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The purpose of quantitative research

shreyadas's Profile Uploaded by Shreya Das, 7 year(s) ago .
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Categories: Quantitative techniques in marketing
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Quantitative research tests variants of the marketing mix using numbers and statistics. It creates meaningful segmentation and measures brand equity, usage and attitudes. The mean and the standard deviation are important. Nominal, ordinal, interval and ratio data are all important ways to detect differences. Comparative scales make direct comparisons whereas in non-comparative scales, each object is scaled independently of the others. Interval and ratio scales are favoured because so much can be done with them. Longitudinal studies can identify and monitor changes over time. http://www.oxfordtextbooks.co.uk/orc/bradley2e
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