Research is defined as the creation of new knowledge and/or the use of existing knowledge in a new

and creative way so as to generate new concepts, methodologies and understandings. This could
include synthesis and analysis of previous research to the extent that it leads to new and creative
outcomes.
Research is a process of systematic inquiry that entails collection of data; documentation of critical
information; and analysis and interpretation of that data/information, in accordance with suitable
methodologies set by specific professional fields and academic disciplines.
What is the mean by method?
a(1) : a systematic procedure, technique, or mode of inquiry employed by or proper to a particular
discipline or art. (2) : a systematic plan followed in presenting material for instruction
Method, mode, way imply a manner in which a thing is done or in which it happens. Method refers to
a settled kind of procedure, usually according to a definite, established, logical, or systematic plan:
the open-hearth method of making steel; one method of solving a problem.
Research methods are specific procedures for collecting and analyzing data. Developing your
research methods is an integral part of your research design. When planning your methods, there are
two key decisions you will make.
Five examples of research could be surveys, observations, generating research questions,
interviews, and focus groups. These examples are dependent on the type of research methodology
used.
What are three 3 key basic research methods?
The three common approaches to conducting research are quantitative, qualitative, and mixed
methods. The researcher anticipates the type of data needed to respond to the research question.
Some common types of research methodology include quantitative research, Qualitative Research
Methodology, mixed-method research, experimental research, and case study research.
Quantitative methods emphasize objective measurements and the statistical, mathematical, or
numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating
pre-existing statistical data using computational techniques.
Quantitative research is a research strategy that focuses on quantifying the collection and analysis
of data. It is formed from a deductive approach where emphasis is placed on the testing of theory,
shaped by empiricist and positivist philosophies.
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.
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 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:
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 segmentation 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 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:
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 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.
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.
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: 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 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’s 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:
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.
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.
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.
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.
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:
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.
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.
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.
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.