← VCE Data Analysis

Qualitative data

Descriptive data such as opinions, comments and experiences, often from open-ended responses or interviews. It is not measured as numbers, and is sorted into categories and descriptions.

Part of: VCE Applied Computing - U1O1 - Data analysis — Module 4, VCE Data Analytics - U3O2 - Analysis and Design — Module 59, ACARA Digital Technologies Years 7–8 — Acquiring and Storing Data — Module 4, ACARA Digital Technologies Years 9–10 — Acquiring and Validating Data — Module 10, QCE Digital Solutions Unit 2 — Data-Driven Problems and Solution Requirements — Module 5

Understanding Qualitative data in VCE Data Analysis

What it does: Sorting a descriptive comment into a category is a common way to organise qualitative data without turning it into measurements. An open-ended question lets people answer in their own words, which gives qualitative data. The other question asks for a number. Categories and descriptions such as genres are qualitative. Hours of sleep are measured numbers, which makes them quantitative. A written opinion in the person's own words is qualitative. A rating on a numeric scale is quantitative.

Common mistakes: An open-ended answer in words, such as 'Easy to use', is qualitative data, not quantitative. The line should be 'Data: qualitative'. Qualitative data from a transcript is sorted into themes or categories described in words. It is not turned into a mean score. It should be 'Theme: feeling rushed'.

Class: _____________________  ·  Name: _____________________  ·  Date: _________

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This module's key terms are also in a printable crossword (Modules 3–14) and word search (Modules 3–24).

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Learning
Duo
Which of these is an example of qualitative data?
The number of minutes the student spent on the app: 42A student's comment: "The app was confusing to navigate."
Matches
Qualitative data: Age = 16, Height = 172 cm
↓
These values are measured numbers, so they are quantitative data. Qualitative data is descriptive, such as comments or opinions.
Applying
Meanings
Term
Qualitative data
Meaning
Descriptive data such as opinions, comments and experiences, often from open-ended responses or interviews. It is not measured as numbers, and is sorted into categories and descriptions.
Practice
A1: Comment
Testing
Gaps
Comment "Easy to use" is data
Check Answer
Spots
2Answer: 'Easy to use'
3Data: quantitative

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Quick Questions

1. Which of these is an example of qualitative data?
A. A student's comment: "The app was confusing to navigate." ✓
B. The number of minutes the student spent on the app: 42
Qualitative data is descriptive, such as opinions and comments. The number of minutes is measured, so it is quantitative.
2. Which survey question is most likely to collect qualitative data?
A. What did you like most about the new school canteen menu? ✓
B. How many times per week do you buy lunch at the canteen?
An open-ended question lets people answer in their own words, which gives qualitative data. The other question asks for a number.
3. True or false: Qualitative data is not measured as numbers.
A. False
B. True ✓
Qualitative data describes qualities such as opinions, feelings and experiences. It is described in words rather than measured as numbers.
4. A transcript of an interview with a local council worker about recycling is...
A. Qualitative data ✓
B. Quantitative data
Interview transcripts record people's words, views and experiences, so they are qualitative data.
5. Which set of values is qualitative data?
A. Hours of sleep: 6, 8, 7.5
B. Favourite genre: Horror, Comedy, Fantasy ✓
Categories and descriptions such as genres are qualitative. Hours of sleep are measured numbers, which makes them quantitative.

Match the Pairs

"The app is easy to use but slow to load." → An open-ended survey response, which is qualitative data because it is a descriptive comment
Interviewer: How did you feel about the new timetable? → A question from an interview transcript that gathers qualitative data about a person's experience
Qualitative data can be sorted into categories, such as positive, negative or neutral comments → Comment: "Loved the new canteen menu" -> Category: Positive
An open-ended question lets people answer in their own words, which collects qualitative data → What did you like most about the school camp?
Qualitative data: Age = 16, Height = 172 cm → These values are measured numbers, so they are quantitative data. Qualitative data is descriptive, such as comments or opinions.
Qualitative data = the average rating out of 10 from 50 students → An average rating is a calculated number, so it is quantitative. Qualitative data is descriptive and not measured as numbers.

Key Term

Qualitative data
Descriptive data such as opinions, comments and experiences, often from open-ended responses or interviews. It is not measured as numbers, and is sorted into categories and descriptions.

Fill in the Blanks

1. Comment "Easy to use" is qualitative data
Hint: Type the kind of data that describes opinions and experiences instead of measuring them as numbers.
2. category ← "Positive"
Hint: Type the variable name that stores the label a comment is sorted into.
3. FOR EACH comment IN responses category ← "Negative" END FOR
Hint: Type the keyword that loops through every open-ended response.
4. =COUNTIF(B2:B30,"Positive")
Hint: Type the spreadsheet function that counts how many comments fall into one category.
5. IF comment CONTAINS "easy" THEN category ← "Positive" END IF
Hint: Type the keyword that starts the steps to run when the condition about the comment is true.

Spot the Error

Question 1
A Q1: How was the app?
B Answer: 'Easy to use'
C Data: quantitative
Line C — An open-ended answer in words, such as 'Easy to use', is qualitative data, not quantitative. The line should be 'Data: qualitative'.
Question 2
A Source: interview transcript
B Speaker: Student
C Quote: 'I felt rushed'
D Theme: mean score 3.5
Line D — Qualitative data from a transcript is sorted into themes or categories described in words. It is not turned into a mean score. It should be 'Theme: feeling rushed'.
Question 3
A comment ← 'Great teacher'
B type ← 'quantitative'
C OUTPUT type
Line B — A comment such as 'Great teacher' is an opinion described in words, so it is qualitative. It is not measured as numbers. Line 2 should assign 'qualitative'.
Question 4
A R1: 'Too noisy'
B R2: 'Loved the music'
C R3: 'Needs more seats'
D Sort into: totals
Line D — Qualitative responses are sorted into categories and descriptions, not added into totals. The line should be 'Sort into: categories'.
Question 5
A Q: What did you enjoy most?
B Type: closed, Yes or No
C Answer: 'The group work'
Line B — A question that lets students answer in their own words is open-ended. A closed Yes/No question would not give a descriptive answer like 'The group work'. It should be 'Type: open-ended'.

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