Qualitative data captures information and concepts that cannot be easily described by numbers, to better understand a phenomenon of interest from different perspectives. This data may include people's ...

When you make business decisions as a manager, you take into account qualitative factors like reputations, brand strength and employee morale, as well as quantifiable data such as sales figures, ...

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 ...

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 ...

You're off to a good start if sales statistics and demographic data all suggest that your business idea is a good fit for the general location you are considering. However, hard numbers don't tell you ...