Qualitative Data Analysis

includes all non-numeric data - words, images, sound etc - found in such things as:

• interview tapes
• researchers' diaries
• company documents
• websites
• developers' models

It is the main data or evidence generated by case studies, action research and ethnography.

Quantitative analysis can be used on qualitative data. For example, you could:

• count the number of times a particular word or phrase occurs in some text
• count the number of words or pages allocated to different topics on a website

Source:

Book- Researching IS and Computing, Briony J Oates, 2006