What is quantitative research?

• The research design for quantitative data refers to the collection and
evaluation of numerical data to test a hypothesis or to identify
patterns and correlations within the numbers.
• Quantitative research is different from qualitative research, which
involves the collection and evaluation of non-numerical data.
• In the research design for the quantitative approach, the aim is to
quantify variables and measure their effects.
• The research involves gathering numerical data through surveys or
experiments and then analyzing the data by administering statistical
data analysis techniques to identify patterns, trends, and relationships.
What are the types of quantitative research?
• There are five types of quantitative research designs, and they are:

• Descriptive Research
• Correlational Research
• Quasi-experimental Research Design
• Experimental Research
1. Descriptive Research Design
• Descriptive research is used to understand a phenomenon, a
situation, or a population. Unlike experimental research, descriptive
research does not involve the manipulation of certain variables.
Rather, it seeks only to observe and measure the variables in order to
investigate them.

• Among the types of quantitative research, this design is used when

trying to identify characteristics, categories, and trends. The most
common methods of collecting descriptive research are case studies,
observations, and surveys.
Advantages of descriptive research design:
• The descriptive research design for a quantitative approach allows
you to gather a detailed understanding of the research objective.
• The research method is relatively easy to implement and involves
surveys, etc.
• It enables you to gather representative data that you can use to
generalize the findings to a large population.
• Using this quantitative research type, you can gather customer
satisfaction feedback on the company’s customer service. You can
conduct online surveys to assess various aspects of customer service,
such as the time it took to connect with an agent, the agent’s
politeness, knowledge, the effectiveness of the resolution, etc.

• The data can help you identify overall satisfaction levels and the areas
that require improvement.
2. Correlational Research Design
• Correlational research is a non-experimental research method used to
identify a relationship between two variables with no influence from
any extraneous variable.
• Among the types of quantitative research, this design can help you
recognize patterns and trends in the feedback you gather. For
example, an ice cream brand can use this methodology to identify the
relationship between weather (temperature) and ice cream sales.
• The correlation between the two variables will reflect the direction
and/or strength of their relationship.
• A positive correlation denotes that both variables change in the same
direction.
• A negative correlation denotes that the variables change in opposite
directions.
• A zero correlation denotes that there is no relationship between the variables
being studied.
Advantages of correlational research design:
• This quantitative research design type helps you establish
relationships within variables without manipulating them.
• You can predict the outcome and identify patterns and trends based
on the observed relationship.
• In cases when experimental manipulation may be unethical,
correlational research offers an alternative and ethical approach.
• The approach involves collecting data from existing sources, making it
a cost-effective quantitative research design.
4. Quasi-Experimental Research Design
• Similar to the experimental research design, quasi-experimental
research also aims to identify a cause-and-effect relationship between
two variables, i.e., an independent variable and a dependent variable.
• However, quasi-experiment involves subjects being assigned to groups
based on non-random criteria.
• Among the types of quantitative research, this design is often employed
when true experiments cannot be carried out due to practical or ethical
reasons. A notable advantage of this design is that it has higher external
validity than most true experiments, as it often involves real-world
interventions as opposed to an artificial laboratory setting.
Advantages of quasi-experimental design:
• It allows you to compare different groups/conditions and explore the
cause-and-effect relationship.
• This research design of a quantitative approach often occurs in real-
world settings.
• The quantitative research type is more practical and feasible.
• Example of quasi-experimental research design:
• You can evaluate the impact of pricing promotion on the sales volume
using this type of quantitative research.
• In this research, you can select two stores that sell your product. You
can implement a promotion in one store while the other store
maintains the regular price. By comparing the sales volume data from
both stores during the promotion period, you can assess its impact.
5. Experimental Research Design
• Experimental research, also known as true experimentation, aims to
measure the effect of one or more IVs on one or more DVs with the
use of the scientific method. This is done by manipulating the
independent variable to study its effects on the dependent variable.

• The experimental research design involves conducting a set of

procedures to test the hypothesis of the study. Subjects within
experimental research are randomly assigned to groups rather than
being assigned to groups using non-random criteria.
Advantages of experimental research design:
• The researcher has control over the extraneous variable, which allows
for a high degree of internal validity in this research design for
quantitative research.
• Experimental research enables replication and verification of research
outcomes, leading to increased confidence in the conclusion drawn.
• It allows the researcher to manipulate the independent variable to
assess its impact on the dependent variable.
Quantitative Research Characteristics
• Quantitative research has several unique characteristics:
• Structured tools
• Sample size
• Close-ended questions
• Prior studies
• Quantitative data
• Generalization of results
Definition of Hypothesis
A hypothesis can be defined as a logically conjectured relationship
between two or more variables expressed in the form of a testable
statement.
Relationships are conjectured on the basis of the network of
associations established in the theoretical framework formulated for
the research study.
Types of Hypotheses
• Non directional(two tailed hypothesis)
• A non directional hypothesis states that there will be
a difference between two groups /conditions but does
not say which will be greater/smaller, quicker/slower
• For example: There will be a difference regarding how
many numbers are memorized by children and adults.
 Cont…

