Quantitative vs. Qualitative Data
Research data can be placed into two broad categories: quantitative or qualitative.
Quantitative data are used when a researcher is trying to quantify a problem, or address the "what" or "how many" aspects of a research question. It is data that can either be counted or compared on a numeric scale. For example, it could be the number of first year students at Macalester, or the ratings on a scale of 1-4 of the quality of food served at Cafe Mac. This data are usually gathered using instruments, such as a questionnaire which includes a ratings scale or a thermometer to collect weather data. Statistical analysis software, such as SPSS, is often used to analyze quantitative data.
Qualitative data describes qualities or characteristics. It is collected using questionnaires, interviews, or observation, and frequently appears in narrative form. For example, it could be notes taken during a focus group on the quality of the food at Cafe Mac, or responses from an open-ended questionnaire. Qualitative data may be difficult to precisely measure and analyze. The data
may be in the form of descriptive words that can be examined for patterns or meaning, sometimes through the use of coding. Coding allows the researcher to categorize qualitative data to identify themes that correspond with the research questions and to perform quantitative analysis.
Imagine you have a huge pile of documents in front of you, all with various types of information contained within them. How would you go about collecting relevant data and then analysing it?
This is something that researchers, including sociologists, must consider when they carry out a study or research project. It is important for sociologists to ensure that they collect and analyse data in a way which helps them meet their research aims without compromising the validity of the data.
In this topic:
- We will be looking at the definition of data analysis in sociology.
- We will consider different ways in which data can be collected, namely primary and secondary data.
- Furthermore, we will understand the difference between quantitative and qualitative data.
Let's start with the definition of data analysis.
Data analysis definition sociology
What do we actually mean by data analysis? Let's consider a simple definition.
Data analysis refers to the collection and analysis of data, whereby findings from the data are interpreted and summarised.
Data analysis does not have to be complex or difficult – it is the process of simplifying data to create a summary of its findings. We can consider a basic example below.
A teacher wants to show the classroom a film on the last day of term. However, they are not sure which type of film to pick They present the class with three options:
- a documentary
- an animated film
- an action film
First, the teacher collects the data. They do this by conducting a poll where students vote for their film choice.
After the poll is over, the teacher analyses the data by calculating how many votes were given for each option. Once this is done, the teacher makes their decision by telling the class which option was the most popular, and therefore which film the class will be watching.
Data analysis in the research process
It may also help to look at the stage in which data analysis happens in the research process. This is illustrated in the following diagram:
When the researchers get to the data analysis stage, they begin fieldwork. Fieldwork involves gathering raw data that will be used as evidence in the research.
Gathering and collecting data can be done using multiple methods. Researchers may choose from either primary or secondary research methods, depending on the nature of their research aims.
Let's now consider primary and secondary methods of data collection.
Primary data analysis sociology
Primary data is data that is collected first-hand. It is 'original' research gathered by the researcher that can be collected using several research methods. Let's briefly consider some of these.
Surveys
Social surveys are a popular research method in sociology, market research, and government departments.
Surveys consist of pre-set questionnaires in standardised orders so that each respondent answers the same questions. They can be used to gather data on a range of topics and can include different types of questions, including 'yes or no' and multiple choice questions.
Questionnaires
Questionnaires are often postal, which means that they are sent to individual households through the post. Respondents fill out the questionnaire and post it to the designated address.
Questionnaires can sometimes include incentives to fill them out, such as gift vouchers or an entry into a prize draw. The incentives are given to encourage a higher response rate.
Interviews
There are four types of interviews:
Structured
Unstructured
Semi-structured
Group
All types of interviews have their advantages and disadvantages. They are good for collecting primary data as the researcher is directly interacting with the participant.
Longitudinal studies
Longitudinal studies are long-term research projects that study a person or group over time to track for changes. They can involve a range of primary research methods, such as interviews, observations, and surveys.
Don't worry if this seems brief – we have separate articles on 'Primary Research' and on each of the research methods outlined above, right here at StudySmarter.
Other types of primary research methods include participant and non-participant observation.
Secondary data analysis sociology
Secondary data is data that has already been collected by someone else; it is pre-existing. A popular secondary research method used in sociology is official statistics.
Official statistics
These are statistics collected by government departments and/or agencies. In the UK, statistics are frequently published by the Office for National Statistics (ONS), but any government department or agency can publish them. Another example is the NHS.
Sociologists use secondary data to inform their research.
Other secondary research methods
Alternative methods of conducting secondary research include:
other sociological research studies
non-official statistics
media, e.g. newspapers
personal documents, e.g. diaries and letters
Let's move on to consider quantitative and qualitative data.
Quantitative data analysis sociology
Quantitative data is numerical (based on numbers) in nature. It is commonly presented through:
statistics
bar charts
pie charts
correlation charts
Quantitative data can be collected using both primary and secondary research methods.
Primary quantitative data
Such data can be collected using a questionnaire that consists of closed questions. In this way, researchers will be able to visualise the data in numbers; for example, how many respondents answered 'yes' to a particular question.
Secondary quantitative data
Such data can be collected using official statistics, such as statistical data on crime rates or health conditions.
Qualitative data analysis sociology
Qualitative data is usually in verbal or visual form. It is non-numerical and can be presented through:
quotes
statements
descriptions
photos or videos
Qualitative data can also be collected using both primary and secondary research methods.
Primary qualitative data
This type of data can be collected using unstructured interviews, which provide in-depth answers from the participants. Observations are another way to gain primary qualitative data.
Secondary qualitative data
Secondary qualitative data can be collected using newspaper articles or an individual's diary entries.
Data Analysis Sociology - Key takeaways
- Data analysis refers to the collection and analysis of data, whereby findings from the data are interpreted and summarised.
- In the research process, data analysis is the step before research evaluation.
- Data can be collected using primary or secondary data. Examples of primary research methods include surveys, questionnaires, interviews and longitudinal studies.
- Secondary research methods include official statistics, other sociological research studies, media, and personal documents.
- Collected data can either be quantitative (numerical) or qualitative (verbal or visual).