Qualitative and Quantitative Data
Qualitative and quantitative data are two kinds of evidence used in market research. Quantitative data is numbers you can count or measure: how many people bought, how much they paid, how often they come back. Sales reports, survey percentages, and test results are this kind of data. Qualitative data is words and images: why someone bought, what frustrated them, how they actually use the product. Interviews, comments, and small group discussions produce it.
