(By Marc Greenspan) While Nielsen data may be the pricing tool of our industry, qualitative data is the selling tool. It does not matter if you are using Scarborough, The Media Audit, or other ...

Quantitative variables take the form of numerical figures. Qualitative variables describe data by placing them into broad categories. For example, the number of units that your business sells over a ...

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.

Applied social science projects that involve many interviews produce a vast amount of data or text that is difficult t o structure and analyze systematically. Computer-assisted qualitative data ...

Qualitative data analysis (QDA) is a cornerstone of research across various fields, from social sciences to marketing. It involves uncovering patterns, themes, and meanings within non-numerical data ...

Starcom’s Owned Strategy Director Jack Telford argues that it’s easy to become over-reliant on Search Volume data when building SEO strategies. An approach that combines such information with the ...

A behind-the-scenes blog about research methods at Pew Research Center. For our latest findings, visit pewresearch.org. (Related post: How focus groups informed our study about nationalism and ...