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Quantitative marketing research - Requirements and Procedures

2004-11-07
 

From Wikipedia, the free encyclopedia.

Quantitative marketing research is a social research method that utilizes statistical techniques. It typically involves the construction of questionnaires and scales. Large numbers of people are contacted, usually in a survey. Marketers use the information so obtained to craft strategies and marketing plans.

Scope and requirements

If quantitative marketing research is carried out correctly, both descriptive and inferential statistical techniques can be used to analyse data and draw conclusions. It involves a large number of respondents, tests of a specific hypothesis, and the use of random sampling techniques to enable inference from the sample to the population.

General procedure

  1. Problem audit and problem definition - What is the problem? What are the various aspects of the problem? What information is needed?
  2. Conceptualization and operationalization - How exactly do we define the concepts involved? How do we translate these concepts into observable and measurable behaviours?
  3. Hypothesis specification - What claim(s) do we want to test?
  4. Research design specification - What type of methodology to use? - examples: questionnaire, survey
  5. Question specification - What questions to ask? In what order?
  6. Scale specification - How will preferences be rated?
  7. Sampling design specification - What is the total population? What sample size is necessary for this population? What sampling method to use?- examples: cluster sampling, stratified sampling, simple random sampling, multistage sampling, systematic sampling, nonprobability sampling
  8. Data collection - Use mail, telephone, internet, mall intercepts
  9. Codification and re-specification - Make adjustments to the raw data so it is compatible with statistical techniques and with the objectives of the research - examples: assigning numbers, consistency checks, substitutions, deletions, weighting, dummy variables, scale transformations, scale standardization
  10. Statistical analysis - Perform various descriptive and inferential techniques (see below) on the raw data. Make inferences from the sample to the whole population. Test the results for statistical significance.
  11. Interpret and integrate findings - What do the results mean? What conclusions can be drawn? How do these findings relate to similar research?
  12. Write the research report - Report usually has headings such as: 1) executive summary; 2) objectives; 3) methodology; 4) main findings; 5) detailed charts and diagrams. Present the report to the client in a 10 minute presentation. Be prepared for questions.



Related Topics
Track Your Customers Footsteps using marketing Research
Types of marketing research
Types of marketing research methods
Qualitative marketing research
Marketing Research Method - Observational techniques

 


This article is from Wikipedia.org. All text is available under the terms of the GNU Free Documentation License.