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 ...

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 ...

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

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, ...

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 ...