Quantitative Marketing Research: A Measurement Factor In Marketing

Definition of Quantitative Marketing Research

Quantitative Marketing Research is defined as the optimum utilization of quantitative marketing techniques by marketers in the field of marketing. This research is based upon the Positivist Viewpoint believed worldwide as well as on the four Ps philosophy of marketing that stress on Product, Price, Place and Promotion.

This marketing research methodology consists of scales as well as questionnaires. Respondents are asked to fulfill these surveys. Later, marketers can utilize the information obtained from these surveys for devising appropriate marketing strategies for the promotion and sale of their products or services.

Textbooks on Quantitative Marketing Research

There are a number of textbooks available on the topic of Quantitative Marketing Research. Marketers need to be cautious in choosing the appropriate textbooks so some details regarding these textbooks have been stated as follows:

• Quantitative Models in Marketing Research by Philip Hans Franses and Richard Paap (Published by Cambridge University Press – Year 2001).
• Exploring Marketing Research by William Zikmund and Barry Babin (Published by Cengage Learning – Year 2006).

Examples of Quantitative Marketing Research

Example 1: An interesting example of Quantitative Marketing Research can be Customer Satisfaction technique that is carried out by government agencies too apart from private companies. Organizations like government banks have started utilizing this technique to analyze the mood of their customers so that they can enhance their services even more in order to prevent their customers from drifting towards private banks.

Example 2: Another interesting example of Quantitative Marketing Research can be Web Survey technique that is practiced by numerous private companies. Such firms utilize this technique by analyzing online forms and through SEO related techniques that how have people responded to their products or services. Now they are also utilizing Social Media Analytic Tools to carry out Web Surveys for availing instant and accurate quantitative data.

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