1. Quantitative and Qualitative data
L/O: to describe the differences between quantitative and
qualitative data. To apply this to questionnaires and
interviews (AO3).
Starter: In pairs
Recap QUESTIONNAIRES
What kinds of questions do they include?
Specific names and layouts?
Quantitative or qualitative data? Why?

2. L/O: to describe the differences between
quantitative and qualitative data (AO3).
Quantitative research
What are the likely features of quantitative research
then?
• Gathering numerical data – numbers
• The researcher assigns numerical values.
• Always involves measuring in some way e.g. ‘how
many times…’
• Analysis: Statistically analysed for numerical
patterns / relationships.
• Objective = limited opinion and interpretation.

3. L/O: to describe the differences between
quantitative and qualitative data (AO3).
Qualitative research
…and for qualitative research?
• Gathers non-numerical information – words.
• Focuses on experiences and feelings.
• Open ended questions e.g. ‘What is your
experience of…’
• Analysis: usually summarised.
• Subjective = lots of opinion and interpretation.

4. L/O: to describe the differences between
quantitative and qualitative data (AO3).
Why choose one over the other?
Aims and purpose of the research?
Create an aim for research that would require
gathering:
a. Quantitative data
b. Qualitative data
c. Both quantitative and qualitative data.

5. L/O: to describe the differences between
quantitative and qualitative data (AO3).
Can we?
Quantitative Qualitative
• To do with QUALITY.
• Very controlled.
• Focus on collecting
opinions.
• Is less controlled.
• To do with QUANTITY.
• Analysis can be subjective
(lots of interpretation).
• Focus on collecting
numbers.
• Analysis can be objective
(limited interpretation).

6. To apply this to questionnaires and
interviews (AO3).
Questionnaires: self-report technique
Types of questions
Type 1: Closed questions
- Rank order questions
- Likert scale questions
Generate
- Checklist questions QUANTITATIVE data
- Dichotomous questions
- Semantic differential questions.
Generate
Type 2: Open questions.
QUALITATIVE data

7. To apply this to questionnaires and
interviews (AO3).
Interviews: self-report technique
Structured interview: A.K.A. ‘verbal questionnaire’.
Verbal response to a set of set questions.
Semi-structured interview: no fixed questions but a
guided interview with a set of predetermined topics.
The way questions are asked can vary.
Unstructured interview: just a topic set and the
participant talks about anything they like.

8. To apply this to questionnaires and
interviews (AO3).
Interviews: self-report technique
Structured interview:
Generates
Semi-structured interview: quantitative
or qualitative
Unstructured interview: data? How?
Reliability? Validity? Bias? Ethical Issues?