Compare and contrast quantitative and qualitative research, and discuss uses of each

What will be an ideal response?

Qualitative research provides insight into the underlying reasons for how consumers behave and why. Common methods include observation, ethnographic studies, in-depth interviews, and case studies. Qualitative methods are used early in the process of developing an advertising plan or message strategy for generating insights, as well as questions and hypotheses for additional research. They are also good at confirming hunches, ruling out bad approaches and questionable or confusing ideas, and giving direction to the message strategy. Because qualitative research is typically done with small groups, advertisers are not able to draw conclusions about or project their findings to the larger population.
Quantitative research delivers numerical data such as number of users and purchasers, their attitudes and knowledge, their exposure to ads, and other market-related information. It also provides information on reactions to advertising and motivation to purchase. Two primary characteristics of quantitative research are large sample sizes and random sampling. The most common quantitative research methods include surveys and studies that track such things as sales and opinions. In contrast to qualitative research, quantitative research is usually designed to either accurately count something, such as sales levels, or to predict something, such as attitudes.
In sum, qualitative research should not be used to draw conclusions, which is the province of quantitative research, but instead to better understand a market and generate hypotheses that can be tested with quantitative methods.