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 ...

1. A Qualitative Analysis seeks out the ‘why’, not the ‘how’ of its topic, seeking out the quality not quantity. A Quantitative Analysis seeks out the ‘How’, not the ‘Why’ of its topic, seeking out ...

Discussion of quantitative or quality advertising in the creative process relates to two general research types that companies use to better understand market segments. Effective research provides a ...

The accelerating pace of disruption to business models means brands must be agile enough to make informed decisions within days—or even hours. They can thrive or fail based on their ability to make ...

Often divided into primary and secondary research, market research helps businesses identify key factors influencing their market, including the competitive landscape, target audience characteristics, ...

James McWhinney is a long-tenured Investopedia contributor and an expert on personal finance and investing. With over 25 years of experience as a full-time communications professional, James writes ...