Qualitative data come in the form of written words, phrases, photos, symbols, images or sounds describing or representing people, actions and events in social life: rarely uses statistical analysis. But, this does not mean that it is based on vague impressions. Both qualitative and quantitative styles involve inferring from the empirical details of social life: they are both passing judgment, using reasoning and reaching conclusions based on evidence. In both forms the researcher carefully examines empirical information to reach a conclusion. Both anchor statements about the social world and are faithful to the data. Both involve a public method or process: they record or gather data and make accessible to others what they did. Both collect large amounts of data, describe the data and document how they collected and examined it. All data analysis is based on comparison: either internally or with related evidence. Both look for patterns similarities, differences, etc.