In the evolving landscape of data analytics, making informed decisions is no longer a luxury—it's a necessity. One of the first steps in any research proce ...

Qualitative research can reveal the "real person" behind the performance metrics, providing unprecedented insights into consumer psychology and validating hunches based on quantitative data findings.

and recently published in Qualitative Marketing Research: An International Journal, examined the perception, attitudes and opinions (conceptualized as "brand image") which young people associate ...

The goal of this article is to help you more effectively recruit executives and industry experts as candidates for your qualitative market-research studies. Let's assume two points: (1) your studies ...

While qualitative data gives detailed information, it can be time consuming and costly to gather and analyse. is usually numerical data is gathered through the use of closed questions, such as ...

Anna Dnes is associate director at THE PLANNING SHOP international, specialising in global qualitative market research. With a background in consulting, she has over six years’ experience in ...

The debate has often been represented as being between 'positivists' and 'humanists', representing quantitative and qualitative methods respectively ... context of the status as sciences of marketing ...

This paper examines the possibilities for qualitative Market Research interviewing (qMRi) and poses the question of whether real qMRi is possible using the new digital media and Computer Mediated ...