Quantitative Techniques and Marketing Research

Quantitative techniques help a manager improve the overall quality of decision making. These techniques are most commonly used in the rational/logical decision model, but they can apply in any of the other models as well. Among the most common techniques are decision trees, payback analysis, and simulations.

Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the four Ps of marketing: Product, Price, Place (location), and Promotion.

This book re-examines the concept of quantitative techniques for managers in the Indian and abroad context and attempts to integrate participatory.