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Quantitative Research

Quantitative research involves collecting and analyzing structured data using statistical and mathematical tools to quantify a research problem. It can help improve products and services or inform decisions. Common techniques are interviews and surveys. Qualitative research collects non-standardized data using small samples to gain a deeper understanding of decisions and motivations. Methods include focus groups, interviews, and journal entries.

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15 views4 pages

Quantitative Research

Quantitative research involves collecting and analyzing structured data using statistical and mathematical tools to quantify a research problem. It can help improve products and services or inform decisions. Common techniques are interviews and surveys. Qualitative research collects non-standardized data using small samples to gain a deeper understanding of decisions and motivations. Methods include focus groups, interviews, and journal entries.

Uploaded by

Israel Banchon
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Quantitative research

Quantitative research is a structured method of collecting and analyzing information


obtained through various sources. This process is carried out with the use of statistical
and mathematical tools in order to quantify the research problem.
In terms of its use in businesses, quantitative research can help improve products and
services or make accurate and informed decisions that help achieve set goals.
In general, it is a question of asking people to express their opinion in a structured way,
so that we can produce concrete data and statistics to guide you and, in this way, obtain
reliable statistical results.
To do this, it's important to find a large number of people and make sure they're a
representative sample of your target market.

To know some of Characteristics of quantitative research.


Quantitative research seeks to measure a phenomenon, quantify, express in figures, the
parameters studied in a population.
These figures can be descriptive or comparative results, or they can be the subject of
statistical analysis to establish whether there are significant links between certain
parameters studied.

Techniques used for the quantitative method


The most commonly used quantitative research techniques are:
Interviews : They are made to a sample of the population. It should not last more than
thirty minutes.
Surveys : They can be by telephone, by email with forms aimed at a specific public or
by an internet page.
Qualitative research
Qualitative research is a method for collecting and evaluating non-standardized data. In
most cases, a small and unrepresentative sample is used in order to gain a deeper
understanding of their decision criteria and motivation. In market research, qualitative
research methods often include interviews, group discussions, or qualitative observation
methods. Results and resulting responses from these methods are interpreted based on
context and are not represented quantitatively. Thus, market research represents
information that cannot be directly measured.
Data collection: how is the data collected?
Data can be collected in writing, by phone, online, or in person. In addition, there are
one-time surveys and continuous surveys. Qualitative research methods include:

Focus Groups : Small group discussions led by a moderator


In-depth interviews: individual interviews
Ethnographic research: integrating into the buyer's environment
Journal Entries : Journal entries written by shoppers about their feelings and thoughts
while using products or services
Video Diaries: Shoppers' video diaries about their feelings and thoughts while using
products or services
Conclusions:
- In addition, eye tracking or automatic facial expressions can be collected and
analyzed qualitatively, for example, in usability research, where gaze patterns
(such as with heat maps) or moments of expressions of frustration confusion can
be used to track the journey of an individual respondent. It is used to quantify
opinions, attitudes, behaviors, and other defined variables with the goal of
supporting or disproving hypotheses about a specific phenomenon and
potentially contextualizing the results of the study sample in a broader
population (or specific groups). Since quantitative research explicitly specifies
what is measured and how it is measured to discover patterns in, for example,
behavior, motivation, emotion, and cognition, quantitative data collection is
considered much more structured than qualitative methods.
Bhandari, P. (2022, 24 noviembre). What Is Qualitative Research? | Methods &

Examples. Scribbr. https://www.scribbr.com/methodology/qualitative-research/

Fleetwood, D. (2022, 12 octubre). Quantitative Research: What it is, Tips & Examples.

QuestionPro. https://www.questionpro.com/blog/quantitative-research/

Farnsworth, B. (2022, 18 noviembre). Qualitative vs Quantitative Research – What Is

the difference? iMotions. https://imotions.com/blog/learning/research-

fundamentals/qualitative-vs-quantitative-research/

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