Qualitative research, on the other hand, is are primarily about the "why" of human behavior, diving into customer motivation and emotion to better understand buyer attitudes and beliefs: How do ...

In recent years, data visualization is increasingly being used to represent complex information and is mostly embedded in quantitative investigations. This article introduces an open source software ...

One criticism about qualitative research is that it is difficult to generalize findings to settings not studied. To explore this issue, I examine three broad arguments for generalizing from data: ...