Role of Quantitative and Qualitative Research in Marketing Research

Data insights

1) 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.

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.

Cont.
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.