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 ...

Let's say you want to learn how a group will vote in an election. You face a classic decision of gathering qualitative vs. quantitative data. With one method, you can ask voters open-ended questions ...

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 ...

This is a preview. Log in through your library . Abstract The main dimensions of the debate about the relative characteristics and merits of quantitative and qualitative methodology are outlined, ...

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 ...