Qual vs quant ... again!The article discusses the qualitative versus quantitative debate in advertising. Qualitative research can be used to better explain the results of surveys and quantitative studies bring insight into said qualitative research, though on a smaller scale. Research methods can become costly and, due to academic budgets, some such as focus groups are used because they are fast as well. Qualitative and quantitative research can be combined to give the best possible results.
International Journal of Advertising; 2008, Vol. 27 Issue 4, p663-665