Quantitative Research
Quantitative research is numerically oriented method used to gather information dealing with numbers and anything that is measurable. It involves analysis with a range of techniques of statistical methods. Marketers having the results of quantitative market research, conducted on a representative sample, get knowledge of a whole population.
Quantitative market research is commonly known as survey research. It typically involves the construction of survey and interview questionnaires and conducting a survey based on a statistical sample of respondents. So obtained data is used to measure customer attitudes, satisfaction and commitment. This research may also provide information on structure and dynamics of a market.
The most common quantitative market research techniques are:
Face-to-Face Interviewing
Computer Assisted Telephone Interviewing (CATI)
Online/Internet Survey.
