Marketing Research Report

Quantitative research is done to find the accurate facts by evaluating the problems like opinion, behaviour by using numerical data. This research is based on theories, hypothesis, collecting, analysing the data to make the research accurate.

According to Yin (2003), there are two types of research approach. This includes quantitative research approach and qualitative research approach. A quantitative research emphasizes on transforming the data to numbers, quantities and statistics to formulate facts and to uncover patterns in a research. It addresses research purposes through empirical analysis that involve numerical measurement, the relationship between variables and analysis approaches (Zikmund et al., 2010). The sample size being investigated is typically large (Anderson, 2006). Quantitative research mainly uses questionnaires, surveys and other equipment to collect numerical or measurable data (Anderson, 2006). On the other hand, a qualitative research typically emphasizes words more than numbers

Quantitative research is a form of conclusive research involving large representative samples and fairly structured data collection procedures. A primary role of quantitative research is to test a hypothesis (Roberts, 2012).

Quantitative research methods are objective as it uses measurements and analysis of statistical data to answer the study question. The researchers’ opinions do not affect the outcome of the study, ensuring that the study is unbiased. Another advantage is quantitative research uses numbers and statistics which is understood universally (Houser,2008).

A quantitative study has objective stances, logic, and numbers focusing on unchanging data and details (Babbie, E.R., 2010). The aim of quantitative research is to classify features, count the features, and construct statistical models to explain what was observed (McNabb, D.E., 2008). It has eight characteristics:

“Research in health and social care usually relies on obtaining information from individuals using social research methodologies”. (Whitehouse, M, 2010:428). Questionnaires are suitable for obtaining important information from many individuals in a survey who are answering the questions this is known as ‘respondents’. Questionnaires gives us the opportunity to ask questions of participants but also allows answers to be given according to the options constructed by the researcher using a response frame. A response frame allows a limited choice of different responses. Also there are self-completion questions this allows respondents to fill in the answers themselves. The questionnaire may be delivered to individuals directly by hand or by post or even online the researcher may contact through an email address. They may be asked to complete a customer satisfaction questionnaire. For example at college we are sent online questionnaires through are student email, questionnaires

Quantitative research involves collection of data using a survey technique from human participants. Major benefit of human participants is that a researcher will be able to collect valid and reliable

Quantitative research: In quantitative researches, surveys are conducted to collect numerical data. Most of the surveys include close-ended questions which are less time consuming. It is quite easy to collect such data as consumers tend to be more co-operative. The collected data is further analyzed for a proper conclusion.

The quantitative approach to research has numerous principles that make it unique compared to other approaches. In this paper, I will break down many of the

This type of research leads to improved accuracy of conclusions due to the nature of not depending on one hypothesis or the attachment to a single theory. Resources are efficiently used due to the logical progression of strong inference and the rapid nature conclusions. Platt states,

Quantitative research defines the research that can produce statistics, solid facts, and numbers. It uses measurements and statistical analyses.

The observations occur in a more natural setting that result of naturalistic observation studies that are generalized in real-life situations. This is better because there is more confidence that results is studies using artificially manipulated or staged

There are different ways in which researcher defines quantitative and qualitative research. Quantitative research is a social research that uses experimental methods, questionnaires, numerical data and explains observations usually in tables or charts from. Quantitative research can define the relationship between two or more studies.

Quantitative research involves collecting data, which can be expressed numerically. The design is well structured with pre-determined outcomes. It frequently involves testing a hypothesis, which then can be analysed from the data deductively using statistical methods. Using numerical data is easier to analysis mathematical, so larger sample sizes can be utilised compared to qualitative research, therefore giving a better representative of the population; along with simplifying the process of making a generalisation. Another advantage is that studies can easily compare to similar findings (Kruger, 2003). The disadvantages are the results are limited and might not provide a proper understanding of the topic. Also, statistics and leading questions can be used to give a false representation of the data when summarising.

In survey method research, participants answer questions administered through interviews or questionnaires. After participants answer the questions, researchers describe the responses given. In order for the survey to be both reliable and valid it is important that the questions are constructed properly. Questions should be written so they are clear and easy to comprehend.