MARKETING DEBATE—What Is the Best Type of Marketing Research? Many marketing researchers have their favorite?

MARKETING DEBATE—What Is the Best Type of Marketing Research? Many marketing researchers have their favorite research approaches or techniques, although different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through indepth, qualitative research. Others contend that the only legitimate and defensible form of marketing research involves quantitative measures. Take a position: Marketing research should be quantitative versus marketing research should be qualitative.

Public Comments

1. I would go on qualitative research. In internet marketing business quality is always above against quantity.


2. There is a great value in utilizing both methods - qualitative can help to discover interesting insights, but without quantitative you will never know how important they are. There are many paths of learning and imho the more you combine them the better and faster you learn.