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Quantitative Market Research

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Quantitative Market Research

Quantitative market research is generally carried out on a larger scale than qualitative research - involving more numerous but shorter interviews. Quantitative market research seeks to understand how many people purchase a product or service, or hold a certain view, and how often they do this, and often makes use of complex statistics in order to predict future demand for instance.

In order to allow for later analysis, questions are also more likely to be closed-ended than in qualitative research - the larger sample sizes used in quantitative research mean that the process of coding out thousands of open-ended responses would normally be far too time consuming and providing respondents with a set list of responses, which would normally include 'other' anyway, is much more efficient.

Quantitative surveys are often utilised when a client is looking for a headline figure, such as '90% of women would reccommend X brand shampoo'. This type of surveying also includes more specific techniques such as net-promoter score (NPS), which looks at the percentage of people who would recommend a brand, service or product in contrast to the percentage who would actively not. This figure can then be given as a score and is useful for senior level decision makers to understand public perceptions of their brand.

Quantitative market research can be carried out on the telephone, face to face, online or by post.

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