The Quantitative-Qualitative Controversy in Marketing Research

A critical point in the process of establishing a research methodology is represented by the choice related to the type of analysis that should be used: quantitative or qualitative. The arguments in favor of quantitative or qualitative research have been the subject of a large number of scientific articles. The difference that can be made between the two research methods refers to each article’s technical specificity and style. In a marketing research, in order to respond to the requirements of validity and reliability, the quantitative and qualitative methodologies should be correlated so that the problem is resolved in a logical way.