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 ...

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, ...

Business owners faced with tough decisions can use one or both of two general approaches to problem solving. The qualitative approach draws on a manager's experience and expertise, which together hone ...

Normative scientific notions of reproducibility and replicability are well established as mainstays for assessing and/or evaluating research. As a result, cultures of making quantitative datasets ...

The accelerating pace of disruption to business models means brands must be agile enough to make informed decisions within days—or even hours. They can thrive or fail based on their ability to make ...

Rebuilt with generative AI, the enhanced experience uncovers themes and sentiment across open-ended responses, ...

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 ...