Data Types

Question 1

Qualitative

Answer 1

Not numerically based
- more about observations and statements

• Usually gained through interviews, observations, case studies
• Provides participants’ own views, attitudes and behaviours
• Used to identified themes

Question 2

Quantitative

Answer 2

Numerically based

• statistically analysed information sets
• Gathered through surveys that have a rating scale attached to the responses.

Question 3

Interviews

Answer 3

Are a good way to get the values, attitudes and perceptions of participants in their OWN words.

• Questions are asked in an open-ended nature
• Can be structured, where the questions are set and discussion is not allowed to wonder.
• Can be SEMI-structured, where there is a small number of set questions and other questions triggered by responses can be asked of the participant.
• Can be fixed response interviews, where limited answer options are provide, narrowing the focus to the responses.

Question 4

Focus Groups and its problem

Answer 4

type of interview aimed at a group of participants who share their responses together.
- Used to gauge an opinion on a particular event or item.

PROBLEM - responses of participants may be influenced by group dynamics and perceived accepted answers - it can be impacted by social desirability bias.