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 ...

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, ...

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 ...

Qualitative analysis serves as the foundation for compound identification. It focuses primarily on determining the elemental composition and structure of analytes within a sample. Identifying the ...

The accelerating pace of disruption to business models means brands must be agile enough to make informed decisions within days—or even hours. They can thrive or fail based on their ability to make ...

Qualitative data captures information and concepts that cannot be easily described by numbers, to better understand a phenomenon of interest from different perspectives. This data may include people's ...

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 ...