quantitative research topic for marketing

Quantitative Market Research: A Guide + Examples

Quantitative market research is a numbers game.

It’s one of the four types of traditional market research; and a tried, trusted, and proven way to get answers to strategically important questions. 

Whether you’re already familiar with quantitative research, looking for practical examples, or considering using it in your business, I will cover everything you need to know.

What is quantitative market research?

Quantitative market research collects numerical data to help answer a research question or objective. Popular forms of quantitative research include surveys, polls, questionnaires, and demographical data from primary and secondary sources. The data can be easily quantified, compared, and analyzed to establish patterns, trends, and insights that disprove or prove a research question. It’s used by large and small organizations, thanks to modern market research tools like Similarweb.

What questions can quantitative market research answer?

Quantitative data can help a company find answers to strategic questions. It can help organizations find patterns, spot trends, make predictions, and establish averages. Most questions that can be answered by quantitative research help determine the: how, when, what, and where. Some of these include:

• What is the market size ?
• How have the needs of a market changed?
• What is the number of people that make up your target audience?
• How many people are interested in buying your product?
• Is there a market for your products?
• Where does my target audience spend most of their time online?
• The frequency that people buy your product or service?
• How many people are aware of your brand, product, or service?
• What type of people are your best customers?
• How long do people spend on your website?
• What percentage of customers are happy with your product or service?

Read More: 98 Quantitative Market Research Questions & Examples

Types of quantitative market research design

Quantitative market research deals with secondary and primary data–as long as it’s presented in numerical form. There are five key techniques of quantitative research design to know.

Experimental research

Experimental research (AKA true experimental research) is a research technique that analyzes to prove a theory. In most cases, it will involve several theories yet to be proved or disproved.

This type of design creates a controlled environment where multiple variables are examined and observed to establish the cause and effect they each have. Various data types of manipulated in the process and each impact is assessed. The study aims to determine the precise conditions in which the different variables affect each other.

A few examples of experimental quantitative research design include

• The effect of Black Friday Marketing on the success of a business.
• Impact of service delivery issues on the perceived reliability of a brand.
• The effect of a gift with purchase on customer satisfaction levels.

Choosing a suitable quantitative research method is vital, as data collection can be utilized for different effects. For instance, statistics can be correlational (which helps infer conclusions about differences) or descriptive (which help to summarize data).

Descriptive research

This type of quantitative research is used to learn more about a specific topic, for instance:

Through observation, it measures different variables and investigates each in detail. It aims to describe characteristics– and is focused more on the ‘what’ of a research problem than the ‘why’ behind it. Aptly named, it describes a research subject without investigating why it happens.

A few examples of descriptive research include:

• A company’s Black Friday marketing campaign description.
• The description of service delivery issues a company or its customers face.
• An outline of what companies offer a gift with online purchases.

Quasi-experimental research

This is similar to experimental research (aka casual comparative research), which seeks to evaluate cause-and-effect relations among variables. However, in the case of quasi-experimental research, the key difference is that it’s an independent and dependent variable that is used.

This type of quantitative research design takes at least two types of data, analyzing each together to examine the differences–using a typical cause-and-effect methodology. Research is usually undertaken in a near-natural setting, with information being gathered from two groups.

• A naturally occurring group that’s closely matched with the original environment.
• A group that is not naturally present.

In doing this, causal links can be made. However, not all casual links will be correct due to other variables impacting results.

Examples of descriptive quantitative design include:

• The effect of the Black Friday campaign’s success on employee productivity.
• Service delivery issues effect on the public perception of a brand.
• The effect of free gifts on customer loyalty.

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Correlational research

Correlational research is usually conducted to determine the relationship between two closely related entities. It looks at how each impacts the other and details the changes that occur.

This type of quantitative research design examines relationships between multiple data types. It will examine the extent to which they align with one another or where they differ. It will not delve into casual links any deeper than this.

Examples of quantitative correlational design include:

• The relationship between Black Friday campaign success and annual revenues.
• Correlations between delivery issues and brand reputation.
• The relationship between free gifts and their perceived loyalty.

Quantitative market research data collection methods

You have a few options when considering which type of quantitative research is best. The first thing you’ll need to do is choose the data collection method. Below, I’ve summarized three of the most common quantitative research data collection methods.

This applies to telephone, video conference, or face-to-face interviews. While it’s an ideal way to connect with individuals to collect data, it’s a method that utilizes resources due to the time it takes to set up and conduct them.

A market research survey is a cost-effective way to collect quantitative data. Information can be obtained from large groups of people quickly, and the survey itself is relatively easy to set up. Your survey questions must be carefully considered for the results to provide meaningful data . When creating any form of survey for this type of market research , the questions should remain close-ended, giving participants a yes/no answer or one that requests a numerical result.

A few examples of quantitative market research survey questions include:

• Would you recommend Similarweb to a colleague?

2. On a scale of 1-10, with one being the lowest and ten being the highest, how would you rate your experience with the Similarweb customer support team today?

3. Could you find the information you were looking for on our site today?

4. On a scale of 1-10, with one being the lowest and ten being the highest, how easy could you find the information you were looking for on our site today?

5. Was your query resolved in full by our support representative?

While similar, a poll is a shorter survey version. It’s often used to give researchers a point-in-time perspective of a large group of people. Data can be collected in person, over the phone, or online. The costs for polls can vary, depending on whether you buy questions on an existing poll, such as YouGov, or if you opt for a more bespoke survey that you create from scratch.

Fun fact: The origins of polls date back to the 19th century. They were first used in America to predict the outcome of the presidential elections.

Quantitative market research advantages and disadvantages

As with all market research, there are pros and cons to consider. While there are many benefits of using quantitative market research, it’s important to weigh these up with the drawbacks to ensure you make the best choice for your project.

Benefits of quantitative market research

The information you obtain directly results from the questions asked and the audience you choose. Get these two factors right, and you’ll reap the rewards in your research. Here’s a quick summary of the advantages doing quantitative research offers.

• Collect a vast volume of data efficiently with a larger sample pool.
• Get a generalized view of a target audience and demographic.
• Results can be processed quickly as they are highly structured.
• Easy comparison of results from different groups of participants.
• Its objective–relying on solid numbers with fewer variables.
• Number-based research is ideal for analysis.

Disadvantages of quantitative market research

While all quantitative market research collection methods can generate insightful data showing a wider opinion, there are limitations to consider.

• If respondents are not representative of your target audience, this could potentially impact the accuracy of results–it’s also known as a sampling error.
• The wording of questions can impact the findings–consider this carefully when designing interviews, polls, or surveys.
• Quantitative research is close-ended, with no ability to receive data about the ‘why’ or ‘how’ behind the numbers. Findings can only provide a small part of the story without two-way dialogue.
• You’ll need a hypothesis and an appropriate model to avoid invalid results or bias to collect and analyze the data.

What strategies are used to ensure the accuracy of quantitative market research?

Researchers employ several strategies to ensure the accuracy of their quantitative market research. This includes using various data sources to ensure that no single source is unduly influencing the results. Additionally, researchers may use advanced statistical techniques such as regression analysis and factor analysis to ensure that their results are accurate and valid. Lastly, researchers may employ survey design principles such as random and stratified sampling to ensure that the results represent the studied population.

Using Similarweb for quantitative market research

For all the advantages that quantitative market research offers, it’s hard to ignore the limitations. Things like timeliness, bias, and the close-ended nature of this method all matter when you need to make important decisions and don’t have time to take on a lengthy research project.

That’s where we come in.

Depending on your market research questions, there’s usually a faster way to achieve your goals with insights gained from digital research intelligence software like Similarweb. Whether you want to learn more about a target audience, market, industry, or competitors, you can get up-to-date intel that’s on point, easy to understand, and accurate.

Consider your research question, and see what insights and information are available to you right now. With a world of data at your fingertips, you can harness Similarweb Digital Research Intelligence to uncover telling facts, that inform research and strengthen your position. Use it for:

Market Research

Benchmarking

Audience Insights

Company Research

Consumer Journey Tracking

Use it to uncover the insights you need to make decisions and develop strategies that help you win. 

Wrapping up

With all types of market research, it’s important to take a balanced approach. Organizations that use quantitative market research to get numerical data must balance this with qualitative data to understand the sentiment behind the numbers. So, while quantitative research has its advantages, it must be done in tandem with other research types to provide a complete picture that tells you what, when, how, and why.

Similarweb’s suite of digital intelligence solutions offers unbiased, accurate, honest insights you can trust. Take it for a trial run today, and see how it can power up  your research and save you time. 

What are the four types of market research?

The four main types of market research include primary, secondary, quantitative, and qualitative. While there are subcategories, most research falls into one of these four key categories.

What is the difference between quantitative and qualitative market research?

Quantitative market research is focused on numbers. It collects numerical data to inform a research question or develop a theory. On the other hand, qualitative research is more about consumer sentiment, looking at how and why people feel a certain way about a product, service, or brand.

What are the benefits of quantitative market research?

As it deals with numerical data, quantitative research data can be analyzed quickly and consistently. Future replication is an easy and effective way to conduct a broad study across a large sample size. There are also fewer variables as data is close-ended. Both collection and analysis can be automated and costs less than qualitative research.

What types of questions can quantitative market research answer?

Quantitative research can help answer questions that explain what, how much, when, and where. It seeks to quantify attitudes, behaviors, and opinions but can also be used for establishing averages, making future predictions, and trendspotting.

Who is quantitative market research for?

Quantitative research data delivers information that can help shed light on a market or business. This makes it valuable to both established firms and start-ups of any size. Practically, it can help with market sizing, forecasting, market validation , and more.

What advancements have been made in quantitative market research?

In the past decade, technological advances have enabled quantitative market research to become even more precise and comprehensive. AI and machine learning have allowed researchers to collect and analyze large amounts of data faster and more accurately.

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Quantitative Market Research: The Complete Guide

What is Quantitative Market Research?

Quantitative Market Research is a technique to ask questions to the target audience in an organized manner using surveys, polls or questionnaires. Received responses can be analyzed to make well-thought decisions for improving products and services, that will in turn help increase respondent satisfaction levels. Well-founded results can be achieved in case a large sample size that represents a population is surveyed.

The age of Information has transformed both selling as well as purchasing habits and norms. “Information” or “data” is now more valuable than gold. Companies rise and fall on the basis of how well they are able to collect and analyze data and make informed decisions based on the gathered insights.

LEARN ABOUT: Marketing Insight

Any evolved customer who makes a purchase online can tell how quickly businesses have become “customer-centric”. And the first step towards becoming a customer-centric business is through customer feedback and research design .

LEARN ABOUT: Market research vs marketing research

For instance, “Based on your overall experience with us, how likely are you to recommend us to a friend or colleague?” – This one question, the Net Promoter Score question, changed the game for businesses across the Globe. With just 1 question, companies are now able to collect real data from real customers on how well their organic word-of-mouth referrals can grow their business and how less/more they have to spend on paid advertising and promotions or which area of their product or service quality requires improvements.

This is just 1 in hundreds of such Quantitative Market Research survey questions that have fundamentally and exponentially helped organizations, including nonprofits, charities, educational institutions and business alike, to make decisions that are based on real data!

Organizations are dependent on quantitative analysis for the statistical evaluation of data because it gives systematic, detailed information about the research problem at hand or the target audience. This market research technique revolves around surveys , questionnaires and polls and the data collected is evaluated numerically, statistically, mathematically to form better strategies and marketing plans.

LEARN ABOUT:  Market research industry

But before we dive into the steps that are required to carry out a successful Quantitative Market Research study, let’s look at a few more critical reasons why you need to do so.

LEARN ABOUT: Causal Research

Reasons to conduct Quantitative Market Research

• Research is the first step for a successful marketing campaign, be it a new product launch, sales pitch positioning or conducting a data-oriented statistical analysis .
• By conducting an online quantitative market research, insights about marketing activities like updating the website, social media page management or newsletters can also be received.
• By implementing Quantitative Market Research, questions like “Who are currently buying my products/services?”, “Why are the others not buying my product?”, “How to reach out to my potential clientele?” are answered.
• Quantitative research starts with survey creation, designing, and distribution. After the survey is sent out to the right people, data collection(active or passive data collection ) and analysis has to be done to get desired insights.

LEARN ABOUT: Best Data Collection Tools

Significance of Quantitative Market Research

As the name implies, Quantitative market research focuses on the quantity and structured collection of data. It began with face-to-face techniques and now has evolved into online surveys like those provided by QuestionPro. It is often used to capture data like customer behavior , size of the market, identifying reasons for product repurchase. This type of market research is usually based on a large number of samples.

LEARN ABOUT: Behavioral Research

Characteristics of Quantitative Market Research

The basic characteristics of quantitative market research are:

• The premise that quantitative market research operates on is to confirm the hypothesis of the phenomena of how many.
• The data collected is solely in the form of numbers and statistical formula can be applied to this data to come up quantified actionable insights.
• Data collected and the mode of collection is very structured. It is a mix of questionnaires , surveys etc.
• The research study is designed in a way that the questions are structured and the possible responses to these types of question are also structured. This is laid out well in advance before the study.
• Since the questions are not open ended, they point towards certain answers so the scope for uncertainty is limited.

What is the methodology for creating a successful quantitative market research survey?

Quantitative market research is a highly scientific method of market research. It uses deductive reasoning to come to a conclusion and create actionable insights from the data collected. This research method works on the principle of developing a hypothesis, collecting data and then analyzing that data to further prove or disprove the hypothesis. The milestone based procedure of the quantitative design is:

• Make an observation of something that is unknown to you. Investigate the theory that is related to your issue or the field that requires validation.
• Create an in-depth hypothesis to validate your research and findings and end objective.
• Plan for how to prove or disprove this hypothesis and create a structure to achieve this objective.
• Collect and analyze your data. If your data validates your hypothesis, prepare for final validations and to present findings. If the data disproves your hypothesis, you can either start afresh with a new hypothesis or drop your current research.

The milestones mentioned above fall under 5 quantitative design types namely; survey research , descriptive research , correlational research , causal-comparative/ quasi-experimental research and experimental research .

LEARN MORE: Descriptive Research vs Correlational Research

What are the common techniques to conduct a quantitative market research?

Quantitative market research can be conducted by primary and secondary research types. Some of the Some of the most common ways to conduct a quantitative market research are:

Primary quantitative market research techniques

Primary techniques are the most common forms of conducting quantitative market research. Some of the most common and widely used forms are:

• Cross-sectional research survey:  Cross-sectional market research is a quantitative market research method that analyzes data of variables collected at one given point of time across a sample population. population or a pre-defined subset. This research method has people who are similar in all demographics but the one that is under research.
• Longitudinal research survey:  Longitudinal market research is a quantitative market research method where research is conducted over years or decades on a target demographic markets or certain individuals to collect statistical data. 

LEARN ABOUT: Research Process Steps

• One-on-one Interviews: This quantitative data collection method was also traditionally conducted face-to-face but has shifted to telephonic and online platforms. Interviews offer a marketer the opportunity to gather extensive data from the participants. Quantitative interviews are immensely structured and play a key role in collecting information. There are two major sections of these online interviews:
• Face-to-Face Interviews: An interviewer can prepare a list of important questions in addition to the already asked survey questions. This way, interviewees provide exhaustive details about the topic under discussion. An interviewer can manage to bond with the interviewee on a personal level which will help him/her to collect more details about the topic due to which the responses also improve. Interviewers can also ask for an explanation from the interviewees about unclear answers.
• Online/Telephonic Interviews: Telephone-based interviews are no more a novelty but these quantitative interviews have also moved to online mediums such as Skype or Zoom. Irrespective of the distance between the interviewer and the interviewee and their corresponding time zones, communication becomes one-click away with online interviews. In case of telephone interviews, the interview is merely a phone call away.

Secondary quantitative market research techniques

Secondary techniques to conduct quantitative market research are a means to validating a hypothesis or drawing conclusions from empirical data and primary data. This research method is a form of observational research where historical data helps validate the statistical observations of the primary data. For example: mapping the purchase of snowblowers to the months where sales spike with historical data of inclement weather helps manage supply and demand as well as trained personnel during those months.

LEARN ABOUT:  Test Market Demand

5 steps needed for creating a successful quantitative market research survey:

• Specify the Goal: Why do you want to conduct this market research? There should be a clear answer to this question so that the steps that follow are smoothly executed.
• Have a Plan Sketched Out: Every step that needs to be achieved has to be put to paper like the tools that are required to carry out the research,  survey templates , the target audience etc. This may vary from project to project.
• Collect Data: This is the most crucial step in this market research. Data is collected through 3 main mediums: online surveys, telephone interviews or email surveys .

• Compile Reports: A report consisting of graphs, charts, and tables should be created so that the person in-charge of the report can incorporate the observed changes.  

Learn more about Quantitative Data

Guesswork or limited awareness of numbers can never result in the success of an organization. Quantitative market research offers the perfect medium for researchers to analyze customer behavior and adaptability so that the growth of the organization isn’t hampered.  

Quantitative market research questions – Use and Types

According to the objective of research, the survey creator can decide the type of questions to be used. To put it briefly:

• Quantitative market research questions produce answers for “Who” and “What”.
• Qualitative market research questions produce answers for “Why”.

Quantitative questions are usually close-ended and are simpler to analyze when compared to the qualitative counterparts which are open-ended and much harder to analyze. If you’re looking to obtain statistics and quantifiable results, you can implement quantitative market research questions.

These questions are easy for the respondents to answer. Due to their close-ended nature, a sizeable quantity of questions can be asked without having to worry about whether the respondents will get irritated by them or not.  Quantitative questions can start with “how” or “what” and can be used in questions such as “how frequently” or “how many” or “what are” or “what is the extent”.

The most used quantitative market research questions are:

Net promoter score : This question can be asked to evaluate customer satisfaction and brand shareability. It’s usually a 0-10 scale which provides a very filtered yet efficient perspective about brand recommendation. The respondents are divided on the basis of the provided input.

Likert-scale: It’s a psychometric question to evaluate customer opinions towards a particular situation with two polarities at each end of the scale. The Likert-scale question has a statement and 5, 7 or 9 response options for the respondents to choose from. These questions used for customer satisfaction , employee satisfaction , and academic surveys .

Semantic-scale: Semantic differential rating scale is used to ask quantitative questions about ideologies, products or events with grammatical opposite options at the polar positions of the scale to measure their implicative meaning.  

Multiple-choice: These fundamental components of a survey can be vital in getting the best responses in quantitative research as they provide the exact options that an organization would want their respondents to choose from.

