What is the purpose of quantitative research in marketing?

The purpose of quantitative research in marketing is to analyze numerical data for accurate predictions. This type of research provides measurable and statistically significant data that can be used to identify trends, forecast future behaviors, and validate hypotheses. By employing structured methods such as surveys and experiments, quantitative research allows marketers to gather a large amount of data that can be quantified and analyzed statistically. This capability is essential for making informed decisions based on empirical evidence, which helps in developing strategies that are grounded in actual consumer behavior and preferences.

In contrast, other options focus on qualitative insights, brand awareness, and consumer feedback, which are typically associated with qualitative research methods rather than the statistical analysis that characterizes quantitative research.