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.
23 February 2016
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)