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 ...

Introduces readers to qualitative research. Highlights the benefits of qualitative methods in dental research. Explains methods of qualitative data collection. This paper is the first in a series of ...

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, ...

Opinions expressed by Entrepreneur contributors are their own. 2020 was a turbulent year for most industries, including the qualitative research industry. Many brands and agencies that had previously ...

For too long, brand tracking has been defined only by the ‘what’ – metrics showing when perceptions shift. YouGov ...

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 ...

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 ...