Let's say you want to learn how a group will vote in an election. You face a classic decision of gathering qualitative vs. quantitative data. With one method, you can ask voters open-ended questions ...

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 ...

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 ...

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 ...

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.

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, ...

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 ...

Elemental analysis methods are used to determine the elemental composition of a substance and the concentration of each element present. However, there are two different subsets: one for determining ...