Qualitative versus Quantitative Research - from a business perspective

What can qualitative research offer that quantitative can't? "How Not to Talk to Customers: The Secret to Meaningful Customer Relationships" (24 March 2010)

In this piece for the Harvard Business Review, Roger L. Martin (Rotman School of Management at University of Toronto) makes a compelling argument in favour of qualitative research, underscoring how even rigorous quantitative data is also subject to the biases many associate with qualitative research.