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The systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions.

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Data available on the internet: One of the most popular ways of collecting secondary data is using the internet. Data is readily available on the internet and can be downloaded at the click of a button.

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Pros
+ Can aim questions directly at your research objective
+ Latest information from the marketplace
+ Can assess the psychology of the customer
Cons
– Expensive: £10,000+ per survey
– Risk of questionnaire and interviewer bias.
– Research findings may only be usable if comparable backdate exists.

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Primary research is designed to meet your unique and specific needs. This fundamental research is conducted by you (if you're on a tight budget), or by a research firm that you hire for the project—usually a firm that comes recommended by a colleague. The research can include focus groups, surveys, interviews, and observations.

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If you're starting a new business, launching a new product, or opening a new location for your large or small business, market research is essential for your success. There are two core forms of research: primary research and secondary research.

Primary research is designed to meet your unique and specific needs. This fundamental research is conducted by you (if you're on a tight budget), or by a research firm that you hire for the project-usually a firm that comes recommended by a colleague. The research can include focus groups, surveys, interviews, and observations.

Unlike other forms of research, where you apply the work of others to your business, primary research aims to answer questions relevant solely to your company. For instance, if you are launching a new website and want feedback regarding its design and efficacy, the research firm you retain would share the site with focus groups in order to gauge their responses to the website. This works well because strangers have no vested interest in your website.

Primary research gives you a lot of specific results. For example, a focus group would be asked specific questions (that you help design) so the information is very targeted to your needs. Also, the research firm would use statistical models to come up with a sample group that is representative of your target audiences, making it very relevant to your business needs. Primary research provides two basic forms, exploratory and specific.

Exploratory research does not aim for specific results or data points-it is more open-ended. It can help you identify problems and usually involves interviews or focus groups with extensive input from participants. For example, if you noticed your website was not producing any sales and you don't know why you would interview a focus group to see what the problem was. They might say they found it hard to navigate the site or they found it overwhelming and too content-heavy.

Specific research is very targeted in its scope. It is used to solve the problem that you discovered through exploratory research. Usually done through interviews, specific primary research usually involves interviews and is very precise. In the example of your website, once the exploratory research identifies the problem-that your website sales were down due to difficulties navigating the site-you would use specific research to test reactions to a new layout that is easier to navigate. One major downside to primary market research is cost.

Conducting a study yourself or hiring a research firm can cost thousands of dollars, making it out of reach for many small business owners.

Secondary market research is when you use previously completed studies and apply the results to your own situation. These studies are easy enough to find via an internet search or by researching marketing journals-and, on the upside, are usually free or low cost. The drawback for businesses is that the results are not specific to your business, and you may not be aware of all of the variables involved. The results may also be broader than your company's niche, making it difficult to help inform your business decisions.

For many business owners, the best approach is to start with secondary research. By looking at regional data, community surveys, and other available information, you can help identify your audience and market. Once you have narrowed down your target group, you can do lower cost versions of primary market research, such as sending out surveys or questionnaires. Secondary research gives you a foundation to build on, while the primary research helps you identify specific needs.

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Learn the Difference Between Primary and Secondary Research

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If you're starting a new business, launching a new product, or opening a new location for your large or small business, market research is essential for your success. There are two core forms of research: primary research and secondary research. Primary research is designed to meet your unique and specific needs.

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Secondary market research is when you use previously completed studies and apply the results to your own situation. These studies are easy enough to find via an internet search or by researching marketing journals—and, on the upside, are usually free or low cost. The drawback for businesses is that the results are not specific to your business, and you may not be aware of all of the variables involved. The results may also be broader than your company's niche, making it difficult to help inform your business decisions.

# data[].attributes.attachment_link.readable_text
If you're starting a new business, launching a new product, or opening a new location for your large or small business, market research is essential for your success. There are two core forms of research: primary research and secondary research.

Primary research is designed to meet your unique and specific needs. This fundamental research is conducted by you (if you're on a tight budget), or by a research firm that you hire for the project-usually a firm that comes recommended by a colleague. The research can include focus groups, surveys, interviews, and observations.

Unlike other forms of research, where you apply the work of others to your business, primary research aims to answer questions relevant solely to your company. For instance, if you are launching a new website and want feedback regarding its design and efficacy, the research firm you retain would share the site with focus groups in order to gauge their responses to the website. This works well because strangers have no vested interest in your website.

Primary research gives you a lot of specific results. For example, a focus group would be asked specific questions (that you help design) so the information is very targeted to your needs. Also, the research firm would use statistical models to come up with a sample group that is representative of your target audiences, making it very relevant to your business needs. Primary research provides two basic forms, exploratory and specific.

Exploratory research does not aim for specific results or data points-it is more open-ended. It can help you identify problems and usually involves interviews or focus groups with extensive input from participants. For example, if you noticed your website was not producing any sales and you don't know why you would interview a focus group to see what the problem was. They might say they found it hard to navigate the site or they found it overwhelming and too content-heavy.

Specific research is very targeted in its scope. It is used to solve the problem that you discovered through exploratory research. Usually done through interviews, specific primary research usually involves interviews and is very precise. In the example of your website, once the exploratory research identifies the problem-that your website sales were down due to difficulties navigating the site-you would use specific research to test reactions to a new layout that is easier to navigate. One major downside to primary market research is cost.

Conducting a study yourself or hiring a research firm can cost thousands of dollars, making it out of reach for many small business owners.

Secondary market research is when you use previously completed studies and apply the results to your own situation. These studies are easy enough to find via an internet search or by researching marketing journals-and, on the upside, are usually free or low cost. The drawback for businesses is that the results are not specific to your business, and you may not be aware of all of the variables involved. The results may also be broader than your company's niche, making it difficult to help inform your business decisions.

For many business owners, the best approach is to start with secondary research. By looking at regional data, community surveys, and other available information, you can help identify your audience and market. Once you have narrowed down your target group, you can do lower cost versions of primary market research, such as sending out surveys or questionnaires. Secondary research gives you a foundation to build on, while the primary research helps you identify specific needs.

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Learn the Difference Between Primary and Secondary Research

# data[].attributes.attachment_link.description
If you're starting a new business, launching a new product, or opening a new location for your large or small business, market research is essential for your success. There are two core forms of research: primary research and secondary research. Primary research is designed to meet your unique and specific needs.

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Quantitative research, in marketing, is a stimulating and highly educational technique to gather information from existing and potential customers using sampling research and sending out online surveys, nline polls, questionnaires etc., the results of which can be analyzed using statistical methods.

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Quantitative research involves analyzing and gathering numerical data to uncover trends, calculate averages, evaluate relationships, and derive overarching insights. It's used in various fields, including the natural and social sciences. Quantitative data analysis employs statistical techniques for processing and interpreting numeric data.

Research designs in the quantitative realm outline how data will be collected and analyzed with methods like experiments and surveys. Qualitative methods complement quantitative research by focusing on non-numerical data, adding depth to understanding. Data collection methods can be qualitative or quantitative, depending on research goals. Researchers often use a combination of both approaches to gain a comprehensive understanding of phenomena.

What is Quantitative Research?

Quantitative research is a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects statistically significant information from existing and potential customers using sampling methods and sending out online surveys, online polls, and questionnaires, for example.

One of the main characteristics of this type of research is that the results can be depicted in numerical form. After carefully collecting structured observations and understanding these numbers, it's possible to predict the future of a product or service, establish causal relationships or Causal Research, and make changes accordingly. Quantitative research primarily centers on the analysis of numerical data and utilizes inferential statistics to derive conclusions that can be extrapolated to the broader population.

An example of a quantitative research study is the survey conducted to understand how long a doctor takes to tend to a patient when the patient walks into the hospital. A patient satisfaction survey can be administered to ask questions like how long a doctor takes to see a patient, how often a patient walks into a hospital, and other such questions, which are dependent variables in the research. This kind of research method is often employed in the social sciences, and it involves using mathematical frameworks and theories to effectively present data, ensuring that the results are logical, statistically sound, and unbiased.

Data collection in quantitative research uses a structured method and is typically conducted on larger samples representing the entire population. Researchers use quantitative methods to collect numerical data, which is then subjected to statistical analysis to determine statistically significant findings. This approach is valuable in both experimental research and social research, as it helps in making informed decisions and drawing reliable conclusions based on quantitative data.

Quantitative Research Characteristics

Quantitative research has several unique characteristics that make it well-suited for specific projects. Let's explore the most crucial of these characteristics so that you can consider them when planning your next research project:

Structured tools: Quantitative research relies on structured tools such as surveys, polls, or questionnaires to gather quantitative data. Using such structured methods helps collect in-depth and actionable numerical data from the survey respondents, making it easier to perform data analysis.

