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Quantitative marketing research is the application of quantitative research techniques to the field of marketing. As a social research method, it typically involves the construction of questionnaires and scales. Marketers use the information to obtain and understand the needs of individuals in the marketplace, and to create strategies and marketing plans. Problem audit and problem definition – What is the problem?
What are the various aspects of the problem? Conceptualization and operationalization – How exactly do we define the concepts involved? How do we translate these concepts into observable and measurable behaviours?