Quantitative Research

qualitative vs. quantitative marketing researchDefinition

Quantitative research collects numerical data and applies statistical techniques to it. Quantitative research is often used to test hypotheses, identify patterns, quantify outcomes, find relations between variables, and make predictions in terms of numbers.

In marketing, quantitative research is often used to study people’s motivations and behaviors through customer survey, media exposure, and transaction data.

Quantitative research can be paired with qualitative research to better understand the “why” behind quantitative results, or to put qualitative insights into terms of “how much” or “how many.”


  1. Universal Marketing Dictionary Project, 2023.

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