What is quantitative research?

Quantitative research is defined as a systematic investigation of phenomena by

gathering quantifiable data and performing statistical, mathematical, or
computational techniques. Quantitative research collects information from existing
and potential audience using sampling methods and sending out online surveys,
online polls, questionnaires, etc., the results of which can be depicted in the form
of numerical. After careful understanding of these numbers to predict the future of
a product or service and make changes accordingly.

An example of quantitative research is the survey conducted to understand the

amount of time a doctor takes to tend to a patient when the patient walks into the
hospital. A patient satisfaction survey template can be administered to ask
questions like how much time did a doctor takes to see a patient, how often does a
patient walks into a hospital, and other such questions.

Quantitative outcome research is mostly conducted in the social sciences using the
statistical methods used above to collect quantitative data from the research study.
In this research method, researchers and statisticians deploy mathematical
frameworks and theories that pertain to the quantity under question.

Quantitative research templates are objective, elaborate, and many times, even
investigational. The results achieved from this research method are logical,
statistical, and unbiased. Data collection happened using a structured method and
conducted on larger samples that represent the entire population.

As mentioned above, quantitative research is data-oriented. There are two methods

to conduct quantitative research. They are:

 Primary quantitative research methods

 Secondary quantitative research methods

Primary quantitative research methods

There are four different types of 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.
 A. Techniques and Types of Studies

1. Survey Research:

Survey Research is the most fundamental tool for all quantitative outcome research
methodologies and studies. Surveys 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 are new features 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.

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 but with the progress made by online mediums such as email or
social media, survey research has spread to online mediums as well.

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, healthcare industries.

Information is garnered without modifying any parameters in the variable
ecosystem.
  Using a cross-sectional survey research method, multiple samples can be
analyzed and compared.
 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

point in time, and in longitudinal surveys, different variables can be
analyzed at different intervals of time.
 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, 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 there are research subjects that need to be
thoroughly inspected before concluding, they rely on longitudinal surveys.

2. Descriptive Research

Descriptive research definition: Descriptive research is defined as a research

method that describes the characteristics of the population or phenomenon
studied. This methodology focuses more on the “what” of the research
subject than the “why” of the research subject.

Descriptive research method primarily focuses on describing the nature of a

demographic segment, without focusing on “why” a particular phenomenon
occurs. In other words, it “describes” the subject of the research, without
covering “why” it happens.

A descriptive research method can be used in multiple ways and for various
reasons. Before getting into any survey, though, the survey goals and survey design
are crucial. Despite following these steps, there is no way to know if one will meet
the research outcome. How to use descriptive research? To understand the end
objective of research goals, below are some ways organizations currently use
descriptive research today:

 Define respondent characteristics: The aim of using close-ended questions

is to draw concrete conclusions about the respondents. This could be the
need to derive patterns, traits, and behaviors of the respondents. It could also
be to understand from a respondent, their attitude, or opinion about the
phenomenon. For example, understanding from millenials the hours per
week they spend on browsing the internet. All this information helps the
organization researching to make informed business decisions.
 Measure data trends: Researchers measure data trends over time with a
descriptive research design’s statistical capabilities. Consider if an apparel
company researches different demographics like age groups from 24-35 and
36-45 on a new range launch of autumn wear. If one of those groups doesn’t
take too well to the new launch, it provides insight into what clothes are like
and what is not. The brand drops the clothes and apparel that customers
don’t like.
 Conduct comparisons: Organizations also use a descriptive research design
to understand how different groups respond to a specific product or service.
For example, an apparel brand creates a survey asking general questions that
measure the brand’s image. The same study also asks demographic
questions like age, income, gender, geographical location, etc. This
consumer research helps the organization understand what aspects of the
brand appeal to the population and what aspects do not. It also helps make
product or marketing fixes or even create a new product line to cater to high
growth potential groups.
 Validate existing conditions: Researchers widely use descriptive research
to help ascertain the research object’s prevailing conditions and underlying
patterns. Due to the non-invasive research method and the use of
quantitative observation and some aspects of qualitative observation,
researchers observe each variable and conduct an in-depth analysis.
Researchers also use it to validate any existing conditions that may be
prevalent in a population.
 Conduct research at different times: The analysis can be conducted at
different periods to ascertain any similarities or differences. This also allows
any number of variables to be evaluated. For verification, studies on
prevailing conditions can also be repeated to draw trends.
 3. 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 are the changes that 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 set up. 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.

