Marketing Debate: What is the Best Type of Marketing Research? Many market researchers have their favorite research approaches or techniques, although 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 involves quantitative measures. Take a position on which is better and why?: (a) Marketing research should be quantitative – versus – (b) Marketing research should be qualitative.