When to choose quantitative rather than qualitative research?

Marketing research is a structured prosem of collecting objective information and processing it. The essence of their activity is the reduction or complete exclusion of the risks associated with decision-making in a changing environment, which is often characterized by today's market. These activities can be divided into quantitative and qualitative research. Both types of research have the same purpose, but they differ significantly in many key aspects, such as the methodology for posing research questions, how to interpret the results and how to draw conclusions.