In market research, it can occasionally feel like the rivalry between qualitative and quantitative research is like the Red Sox vs. the Yankees. You can’t root for both, and you can’t just “like” one. You’re verypassionate about your preference. But in many cases, this can be problematic. For example, using a quantitative mindset or tactics in a qualitative study (or vice versa) can lead to inaccurate conclusions.
Below are some....