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.

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 ...

Social scientists are increasingly encouraged to locate, access and analyse data from data archives worldwide. Although the vast majority of data archives which service the research community deal ...

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 ...

Large-scale research projects, conducted in a cross-European context, are increasingly attractive to educational researchers and policy-makers. However, this form of comparative research across ...

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 ...