Quantitative data - Numerical and statistical data , Qualitative data - Data in written form, rich in detail , Primary research  - When the researcher collects data themselves for their own purpose, Secondary data  - Data that has already been collected by someone else, Validity  - Showing a true picture of what the research intends to measure , Reliability  - When research is repeated using the same methods, producing the same results, Representative - the extent to which a sample mirrors a researcher's target population and reflects its characteristics., Generalisability - The extent to which findings from a study can be applied to a larger population or different circumstance., Rapport - A good relationship between two people, Verstehen  - Empathy and understanding , Objective - Free from bias, impartial , Subjective - Open to interpretation , Interviewer effect - The impact of a researcher on the participant , Hawthorne Effect - the impact of taking part in research on the participant, Questionnaires - Usually self-completion with structured questions, Ethnography - In depth research conducted in a natural setting , Structured interview  - set list of mainly closed questions will be asked to a participant in the same order each time, Semi-structured interview - some standard (usually open) questions, which then lead to follow-ups so each interview is unique., Unstructured interview  - a guided conversation, often with no set questions but themes to explore, Positivism  - take a ‘top down’ or macro approach, and aim to produce measurable quantitative data, Interpretivism  - An approach which is more micro or ‘bottom up’. Aiming to understand individuals and the meanings they apply to the world around them,

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