Let's do some market research. Yes, let's get some data. So, we could either get quantitative data or qualitative data. So, quantitative data is usually numerical, like a statistic. For example ...

Edmondson, Amy C., and Tiona Zuzul. "Quantitative and Qualitative Methods in Organizational Research." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie ...