Sample exam question (Marketing research method) Essay Example

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Marketing Research Methods


Businesses exist and operate fundamentally due to the availability of customers to purchase the company’s products and services. The marketing and promotional activities and techniques that the business organization uses determine their level of customer base (Zikmund & Babin, 2007). A newly opened restaurant in a given location regardless of their delicious meals and favorable prices must do more in marketing in order to attract customers. This paper discusses various quantitative research methods used in marketing.

Research Question/Problem

The newly established restaurant although has good prices the customers are not happy about the food served. The customer attitudes and satisfaction with regard to the restaurant’s food is wanting (Zikmund & Babin, 2012). This is an enormous problem that if not tackled promptly it will result into the plunging of the restaurant’s profits which might eventually lead to the final collapse of the business. Following this observation, the restaurant’s management commissioned me to conduct an intensive quantitative research to determine the cause of customer unhappiness.

Quantitative Research Methods

Quantitative research use numerical analysis and is usually conducted using scientific methods. It is a systematic empirical investigation of social phenomena through statistical, mathematical, or computational techniques (Zikmund & Babin, 2012). The research reduces data into numbers like percentages and/or degrees. The research involves developing models, theories and hypotheses of what the researcher expects to establish (Zikmund & Babin, 2012). Consequently, it involves developing of instruments and methods for measuring the data; experimental control and manipulation of variables; data collection; modeling and analyzing the data; and eventually evaluating the data. There are three methods of data collection in quantitative research: Surveys or questionnaires with closed ended questions; the use of secondary data; and experiments.

To gather enough material with regard to the above case, I will use survey or questionnaire to collect data (Franses & Paap, 2001). I will develop a questionnaire that will be distributed to a sample population of 50 customers through mail; where possible the questionnaire will be distributed in person. The participants will be urged to complete the questionnaire after which they will mail it back to the researcher (Franses & Paap, 2001). For the hard copies, the researcher will advise the participants to complete the questionnaire and return it the restaurant and place in a steel box that will be marked survey returns.

When the participants successfully complete and return the questionnaire, the researcher will prepare there responses for analysis, the data will then be entered into the computer using the SPSS data entry spreadsheet for the data to be analyzed statistically (Zikmund & Babin, 2012). The use of SPSS data entry spreadsheet will ensure accurate entry of data; similarly the researcher will also double check the data (Franses & Paap, 2001). The findings will be presented statistically using bar graphs and pie charts.


The outcomes of quantitative research are quantifiable thus are reliable and can be generalized to represent the views of the larger population. Accordingly, this research methodology allows the researcher to test specific research methodology as compared to the qualitative research which is exploratory in nature. Questionnaires are cheap and always produce standardized answers. Consequently, the questionnaires are mainly made up of close-ended questions that demand for specific responses.


Franses, P. H. and Paap, R. (2001). Quantitative Models in Marketing Research. Melbourne: Cambridge University Press

Zikmund, W. G. and Babin, B. J. (2007). Exploring Marketing Research. New York: Cengage Learning

Zikmund, W. G. and Babin, B. J. (2012). Essentials of Marketing Research [With Access Codes]. London Cengage Learning