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14 cards from this deck
Data expressed in words not numbers/statistics
Richer in detail than quantitative data
Difficult to analyse; patterns hard to identify
Relies on subjective interpretations; can lead to bias
Data expressed numerically; analysed statistically
Easier to analyse statistically via graphs/charts
Less open to bias than qualitative data
Narrower in scope; lower external validity
Original data collected first-hand for specific investigation
Fits the job; high external validity
Requires time and effort from researcher
Data collected by someone else; already exists
Inexpensive, easily accessed, requires minimal effort
May have quality/accuracy issues; risk of being outdated
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