In order to analyse behaviour, quantitative analysis (QA) is a methodology that uses mathematical and statistical modelling, calculation, and testing. Quantitative analysts reflect, in terms of a numerical value, a given fact. Qualitative analysis uses subjective judgement to assess the importance or potential of a business based on non-quantifiable evidence, such as managerial experience, periods of market, research and development power, and labour relations.
Analysis of qualitative evidence, such as text data from interview documents, is qualitative analysis. Rather than forecasting or describing, the focus in qualitative research is ‘sense making’ or knowing a phenomenon.