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.

Business owners are constantly gathering information to help develop strategies to improve marketing and sales. Ultimately, the goal is to improve the bottom line, with better targeting of a company's ...

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

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 ...

For example, credible qualitative researchers acknowledge that generalizability is not the point of their research; however, that doesn’t stop some less-than-credible researchers from presenting their ...

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 ...