Quantitative marketing research enables you to obtain strong statistical data about the group(s) of people you need to know more about. Data is gathered by conducting hundreds – sometimes thousands – of interviews, each following a highly structured pattern.

This data is then analysed – both by looking at overall findings, and by comparing subgroups of respondents e.g. men and women, younger and older people, existing and lapsed customers. And so on.

The power of quantitative marketing research is that you can use the findings to assess the incidence of a particular ‘dimension’ in the group(s) of people in which you are interested. For instance, a quantitative survey could help you assess the incidence of

  • Ownership of…
  • Attitude towards…
  • Frequency of using…
  • Recall of…
  • Knowledge about…
  • Preference between…
  • Satisfaction with…
  • Likelihood of buying…
  • Likelihood of doing…

As a general rule, the greater the number of interviews, the more accurate the prediction. While a minimum of 100 interviews is needed for valid statistical analysis of a specific group of people, the ideal is closer to 400. And you may well need several times that number in order to make statistically valid comparisons between several important subgroups.

Quantitative research can be conducted in several different ways:

  • In person
  • By telephone
  • By post
  • Online

Research Insight can advise on the type and size of survey most suited to your needs. To find out more, call us on +44 (0) 1235 812456 or drop us an email