This presentation delves into the crucial role of quantitative research within modern marketing research and data analysis. It begins by defining quantitative research and its significance, referencing key sources like Saunders, Bryman and Bell, and Sekaran and Bougie. The presentation highlights the shift towards quantitative data analysis driven by the rise of 'big data' and the need for larger sample sizes. It then focuses on questionnaire design, a critical component of quantitative research, exploring different question types such as Likert scales, ranking questions, category questions, and list questions, while also addressing ethical considerations. The presentation further examines the development of tools used in marketing research analysis, including platforms like SurveyMonkey and Google Docs. Finally, it covers the application of correlation and regression analysis, providing examples like identifying the relationship between temperature and sales, and salary and incentives. The presentation incorporates examples from coursework to illustrate key concepts.
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