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.

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 overview of qualitative evidence synthesis will provide an introduction to the key methods for searching for, appraising and synthesizing qualitative evidence. This course provides a quick ...

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 ...

A behind-the-scenes blog about research methods at Pew Research Center. For our latest findings, visit pewresearch.org. The Pew-Knight Initiative supports new research on how Americans absorb civic ...