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

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 ...

Opinions expressed by Entrepreneur contributors are their own. If you run a business, you are likely aware of the importance of data. Nearly every company out there utilizes data to make decisions.

Key points Neither a quantitative nor a qualitative methodology is the right way to approach every scientific question. Rather, the nature of the question determines which methodology is best suited ...

Communications metrics are a controversial subject, especially when it comes to the quantitative vs. qualitative debate. The media ecosystem is constantly evolving, and comms professionals don’t ...

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 ...

Lacking a holistic understanding of their target audience limits marketers’ ability to create the most effective strategies. Yet they often prioritize the concrete metrics of quantitative data, such ...

Opinions expressed by Entrepreneur contributors are their own. 2020 was a turbulent year for most industries, including the qualitative research industry. Many brands and agencies that had previously ...

Automation continues to gain steam based on the enhanced competitiveness and productivity it provides. Before bringing in Ernst & Young Global Ltd. to help in its automation journey, the State of ...

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 ...