Explain the rationale for using qualitative and quantitative methods in the provided academic journal articles

Explain the rationale for using qualitative and quantitative methods in the provided academic journal articles. What are the strengths and weaknesses of the methods used in these two articles?
1. Discuss the general rationale behind using either qualitative or quantitative research methods.
2. Explain the choice of research methods (qualitative and quantitative) in the two studies reported in the articles.
3. Discuss the strengths and weaknesses of using qualitative and quantitative research methods in the two studies reported in the articles.
You could use relevant academic references on methodology and methods (i.e., books and journal articles) to support your essay. Please note that bringing in other studies is not necessary.
It's should base on marketing article