Qualitative data has a richness and depth that you don’t always find with numerical data. This is something I quickly discovered on joining the Virginia Tech University Libraries from a background in ...

As a researcher who has used a wide variety of methodologies, I understand the importance of acknowledging that we, as researchers, do not pick the methodology; rather, the research question dictates ...

Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a ...

When you make business decisions as a manager, you take into account qualitative factors like reputations, brand strength and employee morale, as well as quantifiable data such as sales figures, ...

In a time of intense societal division, understanding across groups feels frustratingly out of reach. It’s not just differing opinions – we face a deep disconnect in grasping each other’s experiences, ...

Often divided into primary and secondary research, market research helps businesses identify key factors influencing their market, including the competitive landscape, target audience characteristics, ...

Key points Neither a quantitative nor a qualitative methodology is the right way to approach every scientific question. Rather, the nature of the question determines which methodology is best suited ...