Sample size: Quantitative research is conducted on a significant sample size representing the target market. Appropriate Survey Sampling methods, a fundamental aspect of quantitative research methods, must be employed when deriving the sample to fortify the research objective and ensure the reliability of the results.

Close-ended questions: Closed-ended questions, specifically designed to align with the research objectives, are a cornerstone of quantitative research. These questions facilitate the collection of quantitative data and are extensively used in data collection processes.

Prior studies: Before collecting feedback from respondents, researchers often delve into previous studies related to the research topic. This preliminary research helps frame the study effectively and ensures the data collection process is well-informed.

Quantitative data: Typically, quantitative data is represented using tables, charts, graphs, or other numerical forms. This visual representation aids in understanding the collected data and is essential for rigorous data analysis, a key component of quantitative research methods.

Generalization of results: One of the strengths of quantitative research is its ability to generalize results to the entire population. It means that the findings derived from a sample can be extrapolated to make informed decisions and take appropriate actions for improvement based on numerical data analysis.

Quantitative Research Methods

Quantitative research methods are systematic approaches used to gather and analyze numerical data to understand and draw conclusions about a phenomenon or population. Here are the quantitative research methods:

Primary quantitative research methods

Secondary quantitative research methods

Primary Quantitative Research Methods

Primary quantitative research is the most widely used method of conducting market research. The distinct feature of primary research is that the researcher focuses on collecting data directly rather than depending on data collected from previously done research. Primary quantitative research design can be broken down into three further distinctive tracks and the process flow. They are:

A. Techniques and Types of Studies

There are multiple types of primary quantitative research. They can be distinguished into the four following distinctive methods, which are:

01. Survey Research

Survey Research is fundamental for all quantitative outcome research methodologies and studies. Surveys are used to ask questions to a sample of respondents, using various types such as online polls, online surveys, paper questionnaires, web-intercept surveys, etc. Every small and big organization intends to understand what their customers think about their products and services, how well new features are faring in the market, and other such details.

By conducting survey research, an organization can ask multiple survey questions, collect data from a pool of customers, and analyze this collected data to produce numerical results. It is the first step towards collecting data for any research. You can use single ease questions. A single-ease question is a straightforward query that elicits a concise and uncomplicated response.

This type of research can be conducted with a specific target audience group and also can be conducted across multiple groups along with comparative analysis. A prerequisite for this type of research is that the sample of respondents must have randomly selected members. This way, a researcher can easily maintain the accuracy of the obtained results as a huge variety of respondents will be addressed using random selection.

Traditionally, survey research was conducted face-to-face or via phone calls. Still, with the progress made by online mediums such as email or social media, survey research has also spread to online mediums.There are two types of surveys, either of which can be chosen based on the time in hand and the kind of data required:

Cross-sectional surveys: Cross-sectional surveys are observational surveys conducted in situations where the researcher intends to collect data from a sample of the target population at a given point in time. Researchers can evaluate various variables at a particular time. Data gathered using this type of survey is from people who depict similarity in all variables except the variables which are considered for research. Throughout the survey, this one variable will stay constant.

Cross-sectional surveys are popular with retail, SMEs, and healthcare industries. Information is garnered without modifying any parameters in the variable ecosystem.

Multiple samples can be analyzed and compared using a cross-sectional survey research method.

Multiple variables can be evaluated using this type of survey research.

The only disadvantage of cross-sectional surveys is that the cause-effect relationship of variables cannot be established as it usually evaluates variables at a particular time and not across a continuous time frame.

Longitudinal surveys: Longitudinal surveys are also observational surveys, but unlike cross-sectional surveys, longitudinal surveys are conducted across various time durations to observe a change in respondent behavior and thought processes. This time can be days, months, years, or even decades. For instance, a researcher planning to analyze the change in buying habits of teenagers over 5 years will conduct longitudinal surveys.

In cross-sectional surveys, the same variables were evaluated at a given time, and in longitudinal surveys, different variables can be analyzed at different intervals.

Longitudinal surveys are extensively used in the field of medicine and applied sciences. Apart from these two fields, they are also used to observe a change in the market trend analysis, analyze customer satisfaction, or gain feedback on products/services.

In situations where the sequence of events is highly essential, longitudinal surveys are used.

Researchers say that when research subjects need to be thoroughly inspected before concluding, they rely on longitudinal surveys.

02. Correlational Research

A comparison between two entities is invariable. Correlation research is conducted to establish a relationship between two closely-knit entities and how one impacts the other, and what changes are eventually observed. This research method is carried out to give value to naturally occurring relationships, and a minimum of two different groups are required to conduct this quantitative research method successfully. Without assuming various aspects, a relationship between two groups or entities must be established.

Researchers use this quantitative research design to correlate two or more variables using mathematical analysis methods. Patterns, relationships, and trends between variables are concluded as they exist in their original setup. The impact of one of these variables on the other is observed, along with how it changes the relationship between the two variables. Researchers tend to manipulate one of the variables to attain the desired results.

Ideally, it is advised not to make conclusions merely based on correlational research. This is because it is not mandatory that if two variables are in sync that they are interrelated.

Example of Correlational Research Questions:

The relationship between stress and depression.

The equation between fame and money.

The relation between activities in a third-grade class and its students.

03. Causal-comparative Research

This research method mainly depends on the factor of comparison. Also called quasi-experimental research, this quantitative research method is used by researchers to conclude the cause-effect equation between two or more variables, where one variable is dependent on the other independent variable. The independent variable is established but not manipulated, and its impact on the dependent variable is observed. These variables or groups must be formed as they exist in the natural setup. As the dependent and independent variables will always exist in a group, it is advised that the conclusions are carefully established by keeping all the factors in mind.

Causal-comparative research is not restricted to the statistical analysis of two variables but extends to analyzing how various variables or groups change under the influence of the same changes. This research is conducted irrespective of the type of relationship that exists between two or more variables. Statistical analysis plan is used to present the outcome using this quantitative research method.

Example of Causal-Comparative Research Questions:

The impact of drugs on a teenager.
The effect of good education on a freshman.
The effect of substantial food provision in the villages of Africa.

04. Experimental Research

Also known as true experimentation, this research method relies on a theory. As the name suggests, experimental research is usually based on one or more theories. This theory has yet to be proven before and is merely a supposition. In experimental research, an analysis is done around proving or disproving the statement. This research method is used in natural sciences. Traditional research methods are more effective than modern techniques.

There can be multiple theories in experimental research. A theory is a statement that can be verified or refuted.

After establishing the statement, efforts are made to understand whether it is valid or invalid. This quantitative research method is mainly used in natural or social sciences as various statements must be proved right or wrong.

Traditional research methods are more effective than modern techniques.

Systematic teaching schedules help children who struggle to cope with the course.

It is a boon to have responsible nursing staff for ailing parents.

B. Data Collection Methodologies

The second major step in primary quantitative research is data collection. Data collection can be divided into sampling methods and data collection using surveys and polls.

01. Data Collection Methodologies: Sampling Methods

There are two main sampling methods for quantitative research: Probability and Non-probability sampling.

Probability sampling: A theory of probability is used to filter individuals from a population and create samples in probability sampling. Participants of a sample are chosen by random selection processes. Each target audience member has an equal opportunity to be selected in the sample.

There are four main types of probability sampling:

1. Simple random sampling: As the name indicates, simple random sampling is nothing but a random selection of elements for a sample. This sampling technique is implemented where the target population is considerably large.

2. Stratified random sampling: In the stratified random sampling method, a large population is divided into groups (strata), and members of a sample are chosen randomly from these strata. The various segregated strata should ideally not overlap one another.

3. Cluster sampling: Cluster sampling is a probability sampling method using which the main segment is divided into clusters, usually using geographic segmentation and demographic segmentation parameters.

4. Systematic sampling: Systematic sampling is a technique where the starting point of the sample is chosen randomly, and all the other elements are chosen using a fixed interval. This interval is calculated by dividing the population size by the target sample size.

Non-probability sampling: Non-probability sampling is where the researcher's knowledge and experience are used to create samples. Because of the researcher's involvement, not all the target population members have an equal probability of being selected to be a part of a sample.

There are five non-probability sampling models:

1. Convenience sampling: In convenience sampling, elements of a sample are chosen only due to one prime reason: their proximity to the researcher. These samples are quick and easy to implement as there is no other parameter of selection involved.

2. Consecutive sampling: Consecutive sampling is quite similar to convenience sampling, except for the fact that researchers can choose a single element or a group of samples and conduct research consecutively over a significant period and then perform the same process with other samples.

3. Quota sampling: Using quota sampling, researchers can select elements using their knowledge of target traits and personalities to form strata. Members of various strata can then be chosen to be a part of the sample as per the researcher's understanding.

4. Snowball sampling: Snowball sampling is conducted with target audiences who are difficult to contact and get information. It is popular in cases where the target audience for analysis research is rare to put together.

