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 ...

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.

Thus, future research should investigate the nature of "z" as a particular concept, in relation to "a," "b" and "c." Again, a qualitative methodology shows its worth. In the previous examples, a ...

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Introduces readers to qualitative research. Highlights the benefits of qualitative methods in dental research. Explains methods of qualitative data collection. This paper is the first in a series of ...

This course provides a broad introduction to carrying out qualitative research and how to apply qualitative methods to a range of contexts and study designs. We draw on the expertise within the ...

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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 ...