Marketing Debate
What Is the Best Type of Marketing Research?
Many market 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 in-depth, qualitative research. Others contend that the only legitimate and 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.

People are complex in their buying habits and purchase decision-making. Consumers do not always have the capacity to understand how they make the decision to purchase a good or service. As a result, good marketing research should dig into the consumers’ hidden motivations and influences. Good qualitative research may undercover hidden purchase agendas, hidden uses for the product, or hidden opportunities for new and undeveloped products. Due to the freedom afforded to both researchers in their probes and consumers in their responses, qualitative research can often be a useful step in exploring consumers’ brand and product perceptions. However, the drawbacks of quantitative research includes selection bias, response bias, and nonresponse. That is why quantitative research will always be criticized for shortcomings and results discounted. Although qualitative research has its own sets of disclaimers, it still closely describes the actions of consumers. Quantitative research is the only accepted method of marketing research that can be scientifically defended. Quantitative research methods, techniques, and modeling have advanced substantially in recent years. Along with these advancements in techniques, quantitative research has improved in its predictability and accuracy due to more