Matrix questions: These are multiple choice questions assembled in form of a matrix. They are extremely convenient for survey makers to create and analyze these kinds of questions and for respondents to construe and answer.

Read more: Survey Questions and Sample Survey Questions

Statistical Analysis in Quantitative market research

Quantitative market research uses a host of statistical analysis techniques to process the response data and derive meaningful and clear insights. These insights gathered from statistical analysis enables researchers to derive the final conclusion of the quantitative research.

LEARN ABOUT:   Statistical Analysis Methods

Here are 5 commonly used statistical analysis techniques:

• Conjoint Analysis:

Conjoint analysis is a method used to identify the value of various attributes such as cost, features, benefits for the customers that lead to the purchase of a particular product or service. With increasing technology implementation features in devices and gadgets, this analysis method has been widely adopted for product pricing, market placement, and product launch.

• TURF Analysis:

TURF (Total Unduplicated Reach and Frequency) analysis allows an organization to gain insights on a combination of products/services that’ll attract the highest number of customers. This is done by producing the reach and frequency of unduplicated data from the obtained responses.

• GAP Analysis:

GAP analysis is used to calculate the difference between the desired and actual performance of a particular product/service. By measuring GAP analysis , an organization can make improvements to mend the gap and make their attributes more appealing to reduce the gap.

• MaxDiff Analysis:

Also known as “best-worst” scaling, MaxDiff is choice-model used to acquire customer preferences of multiple characteristics such as product features, brand images, and preferences, activities around the branding etc. It does have some similarity to Conjoint analysis but is much simpler to implement and analyze.

• Cross Tabulation:

Cross-tabulation is a statistical analysis tool that allows comparison of two or more categories in a brief tabular format for convenient data analysis .

Advantages of quantitative market research:

• Produces numerically rational theories: The result of the quantitative research is based on numbers because of which results are extremely instrumental for an organization to make well-thought decisions to market a product/service in a better manner. The numbers analyzed in this can be then put into charts and graphs for better representation and review.
• Easily calculable and analyzable data: Due to the exactness in the answers received for quantitative questions, it’s extremely favorable for research to evaluate the data.
• Enhanced willingness of respondents: Quantitative research mostly comprises of close-ended questions which are quick and less time-consuming for the respondents to answer. This is an essential reason for high response rates for this market research.
• Less investment to create brand awareness: These days, quantitative research is used for brand awareness which is generally conducted through online mediums. Cost invested in the research is thus reduced to create awareness about the brand.

Disadvantages of quantitative market research:

• Statistical data isn’t always complete: Data could be collected from a huge number of people but there is no way to dig deep down into they “why” of an answer. Data isn’t actionable with just numbers and no concrete explanations to back that data.
• Structured interviews and questionnaires: The biggest strength but also a weakness of quantitative market research questions is the limited scope to digress from a structured answer. Whilst this provides actionable numbers, the research questions do not allow to validate those numbers due to the nature of how the survey is set-up.
• Sample size isn’t indicative of a larger population: If the respondents of the market research survey have attributes that do not match those of a larger demographic, the data collected cannot be equated to a larger sample as the data collected isn’t necessarily a representation of the larger audience.
• Self-report isn’t always trustworthy data: People when given the liberty to respond to a survey are skeptical to give out too much information and if any information provided is incorrect or haphazard, that discounts the complete validity of the survey.

How does Quantitative Market Research  work  using QuestionPro?

QuestionPro offers a string of standard and advanced question types like single select, multi-select, Net Promoter Scale or Van Westendorp etc. that can be chosen to create a powerful survey. The survey has to be branded and personalized as per your company policies and also has to include logic and branching suitably.

Distribution of surveys using the right mediums is an integral part of data collection. You can reach as many people as you wish to by using sources like Emails that can also be scheduled, QR code, Mobile application that allows offline data collection , Automated IVR surveys , and Web intercept surveys .

Responses are updated on a dashboard as and when respondents take the survey. As a survey maker, you can keep an eye on the live updates of the customers who’ve started the survey but not yet finished it or who’ve completed it or who’ve just begun, on the dashboard.

LEARN ABOUT: Level of Analysis

Using techniques like Conjoint Analysis, SWOT Analysis, TURF Analysis, one can obtain a solid statistical understanding of the collected data for organizations and academicians. The updates in analytics are done in real-time using advanced analytics programs.

LEARN ABOUT: 12 Best Tools for Researchers

This marketing research method is used to know how alike do people think about a certain product and derive results for data-oriented decision making. When a new product is being launched or a product is being upgraded, quantitative market research can be put to use to know what the target audience thinks about the change and whether it will be well adapted.

LEARN ABOUT: Average Order Value

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The Complete Guide to Quantitative Market Research

Quantitative research is a chief category in the research sphere, along with qualitative research. An encompassing aspect of market research , it can include both primary and secondary methods of extracting data. 

Although used interchangeably with qualitative research, quantitative research is a distinct process that should not be confused with its counterpart. In fact, it is the opposite of qualitative research.

Let’s navigate through the waters of quantitative research in this complete guide.

What Defines & Makes Up Quantitative Research?

As its name suggests, quantitative research is the process of aggregating quantitative, or numerical data for research purposes. This data is used for a number of applications. These include:

• Quantifying opinions, behaviors, attitudes and problems
• Making generalizations
• Forming predictions
• Discovering patterns
• Determining averages
• Testing relationships

Quantitative research generally relies on a larger sample size in order to quantify any issue or variable. In order to achieve this, this research method involves using mathematical and statistical means. 

This type of research answers the “what” and the “how much” of a subject within a research endeavor. As it forms generalizations, this type of method involves surveying a larger population, using measurable data and processing all the data first and then analyzing it from a statistical standpoint.

The Four Main Types of Quantitative Research

There are four main ways to perform quantitative research. Aside from their methodology, these sub-categories also seek different types of answers and conclusions.

1. Descriptive Research

This is used to determine the state of variables. It describes the situation and environment surrounding a variable or topic. As such, it is used for arranging comparisons, outlining sample characteristics, overlooking emerging trends and confirming existing phenomena.

The data is collected by way of observation. Descriptive Research is used to form a hypothesis, but only after having aggregated all the necessary data.

2. Correlational Research

This research method is used to examine the relationships between different subjects and variables. Analyzing relationships is necessary to either test a hypothesis or a prediction. Because this research focuses on relationships between fixed variables, other outlying variables are not part of the investigation.

Correlational research is in direct opposition to experimental research, as none of the studied variables are manipulated. Correlations can be either positive or negative, with different degrees of the relationship’s strength.

3. Experimental Research

This method is used for finding whether there is a cause and effect relationship among variables. This kind of research relies on the scientific method. Unlike correlational research, experimental research involves manipulating variables.

Researchers would manipulate a variable to uncover its effect on another one. This method is frequently referred to as true experimentation, as no experimental undertaking leaves all variables unchanged; at least one must be influenced in some way. 

This includes manipulating, randomizing or reverting back a variable. The variables are then measured, calculated and compared.

4. Survey Research

The final research method is crucial to understanding behavior. In market research, it is often used to acclimate a brand with its target market’s desires, needs, points of contention and behaviors.

Surveys allow researchers to ask pointed questions to either discover their target audience or get a granular sense of their opinions. As such, they can be conducted within one group or many, for the sake of comparison.

Instead of turning to survey panels , which are likely to have skewed or biased results, researchers should use a random sample of people. A non-panel-based survey will garner more respondents that aren’t motivated by professional compensation.

Surveys can be administered by mail,  in-person, on the phone, or digitally. The latter has even more options: online surveys, third-party surveys, emails and in-app.

Examples of Questions for Quantitative Research

Survey research has a far larger scope of questions than do the other three types, as researchers can ask practically anything to conduct their studies. However, there are some best practices in survey questionnaires, such as focusing on your industry, your product and the desires of customers.

Learn more about asking insightful market research questions . Here are a few examples of quantitative research questions in the three other categories.

• Is working from home the best option to improve productivity for employees with long commutes? Variable: Working from home and in-office Demographic: Employees with long commutes Quantitative Research Type : Experimental
• How has the coronavirus changed employment for white-collar workers? Variable: Employment types and statuses Demographic: White-collar workers Quantitative Research Type : Experimental
• How often do working people travel for a holiday? Variable: Amount of times respondents travel during a holiday Demographic: working people Quantitative Research Type : Descriptive
• How much would you pay for a subscription to an entertainment magazine? Variable: payments for a magazine subscription Demographic: women aged 14-44, those interested in celebrities Quantitative Research Type : Descriptive
• What is the difference in smartphone usage between Millennials and senior citizens? Variable: Time spent on using a smartphone Demographic: Millennials and seniors Quantitative Research Type: Correlational
• Does the leadership style of car shop owners predict the job satisfaction of car salespeople? Variable: Leadership style and job satisfaction Demographic: Car shop employers and salespeople Quantitative Research Type: Correlational 

When to Use Quantitative Research and How to Analyze It

The quantitative research method has specific use cases. You ought to consider which is best for your particular business, which includes your strategy, your marketing and other facets.

The core of quantitative research is to quantify a phenomenon (a problem, an inadequacy, and a slew of other occurrences) and understand its prevalence. Researchers do this by observing large portions of a population.

You should use this form of research whenever you need to be presented with the state of things at a higher level, or from a bird’s eye view. This Is because this type of research can identify links between various factors, look for correlations and discover cause and effect relationships.

Researchers can then use the results of their findings to form predictions. This is useful in market research when launching a new product, brainstorming product ideas or innovations or growing a customer base.

To analyze this research, it should first be made quantifiable and objective. Researchers should pin down the scales and units of measurements in their various studies. Then, they should organize them into easily interpretable formats.

For example, once you gather the numerical data, you can enter it into a spreadsheet. Thereafter, you can organize it by desegregating it into graphs, charts and tables. Finally, you should draw data-based conclusions from your study. You can also do further sleuthing via advanced analytics.

The Benefits and Drawbacks of Quantitative Research

Quantitative research has a bevy of benefits; it also has some hindrances. You should peruse both the positive and negative qualities of this research type before setting out on any major research project. The following may help you choose one form of research over the other, or use aspects of both.

• Larger sample pools: the larger the group of respondents, the more accurate are the results.
• Highly structured: Surveys, questionnaires, and other tools for recording numerical data
• Focused: The design of the study is determined before it begins
• Theory-based: Research tests a theory to provide support/proof
• Designed to Be Analyzed: Numbers/statistics exist as tables, charts, figures and other non-textual forms for easy analysis.
• Objective: Steering clear of bias as the research is separated from the data & only objective responses are sought.
• Direct comparisons of results: The study can be set in different cultural environments, times or different groups of participants with a statistical comparison of results.
• Focuses solely on numbers: This can be limiting as researchers may overlook other data and larger themes.
• Superficial Representations: It cannot adequately describe complex concepts (ex: feelings, opinions) it only shows the numbers behind them. 
• Several factors can invalidate results: A hypothesis and a model for collecting/ analyzing data.is required; any mistake can lead to bias and inaccurate illustrations.
• Erred Structure: If any data is missing or if measurements are not clear, biases easily take precedence.

The Final Word on Quantitative Research

Market research is far too encompassing to fully complete, especially in a limited amount of time. To tackle market research, begin with a research method. Quantitative research is often a good starting point, as it shows you the existence of a problem by way of quantifying it.

Aside from confirming the existence, it can help confirm a hypothesis, find correlations and prove cause and effect relationships. A hard set of data can also help you make educated predictions.

While the three types of quantitative research methods are useful, they do have several disadvantages. The fourth one, ie, survey research helps fill in the gaps and inadequacies of numerical limitations. Interestingly enough, they too can be a source of hard data and numbers. 

Either way, market research is sure to benefit from incorporating surveys as part of the processes.

Frequently asked questions

What is quantitative market research.

Quantitative market research utilizes the techniques of quantitative research in order to better understand the target market. In quantitative research, the information gathered from surveys and questionnaires is converted into numerical values so it can be easily analyzed.

What types of questions do quantitative research answer?

Quantitative research seeks to define “what” and “how much.” It is used for identifying patterns, making predictions, establishing averages, and quantifying opinions, attitudes or behaviors.

What are the four main types of quantitative research?

The four main types of quantitative research are survey research, correlational research, descriptive research, and experimental research.

What type of surveys are used for quantitative research?

Quantitative surveys are best suited for quantitative research. In this type of survey, there are no open-ended questions, and all responses can be assigned a numerical value. In most cases, a quantitative survey is distributed to a large and random sample of individuals.

Why are large sample sizes important when conducting quantitative research?

A small sample size can lead to inaccurate results. The larger the sample size (i.e. the group of individuals who receive the survey), the more likely it is that the results will be statistically significant and accurate.

Do you want to distribute your survey? Pollfish offers you access to millions of targeted consumers to get survey responses from $0.95 per complete. Launch your survey today.

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Quantitative market research questions to ask for actionable insights

Types of quantitative market research questions, 36 quantitative research questions and examples, how to write your own quantitative market research questions, how to collect insightful data from your quantitative surveys, receive quantitative insights in weeks, not months.

There’s a big difference between asking “Why do you like our product?” and “On a scale of 1-10, how much do you like our product?” But both ways of asking are valuable in their own way.

Knowing your audience is not about guesswork or intuition, it is about concrete data. And while it’s valuable to learn the ‘why’ behind the ‘what’ with qualitative research, quantitative research is just as necessary — to spot trends, patterns and more.

Unlike qualitative research, which explores attitudes, opinions, and motivations through open-ended questions, quantitative research zeroes in on the numbers (see what we did there?). It’s the difference between gathering general opinions and collecting measurable, specific data.

But when is this approach the way to go? For starters, whenever you need to track factors over time, such as customer satisfaction. Or when assessing the popularity of a potential product feature, understanding demographic preferences, or analyzing consumer purchasing behavior in different locations.

Quantitative research reveals the impact and scale of sentiments for better decision-making. It’s also valuable when you’re looking to quantify the extent of a trend, measure the impact of a marketing campaign, or pin down the specifics of consumer behavior.

But how do you ask quantitative market research questions that don’t just scratch the surface? We’re here to give you some great examples of quantitative survey questions.

In the US? Check out these research platforms

Here are the top market research platforms in the US for reliable insights – check them out and start getting your insights today!

When thinking of quantitative market research questions, people often think ‘ ah, numbers ‘. But there’s more than meets the eye. Here’s how you can categorize the different types of quantitative research questions:

Descriptive quantitative research questions

These are your what , when , and how many types of questions. They help you sketch out the basic landscape of your market. For example, “How often do you shop online in a month?” or “What is your preferred method of payment while shopping online?” When you give answers people can select, it is quantifiable data. That’s different from asking: ”describe what a day out shopping looks like for you”, which is a qualitative question.

Comparative quantitative survey questions

These questions measure differences or changes over time or between groups. For instance, “How has your spending on online shopping changed since last year?” Comparative questions help you understand the dynamics and shifts in your market. Remember that you’re not just trying to find overlap: it’s just as important to know what differences there are.

Relationship-based quantitative survey questions

These questions aim to uncover correlations or relationships between two or more variables. They can reveal insights like, “Is there a link between age and the likelihood of using mobile payments?” These questions help you understand the deeper connections within your market, as well as test assumptions, as long as you dare to ask questions that challenge what you’re hoping to find.

Now, a quick note on reducing bias in quantitative survey questions . Here are some key points to remember:

• The key is in how you frame your questions.
• Always aim for neutrality.
• Avoid leading questions that suggest a particular answer.
• Be specific and clear to avoid confusion.
• Consider the order of your questions, as earlier questions can influence responses to later ones.

And finally, test your survey with a small group before a full rollout, to catch and correct any unintentional bias. This way, you ensure the data you collect is as accurate and reliable as possible, giving you the best insights to make those crucial business decisions.

If you want to make a quantitative survey that hits the spot, don’t just ask generic questions. We’re here with some examples that you can adapt to make your research a success.

Descriptive market research questions

With a descriptive quantitative research question, you can quickly get the most important info for your respondents on anything ranging from buying frequency to satisfaction levels.

• Insight : this question reveals the frequency of use, indicating customer dependency on your product or service.
• Benefit : understanding usage patterns can guide inventory management and marketing strategies.
• Insight : reveals the communication channels most favored by your audience.
• Benefit : tailor your customer service and marketing outreach to your customers’ preferred channels.
• Insight : provides an average spending figure for budget allocation in that category.
• Benefit : helps in pricing strategies and identifying the most lucrative customer segments.
• Insight : uncovers patterns in online shopping behavior.
• Benefit : optimizes the timing of online marketing campaigns and promotions.
• Insight : identifies the most effective channels for brand discovery.
• Benefit : informs where to allocate advertising spend for maximum impact.
• Insight : measures the likelihood (not effectiveness!) of word-of-mouth referrals.
• Benefit : assesses customer satisfaction and the potential for organic growth.
• Insight : highlights your unique selling points from the customer’s perspective.
• Benefit : guides messaging to emphasize what customers value most about your brand.
• Insight : offers a quantifiable measure of customer service satisfaction.
• Benefit : identifies areas for improvement in customer support.
• Insight : sheds light on the most popular aspects of your product.
• Benefit : informs product development and feature enhancement.
• Insight : uncovers the key motivators behind purchasing decisions.
• Benefit : helps create targeted marketing campaigns to focus on these driving factors. 

Comparative market research questions

If you want to analyze and compare different variables, these questions can help.

• Insight : highlights changes in consumer spending habits over time.
• Benefit : useful for identifying trends and shifts in consumer behavior, aiding in long-term planning. Especially valuable if you add qualitative insights to this quantitative data.
• Insight : compares consumer preferences between different shopping channels.
• Benefit : guides omnichannel marketing strategies and resource allocation.
• Insight : tracks changing consumer values and preferences over time.
• Benefit : useful for aligning product development and marketing with evolving consumer values.
• Insight : compares the weight of price versus brand in purchasing decisions.
• Benefit : informs pricing strategies and brand positioning efforts.
• Insight : evaluates customer perception of marketing efforts in product packaging.
• Benefit : assesses the impact of packaging on brand image and customer approval.

What are the top research platforms in the UK?

Here’s our list of the pros and cons of key market research platforms for UK brands

Relationship-based questions for quantitative research

In quantitative research, especially when exploring relationship-based aspects, the key is not to cram multiple inquiries into one question but to ask them sequentially.

This approach allows for a clearer and more focused response to each individual question. Later, during the analysis phase, you can then correlate the responses to uncover relationships between different variables.

For instance, instead of asking, “How often do you use our product and how satisfied are you with it?”, split this into two separate questions:

• “How often do you use our product (daily, weekly, monthly)?”
• “On a scale of 1-10, how satisfied are you with our product?”

