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Advanced Marketing Approaches

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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.

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The response addresses the queries posted in 372 words with references.

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// Marketing researchers often use various techniques according to their preferences in understanding the behavior of the consumers. Some prefer to use the Qualitative techniques while others prefer to use the Quantitative techniques. However, both the methods of research have their own advantages. In this series, we will understand the advantages of using Qualitative and quantitative research //.

Qualitative research versus Quantitative research:

Research can be defined as a scientific and systematic search for information on a particular topic. Qualitative research and quantitative research are very much useful for a marketing researcher in understanding the behavior of the consumers. ...

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Ashish Sharma, MBA (IP)
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  • MBA (IP), International Center for Internationa Business
  • BBA, University of Rajasthan
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