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 ...

Thus, future research should investigate the nature of "z" as a particular concept, in relation to "a," "b" and "c." Again, a qualitative methodology shows its worth. In the previous examples, a ...

Walt Whitman wrote, “I am large, I contain multitudes.” In qualitative social science, this applies as both a celebration of what makes us human and as a warning of the limitations of using artificial ...

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 ...