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MKT 342: Marketing Research

Quantitative Methods

Quantitative Methods measure amounts (more and less, larger and smaller, often and seldom, similar and different) of the characteristics displayed by people and events.

Methods include: 

Software for data analysis: 

Qualitative Methods

Qualitative Methods describe kinds of characteristics of people and events, studied in their setting, in an attempt to make sense or or interpret phenomena in terms of the meaning.

Methods include: 

Software for data analysis: 

Search Tip: Use Research Methods as Subject Headings

Advanced search in Business Source Premier using the keyword "marketing research" and SU Subject Term "quantitative research"

 

Quantitative Methods Qualitative Methods
  • ANOVA (Analysis of Variance)
  • Experimental Design
  • Quasi-Experimental Design
  • Matching
  • Pre-Testing
  • Small n Design
  • Random Control Trial
  • Correlational Design
  • Descriptive Statistics
  • Nominal
  • Ordinal
  • Interval
  • Ratio
  • P-Value
  • R-Value
  • Partial Correlaton
  • Linear Regression
  • Chi-Square
  • T-Test
  • T-Value
  • F-Value
  • Covariate
  • Repeated Measures ANOVA
  • Effect Size
  • Case studies
  • Confidentiality
  • Consent
  • Content analysis
  • Context sensitivity
  • Credibility
  • Data analysis
  • Document analysis 
  • Ethnography
  • Field Observation
  • Observation
  • Framework analysis
  • Grounded theory
  • Hawthorne effect
  • Holistic
  • Inductive analysis
  • Interviews
  • Focus groups
  • Phenomenology
  • Reflexivity
  • Respondent validation
  • Rigour
  • Sampling
  • Purposive sampling
  • Thematic analysis
  • Transferability
  • Triangulation
  • Validity