Quantitativeresearch methods seek to answer the specific nature of a researchproblem, for instance, the numerical data (Pickard,2012).These methods efficiently deliver solutions that can be mapped on areal market with statistical confidence. Quantitative tools can beuseful in some research areas such as in market resizing, productdevelopment among others. These tools make use of structured surveys,with closed-ended answer options, which are administered to arepresentative sample of the target population (Stage& Manning, 2015).The answers are usually in the form of ratings, multiple choices, andthe true/false format.
Inthe United States, the conventional method of administering thequantitative surveys is through the telephone or online surveys whilein other parts of the world, the in-person surveys are the standardmode (Goertz& Mahoney, 2012).Telephone surveys are conducted by the professional researchinterviewers that observe a particular quality control requirement.This technique is the most efficient method of reaching significantnumbers of back to back respondents in the developed markets (Goertz& Mahoney, 2012).In many instances, the telephone survey method is linked to a websitethat assists the researcher in providing visual stimuli to theaudience during the investigation (Pickard,2012).Mobile marketing research is an emerging trend that is applied in asmall percentage of the market analysis (Stage& Manning, 2015).This technique administers short surveys through the mobile deviceinterface. However, the recruitment process is still via the email orthe phones, while the responses are provided through the mobiledevices. This technique offers a better and a more convenient optionfor engaging the respondents and enhancing their experience in thesurvey.
Onlinereviews are mainly used by those businesses whose audiences are smallin nature (Pickard,2012).Through the online surveys, the study team emails the respondents alink through which they take the self-administered questionnaire.However, the list sources and the rates of response from the onlinesurveys may not be sufficient to support research with specified backto back target population (Stage& Manning, 2015).The online platform is crucial as it would give the respondents anopportunity to view the products, the marketing concepts, the productvalue and many other commodity features. The potential respondents ofan online survey can be obtained from the internet research panels,subscriber lists and the internal records about the clients (Turan& Needy, 2013).
In-personsurveys indicate respect for the respondents and offer an efficienttechnique of engaging the participants and catching their attentionthan the telephone or online survey methods (Turan& Needy, 2013).In-person surveys are mainly used when conducting a back to backsurvey in some regions such as Asia and the Latin America (Goertz& Mahoney, 2012).It is important to analyze the data obtained from a survey so thatfair inferences can be obtained (Pickard,2012).Some of the useful analytical techniques include regression, clusteranalysis, and the Van Westendrop Price Sensitivity Meter. Adequateuse of statistical knowledge would assist to identify thestatistically significant results that are important for marketingpractices (Stage& Manning, 2015).
Quantitativetechniques are essential for the sales team as they allow thepersonnel to realize the precise demands of the consumers as well astheir choice (Pickard,2012).Therefore, the sales staff can determine the marketability of aproduct in a particular region as the needs of the clients areidentified. This aspect helps to save time for the salesprofessionals as they possess the necessary knowledge about what isrequired and where it is needed. The sales team can then devise theappropriate marketing plans to increase the awareness about theproducts in those places that exhibit low rates of demand andpreference for the product (Pickard,2012).
Thesetechniques are also necessary for the overall management as it equipsthem with knowledge about the acceptability of their products (Stage& Manning, 2015).Hence they can compare their products with those of the competitorsand determine whether the commodities need further modifications. Itis the responsibility of the product design team to use quantitativedata to make the necessary adjustments to enhance the productfeatures (Turan& Needy, 2013).The advertisement group then introduces these modifications to thepublic and indicates how the changes have assisted to improve thequality of the outputs. The marketing team should show the potentialbenefits of using the new product against the old one and theproducts from the competitors (Yilmaz,2013).
Quantitativeanalysis is a research tool that is gaining more and more popularityin the businesses as it assists the firms to understand thecharacteristics of the markets better (Stage& Manning, 2015).Quantitative surveys are a crucial tool for any business as it aidsthe management to assess the performance of the institution atdifferent times and against different competitors (Pickard,2012).Technological advancements have assisted the firms to carry out theirquantitative survey efficiently through the use of tools such asonline pages for surveys and mobile phone questionnaires. As thenumber of people who can be targeted through the Internet and othertechnologies increase, the quantitative survey techniques are beingredesigned to fit in the dynamic world (Yilmaz,2013).The quantitative tools retain their importance in providing thenecessary information for the businesses, which would assist to makeprojections about sales, business performance and various changes inthe market.
Goertz,G., & Mahoney, J. (2012). Atale of two cultures: Qualitative and quantitative research in thesocial sciences.Princeton University Press.
Pickard,A. (2012). Researchmethods in information.Facet publishing.
Stage,F. K., & Manning, K. (Eds.). (2015). Researchin the college context: Approaches and methods.Routledge.
Turan,F. K., & Needy, K. L. (2013). A quantitative decision modeltowards maximizing organizational sustainability. EngineeringManagement Journal,25(1),3-18.
Yilmaz,K. (2013). Comparison of Quantitative and Qualitative ResearchTraditions: epistemological, theoretical, and methodologicaldifferences.EuropeanJournal of Education, 48(2),311-325.