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.

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 ...

Organizations of all sizes acknowledge the importance of consumer research. Multinational companies use advanced analytics and conduct large-scale studies to better understand their target market.