Quantitative data is numerical data that can be counted, measured, and analysed statistically. Qualitative data is non-numerical data that describes qualities, experiences, opinions, or meanings. This distinction is part of 3.1 Data and applies to both SL and HL Digital Society.
Quantitative data answers questions such as "how many?", "how often?", or "to what extent?" Examples include the number of daily platform users, average screen time, survey ratings, and percentages of households with internet access. Researchers can use this data to identify patterns, compare groups, and measure correlations.
Qualitative data answers questions such as "why?", "how?", or "what was the experience?" It may come from interview responses, observations, open-ended survey answers, images, or online posts. Researchers usually interpret it by identifying recurring themes, perspectives, and meanings.
| Feature | Quantitative data | Qualitative data |
|---|---|---|
| Form | Numbers and measurable values | Words, images, observations, or categories |
| Typical collection method | Closed survey questions, sensors, platform analytics | Interviews, observations, open-ended questions |
| Main analysis | Statistical patterns and comparisons | Themes, meanings, and perspectives |
| Strength | Shows scale, frequency, or relationships | Provides context and detailed explanations |
| Limitation | May exclude context or personal experience | Can be harder to compare or generalize |
Researchers may use mixed methods, combining both types. For example, a study of social media use could measure students' daily screen time quantitatively and use interviews to investigate how that use affects their relationships qualitatively.
A common misconception is that any data containing numbers is automatically quantitative. Categories such as user ID numbers or numbered response labels may still represent qualitative groups because the numbers do not measure an amount.
In an IB exam, define both terms precisely and make the distinction explicit. For an explain question, include why each type is useful; for an evaluate question, weigh their strengths and limitations for investigating the impacts and implications of a digital system on people and communities.
