When Do I Use Quantitative Research?
When marketing questions require projectable answers that provide the confidence to allocate resources and set future product and company direction, quantitative analysis is the answer. Quantifying market size, adoption rates, or existing or planned expenditures are typical exercises. Reliable quantitative work requires carefully crafted surveys that ask questions without implicit suggestions. With results from a statistically significant sample size, the data can be modeled to produce visual depictions of trends and analysis that give clearer and deeper insight.