The Quantitative-Qualitative Controversy in Marketing Research

Brunello Adrian () and Petruºcã Claudia-Ioana ()
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Brunello Adrian: “Alexandru Ioan Cuza” University of Iaºi
Petruºcã Claudia-Ioana: “Alexandru Ioan Cuza” University of Iaºi

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 2, 145-149

Abstract: 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.

Keywords: quantitative research; qualitative research; validity; reliability; trustworthiness (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xi:y:2011:i:9:p:145-149

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