Some marketing researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others
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Some marketing 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: is the best marketing research quantitative or qualitative? Support your perspective with evidence from a specific organization of your choosing.


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