Qualitative data is generally verbal or visual information gathered in interviews, surveys, or online that isn't quantifiable--phrases and comments that are analyzed and reported in narrative fashion or using more advanced methods such as discourse analysis and grounded theory.
I'm just working on a rewritten study using rhetorical analysis, where the language used in three blogs about the same issue showed consistent characteristics that are more accurately portrayed descriptively than numerically. Quantitative data is measurable, and you might use the same sample (for instance, an interview transcript) but a different method--counting words or phrases, noting where and when they appear and how often, and quantifying what you see into proportions, percentages, frequencies, etc.
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