Quantitative Methods

Survey Research

Surveys are a quantitative marketing research methodology that aggregate data to uncover and predict patterns of group similarities, perceptions and behaviors.

Standardized measures and predetermined response categories are typical to survey research. Findings are generally presented as statistical percentages (e.g., 65% of a population favor a particular political candidate; 52% of a surveyed market remember a specific ad campaign, etc.)

Survey research gives a client the opportunity to pose questions to a large number of people and understand broader trends. Behavior prediction becomes possible through this methodology.

Surveys can be conducted via a variety of methods, including telephone, internet, mail and live intercept.

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