The correct answers are:

Quantitative performance measures are something that can be actually measured and a value assigned.

Volume of customer complaints, employee revenue, defective products per batch and repeat business are all performance measures which can be regularly monitored, values assigned and benchmarks made.

Qualitative performance measures are more difficult to measure and are based on judgement. It is only possible to gain an opinion as opposed to a concrete value. They are still important as many decisions are swayed by the strength of the qualitative arguments rather than the cold facts presented as part of qualitative analysis.

Customer needs, customer satisfaction, employee morale and brand recognition are all examples of qualitative performance measures. They are very difficult to measure accurately and their rating tends to be based on judgement.

There are still ways to devise quantitative measures for these areas. For example volume of repeat business may give an indication of customer satisfaction. Additionally, surveying a sample of customers may help to devise some measure of satisfaction.