5. Judgmental sampling: Judgmental sampling is a non-probability sampling method where samples are created only based on the researcher's experience and research skill.

02. Data collection methodologies: Using surveys & polls

Once the sample is determined, then either surveys or polls can be distributed to collect the data for quantitative research.
Using surveys for primary quantitative research
A survey is defined as a research method used for collecting data from a pre-defined group of respondents to gain information and insights on various topics of interest. The ease of survey distribution and the wide number of people it can reach depending on the research time and objective makes it one of the most important aspects of conducting quantitative research.
Fundamental levels of measurement - nominal, ordinal, interval, and ratio scales
Four measurement scales are fundamental to creating a multiple-choice question in a survey. They are nominal, ordinal, interval, and ratio measurement scales without the fundamentals of which no multiple-choice questions can be created. Hence, it is crucial to understand these measurement levels to develop a robust survey.
Use of different question types
To conduct quantitative research, close-ended questions must be used in a survey. They can be a mix of multiple question types, including multiple-choice questions like semantic differential scale questions, rating scale questions, etc.
Survey Distribution and Survey Data Collection
In the above, we have seen the process of building a survey along with the research design to conduct primary quantitative research. Survey distribution to collect data is the other important aspect of the survey process. There are different ways of survey distribution. Some of the most commonly used methods are:

Email: Sending a survey via email is the most widely used and effective survey distribution method. This method's response rate is high because the respondents know your brand. You can use the QuestionPro email management feature to send out and collect survey responses.

Buy respondents: Another effective way to distribute a survey and conduct primary quantitative research is to use a sample. Since the respondents are knowledgeable and are on the panel by their own will, responses are much higher.

Embed survey on a website: Embedding a survey on a website increases a high number of responses as the respondent is already in close proximity to the brand when the survey pops up.

Social distribution: Using social media to distribute the survey aids in collecting a higher number of responses from the people that are aware of the brand.

QR code: QuestionPro QR codes store the URL for the survey. You can print/publish this code in magazines, signs, business cards, or on just about any object/medium.

SMS survey: The SMS survey is a quick and time-effective way to collect a high number of responses.

Offline Survey App: The QuestionPro App allows users to circulate surveys quickly, and the responses can be collected both online and offline.

Survey example
An example of a survey is a short customer satisfaction (CSAT) survey that can quickly be built and deployed to collect feedback about what the customer thinks about a brand and how satisfied and referenceable the brand is.
Using polls for primary quantitative research
Polls are a method to collect feedback using close-ended questions from a sample. The most commonly used types of polls are election polls and exit polls. Both of these are used to collect data from a large sample size but using basic question types like multiple-choice questions.

C. Data Analysis Techniques

The third aspect of primary quantitative research design is data analysis. After collecting raw data, there must be an analysis of this data to derive statistical inferences from this research. It is important to relate the results to the research objective and establish the statistical relevance of the results.

Remember to consider aspects of research that were not considered for the data collection process and report the difference between what was planned vs. what was actually executed.

It is then required to select precise Statistical Analysis Methods, such as SWOT, Conjoint, Cross-tabulation, etc., to analyze the quantitative data.

SWOT analysis: SWOT Analysis stands for the acronym of Strengths, Weaknesses, Opportunities, and Threat analysis. Organizations use this statistical analysis technique to evaluate their performance internally and externally to develop effective strategies for improvement.

Conjoint Analysis: Conjoint Analysis is a market analysis method to learn how individuals make complicated purchasing decisions. Trade-offs are involved in an individual's daily activities, and these reflect their ability to decide from a complex list of product/service options.

Cross-tabulation: Cross-tabulation is one of the preliminary statistical market analysis methods which establishes relationships, patterns, and trends within the various parameters of the research study.

TURF Analysis: TURF Analysis, an acronym for Totally Unduplicated Reach and Frequency Analysis, is executed in situations where the reach of a favorable communication source is to be analyzed along with the frequency of this communication. It is used for understanding the potential of a target market.

Inferential statistics methods such as confidence interval, the margin of error, etc., can then be used to provide results.

Secondary Quantitative Research Methods

Secondary quantitative research or desk research is a research method that involves using already existing data or secondary data. Existing data is summarized and collated to increase the overall effectiveness of the research.

This research method involves collecting quantitative data from existing data sources like the internet, government resources, libraries, research reports, etc. Secondary quantitative research helps to validate the data collected from primary quantitative research and aid in strengthening or proving, or disproving previously collected data.

The following are five popularly used secondary quantitative research methods:

1. Data available on the internet: With the high penetration of the internet and mobile devices, it has become increasingly easy to conduct quantitative research using the internet. Information about most research topics is available online, and this aids in boosting the validity of primary quantitative data.

2. Government and non-government sources: Secondary quantitative research can also be conducted with the help of government and non-government sources that deal with market research reports. This data is highly reliable and in-depth and hence, can be used to increase the validity of quantitative research design.

3. Public libraries: Now a sparingly used method of conducting quantitative research, it is still a reliable source of information, though. Public libraries have copies of important research that was conducted earlier. They are a storehouse of valuable information and documents from which information can be extracted.

4. Educational institutions: Educational institutions conduct in-depth research on multiple topics, and hence, the reports that they publish are an important source of validation in quantitative research.

5. Commercial information sources: Local newspapers, journals, magazines, radio, and TV stations are great sources to obtain data for secondary quantitative research. These commercial information sources have in-depth, first-hand information on market research, demographic segmentation, and similar subjects.

Quantitative Research Examples

Some examples of quantitative research are:

1. A customer satisfaction template can be used if any organization would like to conduct a customer satisfaction (CSAT) survey. Through this kind of survey, an organization can collect quantitative data and metrics on the goodwill of the brand or organization in the customer's mind based on multiple parameters such as product quality, pricing, customer experience, etc. This data can be collected by asking a net promoter score (NPS) question, matrix table questions, etc. that provide data in the form of numbers that can be analyzed and worked upon.

2. Another example of quantitative research is an organization that conducts an event, collecting feedback from attendees about the value they see from the event. By using an event survey, the organization can collect actionable feedback about the satisfaction levels of customers during various phases of the event such as the sales, pre and post-event, the likelihood of recommending the organization to their friends and colleagues, hotel preferences for the future events and other such questions.

What are the Advantages of Quantitative Research?

There are many advantages to quantitative research. Some of the major advantages of why researchers use this method in market research are:

Collect Reliable and Accurate Data:

Quantitative research is a powerful method for collecting reliable and accurate quantitative data. Since data is collected, analyzed, and presented in numbers, the results obtained are incredibly reliable and objective. Numbers do not lie and offer an honest and precise picture of the conducted research without discrepancies. In situations where a researcher aims to eliminate bias and predict potential conflicts, quantitative research is the method of choice.

Quick Data Collection:

Quantitative research involves studying a group of people representing a larger population. Researchers use a survey or another quantitative research method to efficiently gather information from these participants, making the process of analyzing the data and identifying patterns faster and more manageable through the use of statistical analysis. This advantage makes quantitative research an attractive option for projects with time constraints.

Wider Scope of Data Analysis:

Quantitative research, thanks to its utilization of statistical methods, offers an extensive range of data collection and analysis. Researchers can delve into a broader spectrum of variables and relationships within the data, enabling a more thorough comprehension of the subject under investigation. This expanded scope is precious when dealing with complex research questions that require in-depth numerical analysis.

Eliminate Bias:

One of the significant advantages of quantitative research is its ability to eliminate bias. This research method leaves no room for personal comments or the biasing of results, as the findings are presented in numerical form. This objectivity makes the results fair and reliable in most cases, reducing the potential for researcher bias or subjectivity.

In summary, quantitative research involves collecting, analyzing, and presenting quantitative data using statistical analysis. It offers numerous advantages, including the collection of reliable and accurate data, quick data collection, a broader scope of data analysis, and the elimination of bias, making it a valuable approach in the field of research. When considering the benefits of quantitative research, it's essential to recognize its strengths in contrast to qualitative methods and its role in collecting and analyzing numerical data for a more comprehensive understanding of research topics.

Best Practices to Conduct Quantitative Research

Here are some best practices for conducting quantitative research:

Differentiate between quantitative and qualitative: Understand the difference between the two methodologies and apply the one that suits your needs best.

Choose a suitable sample size: Ensure that you have a sample representative of your population and large enough to be statistically weighty.

Keep your research goals clear and concise: Know your research goals before you begin data collection to ensure you collect the right amount and the right quantity of data.

Keep the questions simple: Remember that you will be reaching out to a demographically wide audience. Pose simple questions for your respondents to understand easily.

