Qualitative data: Data that is non-numerical, or not easily reduced to numbers, collected for the purpose of discovering underlying meaning and patterns of relationships. For instance, what people think about their own neighborhoods, or how neighbors feel about their neighborhood, is qualitative data.
Quantitative data: Information that can be counted or expressed numerically. Examples of quantitative data are age, personal income and amount of time.
Demographic data: Characteristics of human populations, such as size, growth, density, distribution, and vital statistics.
Psychographic data: This is used to collect data about an audience's personality, values, attitudes, interests and lifestyles.
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