Many marketing researchers have their favorite research approaches or techniques

Question

Many marketing researchers have their favorite research approaches or techniques. Some researchers maintain that the only way to really learn about consumers or brands in through qualitative research. Others content that the only defensible form of marketing research uses quantitative measures. Take a position: the best marketing research is quantitative in nature versus the best marketing research is qualitative in nature.

Please, all responses including opinion must be supported with logical reasoning and deduction using examples.

Explanation / Answer

The best marketing research is quantitative in nature. This is because the quality of output of qualitative research is highly subjective and depends upon the experience, skills and sensitivity of the researcher. There’s a substantial possibility of bias and prejudices of the researcher affecting the outcome, and resulting findings of the research may do more harm than good. Quantitative research on the contrary, is based on scientific, objective and logical approach to data collection, analysis and interpretation. Quantitative research is preceded by a thorough literature review. Quantitative research has a narrow scope and precise objective. Therefore it yields the exact information that the research looks for. Quantitative research is driven by statistics and numbers, and there is no scope for bias or prejudices of the researcher, interviewer or statistician to affect the quality and outcome of research. Quantitative research is conducted in a controlled environment with finite and measurable sample characteristics with the help of statistical instruments. The scientific approach of quantitative research gives reliable inputs for prediction and decision making.

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