By asking these questions separately, you ensure that respondents clearly focus on each aspect without being overwhelmed or confused by a dual-focused question. This approach yields more accurate and reliable data.

After the survey, you can analyze the results to see if there’s a correlation between usage frequency and satisfaction levels.

Here are some examples of combinations that can work well:

• What is your age group?
• Insight : correlates age with shopping preferences.
• Benefit : you can tailor marketing and sales strategies to different age demographics based on their preferred shopping channels.
• How long have you been using our products/services?
• Insight : links customer tenure with brand loyalty.
• Benefit : assesses the impact of long-term use on loyalty, informing customer retention initiatives.
• What is your approximate annual income?
• Insight : examines the relationship between income levels and purchasing behavior for premium products.
• Benefit : guides product and pricing strategies targeting different income segments.
• How often do you use social media for product discovery?
• Insight : assesses if frequent social media use for product discovery actually influences online shopping behavior.
• Benefit : informs the effectiveness of social media marketing in driving online sales in your target market.
• How would you rate your satisfaction with our post-purchase customer service (scale of 0-10)?
• Insight : links the level of service post-purchase with the likelihood of repeat purchases.
• Benefit : identifies if customer service is negatively or positively affecting repeat custom rates.

Brand tracking questions for quantitative insights

One thing you should definitely gather numerical data on, is your brand’s health. Just like your own health, stats, and numbers matter and can show you where to further investigate to ask qualitative research questions about. Learn if your brand stands strong through market trends and gain insights on whether your brand is growing in terms of awareness — and in which segments.

• Insight : measures brand awareness among the target audience.
• Benefit : helps assess the effectiveness of your marketing and branding efforts.
• Insight : evaluates brand loyalty and the potential for organic growth through word-of-mouth.
• Benefit : indicates customer satisfaction and the potential for brand advocacy.
• Insight: Identifies the most effective channels for brand discovery.
• Benefit: Informs where to focus marketing efforts for increased brand exposure.
• Insight: Measures brand visibility and frequency of encounters with the brand.
• Benefit: Helps evaluate the reach and frequency of marketing campaigns.
• Insight: Determines which brand values resonate most with the audience.
• Benefit: Aids in refining brand messaging and aligning it with customer values.

Quantitative consumer segmentation questions

Quantitative questions about customer segments can go beyond age group and gender. King Charles III is the same age as Ozzy Osbourne – would you say they’re very similar?

It is vital that you look at more variables so you can really tell the difference between your respondents, and make informed decisions based on the whole truth. Putting these consumer profiling questions and answers in specific ranges helps you create segments to tailor your marketing and customer experience for, rather than just aiming at the entire population.

• Insight : helps understand the economic demographics of your customers.
• Benefit : assists in pricing strategies and identifying which income groups are most engaged with your brand.
• Insight : reveals geographical spread and regional preferences.
• Benefit : guides regional marketing efforts and product distribution strategies.
• Insight : helps categorize customers by education level.
• Benefit : useful for tailoring communication and content complexity to different education backgrounds.
• Insight : provides insights into the professional background of your customers.
• Benefit : helps in creating industry-specific marketing campaigns and products.
• Insight : gives an idea of household size and composition.
• Benefit : useful for targeting products and services aimed at families or individuals.
• Insight : identifies customers who are parents of minors (which is different from parents of young adults, or even grown adults).
• Benefit : informs product and marketing strategies aimed at families with children.

Okay, so now you got the gist of it and have seen what quantitative questions can look like — as they come in all shapes and sizes. But they might feel too generic for your research, or you’re looking for something specific.

Here’s how you can whip up your own quantitative questions that deliver the insights you need for data-driven decisions.

Identify the key variables you need to measure

Start by pinpointing exactly what you want to know. Is it customer satisfaction, buying behavior, or brand awareness? Determining the specific variables you need to measure sets the foundation for your entire survey.

Choose the right survey distribution method

Think about how your questions will reach your audience. Will it be online through email or social media, over the phone, or in person? Your method should align with where your target audience is most active and responsive.

Make sure your questions are crystal-clear and unequivocally unbiased

We’ve mentioned it earlier, and we’ll do it again if we have to. The way you phrase your questions can make or break your survey. Aim for clarity and simplicity – questions should be easy to understand and answer. Avoid leading or loaded questions that might sway a respondent’s answer. Remember: it’s a survey, not a sales pitch.

Know where to ask for more detailed information and qualitative data

Quantitative market research questions only tell part of the story. If you see interesting trends in say purchase behavior or price sensitivity, or a particular product gets a bad rating, dig a little deeper. Follow up important questions with qualitative research questions to analyze what’s going on behind the numbers.

If you don’t want to end up with a pile of quantitative data that doesn’t do much for you or breaks the bank unnecessarily, it’s vital you choose a form of distributing the survey that makes sense. You can work with UK market research companies to outsource it all, or do it yourself. Here’s a brief look at the pros and cons of popular methods:

Telephone surveys:

• Pros : good for less tech-savvy demographics.
• Cons : time-consuming, potentially costly, and declining response rates. They might be better for qualitative research.

In-person surveys:

• Pros : also avoids any confusion with tech.
• Cons : logistically demanding and expensive, not suited for quick data collection.

Online survey software:

• Pros : cost-effective, broad reach, real-time data analysis, and versatile formats.
• Cons : it’s extra important to pay close attention to survey design, so people don’t get the urge to give false answers just to get to the end.

The choice is yours, but generally, quantitative research thrives when done with online surveys and it’s the go-to method for most international market research . And here at Attest, we help you get even more out of it by giving you a chock-full toolkit. From various types of questions to robust analytical tools (and a dedicated research expert for when you need a little extra help) — we set you up for measurable success.

Speed and accuracy in market research matter — but we don’t want you to sacrifice quality. With Attest, you get fast, actionable and high-quality insights.

Which market analysis tool is right for you?

Check our rundown of the top platforms for market analysis – and start making better decisions with reliable insights in no time!

VP Customer Success 

Sam joined Attest in 2019 and leads the Customer Research Team. Sam and her team support brands through their market research journey, helping them carry out effective research and uncover insights to unlock new areas for growth.

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Blog , Marketing

All you need to know about quantitative marketing

• By Mayank Sharma

Have you heard of the term ‘Quantitative Marketing’?

Yes? No? Maybe?

Whether you’re someone who has never heard of quantitative marketing or someone who has little knowledge about the same, this article will be beneficial for you.

When discussing marketing research, we usually have two options, or rather two types of research: Qualitative and Quantitative . Qualitative research relies on descriptive and holistic responses and analysis , whereas quantitative research focuses on numbers, statistics, and specific data .

Let’s begin the article by discussing quantitative marketing in detail.

What is quantitative marketing?

Characteristics of quantitative marketing research, pros and cons of quantitative marketing, quantitative marketing research process roadmap, quantitative marketing data collection techniques, types of quantitative research questions, statistical analysis techniques used in quantitative research, errors in quantitative marketing research, market research in the app industry, frequently asked questions.

Quantitative marketing is the science of understanding markets and making better decisions using empirical facts collected via research . It is a complicated but necessary component of any marketing activity and requires the application of quantitative research methods to the field of marketing research.

This method involves asking questions to a target group through surveys, polls, and questionnaires . Marketers use this information to gather and comprehend the demands of consumers in the marketplace and develop strategies and marketing plans.

Marketing is an interactive process in which both buyers and sellers should agree on the four Ps of marketing: Product, Price, Place, and Promotion . Market research helps to achieve this agreement.

We live in a digital era where data is the new fuel. Companies’ fate depends on how well they can collect and analyze data to draw meaningful conclusions. Firms rely on quantitative methods to draw these conclusions because these methods provide systematic, detailed information about the problem or the target group.

The following are the key characteristics of quantitative marketing research:

• Large sample size: Quantitative research uses a large sample size to gather the data. This sample size is representative of the entire target population.
• Hypothesis: Quantitative research depends upon a hypothesis, and the goal is to prove or disprove the same.
• Dependent on quantitative data: As the name suggests, this research methodology relies on numbers, statistics, or other quantifiable data to draw conclusions.
• Structured: This method follows a structured approach to data collection and analysis.
• Close-ended: The questions are close-ended to facilitate better data analysis and avoid ambiguity.
• Reusable outcome: Researchers can use the results obtained for the prior study of the subsequent research problem.
• Generalization: The outcome can be generalized to the whole population because of the large sample size.

The below tables summarize the key advantages and disadvantages of quantitative research.

The quantitative research process follows a five-step process, which is as follows:

1. problem definition.

The first stage is defining the problem statement. It requires answering a few questions like:

• What is the point of conflict?
• What do we aim to find a solution to?
• Which information is needed?

Here, you must also create a hypothesis based on which you will assess your final result.

For example, suppose the problem statement is ‘Consumer perception of travel apps among teenagers in the USA.’ The hypothesis can be ‘Teenagers in the USA do not prefer using travel apps.’ The final result of the research will either prove or disprove the hypothesis.

You need to note that both the problem statement and the hypothesis must be specific regarding the idea, the target population, age group, the region, etc.

2. Research design

The next stage requires you to create the research design . Here, you need to specify what methodologies you will use to conduct the research. Research design establishes an outline for the study and guides how the research will be conducted.

The critical elements of research design are:

• Specific purpose statement
• Research techniques and methods
• Type of Research
• Possible objections to the research
• Settings for the study
• Timeline of the research
• Assumptions and limitations of the study

3. Data collection

Once you define the problem statement and the research design, you must begin with the actual research by collecting relevant data from various sources. The data collection technique will differ based on the type of research: primary or secondary . Ideal research involves elements of both primary and secondary research.

4. Data analysis and interpretation

Collected data is of no use by itself, and you need to analyze and interpret the data to generate meaningful conclusions. You can create charts, tables, graphs, and other diagrams to quickly present and analyze the information.

However, you must note that data analysis and interpretation are two different processes. Data analysis is the process of structuring, organizing, transforming, and modeling the data to observe trends and patterns. On the other hand, data interpretation assigns meaning to the analyzed data . It involves determining the relationship between different variables, how the information is significant to us, and so on.

5. Report writing

The final stage in the research process is writing a report. A report is usually very detailed and contains all the findings and conclusions of the research.

It includes headings such as:

• Executive summary
• Introduction
• Research objective
• Research Methodology
• Primary and secondary research findings
• Charts and diagrams for data analysis
• Data interpretation

Marketers can use this report to understand the market trends, draft marketing strategies, present the findings to the clients, and for future marketing purposes.

As discussed earlier, data collection is of two types: primary and secondary data collection . The techniques for both these methods are as follows:

Primary data collection techniques

This technique typically requires the respondents to answer a list of questions related to the research problem. Quantitative research surveys have close-ended questions easing the respondent’s work and making the results specific and accurate. Traditionally, researchers relied on pen and paper to conduct surveys by individually contacting the sample. But now, we have tools like Google Forms and Microsoft Forms , making reaching a wider group of people easier.

2. Interviews

Interviews involve a detailed interaction between the researcher and the interviewee. Quantitative interview questions are structured to gather extensive information from the participants. The researcher can conduct the interview face-to-face, over the telephone, or via video conference .

3. Observations

This technique does not require asking any questions to people. It involves the recording of factual information through observation. The researcher observes instances and notes down the key highlights. This type of data collection is objective as it does not depend on a person’s memory or personal bias.

Secondary data collection techniques

The secondary research does not require the researcher to personally collect the data by contacting a group of people. It depends on the data already available or what someone else has recorded. Based on this information, the researcher draws insights and inferences. Secondary data sources can include research papers, blogs, books, videos, etc.

The questions that researchers ask while conducting quantitative research are specific compared to open-ended qualitative questions, which are harder to analyze.

The major types of quantitative market research questions are:

1. net promoter score.

You can ask this question to determine customer satisfaction and brand shareability. Based on the responses, you can divide the respondents into three categories: promoters, passives, and detractors . This question usually has a 0-10 scale providing an efficient perspective about brand recommendation.

For example,

Considering your experience with us, how likely would you recommend our services to a friend?

2. Likert scale

This question evaluates a respondent’s opinion toward a particular situation. It has two extreme opinions at each end of the scale. This type of question is usually asked to know the agreement level of the respondent to a particular statement or situation. It typically has 5, 7, or 9 options to choose from.

Do you agree with the statement, “App marketing is as crucial as the other app development stages”?

3. Semantic scale

A semantic differential rating scale is used to generate quantitative data about ideologies, products, or events with drastically opposing answers at the polar points of the scale to quantify their implicative meaning.

How satisfied are you with our customer service?

4. Multiple-choice

These questions are crucial as they help in getting the best responses. The reason is that the marketer gives the respondent the exact options to choose from, and the analysis thus becomes more straightforward and quantifiable. The question can be designed in a way that the respondent can choose either only one option or multiple options.

Which video streaming platform do you prefer using?

• Amazon Prime Video

Various statistical analysis techniques can be used to analyze quantitative research data. Some of them are listed below:

1. turf analysis.

Total Unduplicated Reach and Frequency (TURF) analysis is a statistical approach to assess the potential of market research for a combination of products and services. With firms launching products and services regularly and new markets being explored daily, it becomes inevitable to leave no stone unturned in ensuring the products are well-received in new areas.

For example, if an app company wishes to launch a new feature, TURF analysis can help answer the following questions:

• What market share will we receive if we introduce Feature X in our app?
• Where should we promote this feature to get maximum reach in the app industry?

2. Conjoint analysis

Conjoint analysis is a way of determining the worth of numerous aspects for customers, such as pricing, features, and benefits that lead to purchasing a specific product or service. With the increasing technology integration in devices and gadgets, this analysis method has become common for product pricing, market positioning, and product introduction.

3. Gap analysis

Gap analysis is a technique for assessing the difference between the desired and the actual performance of a product or service. By measuring this, a firm can make efforts to close the gap and make its features more enticing.

Businesses use gap analysis to answer the following questions:

• What is the current position of the company?
• Where do we wish to reach?
• What can we do to close the gap?

4. MaxDiff analysis

MaxDiff analysis, also known as best-worst scaling , is used to gauge survey respondents’ preference scores for multiple attributes such as product features, brand image, activities around branding, etc. This technique is similar to conjoint analysis; however, MaxDiff analysis is easier and more comprehensive in analyzing critical situations.

5. Cross tabulation

As the name suggests, cross-tabulation allows you to compare two or more categories in a tabular format for quicker analysis. Researchers utilize cross-tabulation to look for hidden relationships in data. It’s great for market research and surveys as a cross-tab report depicts the relationship between two or more study questions.

The following table summarizes the different types of errors that might arise while conducting quantitative marketing research:

Apart from the above errors, the study can also have hypothesis errors , which are of two types:

• Alpha error , in which the study outcomes lead to the rejection of the hypothesis even though it is true.
• Beta error , in which the study outcomes lead to the acceptance of the hypothesis even though it is false.

App development is a sector that requires intensive research about the market. It includes the analysis of the target audience, the competitors, and the various other associated factors . A business starting in this sector might find it overwhelming to conduct thorough market research without proper guidance. As a result, it is better to consult app development experts for this task .

Idea Usher is a technology company providing various digital services like app development , blockchain development, AI and IoT-related services, etc. In addition to qualified app developers, we also have experts who assist clients in understanding the feasibility of their app idea by conducting a thorough analysis of the target market. Once the feasibility is confirmed, we help turn the app idea into reality through our development services.

Contact us to get a clear vision of your app idea and take off your app business.

E-mail: [email protected]

Phone Numbers : (+91) 946 340 7140 , (+91) 859 140 7140 , and (+1) 732 962 4560

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Professionals

Quantitative marketing research is an excellent way for marketers to understand the market situation and plan their marketing strategies accordingly. The results obtained through the research can be used to derive insightful conclusions because of their precise nature.

Expert tip: Always aim to keep your research objective, specific, and bias-free to ensure better outcomes and marketing decisions.

Here are a few exciting FAQs about quantitative marketing.

Q 1. What is an example of quantitative research in marketing?

A great example of quantitative research in marketing is conducting surveys to determine the potential demand for a particular product, service, or feature.

Q 2. Why is quantitative research important in marketing?

Quantitative research is necessary because it provides marketers with objective, reliable data to identify trends and patterns for better marketing decisions.

Q 3. Which is better: quantitative or qualitative marketing research?

Both these methods of market research have their pros and cons. You should do quantitative analysis if you need quick, specific, and quantifiable data. However, you should consider qualitative research if you need descriptive, theoretical information.

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• Influencer Marketing and top 8 influencer marketing tools
• How email marketing can bring your business back to life?

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Mayank Sharma

A writer turning ideas into reality using words. With an eye for detail and a creative bent of mind, I aim to engage readers with content that is fun to read and easy to understand. Apart from writing, I love to spend my time using social media and creating videos.

