Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the
positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "
four P's" of marketing: Product, Price, Place (location) and Promotion. As a
social research method, it typically involves the construction of
questionnaires and
scales. People who respond (respondents) are asked to complete the
survey.
Marketers use the information so obtained to understand the needs of individuals in the marketplace, and to create
strategies and
marketing plans.
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marketing research that can be quantified; the collection of data that can be expressed in numerical terms.
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