name - sumit kumar SEM MBA 3rd roll no - 1273656

QUANTITATIVE RESEARCH

Quantitative Research

It is descriptive in nature and this method is used to predict the consumer behavior. This method always consists of experiments, surveys techniques, and observations. The findings are empirical and if collected randomly this can be generalized to large population and the data are quantitative, they lend to sophisticated statistical analysis.

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Advantages of quantitative research

The advantages of quantitative research are as follows: 1.Quantitative research allows the researcher to measure and analyses data. The relationship b\w an independent and dependent variable is studied. This is advantageous because the researcher has more objective about the findings of the research. 2. Quantitative research can also be used to test hypotheses in experiments because of its ability to measure data using statistics. o Disadvantages of quantitative research Following are the disadvantage of quantitative research : 1. The main disadvantage of quantities research is the context of the study or experiment is ignored. Quantitative research does. 2. Another disadvantage is that a large sample of the population must be studied; the large the sample of people researched, the more

Application of quantitative research in consumer behaviour

1. As the name suggest, the approach makes application of quantitative research techniques to the study of consumer behaviour. it comprises research techniques that are used to gather quantitative data over large samples randomly, and statistical tools and techniques, inclusive of survey techniques , observation and experiments.

2. Quantitative research is descriptive and empirical in nature. It is primarily used by the positivists while studying consumer behaviour, with a focus
On prediction of consumer behaviour. The findings can be generalized to marketing situations.

3. The quantitative techniques are also used by dialectics. In some areas of marketing research especially understanding of consumer behaviour, a more flexible approach is required, rather than a rigid approach as provided by a structured questionnaire, hence qualitative research could be used.

Consumer Research process.

Shows various steps in consumer research

Define Research problem Secondary data collection and evaluation Design quantitative research 1. Method . 2. Technique. 3. Sampling Design.

Primary data collection by field staff under supervision of experience researchers

Data Analysis and report

Consumer Research process.

1. Developing research objectives:- The consumer research process starts with identification of management problem or an opportunity, on the basic of which the research problem and objectives are formulated. A management problem\opportunity relates to decisions the management has to take and there search problem looks at the information needed to facilitate that decision.

2.

Collecting secondary data:- After defining the research problem and clearly stating the objectives of the research, the next step is to collect the relevant information from the available sources of information. This from of secondary data collection is called exploratory research. Exploratory or secondary research involves collection and analysis of any published data for a purpose other than the current one. it is important here to differentiate b\w exploratory and conclusive research.
Designing primary research:- research involves collecting data from the primary source of information, i.e. consumers, retailers ,etc.

3.

Consumer Research process.

Quantitative research:- A quantitative research study consists of a research design ,the data collection methods and instruments to be used, and the sample design. Three basic designs are used in quantitative research: observational ,experimentation or survey.

a. Observational research :- observation involves recording the behavioural patterns of people, objective and events in a systematic manner to obtain information about the phenomenon of interest. b. Experimentation :- experimentation seeks to fine-out the cause-andeffect relationship of the phenomenon under study. Under this design, two similar groups, one called experiment group and the other control group are chosen. The experiment group is exposed to pre-designed procedures while the control group is kept constant. c. Surveys :- in survey method research, participants answer questions administered through interviews or questionnaires. After participants answer the questions, researchers describe the responses given.