ABSTRACT
Quantitative data is the best known currency of marketing research. It is quantitative data that
gives us the state of the opinion polls or allows companies to claim that nine out of ten
customers prefer their product. It is quantifiable because data is collected in a way that allows
generalizations to be made about a general population from taking a sample of that population.
We will deal with this later. In this unit we are going to look at how data is collected, exploring
the principal methods of data collection and their application.
