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 ...

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, ...

In recent years, a movement to make research more transparent has taken root in the social sciences. Public institutions and private organizations of all types champion transparency, and publishers ...

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 ...

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.

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 ...

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 ...