4. 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 set up. 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 relation that exists between two or more variables. Statistical analysis is
used to distinctly present the outcome obtained 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.

5. Experimental research:

Also known as true experimentation, this research method is reliant on a theory.

Experimental research, as the name suggests, is usually based on one or more
theories. This theory has not been proven in the past 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 type of quantitative research method is mainly used in natural or
social sciences as there are various statements which need to be proved right or
wrong.

 Traditional research methods are more effective than modern techniques.

 Systematic teaching schedules help children who find it hard to cope up 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 with the use of
surveys and polls.

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 random selection processes. Each member of the target audience has an
equal opportunity to be selected in the sample.

There are four main types of probability sampling:

 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.
 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.
 Cluster sampling: Cluster sampling is a probability sampling method using
which the main segment is divided into clusters, usually using geographic
and demographic segmentation parameters.
 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 involvement
of the researcher, not all the members of a target population have an equal
probability of being selected to be a part of a sample.

There are five non-probability sampling models:

 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.
 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.
 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.
 Snowball sampling: Snowball sampling is conducted with target audiences,
which are difficult to contact and get information. It is popular in cases
where the target audience for research is rare to put together.
 Judgmental sampling: Judgmental sampling is a non-probability sampling
method where samples are created only based on the researcher’s experience
and skill.

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 research.

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

Following are five popularly used secondary quantitative research methods:

1. Data available on the internet: With the high penetration of 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 as well as proving the relevance of previously collected 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 were 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 a great source to obtain data for secondary
quantitative research. These commercial information sources have in-depth,
first-hand information on economic developments, political agenda, market
research, demographic segmentation, and similar subjects.

Quantitative research characteristics

Some distinctive characteristics of quantitative research are:

 Structured tools: Structured tools such as surveys, polls, or questionnaires

are used to gather quantitative data. Using such structure methods helps in
collecting in-depth and actionable data from the survey respondents.
 Sample size: Quantitative research is conducted on a significant sample size
that represents the target market. Appropriate sampling methods have to be
used when deriving the sample to fortify the research objective
 Close-ended questions: Closed-ended questions are created per the
objective of the research. These questions help collect quantitative data and
hence, are extensively used in quantitative research.
 Prior studies: Various factors related to the research topic are studied
before collecting feedback from respondents.
 Quantitative data: Usually, quantitative data is represented by tables,
charts, graphs, or any other non-numerical form. This makes it easy to
understand the data that has been collected as well as prove the validity of
the market research.
 Generalization of results: Results of this research method can be
generalized to an entire population to take appropriate actions for
improvement.
Quantitative research examples

Some examples of quantitative research are:

1. If any organization would like to conduct a customer satisfaction (CSAT)

survey, a customer satisfaction survey template can be used. Through this
survey, an organization can collect quantitative data and metrics on the
goodwill of the brand or organization in the mind of the customer 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 the event attendees about the value that they
see from the event. By using an event survey template, the organization can
collect actionable feedback about 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 of quantitative research. Some of the major advantages
of why researchers use this method in market research are:

 Collect reliable and accurate data: As data is collected, analyzed, and

presented in numbers, the results obtained will be extremely reliable.
Numbers do not lie. They offer an honest picture of the conducted research
without discrepancies and is also extremely accurate. In situations where a
researcher predicts conflict, quantitative research is conducted.
 Quick data collection: A quantitative research is carried out with a group of
respondents who represent a population. A survey or any other quantitative
research method applied to these respondents and the involvement of
statistics, conducting, and analyzing results is quite straightforward and less
time-consuming.
 Wider scope of data analysis: Due to the statistics, this research method
provides a wide scope of data collection.
 Eliminate bias: This research method offers no scope for personal
comments or biasing of results. The results achieved are numerical and are
thus, fair in most cases.
Best practices to conduct quantitative research

Here are some best practices to conduct 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.