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 ...

This book is the only guide dedicated to qualitative research methods in communication. It introduces readers to every step of the qualitative research process, from developing research topics and ...

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 ...

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.

In recent years, a movement to make research more transparent has taken root in the social sciences. Public institutions and private organizations of all types champion transparency, and publishers ...

If you are a UB doctoral student (UB master's students may seek permission to enroll) looking for advanced training in qualitative methods or looking to apply research skills to address specific ...

In a time of intense societal division, understanding across groups feels frustratingly out of reach. It’s not just differing opinions – we face a deep disconnect in grasping each other’s experiences, ...

In the previous examples, a qualitative method was used because the research questions warranted it. Through considering the potentially controversial statements about qual and quant above, we are ...