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• Risk Matrix – Factors of a risk matrix and how to implement it
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71+ Research Paper Topics & Ideas for Marketing Students  

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers.  Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

• How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
• What manipulation tactics do brands use to get more customers?
• How can brand image be communicated via social media marketing?
• How can social media impact the buying choices of shoppers?
• Are consumers equipped to shield themselves from direct marketing strategies?
• Determine and analyze consumer buying behavior for [product name]
• How does advertising impact consumer behaviour?
• How does family orientation impact marketing communications?
• What characteristics do buyers look for when purchasing a product online?
• How does global marketing incorporate standardization?
• What attributes do consumers look for when comparing products online?
• How do financial institutions differentiate their goods and services on the basis of social class?
• Is direct marketing really the most effective form of marketing?
• What internet marketing trends can be expected for the future?
• How to marketing strategies differ across different cultures?
• Can brand advertising impact political campaigns?
• How do brands exploit impulsive buying?
• How does loyalty cards encourage sales and boost customer loyalty?
• Can well-marketed brands get away with selling substandard quality products?
• How is globalization having on impact on consumer behaviour?
• Impact of brand image on customer loyalty
• Brand attributes that lead to an increase in customer loyalty
• Successful marketing approaches that helped break through strong market monopoly
• Impact of cause marketing on brand affinity with young mothers
• Effect of consumer promotions and discount offerings on brand equity
• The outcomes of advertising in a recession
• Influence on Social Media advertising on consumer behaviour
• Effect of TV advertising on top of mind awareness
• Understanding customer perceptions around event sponsorships
• Does corporate social responsibility translate into sales?
• Canadians perspective on being targeted with mobile ads based on their browser history
• Is direct marketing welcomed by people?
• Are customers able to differentiate between various mortgage offering by competing banks?
• Does social media influence buying behaviour
• Do people like being click baited into sponsored posts?
• Understanding the impact of celebrity endorsements on ROI for CPG brands
• Women’s sentiments around comparison advertising
• How effective is comparison advertising to build brand equity?
• Do consumers prefer purchasing routine grocery products online?
• Is earned media perceived to be as important as it appears to be?
• What makes people want to share content to their friends?
• Understanding why content goes viral
• Marketing challenges around the evolving family structures
• Are we losing the emotional value and significance of money being in a cashless society?
• Is centralized global marketing a good idea for brand health in local markets?
• How is augmented reality going to enhance marketing experiences?
• How will artificial intelligence support in making better marketing decisions?
• Is immersion marketing through virtual reality technology going to be accepted?
• What does the luxury auto buyer look for in a car?
• How to instill a desire to purchase for customers in the luxury category
• Harmful effects of advertising to kids
• Impact of in-store branding on brand salience
• Effect marketing strategies for restaurant businesses
• Habit formation and ways to integrate new products in consumer lifestyles
• Is display advertising going to die?
• Can Snapchat help small business grow?
• How do customers perceive the brand who advertise on Instagram?
• The impact of humour in advertising
• Do customers pay attention to nutrition labels?
• What triggers impulse buying behaviour
• Essentials to sky rocket a new brand to heights of awareness
• The factors that lead to customer satisfaction in young adults
• Elements that help build an emotional connection with your audience
• How do males and females differ in their buying behaviour of mobile phones
• Does language targeting help in ethnic advertising?
• Customer Perceptions: Are well known brands good in quality?
• Is radio still an effective method of advertising?
• Rural vs Urban marketing challenges to be mindful of
• Impact of internal branding on employee retention and turnover
• An in-depth analysis of political marketing in Canada

More Categories of Research Topics

Still in need of some inspiration? Here are a few research paper areas that you can explore:

• Distribution
• Consumer Behavior
• Relationship Marketing
• Brand Management
• Nonprofit Marketing
• Market Segmentation & Targeting
• Internet Marketing
• Marketing Planning & Forecasting
• Product Design & Positioning
• Direct Marketing
• Advertising
• Purchasing & Materials Management

Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!

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100+ Quantitative Research Topics For Students

Quantitative research is a research strategy focusing on quantified data collection and analysis processes. This research strategy emphasizes testing theories on various subjects. It also includes collecting and analyzing non-numerical data.

Quantitative research is a common approach in the natural and social sciences , like marketing, business, sociology, chemistry, biology, economics, and psychology. So, if you are fond of statistics and figures, a quantitative research title would be an excellent option for your research proposal or project.

How to Get a Title of Quantitative Research

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Finding a great title is the key to writing a great quantitative research proposal or paper. A title for quantitative research prepares you for success, failure, or mediocre grades. This post features examples of quantitative research titles for all students.

Putting together a research title and quantitative research design is not as easy as some students assume. So, an example topic of quantitative research can help you craft your own. However, even with the examples, you may need some guidelines for personalizing your research project or proposal topics.

So, here are some tips for getting a title for quantitative research:

• Consider your area of studies
• Look out for relevant subjects in the area
• Expert advice may come in handy
• Check out some sample quantitative research titles

Making a quantitative research title is easy if you know the qualities of a good title in quantitative research. Reading about how to make a quantitative research title may not help as much as looking at some samples. Looking at a quantitative research example title will give you an idea of where to start.

However, let’s look at some tips for how to make a quantitative research title:

• The title should seem interesting to readers
• Ensure that the title represents the content of the research paper
• Reflect on the tone of the writing in the title
• The title should contain important keywords in your chosen subject to help readers find your paper
• The title should not be too lengthy
• It should be grammatically correct and creative
• It must generate curiosity

An excellent quantitative title should be clear, which implies that it should effectively explain the paper and what readers can expect. A research title for quantitative research is the gateway to your article or proposal. So, it should be well thought out. Additionally, it should give you room for extensive topic research.

A sample of quantitative research titles will give you an idea of what a good title for quantitative research looks like. Here are some examples:

• What is the correlation between inflation rates and unemployment rates?
• Has climate adaptation influenced the mitigation of funds allocation?
• Job satisfaction and employee turnover: What is the link?
• A look at the relationship between poor households and the development of entrepreneurship skills
• Urbanization and economic growth: What is the link between these elements?
• Does education achievement influence people’s economic status?
• What is the impact of solar electricity on the wholesale energy market?
• Debt accumulation and retirement: What is the relationship between these concepts?
• Can people with psychiatric disorders develop independent living skills?
• Children’s nutrition and its impact on cognitive development

Quantitative research applies to various subjects in the natural and social sciences. Therefore, depending on your intended subject, you have numerous options. Below are some good quantitative research topics for students:

• The difference between the colorific intake of men and women in your country
• Top strategies used to measure customer satisfaction and how they work
• Black Friday sales: are they profitable?
• The correlation between estimated target market and practical competitive risk assignment
• Are smartphones making us brighter or dumber?
• Nuclear families Vs. Joint families: Is there a difference?
• What will society look like in the absence of organized religion?
• A comparison between carbohydrate weight loss benefits and high carbohydrate diets?
• How does emotional stability influence your overall well-being?
• The extent of the impact of technology in the communications sector

Creativity is the key to creating a good research topic in quantitative research. Find a good quantitative research topic below:

• How much exercise is good for lasting physical well-being?
• A comparison of the nutritional therapy uses and contemporary medical approaches
• Does sugar intake have a direct impact on diabetes diagnosis?
• Education attainment: Does it influence crime rates in society?
• Is there an actual link between obesity and cancer rates?
• Do kids with siblings have better social skills than those without?
• Computer games and their impact on the young generation
• Has social media marketing taken over conventional marketing strategies?
• The impact of technology development on human relationships and communication
• What is the link between drug addiction and age?

Need more quantitative research title examples to inspire you? Here are some quantitative research title examples to look at:

• Habitation fragmentation and biodiversity loss: What is the link?
• Radiation has affected biodiversity: Assessing its effects
• An assessment of the impact of the CORONA virus on global population growth
• Is the pandemic truly over, or have human bodies built resistance against the virus?
• The ozone hole and its impact on the environment
• The greenhouse gas effect: What is it and how has it impacted the atmosphere
• GMO crops: are they good or bad for your health?
• Is there a direct link between education quality and job attainment?
• How have education systems changed from traditional to modern times?
• The good and bad impacts of technology on education qualities

Your examiner will give you excellent grades if you come up with a unique title and outstanding content. Here are some quantitative research examples titles.

• Online classes: are they helpful or not?
• What changes has the global CORONA pandemic had on the population growth curve?
• Daily habits influenced by the global pandemic
• An analysis of the impact of culture on people’s personalities
• How has feminism influenced the education system’s approach to the girl child’s education?
• Academic competition: what are its benefits and downsides for students?
• Is there a link between education and student integrity?
• An analysis of how the education sector can influence a country’s economy
• An overview of the link between crime rates and concern for crime
• Is there a link between education and obesity?

Research title example quantitative topics when well-thought guarantees a paper that is a good read. Look at the examples below to get started.

• What are the impacts of online games on students?
• Sex education in schools: how important is it?
• Should schools be teaching about safe sex in their sex education classes?
• The correlation between extreme parent interference on student academic performance
• Is there a real link between academic marks and intelligence?
• Teacher feedback: How necessary is it, and how does it help students?
• An analysis of modern education systems and their impact on student performance
• An overview of the link between academic performance/marks and intelligence
• Are grading systems helpful or harmful to students?
• What was the impact of the pandemic on students?

Irrespective of the course you take, here are some titles that can fit diverse subjects pretty well. Here are some creative quantitative research title ideas:

• A look at the pre-corona and post-corona economy
• How are conventional retail businesses fairing against eCommerce sites like Amazon and Shopify?
• An evaluation of mortality rates of heart attacks
• Effective treatments for cardiovascular issues and their prevention
• A comparison of the effectiveness of home care and nursing home care
• Strategies for managing effective dissemination of information to modern students
• How does educational discrimination influence students’ futures?
• The impacts of unfavorable classroom environment and bullying on students and teachers
• An overview of the implementation of STEM education to K-12 students
• How effective is digital learning?

If your paper addresses a problem, you must present facts that solve the question or tell more about the question. Here are examples of quantitative research titles that will inspire you.

• An elaborate study of the influence of telemedicine in healthcare practices
• How has scientific innovation influenced the defense or military system?
• The link between technology and people’s mental health
• Has social media helped create awareness or worsened people’s mental health?
• How do engineers promote green technology?
• How can engineers raise sustainability in building and structural infrastructures?
• An analysis of how decision-making is dependent on someone’s sub-conscious
• A comprehensive study of ADHD and its impact on students’ capabilities
• The impact of racism on people’s mental health and overall wellbeing
• How has the current surge in social activism helped shape people’s relationships?

Are you looking for an example of a quantitative research title? These ten examples below will get you started.

• The prevalence of nonverbal communication in social control and people’s interactions
• The impacts of stress on people’s behavior in society
• A study of the connection between capital structures and corporate strategies
• How do changes in credit ratings impact equality returns?
• A quantitative analysis of the effect of bond rating changes on stock prices
• The impact of semantics on web technology
• An analysis of persuasion, propaganda, and marketing impact on individuals
• The dominant-firm model: what is it, and how does it apply to your country’s retail sector?
• The role of income inequality in economy growth
• An examination of juvenile delinquents’ treatment in your country

Excellent Topics For Quantitative Research

Here are some titles for quantitative research you should consider:

• Does studying mathematics help implement data safety for businesses
• How are art-related subjects interdependent with mathematics?
• How do eco-friendly practices in the hospitality industry influence tourism rates?
• A deep insight into how people view eco-tourisms
• Religion vs. hospitality: Details on their correlation
• Has your country’s tourist sector revived after the pandemic?
• How effective is non-verbal communication in conveying emotions?
• Are there similarities between the English and French vocabulary?
• How do politicians use persuasive language in political speeches?
• The correlation between popular culture and translation

Here are some quantitative research titles examples for your consideration:

• How do world leaders use language to change the emotional climate in their nations?
• Extensive research on how linguistics cultivate political buzzwords
• The impact of globalization on the global tourism sector
• An analysis of the effects of the pandemic on the worldwide hospitality sector
• The influence of social media platforms on people’s choice of tourism destinations
• Educational tourism: What is it and what you should know about it
• Why do college students experience math anxiety?
• Is math anxiety a phenomenon?
• A guide on effective ways to fight cultural bias in modern society
• Creative ways to solve the overpopulation issue

An example of quantitative research topics for 12 th -grade students will come in handy if you want to score a good grade. Here are some of the best ones:

• The link between global warming and climate change
• What is the greenhouse gas impact on biodiversity and the atmosphere
• Has the internet successfully influenced literacy rates in society
• The value and downsides of competition for students
• A comparison of the education system in first-world and third-world countries
• The impact of alcohol addiction on the younger generation
• How has social media influenced human relationships?
• Has education helped boost feminism among men and women?
• Are computers in classrooms beneficial or detrimental to students?
• How has social media improved bullying rates among teenagers?

High school students can apply research titles on social issues  or other elements, depending on the subject. Let’s look at some quantitative topics for students:

• What is the right age to introduce sex education for students
• Can extreme punishment help reduce alcohol consumption among teenagers?
• Should the government increase the age of sexual consent?
• The link between globalization and the local economy collapses
• How are global companies influencing local economies?

There are numerous possible quantitative research topics you can write about. Here are some great quantitative research topics examples:

• The correlation between video games and crime rates
• Do college studies impact future job satisfaction?
• What can the education sector do to encourage more college enrollment?
• The impact of education on self-esteem
• The relationship between income and occupation

You can find inspiration for your research topic from trending affairs on social media or in the news. Such topics will make your research enticing. Find a trending topic for quantitative research example from the list below:

• How the country’s economy is fairing after the pandemic
• An analysis of the riots by women in Iran and what the women gain to achieve
• Is the current US government living up to the voter’s expectations?
• How is the war in Ukraine affecting the global economy?
• Can social media riots affect political decisions?

A proposal is a paper you write proposing the subject you would like to cover for your research and the research techniques you will apply. If the proposal is approved, it turns to your research topic. Here are some quantitative titles you should consider for your research proposal:

• Military support and economic development: What is the impact in developing nations?
• How does gun ownership influence crime rates in developed countries?
• How can the US government reduce gun violence without influencing people’s rights?
• What is the link between school prestige and academic standards?
• Is there a scientific link between abortion and the definition of viability?

You can never have too many sample titles. The samples allow you to find a unique title you’re your research or proposal. Find a sample quantitative research title here:

• Does weight loss indicate good or poor health?
• Should schools do away with grading systems?
• The impact of culture on student interactions and personalities
• How can parents successfully protect their kids from the dangers of the internet?
• Is the US education system better or worse than Europe’s?

If you’re a business major, then you must choose a research title quantitative about business. Let’s look at some research title examples quantitative in business:

• Creating shareholder value in business: How important is it?
• The changes in credit ratings and their impact on equity returns
• The importance of data privacy laws in business operations
• How do businesses benefit from e-waste and carbon footprint reduction?
• Organizational culture in business: what is its importance?

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Interesting, creative, unique, and easy quantitative research topics allow you to explain your paper and make research easy. Therefore, you should not take choosing a research paper or proposal topic lightly. With your topic ready, reach out to us today for excellent research paper writing services .

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Home » Quantitative Research – Methods, Types and Analysis

Quantitative Research – Methods, Types and Analysis

Table of Contents

Quantitative Research

Quantitative research is a type of research that collects and analyzes numerical data to test hypotheses and answer research questions . This research typically involves a large sample size and uses statistical analysis to make inferences about a population based on the data collected. It often involves the use of surveys, experiments, or other structured data collection methods to gather quantitative data.

Quantitative Research Methods

Quantitative Research Methods are as follows:

Descriptive Research Design

Descriptive research design is used to describe the characteristics of a population or phenomenon being studied. This research method is used to answer the questions of what, where, when, and how. Descriptive research designs use a variety of methods such as observation, case studies, and surveys to collect data. The data is then analyzed using statistical tools to identify patterns and relationships.

Correlational Research Design

Correlational research design is used to investigate the relationship between two or more variables. Researchers use correlational research to determine whether a relationship exists between variables and to what extent they are related. This research method involves collecting data from a sample and analyzing it using statistical tools such as correlation coefficients.

Quasi-experimental Research Design

Quasi-experimental research design is used to investigate cause-and-effect relationships between variables. This research method is similar to experimental research design, but it lacks full control over the independent variable. Researchers use quasi-experimental research designs when it is not feasible or ethical to manipulate the independent variable.

Experimental Research Design

Experimental research design is used to investigate cause-and-effect relationships between variables. This research method involves manipulating the independent variable and observing the effects on the dependent variable. Researchers use experimental research designs to test hypotheses and establish cause-and-effect relationships.

Survey Research

Survey research involves collecting data from a sample of individuals using a standardized questionnaire. This research method is used to gather information on attitudes, beliefs, and behaviors of individuals. Researchers use survey research to collect data quickly and efficiently from a large sample size. Survey research can be conducted through various methods such as online, phone, mail, or in-person interviews.

Quantitative Research Analysis Methods

Here are some commonly used quantitative research analysis methods:

Statistical Analysis

Statistical analysis is the most common quantitative research analysis method. It involves using statistical tools and techniques to analyze the numerical data collected during the research process. Statistical analysis can be used to identify patterns, trends, and relationships between variables, and to test hypotheses and theories.

Regression Analysis

Regression analysis is a statistical technique used to analyze the relationship between one dependent variable and one or more independent variables. Researchers use regression analysis to identify and quantify the impact of independent variables on the dependent variable.

Factor Analysis

Factor analysis is a statistical technique used to identify underlying factors that explain the correlations among a set of variables. Researchers use factor analysis to reduce a large number of variables to a smaller set of factors that capture the most important information.

Structural Equation Modeling

Structural equation modeling is a statistical technique used to test complex relationships between variables. It involves specifying a model that includes both observed and unobserved variables, and then using statistical methods to test the fit of the model to the data.

Time Series Analysis

Time series analysis is a statistical technique used to analyze data that is collected over time. It involves identifying patterns and trends in the data, as well as any seasonal or cyclical variations.

Multilevel Modeling

Multilevel modeling is a statistical technique used to analyze data that is nested within multiple levels. For example, researchers might use multilevel modeling to analyze data that is collected from individuals who are nested within groups, such as students nested within schools.

Applications of Quantitative Research

Quantitative research has many applications across a wide range of fields. Here are some common examples:

• Market Research : Quantitative research is used extensively in market research to understand consumer behavior, preferences, and trends. Researchers use surveys, experiments, and other quantitative methods to collect data that can inform marketing strategies, product development, and pricing decisions.
• Health Research: Quantitative research is used in health research to study the effectiveness of medical treatments, identify risk factors for diseases, and track health outcomes over time. Researchers use statistical methods to analyze data from clinical trials, surveys, and other sources to inform medical practice and policy.
• Social Science Research: Quantitative research is used in social science research to study human behavior, attitudes, and social structures. Researchers use surveys, experiments, and other quantitative methods to collect data that can inform social policies, educational programs, and community interventions.
• Education Research: Quantitative research is used in education research to study the effectiveness of teaching methods, assess student learning outcomes, and identify factors that influence student success. Researchers use experimental and quasi-experimental designs, as well as surveys and other quantitative methods, to collect and analyze data.
• Environmental Research: Quantitative research is used in environmental research to study the impact of human activities on the environment, assess the effectiveness of conservation strategies, and identify ways to reduce environmental risks. Researchers use statistical methods to analyze data from field studies, experiments, and other sources.

Characteristics of Quantitative Research

Here are some key characteristics of quantitative research:

• Numerical data : Quantitative research involves collecting numerical data through standardized methods such as surveys, experiments, and observational studies. This data is analyzed using statistical methods to identify patterns and relationships.
• Large sample size: Quantitative research often involves collecting data from a large sample of individuals or groups in order to increase the reliability and generalizability of the findings.
• Objective approach: Quantitative research aims to be objective and impartial in its approach, focusing on the collection and analysis of data rather than personal beliefs, opinions, or experiences.
• Control over variables: Quantitative research often involves manipulating variables to test hypotheses and establish cause-and-effect relationships. Researchers aim to control for extraneous variables that may impact the results.
• Replicable : Quantitative research aims to be replicable, meaning that other researchers should be able to conduct similar studies and obtain similar results using the same methods.
• Statistical analysis: Quantitative research involves using statistical tools and techniques to analyze the numerical data collected during the research process. Statistical analysis allows researchers to identify patterns, trends, and relationships between variables, and to test hypotheses and theories.
• Generalizability: Quantitative research aims to produce findings that can be generalized to larger populations beyond the specific sample studied. This is achieved through the use of random sampling methods and statistical inference.

