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The Quantitative-Qualitative Controversy in Marketing Research

Author

Listed:
  • Brunello Adrian

    (“Alexandru Ioan Cuza” University of Iaºi)

  • Petruºcã Claudia-Ioana

    (“Alexandru Ioan Cuza” University of Iaºi)

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.

Suggested Citation

  • Brunello Adrian & Petruºcã Claudia-Ioana, 2011. "The Quantitative-Qualitative Controversy in Marketing Research," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 145-149, May.
    • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:145-149
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    More about this item

    Keywords

    quantitative research; qualitative research; validity; reliability; trustworthiness;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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