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 ...

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 ...

Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a ...

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 ...

Methodology matters, and there’s not much to get folks in the research field as riled up as questions about whether some methods are better than others. That certainly was the case last fall, after ...

For too long, brand tracking has been defined only by the ‘what’ – metrics showing when perceptions shift. YouGov ...

Key points Neither a quantitative nor a qualitative methodology is the right way to approach every scientific question. Rather, the nature of the question determines which methodology is best suited ...