Examples of Quantitative Research

Here are some examples of quantitative research in different fields:

• Market Research: A company conducts a survey of 1000 consumers to determine their brand awareness and preferences. The data is analyzed using statistical methods to identify trends and patterns that can inform marketing strategies.
• Health Research : A researcher conducts a randomized controlled trial to test the effectiveness of a new drug for treating a particular medical condition. The study involves collecting data from a large sample of patients and analyzing the results using statistical methods.
• Social Science Research : A sociologist conducts a survey of 500 people to study attitudes toward immigration in a particular country. The data is analyzed using statistical methods to identify factors that influence these attitudes.
• Education Research: A researcher conducts an experiment to compare the effectiveness of two different teaching methods for improving student learning outcomes. The study involves randomly assigning students to different groups and collecting data on their performance on standardized tests.
• Environmental Research : A team of researchers conduct a study to investigate the impact of climate change on the distribution and abundance of a particular species of plant or animal. The study involves collecting data on environmental factors and population sizes over time and analyzing the results using statistical methods.
• Psychology : A researcher conducts a survey of 500 college students to investigate the relationship between social media use and mental health. The data is analyzed using statistical methods to identify correlations and potential causal relationships.
• Political Science: A team of researchers conducts a study to investigate voter behavior during an election. They use survey methods to collect data on voting patterns, demographics, and political attitudes, and analyze the results using statistical methods.

How to Conduct Quantitative Research

Here is a general overview of how to conduct quantitative research:

• Develop a research question: The first step in conducting quantitative research is to develop a clear and specific research question. This question should be based on a gap in existing knowledge, and should be answerable using quantitative methods.
• Develop a research design: Once you have a research question, you will need to develop a research design. This involves deciding on the appropriate methods to collect data, such as surveys, experiments, or observational studies. You will also need to determine the appropriate sample size, data collection instruments, and data analysis techniques.
• Collect data: The next step is to collect data. This may involve administering surveys or questionnaires, conducting experiments, or gathering data from existing sources. It is important to use standardized methods to ensure that the data is reliable and valid.
• Analyze data : Once the data has been collected, it is time to analyze it. This involves using statistical methods to identify patterns, trends, and relationships between variables. Common statistical techniques include correlation analysis, regression analysis, and hypothesis testing.
• Interpret results: After analyzing the data, you will need to interpret the results. This involves identifying the key findings, determining their significance, and drawing conclusions based on the data.
• Communicate findings: Finally, you will need to communicate your findings. This may involve writing a research report, presenting at a conference, or publishing in a peer-reviewed journal. It is important to clearly communicate the research question, methods, results, and conclusions to ensure that others can understand and replicate your research.

When to use Quantitative Research

Here are some situations when quantitative research can be appropriate:

• To test a hypothesis: Quantitative research is often used to test a hypothesis or a theory. It involves collecting numerical data and using statistical analysis to determine if the data supports or refutes the hypothesis.
• To generalize findings: If you want to generalize the findings of your study to a larger population, quantitative research can be useful. This is because it allows you to collect numerical data from a representative sample of the population and use statistical analysis to make inferences about the population as a whole.
• To measure relationships between variables: If you want to measure the relationship between two or more variables, such as the relationship between age and income, or between education level and job satisfaction, quantitative research can be useful. It allows you to collect numerical data on both variables and use statistical analysis to determine the strength and direction of the relationship.
• To identify patterns or trends: Quantitative research can be useful for identifying patterns or trends in data. For example, you can use quantitative research to identify trends in consumer behavior or to identify patterns in stock market data.
• To quantify attitudes or opinions : If you want to measure attitudes or opinions on a particular topic, quantitative research can be useful. It allows you to collect numerical data using surveys or questionnaires and analyze the data using statistical methods to determine the prevalence of certain attitudes or opinions.

Purpose of Quantitative Research

The purpose of quantitative research is to systematically investigate and measure the relationships between variables or phenomena using numerical data and statistical analysis. The main objectives of quantitative research include:

• Description : To provide a detailed and accurate description of a particular phenomenon or population.
• Explanation : To explain the reasons for the occurrence of a particular phenomenon, such as identifying the factors that influence a behavior or attitude.
• Prediction : To predict future trends or behaviors based on past patterns and relationships between variables.
• Control : To identify the best strategies for controlling or influencing a particular outcome or behavior.

Quantitative research is used in many different fields, including social sciences, business, engineering, and health sciences. It can be used to investigate a wide range of phenomena, from human behavior and attitudes to physical and biological processes. The purpose of quantitative research is to provide reliable and valid data that can be used to inform decision-making and improve understanding of the world around us.

Advantages of Quantitative Research

There are several advantages of quantitative research, including:

• Objectivity : Quantitative research is based on objective data and statistical analysis, which reduces the potential for bias or subjectivity in the research process.
• Reproducibility : Because quantitative research involves standardized methods and measurements, it is more likely to be reproducible and reliable.
• Generalizability : Quantitative research allows for generalizations to be made about a population based on a representative sample, which can inform decision-making and policy development.
• Precision : Quantitative research allows for precise measurement and analysis of data, which can provide a more accurate understanding of phenomena and relationships between variables.
• Efficiency : Quantitative research can be conducted relatively quickly and efficiently, especially when compared to qualitative research, which may involve lengthy data collection and analysis.
• Large sample sizes : Quantitative research can accommodate large sample sizes, which can increase the representativeness and generalizability of the results.

Limitations of Quantitative Research

There are several limitations of quantitative research, including:

• Limited understanding of context: Quantitative research typically focuses on numerical data and statistical analysis, which may not provide a comprehensive understanding of the context or underlying factors that influence a phenomenon.
• Simplification of complex phenomena: Quantitative research often involves simplifying complex phenomena into measurable variables, which may not capture the full complexity of the phenomenon being studied.
• Potential for researcher bias: Although quantitative research aims to be objective, there is still the potential for researcher bias in areas such as sampling, data collection, and data analysis.
• Limited ability to explore new ideas: Quantitative research is often based on pre-determined research questions and hypotheses, which may limit the ability to explore new ideas or unexpected findings.
• Limited ability to capture subjective experiences : Quantitative research is typically focused on objective data and may not capture the subjective experiences of individuals or groups being studied.
• Ethical concerns : Quantitative research may raise ethical concerns, such as invasion of privacy or the potential for harm to participants.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Best Ever 111+ Research Topics for Marketing By Experts

Are you struggling to find a well-thought marketing research topic for your thesis? Finding a research topic for marketing can give hard times. Marketing students spend a lot of time doing assignments. But they also have the opportunity to utilize their time and discover their true interests. Marketing has a wide range of aspects.

Therefore it is sometimes difficult to find the perfect topic for your thesis. In such a time, this article is your savior. In this article, we brought you some research topics that are interesting and equally unique. We have tried to cover every niche in this blog which is research topics for marketing. From marketing research topics to social issues.

If you have any pending marketing essays, then don’t worry. We are here to help you with your marketing essay. However, you can get the best marketing essay help from us. So, don’t waste your time get marketing essay help now.

Below is the List of All Interesting Research Topics for Marketing for Your Thesis

Table of Contents

• A study on consumer buying behavior for Coca-Cola.
• The distribution system in small-scale companies and multinational companies. Compare.
• Business marketing paradigms and tactics in the modern market.
• Use of CPR (Corporate social responsibility) by companies to build their brand.
• Marketing research and business sales. Define the relationship between them, their need, and their importance.
• Different market segments.
• Impact of globalization on consumer behavior.
• Covid-19 and its effect on the global economy. 
• How does advertisement on TV affect consumers’ top mood?
• Impact of advertising in the recession period.
• Marketing strategy in the fashion industry.
• Using Starbucks as an example. Explain International Market Entry.
• Views on celebrities promoting brands. Result and impact on return on investment.
• Artificial Intelligence.
• Conversational Marketing.
• A new trend of marketing- Video Marketing.
• Digital Marketing and Search engine optimization.
• The strongest form of marketing strategy- The influencer market.
• Marketing and Social media management.
• Importance of email in the market: Email Marketing.
• How important is information and computer technology (ICT) in Supply Chain Market?
• Impact of ICT on Supply Chain Market.
• Importance of Corporate Social Responsibility (CSR). Describe it with the example of Adidas.
• Content promotion on Pinterest. Briefly explain.
• How can you boost followers on Instagram?
• How to organically increase Return on ad spend.
• Advantages of following your competitor on social platforms.
• Social Media Marketing Strategy: Dos and don’ts.
• How to create content that is engaging? 
• The most successful and powerful form of promotion.
• Social media and consumer behavior. Their relationship and impact on each other.
• Effective ways of generating leads.
• Expected trends in the future for marketing. 
• Methods of creating a captivating e-newsletter for the public’s attention.
• Importance of Brand name, Brand image, and reputation.
• Thought of running a business without marketing. Views, pros, and cons.
• Facebook advertisement promotion: effective or not.
• How often a business should launch new campaigns?
• Are giveaways on social media worth it?
•  How huge a Giveaway should be according to the business scale?
• The whole strategy for making content go viral.
• Is Snapchat capable of effectively advertising?
• Effective and unique campaign ideas.
• Difference between the quality of small business products and well-known business products.
• Should radio still be preferred as an advertising option?
• Facebook versus Instagram: which is best for marketing?
• Difference between leads generated from Facebook and leads generated from Instagram.
• Click-baited sponsored content. Impression on the consumer.
• Social media marketing, advertising, and business-to-consumer marketing. Advantages and disadvantages.
• Influence of BREXIT on UK financial institutions.

List of Popular Marketing Research Topics

• Personalization is essential in marketing.
• The impact of the marketing mix on organizational performance.
• The significance of STP analysis in any corporate organization.
• What effect does television advertising have on the customer’s overall mood?
• How can lockdown scenarios affect the organization’s public relations efforts?
• The significance of environmental auditing in developing efficient marketing strategies.
• One of the most popular green advertising taglines is “Just Do It.”
• Apple, Southwest Airlines, and Budweiser all have excellent marketing techniques.

Content Marketing Topic Ideas

• What is pillar content, and how can it help you increase sales?
• Marketing content repurposing for startups.
• The most important elements of every effective content marketing.
• When should you use micro-content in content marketing campaigns?
• The most powerful content promotion techniques. 
• The advantages of one-step vs. Multi-step content marketing campaigns.
• Lead generation content marketing strategies.
• How to increase email subscription rates using content.
• As an emerging content marketing strategy, interactive content marketing.
• Canva’s design school content marketing strategy in action.

Strategic Marketing Topic Ideas

• Lack of business visibility.
• There is no marketing strategy.
• Inconsistencies in the value communication of products or services.
• Innovative marketing solutions are not worthwhile to invest in.
• Market research that could have been better executed.
• The departments of marketing and sales need to be linked.
• A company does not keep track of its customers’ past interactions.
• My company is too small to succeed without marketing.
• The marketing department relies on traditional marketing strategies.
• The company’s target market segment is unknown.

Marketing Research Topics in Distribution In 2023

• Evaluating the effectiveness of online distribution channels for small businesses.
• Understanding the impact of delivery speed and convenience on consumer buying decisions.
• Analyzing the role of social media in driving online sales for distributors.
• Assessing the impact of new payment methods on distribution channels.
• Examining the effect of personalized marketing on customer loyalty for distribution companies.
• Investigating the role of packaging and branding in influencing consumer purchase decisions in retail distribution.
• Understanding the importance of data analytics in optimizing distribution strategies for retailers.
• Analyzing the impact of e-commerce on traditional distribution channels.
• Evaluating the effectiveness of loyalty programs in retaining customers for distribution companies.
• Investigating the role of influencer marketing in promoting new products for distributors.
• Examining the impact of online reviews on consumer trust and purchase decisions in distribution channels.
• Understanding the role of customer service in enhancing the customer experience for online shoppers.
• Investigating the effectiveness of cross-channel marketing strategies in reaching new customers.
• Analyzing the impact of global trade and tariffs on distribution channels for multinational companies.
• Evaluating the importance of supply chain management in ensuring timely delivery of products to customers.
• Understanding the impact of demographic changes on distribution channels, such as the rise of millennial consumers.
• Investigating the effectiveness of subscription-based models in increasing customer loyalty for distributors.
• Analyzing the role of data privacy and security in building trust with customers in online distribution channels.
• Understanding the impact of sustainability and eco-friendliness on consumer purchasing decisions in retail distribution.
• Evaluating the effectiveness of in-store promotions and displays in driving sales for physical retail distribution channels.

Digital Marketing Blog Topics In 2023

• The Future of SEO: How Artificial Intelligence Will Change the Game
• Personalization in Digital Marketing: Strategies to Reach Your Target Audience
• The Rise of Voice Search: How to Optimize Your Content for Voice Assistants
• Social Media Marketing Trends: What to Expect in the Next Five Years
• The Importance of Video Marketing in 2023: Tips for Creating Engaging Content
• The Ethics of Digital Marketing: Balancing Privacy and Personalization
• The Power of Influencer Marketing: How to Collaborate with Influencers in Your Niche
• The Future of Email Marketing: Automation and Personalization
• Emerging Technologies and their Impact on Digital Marketing
• The Role of Data Analytics in Digital Marketing: Leveraging Insights for Business Growth.

List of Best Research Topics for Marketing for You in 2023

If you are still in need of some inspiration regarding marketing research topics, then here are a few marketing research topics that you can explore:

• To examine the factors that are influencing customer loyalty by brand image. A case of Adidas.
• To assess the marketing approaches that influence consumer buying behavior.
• The impact of inorganic over organic reach on several social media platforms.
• To identify how brands exploit impulsive buying.
• To Identify How Internet Marketing Has Changed the Lives of Consumers and Brands.
• To examine the difference between advertising & creating brand equity.
• The impact of brand strategies and advertising on youth.
• To identify which social media platforms are used most by brands to reach their customers for create awareness
• To determine the factors and elements that emphasize the development of emotional connection with the customers.
• To Analyse the Effect of Emotional Targeting of the Brand on Customers.

Hopefully, this list of the best marketing research topics will help. If you’re still confused about which area you’d like to work in, below are some more topics related to the Pandemic. 

3 Pandemic Related Research Topics for Marketing (COVID-19)

Below are the top 3 pandemics related marketing research topics:

• Marketing shift in the retail sector – A case of Covid – 19
• Vaccine Access & Inequality
• “Common Good” vs Medical Privacy
• How to choose right topics for marketing
• The Importance of marketing in today’s life
• How to create an effective marketing presentation

What Should a Marketing Thesis Structure Look Like?

After you find the perfect marketing research topic, you may struggle with how you should outline it on paper. Therefore, we brought you this ideal outline for your thesis that you can use or change here and there to make it more like you. 

INTRO: Foundation of the thesis

Background.

Stating the purpose.

Stating the thesis.

MAIN BODY: Argument 1: Precise explanation.   

Support evidence. 

Argument 2: Precise explanation.   

Conclusion.

Argument 3: Precise explanation.   

CONCLUSION:

Restate the argument. and summarize everything 

Slightly conclude everything.

Tips and Tricks to Choosing the Best Research Topics for Marketing

Firstly, you’ll have to be familiar with the basics before we even deep dive into the details. If you want to start, pick up a pen and paper and then write about different topics that you’d like to write about. 

Here are some of the factors that you want to keep in mind while selecting research topics for marketing:

Try To Keeping Your Personal Interest In Mind

You won’t be able to write a research paper if you are not interested in the topic. Sit down and relax. Try to think about topics in which you’re interested.

It will be a lot easier for you to discuss different themes once you’ve written down all your ideas in one place. 

Don’t Leave It In The Middle

More than 50% of the students start the writing process, but they are not able to complete it and leave it in the middle. Just keep in mind that you’re not able to write an entire research paper overnight.

In order to succeed, you’ll have to give a sufficient amount of time to research.

If you want some help, get some advice from your advisor daily.

A research paper is not something into which you can drag something aimlessly. On the other hand, your research paper needs to be based on actual data, which is only possible if you conduct thorough research. 

While writing a note for your research, make sure your statements are supported with references or examples. Above all three tips that you have to keep in mind while selecting research topics for marketing.

All of these are unique research topics for marketing students. And they are perfect for college students to write their marketing thesis because the internet has plenty of information on each one of them. Make sure to read enough about the selected topic before starting to write. And also make an outline of the thesis at the start, so that you have a reason to get going with the thesis.

Once finished, make sure to ask for feedback from your instructor. And cross-check for spelling mistakes, grammatical errors, and any sort of mistake. if you need an assignment of marketing , then contact our marketing assignment writer .

Frequently Asked Questions (FAQs)

Q1. how to select the best research topic for a marketing thesis.

Whatever topic you decide to go with. Just make sure that you’re interested in it. Because being interested in what you write makes the whole process go a lot smoother and easy. Sit back and think of the possible ideas that excite you and you can write about them. And write down a bunch of ideas before you select the main one. Because it is good to select from a long list rather than just going with the first topic that came into your mind. This might take time. But that is what this article is for, above 45 different topics on different aspects of marketing are given. You can go through it, we’re sure there will be one that might interest you.

Q2. How to make your marketing thesis sound more realistic?

A marketing thesis is totally different from one that is an essay. So you can not aimlessly ramble on it. You need to add facts to it to support your main argument. And also make sure that your facts are very well supported by examples and references. That can only be done when you have thoroughly searched through the subject. The Internet has an abundance of information on the topics discussed above. Make sure to acknowledge enough information before starting the thesis.

Q3. What are the different types of Research Papers?

Here we listed the top 7 different types of research papers:

1. Report Paper 2. Survey Research Paper 3. Cause and Effect Research Paper 4. Experimental Research Paper 5. Analytical Research Paper 6. Argumentative Research Paper 7. Problem-Solution Research Paper

Related Posts

7+ Tips On How To Get Higher Grades In Exams In 2023

How to Write a Research Paper- A guide From Professionals

Marketing91

Quantitative Market Research

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Quantitative research involves gathering numerical data, which is further analyzed via mathematical and statistical methods to measure variables. This type of research often requires a larger sample size due to the techniques used.

It involves conducting surveys on a large group of people to gather tangible data related to the “what” and “how much” aspects of the topic. Statistical techniques are then used to analyze the acquired information and make broad conclusions.

