • Weight in pounds
  • Height in metres 
  • The number of days in a year
  • The number of users in an application 
  • Number of website visits in a week

What is Qualitative Data?

Qualitative data refers to information that is presented thoroughly. Unlike quantitative data, which gives precise information, qualitative data express feelings and emotions through words. 

Qualitative data is represented by words or labels that characterise the data’s features and traits.

Qualitative data answers the following questions:

  • How?
  • Why?

To explain qualitative data in clearer terms, if someone visits your website, that is quantitative data. If you ask the same person why they visited your website, that is qualitative data.

Types of Qualitative Data 

Qualitative data is also separated into numerous categories, each of which expresses the data in different visual representations rather than numerical terms:

There are three types of qualitative data they are:

  1. Binary data
  2. Nominal data
  3. Ordinal data

Binary Data

Binary data is qualitative information that is represented using a binary number system. It is applied for information that can only exist in two states. Also, it comprises 0s and 1s that a computer can only understand.

Binary data is used to develop statistical models that evaluate whether the data is positive or negative, up or down, yes or no, correct or incorrect.

For example, if you ask someone if they smoke, they will respond with either a yes or a no. Similarly, if you ask them if they like a new feature in your programme, they will simply answer yes or no. Binary data works in this way.

Nominal Data

The term nominal data refers to data represented by names or labels rather than numbers. Analysts can easily divide consumers into distinct categories using nominal data.

Users that visit your website or application, for example, are typically from different towns or nations. They are divided into groups based on their origins.

Ordinal Data

Ordinal data is a sort of statistical data categorised in a specific order or scale.

In some polls, users are asked to rate the app on a scale of 0 to 10 or a hierarchy of happy, likely, moderate, unlikely, and upset. Ordinal data is a sort of qualitative information.

How Do We Collect Qualitative Data?

Qualitative data relies on representing the accumulated information in terms of names and labels instead of numbers. Here are some of the ways qualitative data is collected:


Interviews usually involve the interviewers asking the interviewee some questions. Based on the direct communication, the interviewers will be able to collect some general information from all interviewees.

The point of the interview is to obtain how the interviewee feels about the subject. 


During the research, the participants have usually described a setting, and the responses to the setting are noted down by the group of researchers monitoring their behaviour. Every reaction is noted.

Other documentation methods such as video recordings, audio recordings, and photo imagery may be used to collect qualitative data.

Case Studies

Case studies are in-depth examinations of a single person or a group of people, focusing on developmental aspects in relation to the environment.

Data is obtained through in-depth study and used to understand both simple and complex subjects. A case study aims to demonstrate how employing a product or service has positively impacted the issue, such as demonstrating a solution to a problem.

Advantages and Disadvantages of Qualitative Data

Qualitative data has a set of advantages and disadvantages. They are:


  • Qualitative Data Provides a More In-Depth Analysis

The internet of qualitative data is to provide a specific analysis on a particular subject.  If one of the users who visit your application has voted positively for it, ask them to provide detailed feedback to tell you why they like it.

This data will later be helpful for you in further enhancing the features and performance of your website.

  • Qualitative Data Removes Bias

During certain surveys, most people are prone to answer the questions. There is no place for such bias in qualitative data since the question is more profound and requires the user to give a detailed answer.

  • Qualitative Data Provides More Context

Quantitative data uses numbers to represent responses. Though the analysis is simple, determining the context is tough for analysts.

If a customer is dissatisfied with a product, a simple choice will not assist developers in determining what caused the dissatisfaction.

Qualitative research presents qualitative data with sufficient explanation for the user’s dissatisfaction, and further improvements are made to improve the service.


  • Qualitative Data Is Time-Consuming to Collect

Qualitative data is critical for in-depth analysis, which is why gathering such thorough data from a large number of people takes so long.

  • Lack of Right Questions

Qualitative research usually involves questions like how? And why? Related to specific matters and topics. If the right question is not asked, the derived information may not be helpful.

Examples of Qualitative Data

Some examples of Qualitative data are:

  • Case studies
  • Transcription
  • Video recordings
  • Portfolios
  • Surveys
  • Photographs

The Main Differences Between Quantitative and Qualitative Data

Qualitative data and quantitative data are quite similar. In spelling, they are also different in terms of collection methods, analysis, and results. Here are some key differences between them:

  • The first and foremost difference between quantitative and qualitative data is that quantitative data uses numbers while qualitative data uses labels.
  • In computations, quantitative data tells us how many, how much, or how often something happens. Qualitative data can assist us in deciphering why, how, or what caused specific behaviours.
  • Quantitative data is made up of fixed facts and a generalised abstract opinion. Qualitative data is more crucial for developers and businesses because it contains specific and unique information.
  • Statistical analysis is used to analyse quantitative data. Qualitative data is studied by categorising the data.


Quantitative and qualitative both are important for data analysis. For a more abstract report, quantitative data is helpful. If you are looking for specifics that can aid you in enhancing the quality of your product, qualitative data is the right one.

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