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 ...

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 ...

Qualitative data captures information and concepts that cannot be easily described by numbers, to better understand a phenomenon of interest from different perspectives. This data may include people's ...

Whereas quantitative refers to numeric and objective qualities that someone can measure, qualitative refers to subjective qualities that rely on opinion, observation or listening abilities.

This course provides a broad introduction to carrying out qualitative research and how to apply qualitative methods to a range of contexts and study designs. We draw on the expertise within the ...

To provide a philosophical appreciation of the underpinnings of qualitative research methods To develop a critical understanding of the potential of various qualitative methodologies and key ...