brand glossary: quantitative research

Quantitative research is based on objective data that is collected, can be subjected to statistical analysis, and can be expressed numerically. It is consumer or customer research, often in the form of online surveys, that is conducted with a large enough sample to produce statistically reliable information that can be used to project outcomes. Quantitative methodologies are especially valuable when information is required from large samples that cross many audiences and regions. It can be used to determine areas such as future performance, brand stretch, brand equity, drivers of purchase, and probability of repurchase.