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.

Quantitative and qualitative data research are fundamental methodologies for marketers seeking to understand consumer behavior, preferences and trends. Each approach offers unique insights, and ...

Qualitative data has a richness and depth that you don’t always find with numerical data. This is something I quickly discovered on joining the Virginia Tech University Libraries from a background in ...

Quantitative business research focuses on quantifying behaviours, opinions, trends, and other variables by collecting and analysing measurable, numerical data. It answers questions related to “how ...

Qualitative data captures information and concepts that cannot be easily described by numbers, to better understand a phenomenon of interest from different perspectives. This data may include people's ...

(CCRI or, better, Sea~Cry) is based at the University of Edinburgh. It fosters innovative qualitative research that places the relational at its heart. Key to the vision for the Centre is that it ...

To provide a philosophical appreciation of the underpinnings of qualitative research methods To develop a critical understanding of the potential of various qualitative methodologies and key ...

, Åbo Academi University, Arizona State University, University of Oulu, The Open University Pauliina Rautio is a Senior Research Fellow steering a research team AniMate, which includes several senior ...

To provide a philosophical appreciation of the underpinnings of qualitative research methods To develop a critical understanding of the potential of various qualitative methodologies and key ...