If marketing researchers are ready to move beyond preliminary insights, they are ready to engage in:

Question

Quizplus · Accepted Answer

Quantitative research involves the collection of numerical data through methods such as surveys and experiments, and is used to test hypotheses and draw statistically significant conclusions. Conducting quantitative research requires a more rigorous and structured approach than exploratory research, and is typically used after initial insights have been gained through exploratory research methods such as in-depth interviews or focus groups.

If Marketing Researchers Are Ready to Move Beyond Preliminary Insights