Role of Quantitative Research in Modern Marketing Research

Data insights

TABLE OF CONTENTS
Introduction to research...................................................................................................................1
Aim..................................................................................................................................................1
Objectives........................................................................................................................................1
Introduction and Rationale..............................................................................................................1
Literature review..............................................................................................................................1
Proposed Methodology....................................................................................................................3
Chat and analysis.............................................................................................................................3
What outcome can be expected.......................................................................................................4
Advantage and disadvantage...........................................................................................................4
Conclusion and Recommendations..................................................................................................4
REFERENCES................................................................................................................................5

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Role of Quantitative research in context of modern marketing research
Quantitative Research- it is based on the process of collecting and analysing the numerical
data. It can be identified the different patterns, average, make predictions, test causal relationship
and generalise an accurate result to large number of populations (Petrescu and Lauer, 2017).
Example of Quantitative research- The most commonly used example of Qualitative research
include various form of survey such as online survey, face to face interviews and randomised
experiments etc. these are different kind of qualitative research techniques used to generate
accurate result or outcome.
The Modern marketing research can be possible by using quantitative research approach,
which means that gather, collect large amount of data in the form of Numerical ways. This will
help for performing the different process such as identify problem of marketing, development of
approach in problem, research design formulation and data analysis or preparation.
As per consider the Big data concept in marketing research, which means that greater
shift towards quantitative data analysis. The reason for using Quantitative method because it
should be gathered the numerical as large amount of information. In the big data, it is all about
the numerical data values and calculate the estimation aspect to generate accurate result or
outcome. it is very appropriate for researcher to use an relevant information on the basis of
mathematical analysis while generating accurate result (Nunan, Malhotra and Birks, 2020).
That’s why, it is greater way to shift for the quantitative analysis because of popularity of big
data. Afterwards, it become easier for researcher to take some necessary decision in regards of
study.
Quantitative data collection- it is based on the process in which define the value of data or
information within form of counts, where each data sets has been represented the unique
numerical values associated with it. In context of quantitative, it is mainly collected data for
statistically analysis by using Survey, Questionnaires, polls sent across the particular section of a
population. Whenever, it can be performed the quantitative data collection through
questionnaires via SPSSS tool. So as, it has been selecting the Sample Size 20 employees as
respondents in order to provide their opinion related to the marketing research.
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Role of Questionnaires design in Marketing Research and analysis
In marketing research & analysis, the questionnaires are basically consider as characterized
by two main objectives. Firstly, it is helping the researcher to convert information which required
by manager in the specific format of questions (Kamiński, 2021). Secondly, it has been asked
questions to the respondent which must be created in a format where each and every respondents
will be understand, willing to give answer.
Type of questions: - there are different kind of questions used in the marketing research analysis
by investigator. Generally, it can be divided into different types: - Likert type questions, ranking
questions, category questions and list questions etc.
A Likert Scale question is defined that contain 5 to 7 response options. It must have
selected range from different choices such as strongly agree to disagree with the help of survey.
In order to identify the opinion or view of individual’s.
A ranking questions are known as survey question that asks respondents to easily compare
a list of items with each other. In context of marketing research, investigator will select this
question to arrange the preferences of every people in the form of specific orders (Avila-
Robinson and Wakabayashi, 2018).
Category and list questions are those in which designed primarily to describe what is going
on research and also identified the relationship between two or more variables.
Ethical Concern- In the research questions, Researchers are facing an ethical challenges in
different phases of study, from designing to reporting. It include confidentiality, informed
consent, and anonymity and research potential impact on the different participants. In context of
ethical manner, Opt-out Consent is based on the model that does not require a user to actively
consent before setting cookies. When researcher can access questions so that they have required
to select specific consent and follows guideline. In order to follow a proper ethical consideration
during research questions & analysis.
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