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 ...

Qualitative research methodologies provide an in‐depth exploration of human experiences, beliefs and social phenomena through non-numerical data. This approach emphasises the rigour of study design, ...

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 ...