Common data categories
- Quantitative survey data: structured, codable, easy to table and model
- Qualitative data: interviews, groups, diaries, and open ends
- Behavioral data: transactions, visits, clicks, and usage records
- Derived variables: segments, scores, weights, and modeled outputs
Why the distinction matters
Different data types support different claims. Structured survey data is strong for measurement and comparison. Qualitative material is strong for depth and language. Behavioral data is strong for observed action but not always motivation.