A limitation of many qualitative studies is their lack of hard data. They often provide rich detail, but few numbers. The better qualitative studies, however, provide quantities and other basic statistics. Try to incorporate statistics as much as possible to back up the findings. Also try to find and include any findings from quantitative studies that support the results from qualitative research.
Quantitative studies tend to be dry and can easily make for a lifeless essay. Try to look beyond the numbers and relate what the data means. Surveys relate what people think and believe. Explain what the results say about people and society. Using qualitative studies is a good way to give an essay life. They usually provide quotes and observations that can provide meaning to statistics. Sometimes, examples can show a point more clearly than a recitation of numbers and statistics.
The results of a qualitative study are not generalizable. This means they cannot be used to predict behavior or actions beyond that study. If a group of account executives in one study consistently behaved in a certain way, that does not mean a different group will act the same way. The first group might be atypical of account executives. The results from quantitative studies, however, if conducted properly, can be generalized. If a large enough random sample of account executives behaved in a particular way 75 percent of the time, it can be assumed that other account executives will act in much the same way. Avoid making generalizations from studies, especially qualitative studies, when the results are not generalizable.
The essay should flow naturally and be easy to read. Organize the essay around the major findings of all the research. Do not just list each study in blocks, relating the findings of one study followed by another. It is often necessary to incorporate different parts of each study throughout the paper. For example, the part of a study about account executives that relates to job satisfaction will be included in the part of the essay dealing with job satisfaction, while a part examining education levels of account executives will be used in the section of the essay dealing with education.