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
 Problem audit and problem definition  What is the problem? What are the various aspects of the problem? What information is needed?
 Conceptualization and operationalization  How exactly do we define the concepts involved? How do we translate these concepts into observable and measurable behaviours?
 Hypothesis specification  What claim(s) do we want to test?
 Research design specification  What type of methodology to use?  examples: questionnaire, survey
 Question specification  What questions to ask? In what order?
 Scale specification  How will preferences be rated?
 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
 Data collection  Use mail, telephone, internet, mall intercepts
 Codification and respecification  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
 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.
 Interpret and integrate findings  What do the results mean? What conclusions can be drawn? How do these findings relate to similar research?
 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


