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 ...

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 ...

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 ...

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.

In previous columns, we have discussed using qualitative data for prospecting and profiling your station. Is there a right approach to using qualitative data? When should you use quantitative data ...

UC medical students studied AI for qualitative research, using ChatGPT to code survey responses and earning a national award ...

Newly published research from the University of Cincinnati College of Medicine highlights student-led work in medical ...

All marketers, including entrepreneurs engaged in startups, must understand their customers from a 360 degree perspective. The process typically begins by identifying the most productive customers for ...