The analogy I always use to talk about qualitative research is that it’s the illustration to the quantitative story. What my own analogy assumes is that qualitative data on its own is an illustration. However, it’s really up to the analyst to bring this data to life.
Read more →I have to share something with you — I’m upset. Why? Because many clients have no idea of the value of good, solid qualitative research, nor the investments needed. Recently, I was discussing a prospective qualitative research project; upon revealing the cost of such a project, one
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