Quantitative Research vs Qualitative Research

Quantitative research and qualitative research are two distinct approaches to conducting research, each with its own set of methods and objectives. Here's a comparison of the two:

Quantitative Research

Objective: The primary goal of quantitative research is to quantify and measure phenomena by collecting numerical data. It aims to test hypotheses, establish patterns, and generalize findings to a larger population.

Data Collection: Quantitative research employs systematic and standardized approaches for data collection, including techniques like surveys, experiments, and observations that involve predefined variables. It is often collected from a large and representative sample.

Data Analysis: Data is analyzed using statistical techniques, such as descriptive statistics, inferential statistics, and mathematical modeling. Researchers use statistical tests to draw conclusions and make generalizations based on numerical data.

Sample Size: Quantitative research often involves larger sample sizes to ensure statistical significance and generalizability.

Results: The results are typically presented in tables, charts, and statistical summaries, making them highly structured and objective.

Generalizability: Researchers intentionally structure quantitative research to generate outcomes that can be helpful to a larger population, and they frequently seek to establish causative connections.

Emphasis on Objectivity: Researchers aim to minimize bias and subjectivity, focusing on replicable and objective findings.

Qualitative Research

Objective: Qualitative research seeks to gain a deeper understanding of the underlying motivations, behaviors, and experiences of individuals or groups. It explores the context and meaning of phenomena.

Data Collection: Qualitative research employs adaptable and open-ended techniques for data collection, including methods like interviews, focus groups, observations, and content analysis. It allows participants to express their perspectives in their own words.

Data Analysis: Data is analyzed through thematic analysis, content analysis, or grounded theory. Researchers focus on identifying patterns, themes, and insights in the data.

Sample Size: Qualitative research typically involves smaller sample sizes due to the in-depth nature of data collection and analysis.

Results: Findings are presented in narrative form, often in the participants' own words. Results are subjective, context-dependent, and provide rich, detailed descriptions.

Generalizability: Qualitative research does not aim for broad generalizability but focuses on in-depth exploration within a specific context. It provides a detailed understanding of a particular group or situation.

Emphasis on Subjectivity: Researchers acknowledge the role of subjectivity and the researcher's influence on the Research Process. Participant perspectives and experiences are central to the findings.

Researchers choose between quantitative and qualitative research methods based on their research objectives and the nature of the research question. Each approach has its advantages and drawbacks, and the decision between them hinges on the particular research objectives and the data needed to address research inquiries effectively.

Conclusion

Quantitative research is a structured way of collecting and analyzing data from various sources. Its purpose is to quantify the problem and understand its extent, seeking results that someone can project to a larger population.

Companies that use quantitative rather than qualitative research typically aim to measure magnitudes and seek objectively interpreted statistical results. So if you want to obtain quantitative data that helps you define the structured cause-and-effect relationship between the research problem and the factors, you should opt for this type of research.

At QuestionPro, we have various Best Data Collection Tools and features to conduct investigations of this type. You can create questionnaires and distribute them through our various methods. We also have sample services or various questions to guarantee the success of your study and the quality of the collected data.

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Quantitative Research: What It Is, Practices & Methods

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Use qualitative research to gather quantifiable data and systematically investigate phenomena. Learn more about quantitative research.

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Pros:
Qualitative research allows one to explore topics in more depth and detail than quantitative research. Also, qualitative research is often less expensive than quantitative research, because you don’t need to recruit as many participants or use extensive methods. Another pro of qualitative research is that it offers flexibility as far as locations and timing because you don’t need to interview a large number of people at once.
Cons:

One major disadvantage of qualitative research is that it cannot quantify how many of your audience answer one way or another. This makes it extremely difficult to create any type of solid statistic. Another con is that you cannot generalize your findings. As opposed to quantitative surveys, qualitative research does not allow you to use your findings as a basis for a broader audience or the public in general.

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Pros:

Permits formulation of statistically sound hypotheses with no room for emotional design.

Probabilistic inference and prediction permits sound implementation and hence rigorous evaluation of quantitative hypotheses.

Enables evaluation of multiple datasets and hypotheses, faster and more accurately than any human brain could ever perform

Time-consuming manual implementations of ideas can be automated and hence performed exponentially faster.

Cons:

Requires constant (or periodic) monitoring of model performance to ensure continued compliance with original hypotheses -> which is time consuming.

Inadequate quality of training data used in model construction can lead to erroneous or even disastrous model performance on unseen data.

Requires a deep background in multiple complex disciplines that are hard to master for the average person - hence limited supply of Quants.

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Survey Research:
Survey Research is a quantitative research method used to ask questions to a sample of respondents using sources such as online polls, surveys, questionnaires via Email, Social Media or embedding on a website. Every small and big organization intends to understand what their customers think about their products and services, how well are new features faring in the market and other such details.

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Quantitative research involves analyzing and gathering numerical data to uncover trends, calculate averages, evaluate relationships, and derive overarching insights. It's used in various fields, including the natural and social sciences. Quantitative data analysis employs statistical techniques for processing and interpreting numeric data.

Research designs in the quantitative realm outline how data will be collected and analyzed with methods like experiments and surveys. Qualitative methods complement quantitative research by focusing on non-numerical data, adding depth to understanding. Data collection methods can be qualitative or quantitative, depending on research goals. Researchers often use a combination of both approaches to gain a comprehensive understanding of phenomena.

What is Quantitative Research?

Quantitative research is a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects statistically significant information from existing and potential customers using sampling methods and sending out online surveys, online polls, and questionnaires, for example.

One of the main characteristics of this type of research is that the results can be depicted in numerical form. After carefully collecting structured observations and understanding these numbers, it's possible to predict the future of a product or service, establish causal relationships or Causal Research, and make changes accordingly. Quantitative research primarily centers on the analysis of numerical data and utilizes inferential statistics to derive conclusions that can be extrapolated to the broader population.

An example of a quantitative research study is the survey conducted to understand how long a doctor takes to tend to a patient when the patient walks into the hospital. A patient satisfaction survey can be administered to ask questions like how long a doctor takes to see a patient, how often a patient walks into a hospital, and other such questions, which are dependent variables in the research. This kind of research method is often employed in the social sciences, and it involves using mathematical frameworks and theories to effectively present data, ensuring that the results are logical, statistically sound, and unbiased.

Data collection in quantitative research uses a structured method and is typically conducted on larger samples representing the entire population. Researchers use quantitative methods to collect numerical data, which is then subjected to statistical analysis to determine statistically significant findings. This approach is valuable in both experimental research and social research, as it helps in making informed decisions and drawing reliable conclusions based on quantitative data.

Quantitative Research Characteristics

Quantitative research has several unique characteristics that make it well-suited for specific projects. Let's explore the most crucial of these characteristics so that you can consider them when planning your next research project:

Structured tools: Quantitative research relies on structured tools such as surveys, polls, or questionnaires to gather quantitative data. Using such structured methods helps collect in-depth and actionable numerical data from the survey respondents, making it easier to perform data analysis.

Sample size: Quantitative research is conducted on a significant sample size representing the target market. Appropriate Survey Sampling methods, a fundamental aspect of quantitative research methods, must be employed when deriving the sample to fortify the research objective and ensure the reliability of the results.

Close-ended questions: Closed-ended questions, specifically designed to align with the research objectives, are a cornerstone of quantitative research. These questions facilitate the collection of quantitative data and are extensively used in data collection processes.

Prior studies: Before collecting feedback from respondents, researchers often delve into previous studies related to the research topic. This preliminary research helps frame the study effectively and ensures the data collection process is well-informed.

Quantitative data: Typically, quantitative data is represented using tables, charts, graphs, or other numerical forms. This visual representation aids in understanding the collected data and is essential for rigorous data analysis, a key component of quantitative research methods.

Generalization of results: One of the strengths of quantitative research is its ability to generalize results to the entire population. It means that the findings derived from a sample can be extrapolated to make informed decisions and take appropriate actions for improvement based on numerical data analysis.

Quantitative Research Methods

Quantitative research methods are systematic approaches used to gather and analyze numerical data to understand and draw conclusions about a phenomenon or population. Here are the quantitative research methods:

Primary quantitative research methods

Secondary quantitative research methods

Primary Quantitative Research Methods

Primary quantitative research is the most widely used method of conducting market research. The distinct feature of primary research is that the researcher focuses on collecting data directly rather than depending on data collected from previously done research. Primary quantitative research design can be broken down into three further distinctive tracks and the process flow. They are:

A. Techniques and Types of Studies

There are multiple types of primary quantitative research. They can be distinguished into the four following distinctive methods, which are:

01. Survey Research

Survey Research is fundamental for all quantitative outcome research methodologies and studies. Surveys are used to ask questions to a sample of respondents, using various types such as online polls, online surveys, paper questionnaires, web-intercept surveys, etc. Every small and big organization intends to understand what their customers think about their products and services, how well new features are faring in the market, and other such details.

