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Key Business Analytics by Bernard Marr

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19

Quantitative surveys

What is it?

A quantitative survey seeks to ‘quantify’ something from a numerical or statistical point of view. It may be used to quantify the size of a market or market share, or it may be used to quantify opinion.

Quantitative surveys are characterised by their structure. They pose specific closed questions and then provide a selection of answers that the respondent must choose from. The respondent is not allowed to elaborate but instead must select the answer that is correct or most correct for them.

The standardised approach and structured answers make quantitative surveys easier to complete and interpret. If you need to classify features, count them, and then construct a statistical model to explain what you observed ...

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