I would like to discuss Kim and Kim (2004) in order to illustrate how a quantitative research can be done in Marketing. Briefly, Kim and Kim examines how online consumer characteristics as well as certain attributes on line shopping can predict consumers' intention to purchase in certain product categories, nobably, clothing, jewelry and accessories. As usual, Kim and Kim spent some efforts at the beginning of the article to justify their project works in terms of practical and academic values. Via literature, they have identified a number of attributes in online consumer profiles and online shopping attributes that influence (thus are able to predict) online intention to purchase. A concrete outcome of their literature review is to come up with a theoretical framework in the form of a path diagram. A simplified one is constucted by me as follows:
The path diagram indicates the cause-and-effect chain as related to the "online intention to purchase". Based on this path diagram, the writers formulate a quantitative research design with self-administrative questionnaire, with the survey findings subsequently subject to statistical co-relation analysis to measure the strengths of corelations among the various attributes and the dependent variable of "online intention to purchase".
This article of Kim and Kim gives a clear example on quantitative research in Marketing.
Reference
Kim, E.Y. and Kim, Y.K. (2004) "Predicting online purchase intentions for clothing products"
European Journal of Marketing Vol. 38(7), pp. 883-897.
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