The quantitative research measures opinions, attitudes and consumer behavior.
It structures and ranges, segments and describes the market of products and brands. It gives the actual dimensions of hypotheses and models.
Unlike the qualitative research, the quantitative research demands a full preliminary clarity on the research topic.
Application
If qualitative research is more focused on product and consumer, then the quantitative research is more focused on the whole market. Quantitative research:
* Establishes market potential of products and brands
* Reveals opportunities and niches among target groups.