Business owners faced with tough decisions can use one or both of two general approaches to problem solving. The qualitative approach draws on a manager's experience and expertise, which together hone ...

While personal preference may lean towards one method, a successful research strategy requires a combination of qualitative and quantitative approaches. The Fast Company Executive Board is a private, ...

In previous columns, we have discussed using qualitative data for prospecting and profiling your station. Is there a right approach to using qualitative data? When should you use quantitative data ...

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 ...

(By Marc Greenspan) The previous column talked about evolving from demographic segmentation to qualitative segmentation. It’s a more effective method to zero in on the advertiser’s most likely ...