A combination of several market research methods is often useful. Qualitative-quantitative research designs use the advantages of psychological depth and statistical certainty. Especially if few empirical results are available about the research area, it is advisable to conduct a qualitative study first. A quantitative study based on this enables a generalization of the results.
However, it is also possible to conduct a qualitative study after a quantitative study - for example, to explore certain questions in greater depth or to further explore existing results.