Quantitative and qualitative approaches face different challenges and expectations, particularly when it comes to data ...

Quantitative business research focuses on quantifying behaviours, opinions, trends, and other variables by collecting and analysing measurable, numerical data. It answers questions related to “how ...

Research is the backbone of society's progress. Without it, there would be no new drugs, tech, etc. Basically, every trace of human progress could grind to a halt. However, research is only as good as ...

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 ...

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 ...

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, ...

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 ...