Data Analysis and report finding:
- Open ended questions are coded and quantified
- All responses are tabulated and analyzed
Limitations and Potential Problems:
Quantitative marketing research, often regarded as scientific and objective by academics and practitioners, may be less reliable than generally claimed within the literature. Whilst the use of replication studies and the concept of falsifiability can facilitate genuine progress in marketing knowledge, the contention of this paper is that these need to be applied more fastidiously and with greater recognition of their limitations. The limitations are to collect the data for a specific research and then analysis of the data using suitable methods which need high amount of research and time.