Directional Hypotheses(1 Tailed hypothesis)

If, in stating the relationship between two variables or comparing two
groups, terms such as positive, negative, more than, less than, and
the like are used, then these hypotheses are directional because the
direction of the relationship between the variables is indicated.
Example: Stress is significantly and positively associated with job
satisfaction
Theoretical Framework
• A theoretical framework is a conceptual model of how one theorizes or makes
logical sense of the relationships among the several factors that have been
identified as important to the problem.
• The Theoretical framework discusses the interrelationships among the variables
that are deemed to be integral to the dynamics of the situation being
investigated. Developing such a conceptual framework helps us postulate or
hypothesizes and test certain relationships and thus to improve our
understanding of the dynamics of the situation.
• From the theoretical framework, then, testable hypotheses can be developed to
examine whether the theory formulated is valid or not. The hypothesized
relationships can thereafter be tested through appropriate statistical analysis.
Theoretical Framework
The theoretical framework is the foundation on which the entire research
project is based. It is a logically developed, described, and elaborated network
of associations among the variables deemed relevant to the problem situation
and identified through such processes as interviews, observation, and
literature survey. Experience and intuition also guide in developing the
theoretical framework.
There are five basic features that should be incorporated in any
theoretical framework:
1. The variables considered relevant to the study should be clearly
identified and labeled in the discussions.
2. The discussions should state how two or more variables are related to
one another.
3. If the nature and direction of the relationships can be theorized on the
basis of the findings of previous research, then there should be an
indication in the discussions.
4. There should be a clear explanation of why we would expect these
relationships to exist.
5. A schematic diagram of the of the theoretical framework should be
given so that the reader can see and easily comprehend the theorized
relationships.
What are scales?
• The term scaling is applied to the attempts to measure the attitude objectively. Attitude is a
resultant of number of external and internal factors. Depending upon the attitude to be
measured, appropriate scales are designed. Scaling is a technique used for measuring qualitative
responses of respondents such as those related to their feelings, perception, likes, dislikes,
interests and preferences.

• Nominal, Ordinal, Interval, and Ratio are defined as the four fundamental levels of measurement
scales that are used to capture data in the form of surveys and questionnaires, each being
a multiple choice question.
Nominal Scale
• Nominal Scale, also called the categorical variable scale, is defined as
a scale used for labeling variables into distinct classifications and
doesn’t involve a quantitative value or order.

• Instances of Nominal Scale are – Gender, credit card numbers, bank

account numbers, employee id numbers etc. It is simple and widely
used when relationship between two variables is to be studied.
• In a Nominal Scale numbers are no more than labels and are used
specifically to identify different categories of responses. Following
example illustrates -
• What is your gender?
[ ] Male
[ ] Female
• Where do you live?
• 1- Village
• 2- City
• 3- Town
Ordinal Scale
• It is more powerful than a nominal scale in that the numbers possess
the property of rank order. The ranking of certain product
attributes/benefits as deemed important by the respondents is
obtained through the scale.
• Example 1: Rank the following attributes (1 - 5), on their importance in a
microwave oven.
• Company Name
• Functions
• Price
• Comfort
• Design
• The most important attribute is ranked 1 by the respondents and the least
important is ranked 5. Instead of numbers, letters or symbols too can be used to
rate in a ordinal scale.
Interval Scale
• Interval Scale is defined as a numerical scale where the order of the variables is
known as well as the difference between these variables. Variables that have
familiar, constant, and computable differences are classified using the Interval
scale. It is easy to remember the primary role of this scale too, ‘Interval’
indicates ‘distance between two entities’, which is what Interval scale helps in
achieving.
• Interval scales hold no true zero and can represent values below zero. For
instance, consider a Celsius/Fahrenheit temperature scale –
• 80 degrees is always higher than 50 degrees and the difference between these
two temperatures is the same as the difference between 70 degrees and 40
degrees.
• Also, the value of 0 is arbitrary because negative values of temperature do exist
– which makes the Celsius/Fahrenheit temperature scale a classic example of an
interval scale.
Ratio Scale
• Ratio Scale is defined as a variable measurement scale that not only
produces the order of variables but also makes the difference between
variables known along with information on the value of true zero
• Ratio Scale Examples
• The following questions fall under the Ratio Scale category:
• What is your daughter’s current height?
• Less than 5 feet.
• 5 feet 1 inch – 5 feet 5 inches
• 5 feet 6 inches- 6 feet
• More than 6 feet