Business owners faced with tough decisions can use one or both of two general approaches to problem solving. The qualitative approach draws on a manager's experience and expertise, which together hone ...

Whereas quantitative refers to numeric and objective qualities that someone can measure, qualitative refers to subjective qualities that rely on opinion, observation or listening abilities.

In previous columns, we have discussed using qualitative data for prospecting and profiling your station. Is there a right approach to using qualitative data? When should you use quantitative data ...

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 ...

A behind-the-scenes blog about research methods at Pew Research Center. For our latest findings, visit pewresearch.org. (Related post: How focus groups informed our study about nationalism and ...

Quantitative and qualitative data research are fundamental methodologies for marketers seeking to understand consumer behavior, preferences and trends. Each approach offers unique insights, and ...

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 ...