(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 ...

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 quantitative data ...

Lacking a holistic understanding of their target audience limits marketers’ ability to create the most effective strategies. Yet they often prioritize the concrete metrics of quantitative data, such ...

We need to put in another order for some more t-shirts. Shall I just get the same as last time? Or we could get something different. Maybe even see what our customers think. Let's do some market ...

Note: this article covers structured, scalable content analysis of short form qualitative data where the human researcher has already determined and defines the parameters in advance for the LLM, ...

Qualitative methods and insights from other disciplines are increasingly integrated into demography’s traditionally quantitative toolkit. Whereas this is not problematic for multi-disciplinary ...

‘Qualitative’ refers to data that is not numerical. Examples: written or spoken word, videos, audio recordings and songs, poems, stories, drama, pictures, photographs, and many other art forms. ‘In ...