Qualitative data in data analytics is non-numerical, descriptive information that characterizes or approximates a phenomenon. It focuses on the qualities, experiences, perceptions, and context behind data, helping to answer the "why" and "how" behind an analysis, rather than the "how many" or "how much" that numerical data addresses.
🧐 Key Characteristics
Non-Numerical: It is typically in the form of words, text, audio, video, or other observable and recorded materials.
Descriptive: It captures characteristics and observable qualities.
Rich in Context: It provides in-depth, detailed, and often subjective insights into human behavior and experiences.
Categorical: It can often be grouped into categories based on attributes or properties.
📝 Examples of Qualitative Data
Qualitative data is commonly collected through exploratory research methods like interviews, focus groups, and open-ended surveys.
| Context | Qualitative Data Example | What it Describes |
| Customer Feedback | A transcribed comment: "The new app interface is visually appealing, but the checkout process is confusing and takes too many steps." | The user's opinion and experience regarding the app's aesthetics and usability. |
| Market Research | A researcher's observation notes: "The shoppers consistently paused at the aisle display featuring natural ingredients, but rarely stopped at the display with the 'sale' sign." | Behavior and attention patterns of consumers, suggesting a preference for natural ingredients over price. |
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| Employee Interviews | A quote from an employee: "I feel that the remote work policy has greatly improved my work-life balance and overall motivation." | The employee's perception and feeling about the impact of the company's policy. |
| Product Analysis | A description of a new product: "The packaging is a deep, matte blue with minimalist, silver text." | The visual characteristics and design elements of the packaging. |
📊 Qualitative vs. Quantitative Data
It's important to understand how qualitative data differs from its counterpart, Quantitative Data:
| Feature | Qualitative Data | Quantitative Data |
| Nature | Descriptive, Explanatory | Numerical, Measurable |
| Focus | Quality, Meaning, Why/How | Quantity, Amount, How Many |
| Examples | Color, Emotion, Transcript | Height, Sales figures, Number of steps |
Qualitative data is often used to establish the context for quantitative findings. For example, quantitative data might show that "Website conversion rates dropped by 10% this month," while qualitative data (from customer interviews) can reveal "The new payment button isn't visible on mobile devices, leading to frustration and abandonment."
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