Frankly, brand marketers use qualitative research because they have to. Their objectives are to shift attitudes, cause feelings and drive perceptions, and they simply have no other way to determine ...

Data that are non-numeric, such as colors, images and descriptions. Qualitative data are harder to analyze than quantitative data, which are numeric quantities. See qualitative. THIS DEFINITION IS FOR ...

The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of ...

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 ...

The changes made by the Ministry of Education (MOE) to cut down on tests and exams have once again sparked debate among Singaporeans. This is similar to the shift in the Primary School Leaving ...