1/11 Qualitative data analysis

We are now going to focus on qualitative data analysis. Let's start with simple definitions and explanations:

In contrast to quantitative data, qualitative data does not simply count things, but is a way of recording people's attitudes, feelings and behaviours in greater depth.

Qualitative data analysis is:

Sources of qualitative data analysis

We can gather qualitative data in a variety of ways, for example:

Why we do qualitative data analysis

click to go learn about qualitative data

Bawden defines qualitative data as:

".. studying the behaviour of individuals in all the complexity of their real-life situations"

(BAWDEN, D. (1990). User-oriented evaluation of information systems and services . England : Gower. p27)