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.

Quantitative data management and analysis uses numbers in its methods, while a qualitative approach involves text. According to Norman K. Denzin and Yvonna S. Lincoln, the authors of "Handbook 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 ...

Quantitative business research focuses on quantifying behaviours, opinions, trends, and other variables by collecting and analysing measurable, numerical data. It answers questions related to “how ...

The World Wide Web contains a vast corpus of consumer-generated content that holds invaluable insights for improving the product and service offerings of firms. Yet the typical method for extracting ...