Marketing

Marketing

Q1: Qualitative research cannot take the place of more generalizable quantitative research. Nevertheless firms often use what should be qualitative and exploratory studies as final, conclusive research projects, which may lead to incorrect decisions. Distinguish between qualitative and quantitative research. Explain when to use qualitative research vs. when to use quantitative research with examples. Use at least 5 references including books and/or scholarly journal articles to answer and remember to use Chicago referencing technique.