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 ...

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 ...

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 ...