How to Know the Type of Data You Need

For those who are not heavily involved with research or unsure of where to begin, don't worry! We got you covered in this post!

What's the difference?

There are 2 types of data we use, quantitative (empirical) data and qualitative data. With quantitative data, you are basically looking at numbers to determine if there's some sort of impact or statistical trend. For the business world, this would allow you to see performance numbers, help set performance goals, and indicate that "something" had a significant impact on those numbers. For example, a change in a system or a new tool that is required to use, and has either boosted or reduced those performance or production numbers.

Qualitative data can be verbal responses that are transcribed or written responses from a survey to further elaborate on why they may have rated their experience a certain number. This data can be collected in the written section of a survey/questionnaire or during an interview. It allows further insight as to why the participants gave a certain rating for you to better understand.

How Do I Know Which Data Type to Use Based on What I'm Interested In?

Well, it all comes down to what are you wanting insight into or what to investigate. If you are more of a numbers person, gathering empirical data is the way to go. However, if you are wanting to gain more understanding of what your employees or customers are experiencing, gathering qualitative is the way to go. What if you want to utilize both? You can! Our suggestion is to look at the data types separately and then bring them together so you can tell a story with the information you've gathered.

Making Sure You Aren't "Leading."

Some may be asking what is "leading?" Specifically in this space, "leading" is formatting your questions, surveys, interviews, etc. to where you get desirable responses from participants. This can be problematic as participants may feel they are concerned about retaliation if they give their honest responses to you and your leadership team's actions. No matter what the situation is, make sure your questions, regardless of quantitative or qualitative, are not leading. In order to be better, you need to see or hear the truth to make the appropriate changes!

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