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Qualitative data is the general term given to evidence that is text based rather than numeric in representation. These kinds of data result from interviews (group, individual, focus, and so on), observations (more typically unstructured but also structured), and documents (both formal, such as mission statements, as well as informal, such as letters) that may be analyzed from a variety of perspectives. The distinction between qualitative and quantitative data is somewhat arbitrary because all evidence has dimensions of both.

10.4135/9781412950558.n455
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