Quantitative research examples pdf

This article has multiple issues. Many firms are interested in understanding what their customers thought about their shopping or purchase experience, because finding new customers is generally more costly and difficult than servicing existing or repeat customers. While models-based studies also provide quantitative research examples pdf of customer attitudes, the results of these studies are more powerful because they present the firm with recommendations on how to improve customer satisfaction.

Frequently, these studies also provide firms with a prioritization of the various recommended actions. When this is done, the firm can gain insight into how the drivers of customer satisfaction are changing in addition to documenting the levels and areas of customer satisfaction. Both quantitative studies and qualitative studies are critical to understanding customer satisfaction. Quantitative studies allow a firm to develop an understanding of the “big picture” of their customers’ experiences based upon a relatively small number of interviews. This “sample” of the firm’s customers must be carefully designed and drawn if the results of the study are to be considered representative of the customer population as a whole. In most cases, the results of quantitative studies are based upon the responses of a relatively “large” number of interviews. Depending upon the size of the population and the amount of segmentation desired, “large” can be as few as 50 responses or range from several hundred to thousands of interviews.

In most cases, the results of qualitative studies are based upon dozens of interviews. Qualitative studies are not designed to provide insights that are projectable to the customer population: qualitative studies are used for initial exploration of experiences and topics or to probe more deeply the reasons behind customer perceptions. This page was last edited on 26 September 2017, at 10:22. Otago, Dunedin, New Zealand 9001. In this article I focus on the design of quantitative research. I then deal with various ways to work out the size of the sample. Finally I give advice about the kinds of variable you need to measure.