MSCP 1

LECTURE 7
QUANTITATIVE RESEARCH
Recap
• Research approach and philosophy

• Research design and strategies
• Choosing a topic and objectives
• The literature review
• Qualitative research
Session Activities
• Definition of quantitative research.
• Quantitative research methods and application.
• Brainstorm activity.
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
• Quantitative research collects information from
existing and potential customers using
sampling methods and sending out online surveys,
online polls, questionnaires, etc.
• Data collection happens using a structured method
and conducted on larger samples which represent
the entire population.
Methods of Quantitative Research
• Primary Quantitative Research
– Researcher focuses on collecting data directly
rather than depending on data collected from
previously done research.
• Secondary Quantitative Research
– Existing data is summarized and collated to
increase the overall effectiveness of research.
Primary Quantitative Research
• Techniques and Types of Studies
– Survey Research: 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.
• 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.
• 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.
– Correlational Research: 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. i.e The equation between fame and money.
– Causal-Comparative Research: This quantitative
research method is used by researchers to
conclude cause-effect equation between two or
more variables, where one variable is dependent
on the other independent variable.
– i.e The impact of drugs on a teenager.
– Experimental Research: This research is based on
theory. 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.
– i.e It is a boon to have responsible nursing staff
for ailing parents.
• Data Collection Methodologies
– Sampling Methods:
• 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.
• Non-probability sampling: Non-probability sampling is
where the researcher’s knowledge and experience are
used to create samples.
• Data Collection Methodologies
– Using Surveys & Polls
• Using Surveys for Primary Quantitative Research:
• Use of Different Question Types
– Survey Distribution and Survey Data Collection
• Email
• Embed survey in website
• Social distribution
• Sms survey
• QR code
• Data Analysis Techniques
– SWOT Analysis: SWOT Analysis stands for the
acronym of Strengths, Weakness, 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.
Secondary Quantitative Research
• 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.
• 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
• 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.
• 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 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
– Structured tools. (Surveys)
– Sample Size
– Close ended question
– Prior studies
– Generalization of data
Advantages of Quantitative Research
– Collect reliable and accurate data
– Quick data collection
– Wider scope of data analysis
– Eliminate bias
Class Exercise
Following are the example topics to discuss.
– Purchasing a new car
– How to spend perfect sunday
– Most famous video game on earth
– Most common street sport in Pakistan.
Thank You

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LECTURE 7

• Research approach and philosophy

• Definition of quantitative research.

• Quantitative research methods and application.

Quantitative research is defined as a

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