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 ...

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 ...

This book is the only guide dedicated to qualitative research methods in communication. It introduces readers to every step of the qualitative research process, from developing research topics and ...

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 ...

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, ...

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 ...

The graduate certificate in qualitative research methods in Western Michigan University's College of Education and Human Development prepares you with skills in qualitative inquiry design and analysis ...

In a time of intense societal division, understanding across groups feels frustratingly out of reach. It’s not just differing opinions – we face a deep disconnect in grasping each other’s experiences, ...

A behind-the-scenes blog about research methods at Pew Research Center. For our latest findings, visit pewresearch.org. The Pew-Knight Initiative supports new research on how Americans absorb civic ...