HI5004 Marketing Management - Tutorial Questions

Question 1: (11 marks)

Week 3
Many market researchers have their favorite research approaches or techniques, though 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.
Word count: no more than 500 words
Reference: at least 2 academic sources to support your discussion