By conducting survey research, an organization can ask multiple survey questions, collect data from a pool of customers, and analyze this collected data to produce numerical results. It is the first step towards collecting data for any research. You can use single ease questions. A single-ease question is a straightforward query that elicits a concise and uncomplicated response.

This type of research can be conducted with a specific target audience group and also can be conducted across multiple groups along with comparative analysis. A prerequisite for this type of research is that the sample of respondents must have randomly selected members. This way, a researcher can easily maintain the accuracy of the obtained results as a huge variety of respondents will be addressed using random selection.

Traditionally, survey research was conducted face-to-face or via phone calls. Still, with the progress made by online mediums such as email or social media, survey research has also spread to online mediums.There are two types of surveys, either of which can be chosen based on the time in hand and the kind of data required:

Cross-sectional surveys: Cross-sectional surveys are observational surveys conducted in situations where the researcher intends to collect data from a sample of the target population at a given point in time. Researchers can evaluate various variables at a particular time. Data gathered using this type of survey is from people who depict similarity in all variables except the variables which are considered for research. Throughout the survey, this one variable will stay constant.

Cross-sectional surveys are popular with retail, SMEs, and healthcare industries. Information is garnered without modifying any parameters in the variable ecosystem.

Multiple samples can be analyzed and compared using a cross-sectional survey research method.

Multiple variables can be evaluated using this type of survey research.

The only disadvantage of cross-sectional surveys is that the cause-effect relationship of variables cannot be established as it usually evaluates variables at a particular time and not across a continuous time frame.

Longitudinal surveys: Longitudinal surveys are also observational surveys, but unlike cross-sectional surveys, longitudinal surveys are conducted across various time durations to observe a change in respondent behavior and thought processes. This time can be days, months, years, or even decades. For instance, a researcher planning to analyze the change in buying habits of teenagers over 5 years will conduct longitudinal surveys.

In cross-sectional surveys, the same variables were evaluated at a given time, and in longitudinal surveys, different variables can be analyzed at different intervals.

Longitudinal surveys are extensively used in the field of medicine and applied sciences. Apart from these two fields, they are also used to observe a change in the market trend analysis, analyze customer satisfaction, or gain feedback on products/services.

In situations where the sequence of events is highly essential, longitudinal surveys are used.

Researchers say that when research subjects need to be thoroughly inspected before concluding, they rely on longitudinal surveys.

02. Correlational Research

A comparison between two entities is invariable. Correlation research is conducted to establish a relationship between two closely-knit entities and how one impacts the other, and what changes are eventually observed. This research method is carried out to give value to naturally occurring relationships, and a minimum of two different groups are required to conduct this quantitative research method successfully. Without assuming various aspects, a relationship between two groups or entities must be established.

Researchers use this quantitative research design to correlate two or more variables using mathematical analysis methods. Patterns, relationships, and trends between variables are concluded as they exist in their original setup. The impact of one of these variables on the other is observed, along with how it changes the relationship between the two variables. Researchers tend to manipulate one of the variables to attain the desired results.

Ideally, it is advised not to make conclusions merely based on correlational research. This is because it is not mandatory that if two variables are in sync that they are interrelated.

Example of Correlational Research Questions:

The relationship between stress and depression.

The equation between fame and money.

The relation between activities in a third-grade class and its students.

03. Causal-comparative Research

This research method mainly depends on the factor of comparison. Also called quasi-experimental research, this quantitative research method is used by researchers to conclude the cause-effect equation between two or more variables, where one variable is dependent on the other independent variable. The independent variable is established but not manipulated, and its impact on the dependent variable is observed. These variables or groups must be formed as they exist in the natural setup. As the dependent and independent variables will always exist in a group, it is advised that the conclusions are carefully established by keeping all the factors in mind.

Causal-comparative research is not restricted to the statistical analysis of two variables but extends to analyzing how various variables or groups change under the influence of the same changes. This research is conducted irrespective of the type of relationship that exists between two or more variables. Statistical analysis plan is used to present the outcome using this quantitative research method.

Example of Causal-Comparative Research Questions:

The impact of drugs on a teenager.
The effect of good education on a freshman.
The effect of substantial food provision in the villages of Africa.

04. Experimental Research

Also known as true experimentation, this research method relies on a theory. As the name suggests, experimental research is usually based on one or more theories. This theory has yet to be proven before and is merely a supposition. In experimental research, an analysis is done around proving or disproving the statement. This research method is used in natural sciences. Traditional research methods are more effective than modern techniques.

There can be multiple theories in experimental research. A theory is a statement that can be verified or refuted.

After establishing the statement, efforts are made to understand whether it is valid or invalid. This quantitative research method is mainly used in natural or social sciences as various statements must be proved right or wrong.

Traditional research methods are more effective than modern techniques.

Systematic teaching schedules help children who struggle to cope with the course.

It is a boon to have responsible nursing staff for ailing parents.

B. Data Collection Methodologies

The second major step in primary quantitative research is data collection. Data collection can be divided into sampling methods and data collection using surveys and polls.

01. Data Collection Methodologies: Sampling Methods

There are two main sampling methods for quantitative research: Probability and Non-probability sampling.

Probability sampling: A theory of probability is used to filter individuals from a population and create samples in probability sampling. Participants of a sample are chosen by random selection processes. Each target audience member has an equal opportunity to be selected in the sample.

There are four main types of probability sampling:

1. Simple random sampling: As the name indicates, simple random sampling is nothing but a random selection of elements for a sample. This sampling technique is implemented where the target population is considerably large.

2. Stratified random sampling: In the stratified random sampling method, a large population is divided into groups (strata), and members of a sample are chosen randomly from these strata. The various segregated strata should ideally not overlap one another.

3. Cluster sampling: Cluster sampling is a probability sampling method using which the main segment is divided into clusters, usually using geographic segmentation and demographic segmentation parameters.

4. Systematic sampling: Systematic sampling is a technique where the starting point of the sample is chosen randomly, and all the other elements are chosen using a fixed interval. This interval is calculated by dividing the population size by the target sample size.

Non-probability sampling: Non-probability sampling is where the researcher's knowledge and experience are used to create samples. Because of the researcher's involvement, not all the target population members have an equal probability of being selected to be a part of a sample.

There are five non-probability sampling models:

1. Convenience sampling: In convenience sampling, elements of a sample are chosen only due to one prime reason: their proximity to the researcher. These samples are quick and easy to implement as there is no other parameter of selection involved.

2. Consecutive sampling: Consecutive sampling is quite similar to convenience sampling, except for the fact that researchers can choose a single element or a group of samples and conduct research consecutively over a significant period and then perform the same process with other samples.

3. Quota sampling: Using quota sampling, researchers can select elements using their knowledge of target traits and personalities to form strata. Members of various strata can then be chosen to be a part of the sample as per the researcher's understanding.

4. Snowball sampling: Snowball sampling is conducted with target audiences who are difficult to contact and get information. It is popular in cases where the target audience for analysis research is rare to put together.

5. Judgmental sampling: Judgmental sampling is a non-probability sampling method where samples are created only based on the researcher's experience and research skill.

02. Data collection methodologies: Using surveys & polls

Once the sample is determined, then either surveys or polls can be distributed to collect the data for quantitative research.
Using surveys for primary quantitative research
A survey is defined as a research method used for collecting data from a pre-defined group of respondents to gain information and insights on various topics of interest. The ease of survey distribution and the wide number of people it can reach depending on the research time and objective makes it one of the most important aspects of conducting quantitative research.
Fundamental levels of measurement - nominal, ordinal, interval, and ratio scales
Four measurement scales are fundamental to creating a multiple-choice question in a survey. They are nominal, ordinal, interval, and ratio measurement scales without the fundamentals of which no multiple-choice questions can be created. Hence, it is crucial to understand these measurement levels to develop a robust survey.
Use of different question types
To conduct quantitative research, close-ended questions must be used in a survey. They can be a mix of multiple question types, including multiple-choice questions like semantic differential scale questions, rating scale questions, etc.
Survey Distribution and Survey Data Collection
In the above, we have seen the process of building a survey along with the research design to conduct primary quantitative research. Survey distribution to collect data is the other important aspect of the survey process. There are different ways of survey distribution. Some of the most commonly used methods are:

Email: Sending a survey via email is the most widely used and effective survey distribution method. This method's response rate is high because the respondents know your brand. You can use the QuestionPro email management feature to send out and collect survey responses.

Buy respondents: Another effective way to distribute a survey and conduct primary quantitative research is to use a sample. Since the respondents are knowledgeable and are on the panel by their own will, responses are much higher.

Embed survey on a website: Embedding a survey on a website increases a high number of responses as the respondent is already in close proximity to the brand when the survey pops up.

Social distribution: Using social media to distribute the survey aids in collecting a higher number of responses from the people that are aware of the brand.

