What Is the Best Type of Marketing Research? 1. 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. 2. Take a position: Marketing research should be quantitative versus marketing research should be qualitative. Submit in essay.