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 ...

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.

Collecting qualitative customer data seems an obvious thing to do yet too many businesses miss doing so. It would help make sense of service experience. While us CRM types love facts and figures, ...

Evaluating research quality is central to building scientific knowledge, yet social sciences often face challenges due to methodological limits and disciplinary biases in existing tools. A new study ...

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 ...

Large-scale research projects, conducted in a cross-European context, are increasingly attractive to educational researchers and policy-makers. However, this form of comparative research across ...

Opinions expressed by Entrepreneur contributors are their own. If you run a business, you are likely aware of the importance of data. Nearly every company out there utilizes data to make decisions.

Data based on qualitative judgments are prevalent in both academic research in marketing and applied marketing research. Reliability measurement of qualitative data is important to determine the ...