Destiny B- Quanitative Question Discussion Thread

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QUANTITATIVE RESEARCH QUESTION, HYPOTHESES, & INSTRUMENT 1 Discussion Thread: Quantitative Research Question, Hypotheses, and Instrument Destiny R. Burton School of Business, Liberty University MRKT 600: Applied Market Research Dr. Emily Knowles February 15, 2024 Author Note I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Destiny R. Burton. Email: drburton3@liberty.edu
QUANTITATIVE RESEARCH QUESTION, HYPOTHESES, & INSTRUMENT 2 Quantitative Research Question, Hypotheses, and Instrument Research Topic: Lead Generation It has been discovered in recent years that many companies, even some of the most successful ones, are struggling with lead generation. Whether it is due to a lack of negotiation skills, warm or quality leads, conversion rates, etc., lead generation is slowly declining in some industries. After conducting interviews with in-field professionals regarding their thoughts, concerns, and suggestions, I was able to explore further what the problem could be and how it could be improved moving forward. However, conducting quantitative research will provide clarity on how these things can be measured to yield good results (Mishra, 2023). Quantitative Research Question What percentage of consumers who visit company websites complete the said action before exiting? (Filling out a form, signing up for the company newsletter, adding items or services to the cart, etc.) Hypotheses Hypotheses H 1 : If the percentage is high, it is likely that company websites have good landing pages, strong SEO strategies, products and/or services that resonate with the target audience, etc. If the percentage is relatively low, it indicates that company websites are visually unappealing, not functional, or that consumers simply can’t find what they’re looking for. Hypothesis H 0 (Null): Companies that have high bounce rates and low click-through rates and conversion rates are having more problems generating new leads than businesses that have opposite rates. 
QUANTITATIVE RESEARCH QUESTION, HYPOTHESES, & INSTRUMENT 3 Instrument Selected The quantitative instrument that I will use for this analysis will be observation. The phrase "quantitative observation" refers to the objective gathering of data that is mainly concerned with values and numbers; it implies "associated with, of, or depicted in terms of a quantity." Methods of statistical and numerical analysis are used to get results from quantitative observation (MacGregor, 2020). I work in the marketing department, so I will pull the numbers from the company that I work for and compare them to those of two other businesses to determine whether or not my hypotheses are true or false. The other two businesses with which I will compare my company’s metrics will be from one of the people I interviewed, who is a marketing and sales territory manager for a big company here in Dallas, TX, as well as a family member who has a small online business. Population/ Target Size Description Key metrics will be taken from three companies. One of the companies is fairly large with over 10,000 employees; one is midsized with 200–300 employees; and the last one is a start-up business run by only 3 people. Statistical Test Plan Because the goal is to measure the success of the difference between businesses with good and poor key metric rates, I will analyze the rates from the three companies, choose the company with the highest and lowest rates in said areas, and perform a paired t-test, which is a comparison of two different methods of measurement or two different treatments where the measurements or treatments are applied to the same subjects. 
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QUANTITATIVE RESEARCH QUESTION, HYPOTHESES, & INSTRUMENT 4 References MacGregor, S. (2020). An overview of quantitative instruments and measures for impact in coproduction.  Journal of Professional Capital and Community ,  6 (2), 179–199. https://doi.org/10.1108/jpcc-06-2020-0042 Mishra, S. (2023, March 8).  Navigating the Complex Landscape: Overcoming Key Challenges in B2B Lead Generation. Global Trends | News and Innovations, Views from Martech Leaders. https://talkcmo.com/featured/b2b-lead-generation-challenges/

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