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Concept
Quantitative marketing research
Summary
Quantitative marketing research is the application of quantitative research techniques to the field of marketing research. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion.
As a social research method, it typically involves the construction of questionnaires and scales. People who respond (respondents) are asked to complete the survey. Marketers use the information to obtain and understand the needs of individuals in the marketplace, and to create strategies and marketing plans.
The most popular quantitative marketing research method is a survey. Surveys typically contain a combination of structured questions and open questions. Survey participants respond to the same set of questions, which allows the researcher to easily compare responses by different types of respondent. Surveys can be distributed in one of four ways: telephone, mail, in-person and online (whether by mobile or desktop).
Another quantitative research method is to conduct experiments into how individuals respond to different situations or scenarios. One example of this is A/B testing of a piece of marketing communications, such as a website landing page. Website visitors are shown different versions of the landing page, and marketers track which is more effective.
Quantitative research is used in both consumer research and business-to-business (B2B) research. However, there are differences in how consumer researchers and B2B researchers distribute their surveys.
Generally, surveys are distributed online more than in-person, by telephone or by mail. However, in B2B research, online research is not always possible, often because it is difficult to get hold of certain business decision-makers via email. As a result, B2B researchers still often conduct surveys via telephone.
Simply put, there are five major and important steps involved in the research process:
Defining the problem.
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