Qualitative Data - Instapage Marketing Dictionary

Qualitative Data

Qualitative data is collected and measured subjectively such as open-ended questionnaires and unstructured interviews. It cannot be measured with numbers or statistics. Marketers collect qualitative data to verify their findings and understand the ‘why’ behind the numbers. Examples of qualitative data include gender, zip code, and job title, and hair color.

"The key to making a good forecast is not in limiting yourself to quantitative information."

Nate Silver

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