The results of growth marketing campaigns can take a while to surface. Early on, easy-to-digest metrics like ROI and the number of qualified leads may not be too impressive. Initial numbers could ...

(By Marc Greenspan) In previous columns, we have discussed using qualitative data for prospecting and profiling your station. Is there a right approach to using qualitative data? When should you use ...

In a world where so many companies insist on giving great weight to quantitative data, DEI is a realm where qualitative data must be given equal consideration. Businesses put a lot of emphasis on data ...

Qualitative data has a richness and depth that you don’t always find with numerical data. This is something I quickly discovered on joining the Virginia Tech University Libraries from a background in ...

(By Marc Greenspan) While Nielsen data may be the pricing tool of our industry, qualitative data is the selling tool. It does not matter if you are using Scarborough, The Media Audit, or other ...

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 ...

Introduces readers to qualitative research. Highlights the benefits of qualitative methods in dental research. Explains methods of qualitative data collection. This paper is the first in a series of ...

Product managers can only be successful if they can make effective use of both quantitative and qualitative data. But mapping the former to the latter, and collecting high-quality data, is a huge ...