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 ...

Key points Neither a quantitative nor a qualitative methodology is the right way to approach every scientific question. Rather, the nature of the question determines which methodology is best suited ...

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 ...