This data can be utilized for various applications such as –

• Understanding the size and scope of a market
• Analyzing customer opinion
• Making generalizations
• Predicting future trends
• Discovering patterns, etc

Table of Contents

What is Quantitative Market Research?

Quantitative market research is a method of collecting numerical data about various aspects of the market, including customers, competitors, products, and markets. It involves using techniques like surveys, questionnaires , interviews, polls, and focus groups to gather data that can be analyzed statistically.

For instance, a market research firm may conduct an online survey to gather quantitative data such as customer preferences, buying habits, or the potential size of a new market. The analysis of such data can provide valuable insights into customer behavior, market trends, and the potential success of new products.

For example – the Net Promoter Score question, “How likely are you to recommend us to a friend or colleague based on your overall experience with us?” has revolutionized the way businesses worldwide measure customer loyalty .

By asking a single question, companies can gather real data from actual customers to determine the impact of organic word-of-mouth referrals on their business growth, as well as identify areas where they may need to allocate more or fewer resources to paid advertising and promotions or improve product /service quality.

Why conduct Quantitative Market Research?

Quantitative Market Research provides organizations with valuable insights such as identifying target market segments , understanding customer needs and preferences, measuring brand recognition and loyalty, evaluating pricing sensitivity, and making overall decisions.

• To achieve a successful marketing campaign, the initial step involves research, whether it’s for launching a new product, positioning a sales pitch , or performing statistical analysis based on data.
• Online quantitative market research can provide insights into marketing activities such as website updates, social media management , and newsletters.
• Quantitative Market Research can answer important questions such as “Who is currently purchasing my products/services?”, “Why are others not buying my product?”, and “How can I reach my potential customers ?”
• To gather desired insights, the process of quantitative research begins with creating and designing surveys, followed by distributing them to the appropriate individuals. Once the surveys are completed, data collection and analysis can take place.

Four Main Types of Quantitative Research

1. Descriptive Research

This is a tool for evaluating the status of variables. It provides information on the circumstances and context that surround a variable or topic. It is commonly used for conducting comparisons, detailing sample characteristics, monitoring emerging trends, and verifying existing phenomena. Descriptive research involves collecting all the required data before forming a hypothesis.

Example –

For example, a descriptive research study can be used to identify the age and gender of customers purchasing a particular product.

2. Correlational Research

This method of research examines the connections between various subjects and variables to test a hypothesis or prediction. It only focuses on the relationships between set variables and does not include any unrelated variables in the investigation.

Correlational research and experimental research differ as variables are not manipulated in correlational research. A correlation can be positive or negative, and the strength of the relationship varies.

A correlational research study can be used to identify the relationship between customer spending and age.

3. Experimental Research

This type of research is quantitative and aims to establish a cause-and-effect relationship between variables. The method involves changing one or more independent variables, and then observing how it affects one or more dependent variables. Experimental research can be classified into two types: controlled experiments and quasi-experiments. Controlled experiments involve manual manipulation of all variables and monitoring their effects, while quasi-experiments test variables without manipulation.

Experimental research can be used to compare two different methods of delivery and measure their effectiveness

4. Survey Research

Understanding behavior often requires the use of survey research methods. This method is commonly employed in market research to familiarize a brand with the desires, needs, points of contention, and behaviors of its target market .

Researchers conduct surveys to ask specific questions to understand their target audience or get a detailed understanding of their opinions. Surveys can be performed in a single group or across multiple groups to facilitate comparison.

A survey research study can be used to understand the preferences of customers when it comes to new product features.

Common Techniques to Conduct a Quantitative Market Research

1) primary quantitative market research techniques.

Quantitative market research typically involves primary techniques, which refer to the most commonly used and widely recognized methods. Examples of these techniques include –

1.1) Surveys

Surveys are a commonly used method to gather data from consumers . They can be done through various channels like online, mail, or in-person. The surveys mostly consist of closed-ended questions that yield quantitative data efficiently. The survey creators provide predefined answer choices they consider suitable for each question. Surveys are important for gathering feedback from a larger audience beyond conventional means.

• Cross-sectional research survey – It is a way of studying a group of people at one specific time to collect data on certain variables. The research looks at a population or subset of people who are similar in all ways except for the variable being studied. This method is quantitative and aims to analyze the data collected.
• Longitudinal research survey s – It is a quantitative approach that involves collecting statistical data over years or decades on a particular target demographic or individuals.

1.2) One-on-one Interviews

In the past, interviews for collecting quantitative data were typically carried out in person, but now they can be conducted over the phone or through online means. Interviews provide marketers with a great chance to collect in-depth data from the participants.

Online quantitative interviews are highly structured and serve as a crucial tool for gathering information. These interviews typically consist of two major sections –

• Face-to-Face Interviews – To gather comprehensive information, an interviewer can create a set of significant questions in addition to those already included in the survey. This will encourage interviewees to provide in-depth insights on the discussed topic.
• Online/Telephonic Interviews – Online interviews have become a common practice for conducting quantitative interviews, just like telephone-based interviews. Platforms such as Skype or Zoom enable communication between interviewers and interviewees regardless of their location or time zone, making it a more accessible option.

1.3) Computer-Assisted Personal Interview

This technique involves the interviewer inputting collected data directly into a laptop or similar device during a one-on-one interview. This reduces processing time and eliminates the need for physical questionnaires as answers can be entered directly into the device.

2) Secondary Quantitative Market Research Techniques

Using secondary techniques in conducting quantitative market research can help to confirm a hypothesis or make deductions from both primary and empirical data.

It utilizes historical data to support the statistical observations made from primary data and is categorized as an observational form of market research.

Secondary research methods typically involve gathering data from sources such as the Internet, archives, libraries, schools & organizational reports, etc. It is important to note that online data specifically refers to data collected from the internet.

What are the Characteristics of Quantitative Market Research

• Quantitative market research aims to confirm hypotheses related to numerical aspects of phenomena.
• The data that has been gathered consists only of numerical values, allowing statistical formulas to be applied to derive quantified and actionable insights.
• The data has been collected in a structured manner using various methods like questionnaires and surveys.
• The study has predetermined questions with structured options for responses. The structure is planned beforehand.
• The questions are not asking for open-ended responses, which limits the possibility of ambiguity.

When to Use Quantitative Research and How to Analyze It?

When answering “what” questions about customers’ most important features, preferred products, or services, using quantitative research is useful. It’s important to consider which quantitative research method is best for your business, taking into account factors such as your strategy , marketing, and other facets.

Quantitative research aims to measure and understand the prevalence of a phenomenon such as a problem or inadequacy by observing a significant portion of a population. Use this type of research when you require a higher-level overview or a broader perspective. It is capable of uncovering connections between different factors, identifying correlations, and establishing cause-and-effect relationships.

The findings of researchers can be used to make predictions, which is especially helpful in market research endeavors such as launching new products, brainstorming innovative ideas , or expanding your customer base .

Before analyzing this research, it is important to make it measurable and unbiased. Researchers should establish specific scales and units of measurement for their studies, and present their findings in a clear and easy-to-understand way. After collecting the numerical data, input it into a spreadsheet. Then, arrange the data by creating graphs, charts, and tables. Lastly, conclude the study based on the data. You can also utilize advanced analytics for further investigation.

The Benefits and Drawbacks of Quantitative Research

Some of the upsides and downsides of using quantitative research data are –

• Larger sample pools – The results are more accurate when there are more respondents in the group.
• Highly structured – The methods used to gather numerical data such as surveys, questionnaires, and other data recording tools ensure effective structuring of data.
• Focused – The study’s design is established before its commencement.
• Theory -based – Conducting research is a way to test a theory and get evidence to support or prove it.
• Designed to Be Analyzed – Non-textual forms such as tables, charts, and figures are used to present numbers and statistics for easier analysis.
• Objective – The research aims to eliminate bias by keeping the data separate and only collecting objective responses.

Disadvantages

• Focuses solely on numbers – Researchers may overlook other data and larger themes if they solely rely on this approach, which can be limiting.
• Superficial Representations – The tool only displays numerical data and is not capable of explaining intricate ideas like emotions and perspectives.
• Several factors can invalidate results – To collect and analyze data, you must create a hypothesis and a model. It’s important to be careful to avoid mistakes that can cause bias and inaccurate results.
• Erred Structure – Biases can easily become dominant if there is missing data or unclear measurements.

Different between Qualitative and Quantitative Research

Businesses use quantitative and qualitative market research methods to collect data for market research. Qualitative research data is collected through interviews, focus groups , observations, and surveys, and it gives insight into a specific issue or problem by examining the experiences, opinions, and behaviors of a sample of target customers.

On the contrary, quantitative market research data is utilized to gauge trends and events including web traffic or sales figures. This sort of research is more organized and greatly depends on numerical figures. It supports companies in comprehending customer behavior, inclinations, and expenditure habits by analyzing vast amounts of data.

What is a quantitative research question?

Quantitative market research questions can help you understand the specifics of a subject, such as what, how, when, and where. By analyzing quantitative data, you can identify trends and patterns, and establish averages to effectively tackle business problems.

What are the Quantitative Market Research Questions?

Quantitative research seeks the answers of following questions

• What is the size of the target market?
• How have the requirements of a particular market evolved?
• What is the size of your target audience in terms of the number of people?
• What is the level of interest in purchasing your product?
• Does a market exist for your products?
• On which online platforms does the target audience spend the majority of their time?
• How often do people purchase your product or service?
• What is the awareness level of your brand, product, or service among the public?
• Who are the customers that most frequently use your services?
• What is the average duration of time that people spend on your website?
• What is the percentage of satisfied customers with your product or service?

Statistical Analysis Techniques Used in Quantitative Market Research

Statistical analysis is used in quantitative market research to process response data and gather clear insights. These insights help researchers conclude the research findings. Quantitative market research offers the following statistical analysis techniques –

Conjoint Analysis

The purpose of conjoint analysis is to determine the worth of different factors, like price, characteristics, and advantages, in influencing customers to buy a specific product or service.

TURF Analysis

TURF (Total Unduplicated Reach and Frequency) analysis helps organizations understand which combination of products or services will appeal to the highest number of customers.

GAP Analysis

The purpose of GAP analysis is to determine the gap between the expected and actual performance of a product or service. By analyzing the GAP, companies can identify areas for improvement and enhance their features to minimize the gap.

MaxDiff Analysis

MaxDiff is a choice model that is sometimes referred to as “best-worst” scaling. It is used to determine customer preferences for various features, such as product features, brand images , activities associated with branding , and so on.

Cross Tabulation

Cross-tabulation is a method of statistical analysis that presents a concise table format to compare two or more categories for easy data analysis .

Frequently Asked Questions

What is quantitative market research.

Quantitative market research uses surveys and questionnaires to gather information about the target market. The data collected is then converted into numerical values for easier analysis.

What types of questions do quantitative research answer?

Quantitative research is used to measure and identify patterns, averages, and predictions and quantify opinions, attitudes , or behaviors. Its main focus is on defining “what” and “how much.”

What are the four main types of quantitative research?

Quantitative research can be categorized into four main types: survey research, correlational research, descriptive research, and experimental research.

What using a large sample is the important size in quantitative research?

Having a small sample size may result in unreliable outcomes. On the other hand, if the sample size (referring to the number of individuals participating in the study) is bigger, then there is a higher chance of obtaining statistical significance and accurate findings.

Liked this post? Check out the complete series on Market research

Related posts:

• 11 Types Of Quantitative Research options that exist for Market Researchers
• Qualitative vs. Quantitative Research: What is the Difference?
• Importance of Quantitative Research
• What are the Characteristics of Quantitative Research?
• What is Research Design? Type of Research Designs
• How to Write Research Proposal? Research Proposal Format
• 7 Key Differences between Research Method and Research Methodology
• Qualitative Research: Meaning, and Features of Qualitative Research
• Research Ethics – Importance and Principles of Ethics in Research
• What are the Types of Market Research?

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Marketing Dissertation Topics

Published by Jamie Walker at January 11th, 2023 , Revised On April 16, 2024

Marketing is a business-focused subject, so you’ll be exposed to much more than just creativity. You’ll learn how to set budgets, find new customers, enter international markets, and decide on prices or profits.

As a marketing student, you will be required to complete a marketing dissertation to complete your degree programme. Your dissertation topic can relate to branding, relationship marketing, online/digital marketing, marketing ethics, and any other field of marketing.

To help you get started with brainstorming for marketing topic ideas, we have developed a list of the latest topics that can be used for writing your marketing dissertation.

These topics have been developed by PhD-qualified writers of our team , so you can trust to use these topics for drafting your dissertation.

Review the step-by-step guide on how to write your dissertation here.

You may also want to start your dissertation by requesting  a brief research proposal  from our writers on any of these topics, which includes an  introduction  to the topic,  research question , aim and objectives,  literature review , and the proposed research methodology conducted.  Let us know  if you need any help in getting started.

Check our  dissertation example to get an idea of  how to structure your dissertation .

You can review step by step guide on how to write your dissertation here .

Review Our Best Dissertation Topics complete list.

2024 Marketing Dissertation Topics

Topic 1: assessing the role of communication strategies in fashion marketing- a case study of uk.

Research Aim: The purpose of this study is to investigate the role of communication strategies in the world of   UK fashion marketing. This will also give us an understanding of how new fashion remanufacturing should be communicated to the consumers. Focusing on how information and messages about the brands or products should be labelled to attract the audience.

Topic 2: How Influential are Retail Stores and Fast Fashion on each other? A case study of Zara

Research Aim: Fast fashion is an idea in which retailers target their business strategies, reducing the time it takes to get products into the store, using an in-season purchasing strategy to keep the products in the market updated during the season. This study aims to find the impact or influence of fast fashion and retail stores on each other, focusing on Zara as it is considered as the famous brand among consumers. It will look at what happens to fast fashion when it is delivered to retail outlets, as well as the adaption of fast fashion in the retail sector and how it is communicated to customers.

Topic 3: Assessing the Key Ethical Issues in the marketing of Pharmaceutical Products in the UK.

Research Aim: Pharmacists may occasionally be led to unethical behaviours during contact; that’s why it is important to understand these behaviours. Pharmaceutical products are sensitive to advertising, and minor misconduct can lead to loss of public trust in the industry. The current study will examine the challenges faced and the key ethical issues that occur during the marketing of pharmaceuticals products focusing on the UK pharmaceutical industry; through quantitative research analysis.

Topic 4: Brand Marketing to a Global World and its impact on local cultural beliefs and attitudes- A literature review.

Research Aim: Different cultures in different countries act as challenges to global marketing. The aim of this study is to develop an understanding of how brand marketing in a global world has a huge impact on the cultural beliefs and attitudes of people. It will provide an experience of international and local consumer cultures and their mutual influence on many consumer behaviours and their effect on their decision-making process.

Topic 5: E-sports marketing- Investigating purpose and scope in current times.

Research Aim: This study aims to find the emerging trend of esports marketing and its scope in current times. It will also explore the collaborative efforts of gaming companies, players and different online communities and how they play an important role in maintaining and enriching the value of Esports consumption.   of   It will provide a societal impact of esports and by applying different strategies

Marketing Dissertation Topics for 2023

Topic 1: impact of product packaging on organisational sales: a case study of the uk retail sector.

Research Aim: Due to intense competition in the UK retail sector, product packaging has gained significant importance concerning consumer purchase decisions. This research will focus on how product packaging (colour, shape, and other attributes) influences consumer purchase behaviour which in return increases or decreases the sales of the organisation.

Topic 2: Impact of E-marketing on consumer purchase decisions: Case of the UK luxury industry

Research Aim: The main purpose of the research is to analyze the impact of electronic marketing on consumer purchase decisions. Different modes of e-marketing will be assessed, and based on the results of each e-marketing channel, the dissertation will be concluded. The focus of this research will be the UK luxury industry.

Topic 3: Analysing the customer-centric marketing strategies in attaining competitive advantage for the firm and sustaining business success

Research Aim: In today’s competitive corporate world, organizations are formulating and implementing customer-centric marketing strategies. These strategies are devised, keeping in mind customer behaviour, customer pattern, customer preferences, customer trends, etc. Considering all these and many other customer-related aspects, companies assess what is successful for their business. This research will discuss the different characteristics of customers that should be studied and how formulating related strategies will help the company gain a competitive advantage and generate profits.

Topic 4: The role of information technology in revolutionizing marketers' approach towards manipulative advertisement

Research Aim: The digital media or the digital world has provided a very effective and large platform for marketers to market and advertise their products. However, this platform can also be used to manipulate customers through deceptive marketing techniques. The main purpose of the research is to analyse the role of information technology in revolutionizing marketers’ approach towards manipulative advertisements. In addition to this, the research will also talk about how marketers use digital media channels to deceive customers who also harm the company’s reputation.

Topic 5: Assessing the impact of integrated marketing communication on consumer impulsive buying behaviour

Research Aim: Consumer impulsive buying behaviour has become an important phenomenon in today’s global world. Companies have been able to acquire a high market share through the impulsive buying behaviour of the consumer. Therefore, this research focuses on analyzing the impact of integrated marketing communication on consumer impulsive buying behaviour.

Topic 6: The Impact of digital marketing on businesses throughout the world

Research Aim: Digital Marketing has changed the face of marketing in today’s world. More and more companies are now adopting this new technique to gain a competitive edge over traditional marketing methods. This research will address the impact of different digital marketing channels on businesses and how each channel can help companies earn more.

Topic 7: Traditional vs Digital Marketing: A comparative study of the last ten years

Research Aim: With the emergence of digital marketing in the global world today, more and more companies are abandoning traditional marketing techniques. This research will compare traditional and digital marketing methods and present data over the past ten years. Through this data, a conclusive analysis will be conducted to determine which marketing is more successful in today’s times.

Topic 8: Studying customers’ responses to automated interactions in the services industry: How does it impact the business?

Research Aim: Many companies have now completely automated their business operations. They have streamlined standard responses given to customers. This research will mainly assess the impact of automated responses on customers, whether or not they impact them in terms of generating and converting leads, and ultimately how it impacts the business overall.

Topic 9: Capturing and analyzing the Voice of Customer (VOC) through Artificial Intelligence: How effective is the technology?

Research Aim: Voice of Customer (VOC) is not a new concept. Companies have been working and collecting data on it for the past several years. It is a method to gather customers’ feedback about their expectations and experiences with respect to your product or service. This research will study how companies gather, assess, and analyse this data through artificial intelligence and how effective it is for businesses. The research will utilise quantitative analysis to conclude whether or not this new technology and strategy is successful.

