Getting Close to the Customer: Quantitative vs. Qualitative Approaches

Qualitative vs. quantitative marketing research. What works best? Here's a good article from the Wharton school on some recent trends in the field of marketing research. I was particularly struck by the use of brand communities as this ties to research I have conducted on this type of customer group.

Getting Close to the Customer: Quantitative vs. Qualitative Approaches - Knowledge@Wharton