Qualitative data - gathers information that is not in numerical form. For example: diaries and open-ended questionnaires. It is usually descriptive data and therefore hard to analyse.
Quantitative data - gathers data in numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data.
Demographic data - A portion of a population, especially considered as consumers.
Psychographic data - A graphic representation or chart of the personality traits of an individual or group.
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