Quantitative methods of marketing research
Quantitative research answers the questions “who” and “how much”.
This type of research, in contrast to qualitative research, allows one to obtain quantitatively quantitative information on a limited number of problems, but from a large number of people, which allows it to be processed by statistical methods and to distribute results to all consumers. Quantitative research helps to assess the level of popularity of a firm or brand, identify the main groups of consumers, market volumes, etc. The main methods of quantitative research are different types of surveys and retail audit.
- 1. The survey involves finding out the respondent’s opinion on a certain range of
questions includedin the questionnaire through a personalor indirect contact of theinterviewer with the respondent.
The survey consists of collecting primary information by direct asking people about the level of their knowledge, attitudes to the product, preferences and purchasing behavior. As a rule, the survey consists of several stages, namely:
- development, verification and replication of the questionnaire;
- instructing interviewers;
- conducting a survey and monitoring the quality of data;
- processing and analysis of information received;
- Drawing up the final report.
Polls may vary:
- by the method of contact with the respondent: in person, by phone, by mail (including by e-mail) and via the Internet;
- by type of respondents: a survey of individuals, a survey of legal entities, a survey of experts;
- at the place of the survey: at home, at the office, at points of sale;
- By type of sampling: a survey of a representative or target sample.
As a rule, polls are more often distinguished by the way they contact the respondent. Each type of survey has its advantages and disadvantages.
- 2. Audit of retail trade includes the analysis of assortment, prices, distribution, and advertising materials in retail outlets on the examined commodity group.