It has never been conclusively proven as to which is the better approach to market research- quantitative or qualitative. An experienced researcher has just given us clues to which could be the better option under circumstances. Quantitative is always a better method when the market is being assessed or segmented for the first time. Thus initial research must comprise mainly numbers. The next stage where the organization or researcher needs solutions, a quantitative alone won’t do. It will need to be backed up by solid qualitative study. As an example, personal hygiene products can be cited. At first stage only numbers are considered, but once the organization wants to strategize in order to break in to the market, need based qualitative research must be conducted.

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