Quantitative research is an objective technique to validate a theory or hypothesis. In order to do so, a reasonable number of people are listened and their profiles represent the research’s target audience as reliably as possible. Such technique is widely used in marketing research and is an important resource to support decisions, providing the sample selection criteria and the processing of results strictly comply with statistical standards. A quantitative research allows us to analyze cause and effect relationship and a given segment behavior, among others. The results are shown in figures and organized in graphs. By means of data analysis, it is possible to draw conclusions and make recommendations.

Quantitative research is used to:

  • Evaluate the customer’s experience (satisfaction, loyalty and image)
  • Develop or improve a product (concept, design, packaging, brand)
  • Evaluate advertising (pré and post campaign)
  • Set prices to new products or to existing ones
  • Evaluate channels (location, efficiency)

Processo de pesquisa qualitativa

Advantages Disadvantages
It allows us to control data collection It is a bit shallow
It generates “action standard” Results accuracy depends on the sample and questionnaire
Results may be projected It is costlier and more time - consuming when the interviews are in-person