em> – meaning that the word “data” is plural (though some people disagree with me on this). You might also wonder how to pronounce “data” – I say “day-tah”, but I know many people who say “dah-tah”, and I have been able to remain friends with them in spite of this. Now, if I heard them say “the data is” then that would be a bigger issue…</p>
<div id="qualitative-data" class="section level3 hasAnchor" number="2.1.1">
<h3><span class="header-section-number">2.1.1</span> Qualitative d