The first question that a researcher interested in applying statistical techniques to his problem has to ask is

The first question is whether the data could be quantified, for statistics needs numbers.

Asking whether appropriate techniques are available comes only after quantification is settled.

Asking whether analysis would be possible presupposes that data are already numerical.

Asking whether worthwhile inferences can be drawn is a still later concern.

Without quantifiable data no statistical technique can even be applied.

Quantification often requires operationally defining and scaling the variables.