Qualitative data
Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when.
Quantitative data
Collective data that can be measured by numbers. Often more specific data which can be compared and put into statistical analysis.
Demographic data
Current statistical characteristics of a population. Mainly used in areas such as sociology, public policy and marketing.
Psychographic data
The study of personality, values, attitudes, interests and lifestyles. Can be valuable in the fields of marketing, demographics, opinion research, futuring, and social research in general.
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