You have a marketing problem and use $50,000 to spend on research. How do you decide whether to do qualitative research, quantitative research, or both? Most of us use a few simple heuristics to make this decision, taking into account how much we already know, urgency, and whether we need to project our findings to a larger target market.
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This article was first published in Research World, the magazine for marketing intelligence & decision making published by ESOMAR. For more details go to http://www.esomar.org/researchworld.
