Fortune Globule 500 companies

  You consult for Fortune Globule 500 companies and serve as a project lead for qualitative studies. A CEO of one of your client companies strongly prefers quantitative over qualitative methodology. In one of the meetings, you overheard him make a remark to another executive about the lack of trustworthiness of qualitative data sources and results. How do you help the CEO overcome this concern? Explain.

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