Using Focus Groups (Cont'd)

Qualitative vs. Quantitative Data

Research and evaluation generally yield one of two types of information: qualitative or quantitative. Quantitative data includes statistics, or "hard numbers." A common quantitative method is a survey. The information resulting from a survey can tell you, for instance, what percentage of a population is using your service or program.

Qualitative data, on the other hand, produces more in-depth information that is not easily reduced to numbers. Using qualitative methods, you can learn why individuals are using your service or program. Focus groups produce qualitative data, which means the discussions do not result in numbers or percentages. Instead, focus groups provide insight into the experiences and opinions of participants that can help you as you decide how to best improve your program.