July 2005
Intermediate to advanced
272 pages
7h 45m
English
Content preview from Researching Customer Satisfaction and Loyalty
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04Quantitative research
Just as the previous chapter addressed the basics of qualitative research, this chapter looks at similar issues with respect to quantitative research, again with references to researching customer satisfaction and loyalty.
Not everything that can be counted counts, and not everything that counts can be counted.
Albert Einstein
Quantitative research is concerned with measurement. It is used, for example, to measure the size of a market or segment, to validate a finding arising from another source, or to test hypotheses. It usually involves obtaining data from relatively large numbers of respondents who have been sampled in a rigorous manner. The wording of questions in a quantitative survey is fixed, and they are usually ...
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