Module 7: Quantitative research and how to design a survey
Learning Objectives
In module 7, students will learn how to:
- Define quantitative research and its role in understanding market trends, consumer behaviour, preferences, and measurable aspects.
- Explain various quantitative research methods like surveys, experiments, observational research, and scanner-based research.
- Identify the advantages of quantitative research, such as large sample sizes, generalizability of findings, objectivity in analysis, and comparative analysis across segments, regions, or demographics.
- Explain different survey distribution methods like mailed surveys, phone surveys, in-person surveys, and electronic surveys, their pros, cons, and practical applications.
- Recognize the impact of survey design on the success and reliability of market research projects.
- Relate the importance of clear, non-biased questions in designing surveys.
