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.