We have talked a lot in this course about quantitative v. quantitative research. Which is better? When do we use which?
For me, I like qualitative better. I like to hear why people like a brand or product, why it is special to them. I think qualitative research helps a company become more personal to their publics.
I realize that qualitative research is hard to generalize, and is not perfect for everything, but I think it does have a lot of value.
I think qualitative v.s. quantitative shows a difference between PR and advertising. Advertising research has a specific focus- to sell something. PR is more about getting people to think positively about a brand, it is about getting the feeling you can only find through qualitative research.