QR code: QuestionPro QR codes store the URL for the survey. You can print/publish this code in magazines, signs, business cards, or on just about any object/medium.

SMS survey: The SMS survey is a quick and time-effective way to collect a high number of responses.

Offline Survey App: The QuestionPro App allows users to circulate surveys quickly, and the responses can be collected both online and offline.

Survey example
An example of a survey is a short customer satisfaction (CSAT) survey that can quickly be built and deployed to collect feedback about what the customer thinks about a brand and how satisfied and referenceable the brand is.
Using polls for primary quantitative research
Polls are a method to collect feedback using close-ended questions from a sample. The most commonly used types of polls are election polls and exit polls. Both of these are used to collect data from a large sample size but using basic question types like multiple-choice questions.

C. Data Analysis Techniques

The third aspect of primary quantitative research design is data analysis. After collecting raw data, there must be an analysis of this data to derive statistical inferences from this research. It is important to relate the results to the research objective and establish the statistical relevance of the results.

Remember to consider aspects of research that were not considered for the data collection process and report the difference between what was planned vs. what was actually executed.

It is then required to select precise Statistical Analysis Methods, such as SWOT, Conjoint, Cross-tabulation, etc., to analyze the quantitative data.

SWOT analysis: SWOT Analysis stands for the acronym of Strengths, Weaknesses, Opportunities, and Threat analysis. Organizations use this statistical analysis technique to evaluate their performance internally and externally to develop effective strategies for improvement.

Conjoint Analysis: Conjoint Analysis is a market analysis method to learn how individuals make complicated purchasing decisions. Trade-offs are involved in an individual's daily activities, and these reflect their ability to decide from a complex list of product/service options.

Cross-tabulation: Cross-tabulation is one of the preliminary statistical market analysis methods which establishes relationships, patterns, and trends within the various parameters of the research study.

TURF Analysis: TURF Analysis, an acronym for Totally Unduplicated Reach and Frequency Analysis, is executed in situations where the reach of a favorable communication source is to be analyzed along with the frequency of this communication. It is used for understanding the potential of a target market.

Inferential statistics methods such as confidence interval, the margin of error, etc., can then be used to provide results.

Secondary Quantitative Research Methods

Secondary quantitative research or desk research is a research method that involves using already existing data or secondary data. Existing data is summarized and collated to increase the overall effectiveness of the research.

This research method involves collecting quantitative data from existing data sources like the internet, government resources, libraries, research reports, etc. Secondary quantitative research helps to validate the data collected from primary quantitative research and aid in strengthening or proving, or disproving previously collected data.

The following are five popularly used secondary quantitative research methods:

1. Data available on the internet: With the high penetration of the internet and mobile devices, it has become increasingly easy to conduct quantitative research using the internet. Information about most research topics is available online, and this aids in boosting the validity of primary quantitative data.

2. Government and non-government sources: Secondary quantitative research can also be conducted with the help of government and non-government sources that deal with market research reports. This data is highly reliable and in-depth and hence, can be used to increase the validity of quantitative research design.

3. Public libraries: Now a sparingly used method of conducting quantitative research, it is still a reliable source of information, though. Public libraries have copies of important research that was conducted earlier. They are a storehouse of valuable information and documents from which information can be extracted.

4. Educational institutions: Educational institutions conduct in-depth research on multiple topics, and hence, the reports that they publish are an important source of validation in quantitative research.

5. Commercial information sources: Local newspapers, journals, magazines, radio, and TV stations are great sources to obtain data for secondary quantitative research. These commercial information sources have in-depth, first-hand information on market research, demographic segmentation, and similar subjects.

Quantitative Research Examples

Some examples of quantitative research are:

1. A customer satisfaction template can be used if any organization would like to conduct a customer satisfaction (CSAT) survey. Through this kind of survey, an organization can collect quantitative data and metrics on the goodwill of the brand or organization in the customer's mind based on multiple parameters such as product quality, pricing, customer experience, etc. This data can be collected by asking a net promoter score (NPS) question, matrix table questions, etc. that provide data in the form of numbers that can be analyzed and worked upon.

2. Another example of quantitative research is an organization that conducts an event, collecting feedback from attendees about the value they see from the event. By using an event survey, the organization can collect actionable feedback about the satisfaction levels of customers during various phases of the event such as the sales, pre and post-event, the likelihood of recommending the organization to their friends and colleagues, hotel preferences for the future events and other such questions.

What are the Advantages of Quantitative Research?

There are many advantages to quantitative research. Some of the major advantages of why researchers use this method in market research are:

Collect Reliable and Accurate Data:

Quantitative research is a powerful method for collecting reliable and accurate quantitative data. Since data is collected, analyzed, and presented in numbers, the results obtained are incredibly reliable and objective. Numbers do not lie and offer an honest and precise picture of the conducted research without discrepancies. In situations where a researcher aims to eliminate bias and predict potential conflicts, quantitative research is the method of choice.

Quick Data Collection:

Quantitative research involves studying a group of people representing a larger population. Researchers use a survey or another quantitative research method to efficiently gather information from these participants, making the process of analyzing the data and identifying patterns faster and more manageable through the use of statistical analysis. This advantage makes quantitative research an attractive option for projects with time constraints.

Wider Scope of Data Analysis:

Quantitative research, thanks to its utilization of statistical methods, offers an extensive range of data collection and analysis. Researchers can delve into a broader spectrum of variables and relationships within the data, enabling a more thorough comprehension of the subject under investigation. This expanded scope is precious when dealing with complex research questions that require in-depth numerical analysis.

Eliminate Bias:

One of the significant advantages of quantitative research is its ability to eliminate bias. This research method leaves no room for personal comments or the biasing of results, as the findings are presented in numerical form. This objectivity makes the results fair and reliable in most cases, reducing the potential for researcher bias or subjectivity.

In summary, quantitative research involves collecting, analyzing, and presenting quantitative data using statistical analysis. It offers numerous advantages, including the collection of reliable and accurate data, quick data collection, a broader scope of data analysis, and the elimination of bias, making it a valuable approach in the field of research. When considering the benefits of quantitative research, it's essential to recognize its strengths in contrast to qualitative methods and its role in collecting and analyzing numerical data for a more comprehensive understanding of research topics.

Best Practices to Conduct Quantitative Research

Here are some best practices for conducting quantitative research:

Differentiate between quantitative and qualitative: Understand the difference between the two methodologies and apply the one that suits your needs best.

Choose a suitable sample size: Ensure that you have a sample representative of your population and large enough to be statistically weighty.

Keep your research goals clear and concise: Know your research goals before you begin data collection to ensure you collect the right amount and the right quantity of data.

Keep the questions simple: Remember that you will be reaching out to a demographically wide audience. Pose simple questions for your respondents to understand easily.

Quantitative Research vs Qualitative Research

Quantitative research and qualitative research are two distinct approaches to conducting research, each with its own set of methods and objectives. Here's a comparison of the two:

Quantitative Research

Objective: The primary goal of quantitative research is to quantify and measure phenomena by collecting numerical data. It aims to test hypotheses, establish patterns, and generalize findings to a larger population.

Data Collection: Quantitative research employs systematic and standardized approaches for data collection, including techniques like surveys, experiments, and observations that involve predefined variables. It is often collected from a large and representative sample.

Data Analysis: Data is analyzed using statistical techniques, such as descriptive statistics, inferential statistics, and mathematical modeling. Researchers use statistical tests to draw conclusions and make generalizations based on numerical data.

Sample Size: Quantitative research often involves larger sample sizes to ensure statistical significance and generalizability.

Results: The results are typically presented in tables, charts, and statistical summaries, making them highly structured and objective.

Generalizability: Researchers intentionally structure quantitative research to generate outcomes that can be helpful to a larger population, and they frequently seek to establish causative connections.

Emphasis on Objectivity: Researchers aim to minimize bias and subjectivity, focusing on replicable and objective findings.

Qualitative Research

Objective: Qualitative research seeks to gain a deeper understanding of the underlying motivations, behaviors, and experiences of individuals or groups. It explores the context and meaning of phenomena.

Data Collection: Qualitative research employs adaptable and open-ended techniques for data collection, including methods like interviews, focus groups, observations, and content analysis. It allows participants to express their perspectives in their own words.

Data Analysis: Data is analyzed through thematic analysis, content analysis, or grounded theory. Researchers focus on identifying patterns, themes, and insights in the data.

Sample Size: Qualitative research typically involves smaller sample sizes due to the in-depth nature of data collection and analysis.

Results: Findings are presented in narrative form, often in the participants' own words. Results are subjective, context-dependent, and provide rich, detailed descriptions.

Generalizability: Qualitative research does not aim for broad generalizability but focuses on in-depth exploration within a specific context. It provides a detailed understanding of a particular group or situation.

