While AI can emulate the pattern finding of qualitative research in social science, it lacks an identifiable human perspective. This matters because in qualitative work it’s important to articulate ...

However, research is only as good as the data that supports it. That's why getting both qualitative and quantitative research right from the get-go can go a long way. You might wonder ...

A new book from a University of Kansas scholar aims to guide researchers conducting qualitative research to better study the college student experience, especially that of historically ...

Op-ed: Qualitative research helps us understand the “why” behind the numbers. Without these methods, we risk misunderstanding people — and making bad policy.

Selecting the right qualitative researcher for your marketing project is critical, because a lot of money and your credibility are on the line. As a result, many marketers and researchers often stick ...

Research is an important part of operating a business. Whether the research is for marketing purposes or to determine future possible growth, research helps a business plan its course. Two types ...

Qualitative data can tell a more nuanced tale, and one unlikely to be exhausted in a single researcher’s work. But how do we share qualitative data effectively when traditional data repositories are ...

The statistics it delivers offer powerful support for business strategy and planning. While quantitative research focuses on hard stats and numbers, qualitative research collects and evaluates ...

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