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, ...

Institutional investors face complex decisions—where to allocate capital, which managers to trust, how to weather volatility. These choices can’t rely on instinct alone. They require data, structure, ...

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 ...

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 ...

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 ...

1. A Qualitative Analysis seeks out the ‘why’, not the ‘how’ of its topic, seeking out the quality not quantity. A Quantitative Analysis seeks out the ‘How’, not the ‘Why’ of its topic, seeking out ...

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 ...

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 ...

Do I have problems with qualitative methodologies? Absolutely—but I have issues with quantitative methods as well. Having these issues is good—it means that you recognize the limitations of your tools ...