IGCSE Travel and Tourism Practice Exam

What type of data collects information about customers' opinions and attitudes?

1. Quantitative data

2. Qualitative data

3. Statistical data

4. Numerical data

The correct answer is: Qualitative data

Qualitative data is the type of information that gathers insights into customers' opinions and attitudes. This data is often descriptive and is gathered through methods such as interviews, focus groups, or open-ended surveys. It explores the reasons behind people's behaviors, beliefs, and feelings, which allows businesses in the travel and tourism industry to understand customer preferences and experiences in depth. This type of data is vital for developing services that align with customer needs, as it captures the nuances of customer sentiment that quantitative data cannot. By focusing on subjective experiences, qualitative data provides context and depth, helping companies create a more informed strategy to enhance customer satisfaction and loyalty. In contrast, quantitative data focuses on numerical or measurable forms of information, statistical data emphasizes aggregated numerical data, and numerical data specifically pertains to quantities rather than opinions or experiences. Thus, each of those alternatives addresses different aspects of data collection, but they do not capture the richness of customer opinion and attitudes like qualitative data does.