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 Ps" 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.
Read more about Quantitative Marketing Research: Typical General Procedure, Statistical Analysis
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“... research is never completed ... Around the corner lurks another possibility of interview, another book to read, a courthouse to explore, a document to verify.”
—Catherine Drinker Bowen (1897–1973)