Topic 10: Online search queries – Can businesses benefit from them and better market their products and services?

Research Aim: Keyword targeting, search engine optimization (SEO), click trend, search trend, etc., are all ways to find how consumers search for a particular product, brand or website online. With more business being done online and with companies focusing more on online marketing, understanding online search queries have become crucial for the business’s success. This research will focus on the different ways through which companies can assess online search queries and whether or not they can benefit from them. Data from past years will be fetched and included to conduct authentic research and conclude accurately.

Also read: Management Dissertation Topics

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Relationship Marketing Dissertation Topics

Relationship marketing is a form of marketing that focuses on long-term goals such as building customer loyalty and increasing customer retention. In relationship marketing, products are provided based on relationships and not traditional marketing. This type of marketing helps firms acquire more customers and build loyalty. The more loyal and satisfied a customer is, the more likely they are to make a purchase.

Under relationship marketing, the purchasing pattern, the contact details, and the entire profile of customers are maintained. Normally, firms assign executives to one or more major customers to maintain relationships and satisfy their needs. It is a very useful marketing tool and also an excellent topic to research on. You can choose a topic for your relationship marketing dissertation topic from any of the topics listed below:

Topic 11:Customer loyalty – Behaviour or an attitude? A mixed-method analysis

Research Aim: This research will analyse how customer loyalty is determined, whether it is an attitude or behaviour. A comparative analysis, comparing different elements of attitudes and behaviours, will be conducted.

Topic 12: The usefulness of relationship marketing in the UK fashion industry: To what extent have organisations incorporated club-style membership schemes for their customer and their impact on businesses?

Research Aim: This research will focus on one important aspect of relationship marketing – memberships. The research will revolve around the UK fashion industry, and the impact memberships have on customers and business organisations.

Topic 13: The impact of relationship marketing on customer loyalty: An analysis of Honda Motors

Research Aim: This dissertation will assess how customer loyalty is impacted by relationship marketing. The main focus of this study will be Honda Motors, how the company maintains customer relationships.

Topic 14: Loyalty schemes and customer satisfaction: Do they really have an impact?

Research Aim: This research will analyse whether or not loyalty schemes impact customer satisfaction. If yes, then the various means will be explored.

Topic 15: The interrelationship between switching costs and consumers' resistance to switching brands' loyalty

Research Aim: The relationship between costs and brand loyalty will be assessed in this research. This research will discuss circumstances under which customers decide to switch brand loyalty.

Topic 16:Loyalty schemes and their relationship with sales: An exploratory analysis of the UK retail industry.

Research Aim: This dissertation will conduct an exploratory analysis to conclude whether or not there is a relationship between loyalty schemes and sales of companies.

Topic 17:Maintaining customer relations through relationship marketing. A case of ASDA

Research Aim: The main focus of this research will be to study how ASDA maintains customer relations and whether they prove to be successful for the business or not.

Topic 18:Exploring the effectiveness of online marketing – Does digital marketing help companies build customer loyalty?

Research Aim: This dissertation will analyse how effective online marketing is for companies to help build and maintain customer loyalty. And whether online marketing can be used to build customer loyalty.

Topic 19: Assessing customer satisfaction in the UK tourism and hospitality industry

Research Aim: The UK tourism and hospitality industry will be assessed in this study for customer satisfaction. The dissertation will conclude to answer how the UK tourism and hospitality industry has maintained customer satisfaction.

Topic 20:Technology driven customer engagement – Does it lead to better customer satisfaction as compared to traditional engagement methods?

Research Aim: This dissertation will discuss how technology has impacted customer engagement. Furthermore, it will analyze how effective technology has been in driving customer engagement compared to traditional methods.

Branding Dissertation Topics

Branding involves creating a unique image and name for a product in the minds of the customers. This is done through creative advertising using a brand theme used consistently in all the advertisements. Branding also entails creating a unique logo and name for a distinguished product.

Some consumers compare prices before purchasing a product, but mostly a purchase is made by focusing on the quality of goods and brand loyalty. There is a misconception that branding is the same as marketing, but it can be distinguished based on the former being one of marketing strategy fundamentals.

For successful branding, there should be truthfulness and clarity in every phase through interaction with customers, which will help improve the value and brand perception of a company.

Branding provides companies with a competitive edge over other organizations and has become a very popular topic for research among undergraduate and postgraduate students. When looking to work on a branding related dissertation, you can choose from the dissertation topics below:

Topic 21:Maintaining brand equity through innovation: A case study of Apple Inc.

Research Aim: Innovation has a huge impact on brand equity. The same will be discussed in this research, with Apple Inc. as the main focus.

Topic 22:Building brand equity through celebrity endorsement: Analysis of the fashion industry

Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK fashion industry or another country of your choice.

Topic 23:Brand attitudes and advertisements: Evidence from the past five years

Research Aim: This study will talk about how advertisements shape brand attitudes. Evidence from the past five years will be presented to conclude whether advertisements impact the brand attitude or not.

Topic 24: Packaging as a brand marketing strategy: Assessing its effectiveness in the retail sector

Research Aim: The success of a brand marketing strategy depends on several factors. This dissertation will assess how important packaging is in a brand marketing strategy.

Topic 25:Effect of branding on consumers of Coca Cola and Pepsi: A comparative analysis

Research Aim: Branding has a huge impact on consumers. Competitors utilise this strategy to build customer loyalty. This research will compare two big rivals – Coca-Cola and Pepsi concerning branding.

Topic 26:Branding strategies: Impact and application

Research Aim:  The different types of branding strategies and their implementation process will be discussed in this study.

Topic 27:Analysis of the consumer: Comparative analysis between good quality products and brand loyalty.

Research Aim: This study will discuss how good quality products impact consumers and how it helps companies build brand loyalty.

Topic 28:Building, retaining and maintaining the brand image in the market – Studying MNCs in the UK industry

Research Aim: Brand image and reputation are something that companies should pay close attention to. This research will talk about leading MNCs and how they should build and retain the brand image.

Topic 29:Importance of brand and reliability in the automotive industry – Case of Toyota Motors

Research Aim: Reliability is a huge factor in building a brand. With a specific focus on Toyota, this study will discuss how reliability impacts the brand.

Topic 30:Building brand awareness and equity through online marketing – Assessing its effectiveness

Research Aim: This research will assess the effectiveness of online marketing in building brand awareness and equity.

Topic 31:International brand building in the digital age: The role of digital marketing

Research Aim: Building a brand with the help of digital marketing will be discussed in this research.

Topic 32:Corporate social responsibility and brand management: A case of Nestle

Research Aim: Giving back to the community creates a positive image of the company. This research will discuss how fulfilling corporate social responsibility helps the company maintain its brand.

Also Read:   Chanel’s Brand Identity and Personality

Direct Marketing Dissertation Topics

Direct marketing is a marketing phenomenon that involves direct selling to customers. This includes telephone selling, email selling, direct mail selling, etc. No retailer is involved in the process. The product/service flow includes only two parties, the company and the consumer.

Direct marketing allows businesses and non-profit organizations to communicate with customers directly. It relies on advertisements on the internet, television, or radio.

There are different types and forms of direct marketing, with internet marketing being the most popular. Online marketing helps companies to interact directly with their customers without any middleman. In this manner, companies can gain insight into customers, expectations, and feedback on the product/service.

Below is a list of topics that you can base your dissertation on under the direct marketing theme.

Topic 33:Loyalty schemes and direct selling – Does it help businesses to market directly to customers?

Research Aim: Loyalty schemes are an old but extremely effective marketing tool. This research will discuss and analyze whether direct marketing can be done through these schemes or not.

Topic 34:How customers can protect themselves from deceitful direct marketing techniques?

Research Aim: This study will highlight the unlawful and unethical ways companies adapt through digital marketing and how customers can protect themselves.

Topic 35:Direct Marketing: Effects and implications

Research Aim: The main concept, theory, and framework of direct marketing will be discussed and analysed in this research. The effects and implications of direct marketing will be the main focus of this study.

Topic 36:Do customers respond differently to direct and digital marketing?

Research Aim: Direct and digital marketing will be compared and analysed in this research. Their responses will then be evaluated as to which one is the most effective.

Topic 37:The relationship between the duration of a voice message and the success of Tele-marketing? A case of mobile Industry.

Research Aim: Telemarketing is a successful marketing tool. This research will study the relationship between the duration of a voice message and its success for companies operating in the mobile industry.

Topic 38:Developing a marketing information system for direct marketing: Analysing its effectiveness

Research Aim: A marketing information system is extremely essential for companies today. This research will discuss how a marketing information system can be developed and how effective it is for direct marketing.

Topic 39:The role of business and artificial intelligence in direct marketing – How can companies gain advantage?

Research Aim: Artificial Intelligence is the big thing in the marketing industry these days. Incorporating it into your business for marketing will help you achieve a competitive advantage. The same will be studied and evaluated in this research.

Topic 40:Internet marketing as a direct marketing technique – Assessing its effectiveness and profitability

Research Aim: Internet marketing can be used a direct marketing technique. This research will assess how effective and profitable this technique can be for businesses.

Topic 41:Protecting consumer data and privacy in direct marketing techniques – Evaluating its importance.

Research Aim: Companies do not pay much attention to customer privacy. This research will discuss how direct marketing can help companies protect customer data and privacy.

Marketing Across Cultures Dissertation Topics

Every culture is different. Thus, what is acceptable in one, may not be acceptable in the other. This is why firms must adopt different techniques while operating in different cultures. Before introducing any product, companies need to analyse the cultural aspect of the market.

This has become a very important and deciding factor for the successful operation of a business. Cultures have a deep impact on consumer behaviour, and it plays a key role in shaping the buying behaviour and the attitude of the customer.

There is no doubt that this marketing aspect is worth some research. Some intriguing and current dissertation topics in the field of cultures and marketing are given below:

Topic 42:Impact of culture on the trading Market: A case of general motors through an analysis of the imports and exports.

Research Aim: Marketing is based on different cultures. This research will discuss the impact of culture on the trading market, focusing on general motors’ imports and exports.

Topic 43: Does language impact the identity of a brand? A case of Coca-Cola

Research Aim: Language is an important element of a culture. This study will research and analyze whether or not the language impacts a brand and will utilize Coca-Cola as its main focus.

Topic 44: Amalgamating and assessing the regional differences within the national culture of marketing

Research Aim: This research will study the various regional differences that exist in the marketing culture and how they impact businesses.

Topic 45: The impact of collectivism and individualism on purchasing smartphones

Research Aim: Different cultures have a different impact on society. This research will conduct a cross-cultural analysis to understand how culture impacts marketing strategies

Topic 46:Cross-cultural marketing and how it impacts a business – A specific focus on the FMCG sector

Research Aim: Cross-cultural marketing is utilised by companies operating in different cultures. This research will talk about how cross-cultural marketing is formulated, devised, and implemented in the FMCG Sector and whether it is successful for the company or not.

Topic 47:Belief, religion and values: Do they have an impact on businesses across the world

Research Aim: There can be many cultures in one market. Thus, it becomes challenging for companies to market their product according to cultures. This research will assess this issue by focusing on two different cultures.

Topic 48: Application of marketing mix in a culturally diverse society: Assessing two different cultures

Topic 49: same marketing tact in different markets: how it leads to business failures.

Research Aim: Companies cannot utilise similar marketing techniques for different cultures. This research will assess how this act can lead to the failure of businesses.

Topic 50:Cultural differences and the subsequent effect on supermarkets across the United Kingdom

Research Aim: This research will talk about how various cultural differences impact supermarkets operating in the United Kingdom.

Also Read :   Fashion and Culture Dissertation Topics

Online Marketing Dissertation Topics

When marketing evolved from traditional to online or digital marketing, it was observed that all the rules that traditional marketing followed were no longer useful. The needs and demands of the market had changed, thus online marketing emerged. Digital marketing has been a game-changer in the field of marketing.

New tools, new rules, and new methods have set the marketing game field. Every player entering the business world needs to be well versed with all these new aspects or else it can go out of business quickly.

Online marketing helps business organisations to understand and evaluate customers’ responses to a particular marketing strategy very efficiently. So businesses are now aware of their customer behaviour, trends, what they look for in a product, what are they interested in, etc.

However, while collecting and storing all this customer information, organisations need to ensure the privacy of their consumers to avoid losing their trust. Companies are now in an era where they can efficiently interact and engage their consumers.

Based on their responses, they can devise subsequent marketing strategies. Online marketing is now a powerful marketing tool as it allows organizations to develop specific strategies to suit the needs of their consumers.

The field of digital marketing is worth the research. You can spend hours learning about this facet of marketing, and still will be left with the urge to learn more. Some interesting topic suggestions are given below if you want to base your dissertation on online marketing.

Topic 51:How online marketing impacts the retail sector during the Covid-19 pandemic? - Entering the field of internet marketing

Research aim: This research will aim to discover the impact of the covid-19 pandemic on the performance of the retail sector in any country of your choice. How did the retail stores move to online marketing to overcome the losses?

Topic 52: Organisations and their use of personalised products: How do companies decide who to market?

Research Aim: There are times when companies launch personalised services or products for a specific group of customers. To identify this need, traditional research is not useful. Customers do not want to give out this type of information. With online marketing and its various tools, companies can now gather this data. This research will delve deep into how that happens.

Visit our topics database to view 100s of dissertation topics in your research area.

Topic 53:The role of online marketing in driving sales: Studying the retail sector

Research Aim: The main focus of this research will be to understand how the retail sector is impacted through online marketing and its role.

Topic 54:Implications and application of online marketing

Research Aim: Online marketing tools are extremely powerful. Various tools will be discussed and analysed in this research to conclude how well they perform.

Topic 55:How can companies overcome the hate speech of unhappy customers?

Research Aim: With the ease of gathering data, online marketing and tools can also lead to hate speech from customers. This research will evaluate different ways through which companies can overcome this issue.

Topic 56:What attributes are preferred by customers for online search, purchasing and comparison?

Research Aim: The different types of research, search, purchasing, and comparing attributes undertaken by customers will be assessed in this study. Moreover, their impact on business will be studied.

Topic 57:The power of online marketing tools – Assessing their effectiveness with respect to sales

Research Aim: Different marketing tools will be analysed and studied in this research. They will be assessed based on their effectiveness concerning sales.

Topic 58:Analysis of change in behaviour of customers in offline and online marketing

Research Aim: Online and offline marketing are extremely different. This research will analyse how customers behave differently in an online marketing setting as compared to an offline marketing setting.

Topic 59:Impact of appearance and visual effects for the effectiveness of online marketing

Research Aim: Online marketing utilises different appearance and visual effects to attract customers. This research will analyze how effective these techniques are for the company.

Topic 60:Websites and E-commerce – Do they influence customer behaviour? A case study of the UK fashion industry

Research Aim: With online marketing, it is essential that you have a website and an online store if you’re selling products. The impact of both website and e-commerce on marketing in the UK fashion industry will be assessed.

The 4Ps (Price, Product, Promotion, Place) of Marketing Mix Dissertation Topics

Price, product, promotion, and place are also known as the four pillars of marketing. Referred to as the marketing mix, these four components help companies decide on a product and/or marketing strategy.

These four factors (4Ps) are the key ingredients of a successful marketing strategy since they allow for an in-depth analysis of the market and marketing strategies concerning any particular product. The companies analyse the culture, the product itself, and the pricing of other similar products to gain a competitive edge for their business and production processes.

To understand more about these components and how they impact businesses, you can research this area. Some relevant topics in this area of marketing are listed below for you to base your dissertation on:

Topic 61:Understanding the importance of location for customers Starbucks USA vs Starbucks UAE

Research Aim: Location has a great impact on the company’s sales and marketing efforts. This research will assess how impactful location is for customers by comparing Starbucks located in the US and the UAE.

Topic 62: Pricing war between competitors: Analysing the case of Coca-Cola and Pepsi

Research Aim: Companies usually price their product to competitors to stay relevant and to help their products succeed. This research will analyze how competitors price their products by assessing the pricing strategies of Coca-Cola and Pepsi.

Topic 63:Impact of point-of-purchase promotion on sales: A case study of ZARA

Research Aim: Promotions are an effective way of selling products. This research will study the point of purchase promotion and its impact by focusing on ZARA.

Topic 64: Product packaging and its impact on buying decision – An exploratory analysis

Research Aim: The packaging of a product has a huge impact on the buying and purchasing decisions of customers. This research will conduct an exploratory analysis to understand this impact.

Topic 65:International pricing strategies and their Impact on the brand image: A case study of iTunes

Research Aim: Pricing strategies may or may not differ in different locations. This research will analyze whether iTunes has gained or not by its pricing strategies in different locations.

Topic 66: Impact of price adjustment strategies in online and offline setting

Research Aim: Prices vary in different settings. This research will study the price strategy adjustment in online and offline marketing.

Topic 67:Should Online Reviews and Word of Mouth be a New Component in the Marketing Mix?

Research Aim: Word of mouth and online reviews have proved to be extremely effective marketing tools in recent times. These components concerning the marketing mix will be studied in this research.

Topic 68:Difference between Online and Offline Promotions – How do They Impact Brand Image

Research Aim: A variety of marketing promotion techniques exist. This research will talk about the different online and offline promotional tools and how they impact brand image.

Topic 69:Impact of Traditional Promotions vs Social Media Promotions – Analyzing Burberry’s Promotional Campaigns

Research Aim: Social media promotional campaigns gain a lot of traction. With a specific focus on Burberry’s promotional campaigns, this research will analyse traditional and social media campaigns.

Topic 70:Effect of Premium Pricing Strategies on Consumers. A case of Apple Products

Research Aim: Of different pricing strategies, premium pricing strategies are adopted for luxury products. The effect of this type of pricing strategy on luxury products (Apple products) will be analyzed in this study.

Topic 71:Impact of Cultural Values in Promotional Activities

Research Aim: Culture has a huge impact on the marketing efforts of a company. This research will talk about the various cultural values and how they impact the promotional activities of businesses.

Topic 72:Placing Products in a Central Location and Ease of Access: Assessing its Impact on Customers

Research Aim: Location affects the sales of products and services. This research will assess the impact of customers when products are placed in a central location and when they are offered ease of access.

Topic 73:Influence of celebrity endorsement on sale: A comparative analysis of Nike and Rebook

Research Aim: Celebrity endorsement is a highly effective way to increase sales. A comparative analysis between celebrity endorsement done by Nike and Reebok will be evaluated in this research.

Topic 74:Impact of promotions upon customer’s perception

Research Aim: Customers may or may not change their perception after marketing promotion efforts. This research will discuss whether promotions can change perceptions or not.