Emphasis on Subjectivity: Researchers acknowledge the role of subjectivity and the researcher's influence on the Research Process. Participant perspectives and experiences are central to the findings.

Researchers choose between quantitative and qualitative research methods based on their research objectives and the nature of the research question. Each approach has its advantages and drawbacks, and the decision between them hinges on the particular research objectives and the data needed to address research inquiries effectively.

Conclusion

Quantitative research is a structured way of collecting and analyzing data from various sources. Its purpose is to quantify the problem and understand its extent, seeking results that someone can project to a larger population.

Companies that use quantitative rather than qualitative research typically aim to measure magnitudes and seek objectively interpreted statistical results. So if you want to obtain quantitative data that helps you define the structured cause-and-effect relationship between the research problem and the factors, you should opt for this type of research.

At QuestionPro, we have various Best Data Collection Tools and features to conduct investigations of this type. You can create questionnaires and distribute them through our various methods. We also have sample services or various questions to guarantee the success of your study and the quality of the collected data.

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Quantitative Research: What It Is, Practices & Methods

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Use qualitative research to gather quantifiable data and systematically investigate phenomena. Learn more about quantitative research.

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Online surveys:
Once conducted with pen and paper, surveys have come a long way since then. Today, most researchers use online surveys to send it to respondents to gather information from them. Online surveys are convenient and can be sent on emails or can be filled out online. These can be accessed on handheld devices like smartphone, tablets, Ipads and similar devices.

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Pros

+ Often obtained without cost

+ Good overview of a market

+ Usually based on actual sale figures, or research on large samples

Cons

– Data may not be updated regularly

– Not tailored to your own needs

– Expensive to buy reports on many different marketplaces

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Qualitative research is a market research method that focuses on obtaining data through open-ended and conversational communication.

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Qualitative research is based on the disciplines of social sciences like psychology, sociology, and anthropology. Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses. The interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience makes decisions can help derive conclusions in market research.

What is qualitative research?

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication .

This method is about "what" people think and "why" they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that more men are visiting this store. One good method to determine why women were not visiting the store is conducting an in-depth interview method with potential customers.

For example, on successfully interviewing female customers, visiting the nearby stores and malls, and selecting them through random sampling, it was known that the store didn't have enough items for women. So fewer women were visiting the store, which was understood only by personally interacting with them and understanding why they didn't visit the store because there were more male products than female ones.
Gather research insights
Types of qualitative research methods with examples

Qualitative research methods are designed in a manner that help reveal the behavior and perception of a target audience with reference to a particular topic. There are different types of qualitative research methods like an in-depth interview, focus groups, ethnographic research, content analysis, case study research that are usually used.

LEARN ABOUT: Qualitative Interview

The results of qualitative methods are more descriptive and the inferences can be drawn quite easily from the data that is obtained.

Qualitative research methods originated in the social and behavioral research sciences. Today our world is more complicated and it is difficult to understand what people think and perceive. Online qualitative research methods make it easier to understand that as it is more communicative and descriptive analysis.

LEARN ABOUT: Qualitative Research Questions and Questionnaires

The following are the qualitative research methods that are frequently used. Also, read about qualitative research examples:
1. One-on-one interview:
Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

One of the advantages of this method provides a great opportunity to gather precise data about what people believe and what their motivations are. If the researcher is well experienced asking the right questions can help him/her collect meaningful data. If they should need more information the researchers should ask such follow up questions that will help them collect more information.

These interviews can be performed face-to-face or on phone and usually can last between half an hour to two hours or even more. When the in-depth interview is conducted face to face it gives a better opportunity to read the body language of the respondents and match the responses.
2. Focus groups:
A focus group is also one of the commonly used qualitative research methods, used in data collection. A focus group usually includes a limited number of respondents (6-10) from within your target market.

The main aim of the focus group is to find answers to the "why" "what" and "how" questions. One advantage of focus groups is, you don't necessarily need to interact with the group in person. Nowadays focus groups can be sent an online survey on various devices and responses can be collected at the click of a button.

Focus groups are an expensive method as compared to the other online qualitative research methods. Typically they are used to explain complex processes. This method is very useful when it comes to market research on new products and testing new concepts.
3. Ethnographic research:
Ethnographic research is the most in-depth observational research method that studies people in their naturally occurring environment.

This method requires the researchers to adapt to the target audiences' environments which could be anywhere from an organization to a city or any remote location. Here geographical constraints can be an issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings first hand.

This type of research method can last from a few days to a few years, as it involves in-depth observation and collecting data on those grounds. It's a challenging and a time-consuming method and solely depends on the expertise of the researcher to be able to analyze, observe and infer the data.
4. Case study research:
The case study method has evolved over the past few years and developed into a valuable qual research method. As the name suggests it is used for explaining an organization or an entity.

This type of research method is used within a number of areas like education, social sciences and similar. This method may look difficult to operate, however, it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding of the data collection methods and inferring the data.
LEARN ABOUT: Best Data Collection Tools 5. Record keeping: This method makes use of the already existing reliable documents and similar sources of information as the data source. This data can be used in new research. This is similar to going to a library. There one can go over books and other reference material to collect relevant data that can likely be used in the research. 6. Process of observation:
Qualitative Observation is a process of research that uses subjective methodologies to gather systematic information or data. Since, the focus on qualitative observation is the research process of using subjective methodologies to gather information or data. Qualitative observation is primarily used to equate quality differences.

Qualitative observation deals with the 5 major sensory organs and their functioning - sight, smell, touch, taste, and hearing. This doesn't involve measurements or numbers but instead characteristics.

Qualitative research: data collection and analysis

A. Qualitative data collection

Qualitative data collection allows collecting data that is non-numeric and helps us to explore how decisions are made and provide us with detailed insight. For reaching such conclusions the data that is collected should be holistic, rich, and nuanced and findings to emerge through careful analysis.

Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the process will generate a large amount of data. In addition to the variety of methods available, there are also different methods of collecting and recording the data.

For example, if the qualitative data is collected through a focus group or one-to-one discussion, there will be handwritten notes or video recorded tapes. If there are recording they should be transcribed and before the process of data analysis can begin.

1. As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain separate folders to maintain the recording collected from the different focus group. This helps them compartmentalize the data collected.

2. In case there are running notes taken, which are also known as field notes, they are helpful in maintaining comments, environmental contexts, environmental analysis, nonverbal cues etc. These filed notes are helpful and can be compared while transcribing audio recorded data. Such notes are usually informal but should be secured in a similar manner as the video recordings or the audio tapes.

B. Qualitative data analysis

Qualitative data analysis such as notes, videos, audio recordings images, and text documents. One of the most used methods for qualitative data analysis is text analysis.

Text analysis is a data analysis method that is distinctly different from all other qualitative research methods, where researchers analyze the social life of the participants in the research study and decode the words, actions, etc.

There are images also that are used in this research study and the researchers analyze the context in which the images are used and draw inferences from them. In the last decade, text analysis through what is shared on social media platforms has gained supreme popularity.

Characteristics of qualitative research methods

1. Qualitative research methods usually collect data at the sight, where the participants are experiencing issues or research problems. These are real-time data and rarely bring the participants out of the geographic locations to collect information.

2. Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and documents, rather than rely on a single data source.

3. This type of research method works towards solving complex issues by breaking down into meaningful inferences, that is easily readable and understood by all.

4. Since it's a more communicative method, people can build their trust on the researcher and the information thus obtained is raw and unadulterated.

Qualitative research method case study

Let's take the example of a bookstore owner who is looking for ways to improve their sales and customer outreach. An online community of members who were loyal patrons of the bookstore were interviewed and related questions were asked and the questions were answered by them.

At the end of the interview, it was realized that most of the books in the stores were suitable for adults and there were not enough options for children or teenagers.

By conducting this qualitative research the bookstore owner realized what the shortcomings were and what were the feelings of the readers. Through this research now the bookstore owner can now keep books for different age categories and can improve his sales and customer outreach.

Such qualitative research method examples can serve as the basis to indulge in further quantitative research, which provides remedies.
Gather research insights
When to use qualitative research

Researchers make use of qualitative research techniques when they need to capture accurate, in-depth insights. It is very useful to capture "factual data". Here are some examples of when to use qualitative research.

Developing a new product or generating an idea.

Studying your product/brand or service to strengthen your marketing strategy.

To understand your strengths and weaknesses.

Understanding purchase behavior.

To study the reactions of your audience to marketing campaigns and other communications.

Exploring market demographics, segments, and customer care groups.

Gathering perception data of a brand, company, or product.

LEARN ABOUT: Steps in Qualitative Research

Qualitative research methods vs quantitative research methods

The basic differences between qualitative research methods and quantitative research methods are simple and straightforward. They differ in:

Attributes Qualitative research methods Quantitative research methods

Analytical objectives

This research method focuses on describing individual experiences and beliefs.

