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 ...

Qualitative marketing differs from quantitative marketing by addressing promotional advantages you can't use numbers to describe. Small businesses typically have limited resources, so qualitative ...

For example, credible qualitative researchers acknowledge that generalizability is not the point of their research; however, that doesn’t stop some less-than-credible researchers from presenting their ...

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 ...