Topic 75: Analysing the impact of cartoon characters on children

Research Aim: Products marketed towards children are tricky to market. This research will study whether including a cartoon character to attract children helps businesses or not.

Marketing and Consumer Psychology Dissertation Topics

Marketing is fundamentally based on consumer behaviour. Studying consumer behaviour helps businesses understand the customer in a better manner. Not only this, but it also helps them improve their marketing strategies by understanding the problems of a consumer with a specific focus on their perception of products. It is very important to understand the psychology of consumers and the various influences that the environment may have on their psychology. Studying these behaviours and patterns helps companies know how they should target their customers and what aspects they should focus on.

Consumer psychology comes in very handy for online marketing. When marketing digitally, companies have little or no information regarding their consumers. Thus, understanding their way of thinking, behaviour, buying patterns, trends, etc., helps businesses understand what the customer expects.

The study of consumer behaviour is very interesting and therefore provides an ideal topic for dissertations.

Topic 76:An investigation of consumer psychology and perceptions and their impact on marketing fashion products

Research Aim: Consumer psychology and their perceptions will be evaluated in this research. These two factors concerning the marketing of fashion products will be assessed.

Topic 77:How does consumer knowledge affect the purchase of products and their buying decision

Research Aim: Consumer knowledge influences their buying or purchasing decision. This research will talk about how this knowledge and its impacts the marketing decisions of a company.

Topic 78:The impact of negative publicity on consumer behavior

Research Aim: Consumers cannot be tricked. They are aware of when companies utilize techniques or tools to create a negative image of other companies. This research will talk about such techniques and their impact on consumers.

Topic 79:Consumer attitude towards in-store shopping and online shopping in Wall-Mart

Research Aim: This research will investigate the attitude of customers shopping in-store (physical stores) versus customers shopping online (digital stores). Walmart’s customers will be the focus.

Topic 80:Understanding consumer psychology to devise effective marketing strategies

Research Aim: Customer psychology will first be discussed in this research. Then, the research will talk about how effective marketing strategies will be devised.

Topic 81:Assessing the consumer behaviour and perceptions in relation to luxury

Research Aim: This research will discuss consumer behaviour when customers opt for luxury products, i.e. what drives them to purchase high-priced products.

Topic 82:Measuring consumer response to new products launched by Nestle

Research Aim: Companies should always measure consumer response to assess their marketing activities. This research will discuss different ways through which customer response to new products launched by nestle is assessed.

Topic 83:Consumer perceptions related to discounts and promotions when purchasing products

Research Aim: Every customer likes to purchase products at discounted prices. This research will discuss consumer perceptions concerning discounts, sales, and promotions when purchasing products.

Topic 84:Creating profitable relationships with consumers

Research Aim: This research will analyse the various ways through which companies can create profitable relationships with customers.

Topic 85:Switching costs – Do consumers think about it when abandoning a brand?

Research Aim: There are different reasons for switching a brand or abandoning it completely. These reasons will be the main focus of this research, and customer perceptions will also be studied.

Marketing and Social Networks Dissertation Topics

Social networks (Facebook, Linked In, and Twitter) have played a decisive role in using the internet and purchasing online. Companies need to understand these social networks and tools from a marketing perspective in today’s business world. Businesses that do not make use of the different social media platforms are entirely out of the race.

This is the power of social networks in today’s corporate world. Not only is it competitive, but these networks also help companies interact with their customers and gain feedback in real-time.

This means that they can launch a product, post and market it on social networks, and assess customer reaction. Companies have done well by utilizing these platforms, and all businesses must have a social media presence and interact with customers.

However, it should be noted that organisations face various challenges using social media as a tool to market their products and services. Social media can make or break things for businesses.

If done right and if the accounts are handled appropriately, nothing can stop the business from achieving success. However, one small mistake can cause a lot of trouble for the company. The backlash on social media is extreme, and the company will have to spend months to bring back its reputation.

Thus, considering the challenging nature of these platforms, it is interesting to conduct researches and studies around various related topics. The following is a list of topics that can be undertaken as a part of social networks and marketing dissertation:

Topic 86:The role of Facebook as a marketing tool

Research Aim: The research will explore the various events in Indian film history that have allowed it to become a global sensation. The paper will analyse its market-driven triumph against Hollywood imports starting from the 1930s. The paper will also examine the nationalist social views of films produced in Bollywood during the 1950s.

Topic 87:Social media marketing vs. traditional marketing evaluating the success rate

Research Aim: Social media marketing is the new trend. But does it really reap results? This will be the main focus of this research, and the results of online marketing and traditional marketing methods will be compared.

Topic 88:Building relationships with customers through social media.

Research Aim: Social media not only helps in networking and connecting people but also enables companies to get in touch with their customers. This research will talk about companies use it as a medium to build relationships with their customers.

Topic 89:How social media influences consumers’ buying preferences

Research Aim: Social media trends are followed by everyone. This research will discuss how these trends are shaped and how it influences the buying and purchasing decision of customers.

Topic 90:How businesses gather Information from social media: A deep insight into customer privacy concerns

Research Aim: A lot is argued about the loss of privacy and data for online customers. This research will investigate the various ways data is collected online and whether or not there are data security breaches.

Topic 91:Consumer perception of social media marketing and its impact on brand image

Research Aim: Consumer perception regarding social media marketing will be assessed in this research. Moreover, the impact of this perception on the brand image will be evaluated.

Topic 92:Is Banner advertisement a good idea in social media marketing? A global comparative analysis

Research Aim: Online Banner advertisements are utilised by almost all companies in the market. This research will discuss various banner advertisement campaigns and their effectiveness.

Topic 93:The role of online stores in the traditional marketing mix

Research Aim: The traditional marketing mix does not take into consideration online marketing. This research will talk about the importance of online and social media marketing in the corporate world today and the role of online stores in the marketing mix.

Topic 94:Why is there more focus on the use of Facebook for marketing rather than other platforms for social media marketing?

Research Aim: Facebook advertising is considered the most powerful amongst all other social media marketing tools. There are various reasons due to which Facebook is considered a powerful tool. All these will be discussed, analyzed, and evaluated in this research.

Also Read:   How to Use Social Networks for your Dissertation

Marketing Ethics Dissertation Topics

Marketing Ethics Dissertation Topics Marketing ethics is a thought-provoking issue in the field of marketing. Where marketers are making efforts to run effective and profitable marketing campaigns for their companies, they should also consider marketing ethics.

The continuous evolution of customers’ attitudes customers over media has a significant impact on businesses worldwide. People nowadays are more concerned about the company’s ethical behaviour and the use of ethics employed by their marketing experts.

They are more concerned about their corporate social responsibility programs and the values of society. Companies must run various social corporate responsibility campaigns, through which they not only create a good reputation but also give back to the community.

These campaigns indeed help businesses to build a reputation and become a preferred brand for consumers. Acts such as animal cruelty and the use of prohibited products hit hard, and a company can lose its long-built strong reputation in a matter of minutes.

There are various ethical concerns that organisations must abide by to have a successful operating and marketing campaign. A dissertation on marketing ethics can be based on any of the following topics:

Topic 95:Ethics and consumer perception: What do consumers really expect from companies?

Research Aim: Corporate and marketing ethics are extremely important for companies. This research will talk about what customers expect from the company regarding ethics and how it shapes their perceptions.

Topic 96:Impact of unethical behaviour of an organisation on sales: Studying unsuccessful marketing campaigns

Research Aim: Unethical organizational behaviour leads to unsuccessful marketing campaigns. The main focus of this research will be the unethical behaviours undertaken by companies and how it adversely affects their sales.

Topic 97:How firms mislead people to enhance product sales and the effect this has on their business

Research Aim: A number of companies mislead their consumers only to enhance their sales. This research will discuss the different ways through which companies mislead people and the impact it has on their business.

Topic 98:How country laws shape business and marketing

Research Aim: When operating in a country, companies have to abide by the laws, rules, and regulations set out by the government. This research will talk about how these laws and regulations shape the business environment.

Topic 99:Ethical considerations and brand loyalty

Research Aim: This research will discuss whether or not ethical business operations have an impact on brand loyalty or do consumers continue to buy from companies who operate unethically.

Topic 100:Spam laws and online marketing – A critical analysis

Research Aim: Online marketing has its own rules. Companies have to abide by spam laws, or else they will be blacklisted. These rules and how companies should abide by them will be analyzed in this study.

Topic 101:Exploring the relationship between marketing ethics and corporate social responsibility

Research Aim: Companies have a responsibility to fulfill. They have to give back to the community, thus operate with corporate social responsibility. This research will discuss whether or not marketing ethics are directly related to corporate social responsibility.

Topic 102: Building company reputation and brand equity through various corporate social responsibility initiatives

Research Aim: The main focus of this research will be to explore whether or not corporate social responsibility initiatives build company reputation or brand equity.

Topic 103: Do cause-related marketing campaigns impact consumer purchase decisions?

Research Aim: This research will explore whether cause-related marketing has an impact on consumer purchase decisions or not.

Topic 104: Public relations and consumer boycotts: Learning lessons from Shell and Nestle

Research Aim: Consumers can boycott a company based on a variety of reasons. This research will discuss the different reasons why consumers boycott and how it impacts public relations, with a special focus on Shell and Nestle.

Important Notes:

As a student of marketing looking to get good grades, it is essential to develop new ideas and experiment on existing marketing theories – i.e., to add value and interest in the topic of your research.

The field of marketing is vast and interrelated to so many other academic disciplines like civil engineering ,  construction ,  law , engineering management , healthcare , mental health , artificial intelligence , tourism , physiotherapy , sociology , management , and nursing . That is why it is imperative to create a project management dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic; it is the basis of your entire research. There are several significant downfalls to getting your topic wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, there is a possibility that the study is not viable.

This impacts your time and efforts in  writing your dissertation  as you may end up in the cycle of rejection at the very initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best marketing dissertation topics that fulfill your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and can also be practically implemented. Take a look at some of our sample marketing dissertation topics to get an idea for your own dissertation.

How to Structure your Marketing Dissertation

A well-structured   dissertation can help students   to achieve a high overall academic grade.

• A Title Page
• Acknowledgments
• Declaration
• Abstract: A summary of the research completed
• Table of Contents
• Introduction : This chapter includes the project rationale, research background, key research aims and objectives, and the research problems to be addressed. An outline of the structure of a dissertation  can also be added to this chapter.
• Literature Review :  This chapter presents relevant theories and frameworks by analysing published and unpublished literature available on the chosen research topic, in light of  research questions  to be addressed. The purpose is to highlight and discuss the relative weaknesses and strengths of the selected research area whilst identifying any research gaps. Break down of the topic, and key terms can have a positive impact on your dissertation and your tutor.
• Methodology:  The  data collection  and  analysis  methods and techniques employed by the researcher are presented in the Methodology chapter which usually includes  research design, research philosophy, research limitations, code of conduct, ethical consideration, data collection methods, and  data analysis strategy .
• Findings and Analysis:  Findings of the research are analysed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include  graphs ,  charts, and  tables in this chapter to identify meaningful trends and relationships.
• Discussion  and  Conclusion: The researcher presents his interpretation of results in this chapter, and states whether the research hypothesis has been verified or not. An essential aspect of this section of the paper is to draw a linkage between the results and evidence from the literature. Recommendations with regards to implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
• References:  This should be completed in accordance with your University’s requirements
• Bibliography
• Appendices:  Any additional information, diagrams, graphs that were used to  complete the  dissertation  but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.

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For further assistance with your dissertation, take a look at our full dissertation writing service .

Our team of writers is highly qualified. Our writers are experts in their respective fields. They have been working in the industry for a long time. Thus, they are aware of the issues and the trends of the industry they are working in.

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Frequently Asked Questions

How to find dissertation topics about marketing.

For marketing dissertation topics:

• Study recent industry trends.
• Explore consumer behavior shifts.
• Investigate digital marketing innovations.
• Analyze branding or market strategies.
• Consider social and ethical aspects.
• Select a topic resonating with your passion and research goals.

You May Also Like

Are you looking for unique and intriguing branding dissertation topics, ideas and topic examples? If yes, continue reading this article because it provides several branding dissertation topic suggestions for your consideration. 

Here is a list of English 101 dissertation topics to help you choose the one studies anyone as per your requirements.

Go through some of the dissertation topics related to entrepreneurship given below, with their research aim, and get an idea to begin your dissertation.

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100 best marketing research topics for all.

Because of the many aspects of marketing, choosing marketing topics to write about may put one in a dicey situation. This article provides some hot topics in marketing that will help you select an area of focus and select relevant topics from that niche. From marketing research topics for college students to social issues in marketing, we have got you covered! So sit down and relax as we take you through the list of marketing research topics our professional writers prepared just for you!

Marketing Thesis Topics

Are you in need of well-thought-out marketing thesis topics and marketing dissertation topics? Then you’re in the right place! This list of marketing paper topics presented will give you a distinct thesis/dissertation.

• Analysis and determination of consumer buying behavior for Coca-Cola
• A study on famous well-marketed brands that got away with selling substandard quality products
• A study showing the impact of advertising on consumer behavior
• Brand advertising and political campaigns: a possible interwoven impact?
• A review of the outcomes of advertising in a recession
• Exhaustive research on how brands exploit impulsive buying
• A study of how celebrity endorsements on ROI affect CPG brands
• A survey of the impact of augmented reality on marketing experiences
• Critical research on how AI will help make better marketing decisions
• A study of the perspective and reception of Americans to targeted ads based on their browser history

Current Marketing Issues

There are numerous marketing issues around the world today. These global marketing issues threaten the survival of many businesses and the economy at large. Here is a list of current marketing issues!

• A decline in organic reach on social media platforms
• Difficulty in building a well-recognized brand name
• Getting readers to see content
• Understanding marketing results
• Marketing budgets included by BREXIT
• Optimizing business for voice search
• Bridging the technology gap
• Ensuring compliance with GDPR
• Overdependence of potential customers on amazon
• The effect of COVID-19 on the global economy

Marketing Research Topics

Getting marketing topics for research has been made considerably more comfortable with this list of marketing research paper topics. Ready to explore the marketing research topics we have, let’s delve right in!

• Exploring how organizations use corporate social responsibility (CSR) to reinforce brand equity
• The effect of social media on buying choices
• Online purchasing: a study of the product characteristics buyers look for
• An exploration of the differences in marketing strategies across cultures
• Manipulation tactics: how brands can get more customers
• A study of how customer loyalty is affected by brand image
• Analyzing how TV advertising affects the top of mind awareness
• Do people appreciate being click baited into sponsored posts?
• A study on how to make customers purchase goods and services in the luxury category

Digital Marketing Blog Topics

Digital marketing remains a very important aspect of marketing in the world today. Here are some very juicy digital marketing topics you can write a great blog on!

• 10 insightful differences between paid search and organic search
• Tips for promoting content on Pinterest
• SEO tactics to avoid like the plague
• How to increase your followers on social media
• Best tips to help you grow your paid social ROAS
• Why should you follow your competitors on social media?
• Dos and don’ts of social media marketing
• How to create content your audience will be eager to share

Marketing Essay Topics

• What is the most effective form of marketing?
• Internet marketing trends to expect in the future
• What important brand attributes lead to an increase in customer loyalty?
• A look into marketing approaches that broke through strong market monopoly
• The impact of social media on consumer buying behavior
• Comparison of advertising versus building brand equity
• Rebuilding trust in influencer marketing
• How to generate leads effectively

Content Marketing Topics

• 10 biggest graphic design mistakes companies make in their marketing pieces
• How to create captivating e-newsletters that people will pay attention to
• Repurposing marketing content for small businesses
• Working more micro-content into marketing efforts
• Multi-step versus one-step content marketing campaigns
• The five Cs when creating content marketing copy
• Creating compelling content marketing campaigns in 10 steps
• Content marketing: how to generate more leads and close sales

Strategic Marketing Problems

There are many marketing problems in companies and businesses that threaten to cripple the advancement of the industry. Here is a list of some marketing problems you may be willing to proffer solutions to.

• Inability to explain products or services delivered
• Not clearly defining a company’s market segment
• Lack of innovating commercial department
• Lack of business visibility
• Missing links between sales and marketing departments
• Lack of marketing plan
• Lack of personal branding, brand image, and professional reputation
• Thinking the company or business can survive without marketing

Marketing Blog Topics

• Facebook advertising: pros and cons
• 10 benefits of inbound marketing
• The most frustrating problems faced in inbound marketing
• How to generate subscribers for your blog faster than ever!
• 10 benefits of content marketing lead magnets
• Five video content marketing myths you must discard
• 30 social media campaign ideas from big brands

Controversial Marketing Topics

• Does google give preferential treatment to big brands?
• Does social media affect SEO ranking?
• Are grey SEO techniques safe?
• Are YouTube videos more engaging than TV ads?
• Are building e-mail lists still one of the best ways to sell?
• Will immersion marketing through VR technology to be accepted?

Sport Marketing Research Topics

Sports marketing continues to remain a significant source of revenue. Hence, research in this area will continue to stay relevant. Here are some sport marketing topics you could consider working on.

• How the extraordinary content offered by intelligent chatbots can help sports teams strengthen fan loyalty
• Emerging opportunities in sports marketing and how to capitalize on them
• How to effectively capitalize on the wearables market
• Should more women and children get into sports?
• Should seniors be allowed to participate in some games?

Marketing Presentation Topics

• Mastering in-house SEO
• The path to gaining and building customers trust
• Brand awareness versus ROI
• Effectively personalizing customer communications
• The best SEO strategies that increase site traffic

International Marketing Topics

Marketing connects the global world, and this is why it is essential to marketing development. Here are some international marketing topics to consider!

• The effect of globalization on consumer behavior
• How do international brands compare to local brands?
• Do international brands always have advantages over a local brand?
• Creating brand awareness by utilizing global event marketing
• How to market products on an international level

Marketing Plan Topics

• The importance of a marketing plan to the success of a business or product launch
• Building a tactical marketing plan
• How is a marketing strategy different from a marketing plan?
• Indispensable parts in writing a marketing plan

Ethical Issues In Marketing

• Targeted Ads based on browser history
• Immersion marketing through virtual reality
• The exploitation of impulsive buying
• Click baiting into sponsored posts

Affiliate Marketing Topics

• How to find profitable niches in affiliate marketing
• How to get readers interested in what you market
• How to build a personal website: the ultimate guide

Congratulations! We hope you have been able to guide you in choosing your desired topic in marketing successfully. Alo, you can check out our business topics. We wish you the best in your research!

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

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Quantitative Research in Marketing