The Association for Qualitative Research
The Hub of Qualitative Thinking

Quantitative market research

Research designed to help organisational decision-making, focusing on the incidence and statistical relationship of variables. It tends to have the following characteristics: use of structured questionnaires with standard questions and limited responsiveness to context; little face-to-face contact between respondents and primary researchers (questionnaire administered by trained interviewers); use of large samples; results subjected to statistical analysis;

Related Terms

 

About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

Benefits of AQR Membership