Qualitative data
Qualitative data describes qualities, categories or experiences rather than amounts measured numerically. It can include categories, interview responses and free-text comments. Researchers may code responses into themes, while retaining context and checking how the sample and coding decisions affect interpretation. A category may be represented by a numeric code without becoming a quantitative measurement.
Worked example
A service team reviews open-text complaints and codes recurring themes such as delay, clarity and payment problems. Counts of themes can supplement, but do not replace, reading the comments in context.
Common mistake
Assuming all qualitative data consists only of fixed categories or treating numeric labels for categories as meaningful measurements.
Where it appears in your exams
| Qualification | Exam | Relationship | Period |
|---|---|---|---|
| ACCA | PM | Supporting | September 2026–June 2027 |