qualitative
adjective
uk/ˈkwɒlɪtətɪv/ us/ˈkwɒlɪˌteɪtɪv/ MARKETING
based on information that cannot be easily measured, such as people's opinions and feelings, rather than on information that can be shown in numbers:
The collection of qualitative data often yields a huge pile of raw material.
It may be necessary to use a more varied form of assessment, i.e. one that generates both qualitative and quantitative information.
qualitative analysis/methods/study
relating to the qualities of something rather than its quantity:
qualitative change/difference It is the qualitative change in the nature of big business that really matters.
Compare
quantitative