Qualitative data describes qualities or characteristics rather than quantities or numerical values. It often captures information about attributes, descriptions, or categories and is commonly collected through observations, interviews, or open-ended survey questions. Qualitative data is usually non-numerical and often needs to be analyzed through themes or patterns rather than calculations.
For example, a survey asking participants to describe their experiences with customer service would produce qualitative data. Responses might include words like “friendly,” “slow,” or “helpful,” which capture the nature of the experience rather than measuring it with numbers.
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