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GCSE Business · key term
Information describing opinions, preferences or reasons rather than numerical measurements.
Used by AQA, Edexcel and OCR
Paper 1, Paper 2
Information about opinions, experiences and reasons, usually expressed in words.
Revise: Applying Market ResearchQualitative data records opinions and reasons. Comments about a product’s appearance or usefulness can help explain those ratings.
Non-numerical information, such as customers’ reasons for choosing a product or views about its quality.
Specification 1.2.2, 2.4.2 · Paper 1, Paper 2
Information expressed as descriptions, opinions or reasons rather than numerical measurements.
Revise: Market ResearchQualitative data records descriptions, opinions and reasons. Written comments and focus-group discussions can explain what customers value and why they make particular choices. Such answers offer detail, but are harder to summarise and compare consistently.
Non-numerical information about opinions, experiences or qualities, such as customers’ reasons for disliking a product.
Paper 1
Descriptive information, such as customers’ opinions and reasons for their preferences.
Revise: Primary Research Methods‘Why do you prefer that flavour?’ could reveal reasons such as taste or suitability for a special occasion. These descriptive answers provide qualitative data, but take longer to read and interpret than a simple count.
Descriptive information about opinions, attitudes, judgements and reasons, rather than numerical measurements.
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