Lacking a holistic understanding of their target audience limits marketers’ ability to create the most effective strategies. Yet they often prioritize the concrete metrics of quantitative data, such ...

We need to put in another order for some more t-shirts. Shall I just get the same as last time? Or we could get something different. Maybe even see what our customers think. Let's do some market ...

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.

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 ...

Communications metrics are a controversial subject, especially when it comes to the quantitative vs. qualitative debate. The media ecosystem is constantly evolving, and comms professionals don’t ...

This is a preview. Log in through your library . Journal Information Sociological Methodology (SM) is the only American Sociological Association periodical publication devoted entirely to research ...