) Compare and contrast the nature of qualitative data and quantitative data. Is it essential to have both types of information prior to investing in a new advertising campaign? position and provide appropriate justification for it. 4. 2. "Too much information obtained from marketing research ultimately stifles creative thinking and the production of innovative creative." Many creative directors have expressed this opinion. Conduct some secondary research and present an opinion on the issue. Justify your position with appropriate examples. (3.) Companies are now using online surveys to learn more about their customers and how they feel about the company's products. What are the benefits and drawbacks of using online research? Is it as useful and effective as traditional survey methodologies? Briefly discuss the key issues. If event marketing and sponsorships are so difficult to measure for tangible business results, why do so many large and prosperous companies pursue such associations? What are the advantages and disadvantages of being involved in this form of marketing communications? Is it a worthwhile investment? Present an opinion supported with appropriate justification.