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.

(By Marc Greenspan) While Nielsen data may be the pricing tool of our industry, qualitative data is the selling tool. It does not matter if you are using Scarborough, The Media Audit, or other ...

Quantitative variables take the form of numerical figures. Qualitative variables describe data by placing them into broad categories. For example, the number of units that your business sells over a ...

Qualitative data analysis (QDA) is a cornerstone of research across various fields, from social sciences to marketing. It involves uncovering patterns, themes, and meanings within non-numerical data ...

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 ...

Starcom’s Owned Strategy Director Jack Telford argues that it’s easy to become over-reliant on Search Volume data when building SEO strategies. An approach that combines such information with the ...

This article proposes the use of content clouds as a method of exploratory qualitative data analysis.Content clouds are a type of visualisation that summarises the contents of a document by depicting ...

Interpretation is central to the social scientist's process of analysis, regardless of whether that analysis relies on quantitative or qualitative data. This essay presents a "reconstructed logic" of ...