Frankly, brand marketers use qualitative research because they have to. Their objectives are to shift attitudes, cause feelings and drive perceptions, and they simply have no other way to determine ...

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 of ...

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

Data that are non-numeric, such as colors, images and descriptions. Qualitative data are harder to analyze than quantitative data, which are numeric quantities. See qualitative. THIS DEFINITION IS FOR ...

Walt Whitman wrote, “I am large, I contain multitudes.” In qualitative social science, this applies as both a celebration of what makes us human and as a warning of the limitations of using artificial ...

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 ...

The graduate certificate in qualitative research methods in Western Michigan University's College of Education and Human Development prepares you with skills in qualitative inquiry design and analysis ...