Role of Quantitative and Qualitative Research in Modern Marketing

Data insights

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
What is the role of quantitative research in modern marketing..............................................3
What is the role of qualitative research in modern marketing................................................4
Set out what correlation and regression is and how it is used, with examples taken from course
work........................................................................................................................................5
Set out what time series is and how it is used, with examples taken from course work........6
Provide a critique of issues surrounding the analysis techniques in 3 and 4, with specific
reference to Big Data and its use in modern business decision making.................................7
From course material and wider authenticated study set out how data could be collected and
used more effectively to make more informed business decisions........................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Data insight is determined as a knowledge that organisation gain from assessing set of data
and information pertaining to particular topic or condition. It is necessary to assess information
that offer insight which assists organisation to increase their knowledge in respect of decision
and reduce risk that is arise from trial as well as error testing method. Herein, there is a
discussion regarding role of quantitative & qualitative research in modern marketing research.
There is also discussion regarding correlation and regression that is adopted during particular
phase of time period. In addition to this, there is also an explanation in respect of the issues
arising during correlation and regression that help in taking decisions. And there is also a
discussion regarding how data and information can be collected and appropriately adopted to
take decision (Dekker, 2016).
MAIN BODY
What is the role of quantitative research in modern marketing
Quantitative research is considered as a systematic examination of phenomenon through
collecting quantifiable data and information and also focuses on executing statistical,
mathematical as well as computational techniques (Tiwari, Wee and Daryanto, 2018).
Quantitative research focuses on gathering information from existing user by using different kind
of sampling methods such as online survey, questionnaire in numerical form. Therefore,
itincludes both primary as well as secondary research. In primary research, they focus on
organising marketing research and collecting data and information directly by using different
sources such as questionnaire, survey and many more. In assistance of this, in secondary source,
the data is collected which is already collected by any other researcher by using different sources
such as libraries, books and many more. Thus, how quantitative research is adopted in modern
marketing that is going to be mentioned below:
 Quantitative market research is adopted for assessing attitude and behaviour of user, size
of market and assess driver related to brand recall as well as taking decision related to
purchasing product.
 There are different type of method of quantitative research used in marketing is that it is
considered as tool which is used for asking question to target audience in proper manner
by adopting survey, questionnaire &polls. And the responses which are given by target