From the course: UX Foundations: Research
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Qualitative vs. quantitative data
From the course: UX Foundations: Research
Qualitative vs. quantitative data
- While the questions you're trying to answer should drive your methodology, it's helpful to understand different types of research and data as well. One thing to consider is whether your open question can be answered with quantitative or qualitative data. Quantitative data is anything you collect that represents numeric information, such as the percentage of site visitors that fill out a form or users' perceived ease of use ratings. Quantitative data is not based on opinion and serves as an objective input to decision-making. It's best at capturing trends of what is happening. You may even be able to get statistically relevant data, though keep in mind that you can misinterpret quantitative data if you are working with a small data set. Common uses of quantitative data in UX research are calculating the percentage of support complaints that are about a particular feature or running an AB test to see which of two…
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