Data types

Question 1

Qualitative

Answer 1

Numerical data

Strength: Easier to analyse and present graphically, more objective so less bias, easier to discover trends as can be turned into % etc…

Limitations: Hard to draw meaningful conclusions, people feel forced into choice so won’t reflect true feelings (e.g. pick 1-5)

Question 2

Qualitative

Answer 2

Non numerical, description that can’t be quantified

Strengths: More detailed, greater insight into behaviour, Ps have more freedom to answer

Limitations: Hard to present graphically, open to bias as more subjective, hard to draw comparisons

Question 3

Primary sources

Answer 3

Info collected or observed first hand by the researcher specifically for the current study

Strength: Specifically designed to be collected for this study so will give useful info, can be certain of the research quality

Limitations: Time and effort, more expensive as more resources

Question 4

Secondary

Answer 4

Information used for a study that was collected by someone else for a purpose other than the current study

Strengths: Less time and effort, less expensive, more ethical as doesn’t involve P’s

Limitations: May not actually fit the study, can’t be sure of data quality