What are the advantages and disadvantages of qualitative and quantitative research?
Quantitative research can be manipulated. Qualitative data can be harder to gather. For example, a sales rep judged squarely on the number of calls they take, may just be picking up the phone and not actually servicing the customer. If you bring qualitative data to bear, like whether a sale is actually closing or the length of the call, you can make sure the whole customer experience is high quality. This is also why customer surveys are very useful – but sometimes qualitative measures are harder to gather and process although they are certainly worthwhile.
