Researching the question of quantitative versus qualitative marketing research will allow you to assess both the advantages and disadvantages of these types of research. This exercise will allow you to see that both of these measures are a very important resource for the marketing manager.
Marketing research involves deciphering actions, or behavioral purpose to numbers. Marketers may opt for the more stimulating type of research that focus groups bring as opposed to sheer volume of quantitative data.
Respond to the following:
• In your opinion marketing research should be quantitative or qualitative. Please support your answer with examples.