Quantitative research method focuses on describing the characteristics of a population.

Data collection Instrument

Use semi-structured methods such as in-depth interviews, focus groups, and participant observation

Use highly structured methods such as structured observation using questionnaires and surveys

Degree of flexibility

Participant responses affect how and which questions researchers ask next

Participant responses do not influence or determine how and which questions researchers ask next

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Qualitative Research: Definition, Types, Methods and Examples

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Use qualitative research methods to obtain data through open-ended and conversational communication. Ask not only "what" but also "why".

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One-on-One Interview: Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

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Qualitative research is based on the disciplines of social sciences like psychology, sociology, and anthropology. Therefore, the qualitative research methods allow for in-depth and further probing and questioning of respondents based on their responses. The interviewer/researcher also tries to understand their motivation and feelings. Understanding how your audience makes decisions can help derive conclusions in market research.

What is qualitative research?

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication .

This method is about "what" people think and "why" they think so. For example, consider a convenience store looking to improve its patronage. A systematic observation concludes that more men are visiting this store. One good method to determine why women were not visiting the store is conducting an in-depth interview method with potential customers.

For example, on successfully interviewing female customers, visiting the nearby stores and malls, and selecting them through random sampling, it was known that the store didn't have enough items for women. So fewer women were visiting the store, which was understood only by personally interacting with them and understanding why they didn't visit the store because there were more male products than female ones.
Gather research insights
Types of qualitative research methods with examples

Qualitative research methods are designed in a manner that help reveal the behavior and perception of a target audience with reference to a particular topic. There are different types of qualitative research methods like an in-depth interview, focus groups, ethnographic research, content analysis, case study research that are usually used.

LEARN ABOUT: Qualitative Interview

The results of qualitative methods are more descriptive and the inferences can be drawn quite easily from the data that is obtained.

Qualitative research methods originated in the social and behavioral research sciences. Today our world is more complicated and it is difficult to understand what people think and perceive. Online qualitative research methods make it easier to understand that as it is more communicative and descriptive analysis.

LEARN ABOUT: Qualitative Research Questions and Questionnaires

The following are the qualitative research methods that are frequently used. Also, read about qualitative research examples:
1. One-on-one interview:
Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal interview that is carried out with one respondent at a time. This is purely a conversational method and invites opportunities to get details in depth from the respondent.

One of the advantages of this method provides a great opportunity to gather precise data about what people believe and what their motivations are. If the researcher is well experienced asking the right questions can help him/her collect meaningful data. If they should need more information the researchers should ask such follow up questions that will help them collect more information.

These interviews can be performed face-to-face or on phone and usually can last between half an hour to two hours or even more. When the in-depth interview is conducted face to face it gives a better opportunity to read the body language of the respondents and match the responses.
2. Focus groups:
A focus group is also one of the commonly used qualitative research methods, used in data collection. A focus group usually includes a limited number of respondents (6-10) from within your target market.

The main aim of the focus group is to find answers to the "why" "what" and "how" questions. One advantage of focus groups is, you don't necessarily need to interact with the group in person. Nowadays focus groups can be sent an online survey on various devices and responses can be collected at the click of a button.

Focus groups are an expensive method as compared to the other online qualitative research methods. Typically they are used to explain complex processes. This method is very useful when it comes to market research on new products and testing new concepts.
3. Ethnographic research:
Ethnographic research is the most in-depth observational research method that studies people in their naturally occurring environment.

This method requires the researchers to adapt to the target audiences' environments which could be anywhere from an organization to a city or any remote location. Here geographical constraints can be an issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings that occur. Instead of relying on interviews and discussions, you experience the natural settings first hand.

This type of research method can last from a few days to a few years, as it involves in-depth observation and collecting data on those grounds. It's a challenging and a time-consuming method and solely depends on the expertise of the researcher to be able to analyze, observe and infer the data.
4. Case study research:
The case study method has evolved over the past few years and developed into a valuable qual research method. As the name suggests it is used for explaining an organization or an entity.

This type of research method is used within a number of areas like education, social sciences and similar. This method may look difficult to operate, however, it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding of the data collection methods and inferring the data.
LEARN ABOUT: Best Data Collection Tools 5. Record keeping: This method makes use of the already existing reliable documents and similar sources of information as the data source. This data can be used in new research. This is similar to going to a library. There one can go over books and other reference material to collect relevant data that can likely be used in the research. 6. Process of observation:
Qualitative Observation is a process of research that uses subjective methodologies to gather systematic information or data. Since, the focus on qualitative observation is the research process of using subjective methodologies to gather information or data. Qualitative observation is primarily used to equate quality differences.

Qualitative observation deals with the 5 major sensory organs and their functioning - sight, smell, touch, taste, and hearing. This doesn't involve measurements or numbers but instead characteristics.

Qualitative research: data collection and analysis

A. Qualitative data collection

Qualitative data collection allows collecting data that is non-numeric and helps us to explore how decisions are made and provide us with detailed insight. For reaching such conclusions the data that is collected should be holistic, rich, and nuanced and findings to emerge through careful analysis.

Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the process will generate a large amount of data. In addition to the variety of methods available, there are also different methods of collecting and recording the data.

For example, if the qualitative data is collected through a focus group or one-to-one discussion, there will be handwritten notes or video recorded tapes. If there are recording they should be transcribed and before the process of data analysis can begin.

1. As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain separate folders to maintain the recording collected from the different focus group. This helps them compartmentalize the data collected.

2. In case there are running notes taken, which are also known as field notes, they are helpful in maintaining comments, environmental contexts, environmental analysis, nonverbal cues etc. These filed notes are helpful and can be compared while transcribing audio recorded data. Such notes are usually informal but should be secured in a similar manner as the video recordings or the audio tapes.

B. Qualitative data analysis

Qualitative data analysis such as notes, videos, audio recordings images, and text documents. One of the most used methods for qualitative data analysis is text analysis.

Text analysis is a data analysis method that is distinctly different from all other qualitative research methods, where researchers analyze the social life of the participants in the research study and decode the words, actions, etc.

There are images also that are used in this research study and the researchers analyze the context in which the images are used and draw inferences from them. In the last decade, text analysis through what is shared on social media platforms has gained supreme popularity.

Characteristics of qualitative research methods

1. Qualitative research methods usually collect data at the sight, where the participants are experiencing issues or research problems. These are real-time data and rarely bring the participants out of the geographic locations to collect information.

2. Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and documents, rather than rely on a single data source.

3. This type of research method works towards solving complex issues by breaking down into meaningful inferences, that is easily readable and understood by all.

4. Since it's a more communicative method, people can build their trust on the researcher and the information thus obtained is raw and unadulterated.

Qualitative research method case study

Let's take the example of a bookstore owner who is looking for ways to improve their sales and customer outreach. An online community of members who were loyal patrons of the bookstore were interviewed and related questions were asked and the questions were answered by them.

At the end of the interview, it was realized that most of the books in the stores were suitable for adults and there were not enough options for children or teenagers.

By conducting this qualitative research the bookstore owner realized what the shortcomings were and what were the feelings of the readers. Through this research now the bookstore owner can now keep books for different age categories and can improve his sales and customer outreach.

Such qualitative research method examples can serve as the basis to indulge in further quantitative research, which provides remedies.
Gather research insights
When to use qualitative research

Researchers make use of qualitative research techniques when they need to capture accurate, in-depth insights. It is very useful to capture "factual data". Here are some examples of when to use qualitative research.

Developing a new product or generating an idea.

Studying your product/brand or service to strengthen your marketing strategy.

To understand your strengths and weaknesses.

Understanding purchase behavior.

To study the reactions of your audience to marketing campaigns and other communications.

Exploring market demographics, segments, and customer care groups.

Gathering perception data of a brand, company, or product.

LEARN ABOUT: Steps in Qualitative Research

Qualitative research methods vs quantitative research methods

The basic differences between qualitative research methods and quantitative research methods are simple and straightforward. They differ in:

Attributes Qualitative research methods Quantitative research methods

Analytical objectives

This research method focuses on describing individual experiences and beliefs.

Quantitative research method focuses on describing the characteristics of a population.

Data collection Instrument

Use semi-structured methods such as in-depth interviews, focus groups, and participant observation

Use highly structured methods such as structured observation using questionnaires and surveys

Degree of flexibility

Participant responses affect how and which questions researchers ask next

Participant responses do not influence or determine how and which questions researchers ask next

# data[].attributes.attachment_link.title
Qualitative Research: Definition, Types, Methods and Examples

# data[].attributes.attachment_link.description
Use qualitative research methods to obtain data through open-ended and conversational communication. Ask not only "what" but also "why".