Using Data Collection Tools Data classifications include qualitative data, which is subjective in nature, and quantitative factual data.

This document outlines the Quantitative Data Collection Instruments (Appendix E, Part 1) of the Initial Design Document which sets out the conceptual approach and methodological design for the ...

As far as data is concerned, for good reason, quantitative data is what most brands look for to improve themselves. Don't forget about qualitative data, though, as it's equally important.