What type of analysis focuses primarily on numerical data?

Quantitative analysis is centered around numerical data, utilizing statistical methods to analyze and interpret this information. This type of analysis allows researchers to quantify opinions, behaviors, or patterns by converting them into measurable forms. It can involve various techniques such as surveys with Likert scales, experiments with numerical outcomes, or any situation where data can be counted or measured.

By focusing on numerical data, quantitative analysis enables researchers to identify trends, make predictions, and draw conclusions that can be generalized to larger populations. This capacity to work with large datasets also supports the application of mathematical models and statistical testing, which are essential for validating hypotheses in research. Thus, it is particularly valuable in marketing research, where data-driven decision-making is crucial.