If there is any way you could buy a few same age friends for it, that would be the best solution. Coturnix are probably easier to get, if you can't find any bobwhites, but as bobwhites tend to be aggressive you might not be able to keep them together for very long. I'd go for cots that are slightly bigger than the bobwhite at least.
If you absolutely can't get friends for it, some people have success with mirrors in the brooder so the chick doesn't feel so alone, and a feather duster so it thinks it's burrying into mum. If it still cryes, holding it is probably the only way to make it top. If you handle it a lot, you might end up having a completely tame house pet.
