Tim Hoskins provides a good guideline describing the benefits of both qualitative and quantitative research and when it is best to use each. They are as follows:
"Use Qualitative Market Research when you want to:
Further explain and explore quantitative studies
Determine the underlying root of an issue or problem
Better understand your respondent's opinions and perspectives
Gain more authentic and untainted views and reactions
Use Quantitative Market Research when you want to:
Appeal your marketing to a larger population
Identify your market size and course of action
Gather information for statistical application
Opt for the quickest and more conclusive research"
I think Professor Ball and our class came to very similar definitions of each type of research and I think I have a firm grasp on what both research types are and when they are beneficial.
Read more at http://www.business2community.com/marketing/qualitative-market-research-vs-quantitative-market-research-0338226#gyj4FfGQB5fb3BMu.99