Marketing Mangement Topic

Instructions:

Many market researchers have their favorite research approaches or techniques, though different researchers often have different preferences. Some researchers maintain that the only way to really learn about consumers or brands is through in-depth, qualitative research. Others contend that the only legitimate and defensible form of marketing research uses quantitative measures.

Take a position: The best marketing research is quantitative in nature versus the best marketing research is qualitative in nature.

Answer the below question in a minimum of 200 words and include REFERENCES to validate your opinions.

Question. Suppose you are a marketing director for a hotel chain, responsible for an observational technique to learn about customer needs and to provide data to individual hotels. You receive the following report from your San Francisco property. Last night, one of our regular customers, Mr. Jackson, arrived to check in with a female companion. The desk clerk used the information system to greet the couple: Welcome back, Mr. and Mrs. Jackson, its good to see you at the hotel again. Apparently, the woman was not Mrs. Jackson, and Mr. Jackson had not told his companion he was married. The woman was furious with Mr. Jackson; Mr. Jackson was furious with us; they both stormed out of the hotel. How would this incident affect your observational program?