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What Is Quantitative Research? | Definition, Methods & Examples

Published by at October 24th, 2024 , Revised On October 24, 2024

Quantitative research involves gathering and analysing numerical data to make predictions and describe the relationship between two variables. It deals with more than just numbers and integrates theory, hypothesis, proper methodological approach and statistical analysis to answer research questions.

It is a crucial part of market research that relies on numerical data and other computational techniques to gain insights into consumer preferences and opinions. Unlike qualitative research which uses hard evidence to answer a research question, quantitative research is more data-based and uses objective measurements to answer research questions.

What is Quantitative Research?

The meaning of quantitative research can be understood from the word quantitative, which focuses on data such as numbers that can be easily quantified, compared and analysed. This type of research uses both primary and secondary sources to gain data through closed-question poll results, demographic data and census information.

While quantitative data can be gathered through surveys and other methods, it can also be gained from the research studies of third parties. Additionally, this research is widely used in the fields of psychology, economics, accounting, finance and marketing.

Types Of Quantitative Research

There are several kinds of quantitative research with different methodologies and purposes. Each type has its own characteristics and can be used to calculate data in different ways. Here are numerous types of quantitative research:

Correlational Research

Correlational research defines the possibility of a relation existing between two variables. It identifies a relationship to define patterns and trends between two or more study variables.

Example: Cross-sectional studies and cross-section analysis

Experimental Research

In experimental research, you investigate if two variables affect each other. This mostly includes studying the effect of independent variables on dependent variables. Experiments are carried out to study the cause and effect between them to establish relationships.

Example: Field and laboratory experiments

Descriptive Research

In this type of research, a researcher often studies the characteristics of a dataset. This includes applying mean, median and standard deviation equations to understand the data.

Example: Surveys and observational studies

It is necessary to know that both experimental and correlational research use sampling methods to test hypotheses and generate findings that are applicable to a large population.

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Quantitative Research Methods

Quantitative research methods include both primary and secondary research methods to analyse and gather numerical data. Here is an overview of the various methods employed for quantitative research:

Method Definition Explanation
Surveys Surveys are research methods that are used to gather data from respondents by questionnaires and a list of close-ended questions. Measurement scales are used to develop a survey. These include nominal, ordinal, interval and ratio scales that help analyse numerical data in surveys.
Interviews/ Observations Interviews and quantitative observations are conducted to closely analyse and observe the participants and gather data on the specified topic. Such interviews can also be termed as observations, where a researcher asks a set of pre-defined close-ended questions that ask for answers in the form of yes/no or numerical values.
Secondary Data-Analysis This involves using numerical data that has been collected by other researchers and already exists to test new hypotheses and answer research questions. In qualitative research, data can be gathered from secondary sources such as databases, government records, journals and previous research papers.
Experiments This is a primary research method and is carried out to measure the causal relationship between two variables. Controlled studies are created to measure the effect of an independent variable on the dependent variable.

Quantitative Research Advantages & Disadvantages

Quantitative research focuses on gathering numerical data to explain a particular topic, subject or research question. Like any other research, there are strengths of qualitative research. However, there are disadvantages as well which should be considered:

Advantages
  • Since this type of research uses numerical data, the analysis is easier, and the results are objective and rational.
  • The use of statistical analysis software helps in the quick analysis of large samples and data.
  • Since a hypothesis is already developed, quantitative research can help test and validate it, so that careful conclusions can be made.
  • The study can be easily repeated in different cultural settings because of well-defined data collection methods and clear definitions of abstract concepts in measurable terms.
Disadvantages
  • The data collected during the experiment may be prone to research bias. This happens as they are conducted in controlled settings instead of natural settings where researchers might intentionally or unintentionally manipulate the process.
  • Close-ended questions asked during surveys and interviews result in extremely objective answers where the reasons for selection are not considered.
  • Large sample sizes are needed for an accurate representation of the population that is being studied.

Quantitative Research Vs Qualitative Research

There are two types of research, qualitative research and quantitative research. Unlike quantitative research, qualitative research is exploratory and does not use mathematical and statistical methods to analyse the data gathered. The table below outlines the key differences between qualitative and quantitative research:

Quantitative Research Qualitative Research
The purpose of this research is to quantify numerical data, test hypotheses to generalise findings from a sample. The purpose of this data is to gain real-time information and knowledge on a specific topic, subject and phenomenon.
This involves numerical data such as statistics and measurements. This involves non-numerical data such as words, observations and images.
The methods used in this are surveys, experiments, observations and secondary data analysis focused on statistical data. The methods used to gain data are interviews, surveys, ethnographic research, focus groups and case studies.
Quantitative data uses statistical analysis, descriptive statistics and inferential statistics to analyse the data. Qualitative research uses thematic analysis, content analysis and narrative analysis to understand themes and patterns.
The findings are supposed to be generalised, and include large samples. The findings are not to be generalised which is why the study is limited to specific contexts.

Quantitative Research Examples

Here are a few examples of quantitative research that can help understand how the studies are carried out:

Example 1

A fast-food restaurant notices that there has been a significant drop in their sales. To understand the reasons behind this, they conduct a descriptive research study to gather insights. Numerical data is collected through customer surveys with close-ended questions asking about food quality, customer service, and service speed. This helps them pinpoint that the service speed is a major issue.

Example 2

A smartphone company has launched a new smartphone with added features and benefits. They display a new marketing campaign in their outlets at every mall. To determine the success of their product, they launched a social media survey based on the Likert scale, where the customers have to rate the features and overall campaign on a scale of 1 to 5 reflecting the level of satisfaction or dissatisfaction. These responses help the brand determine customer’s perceptions, opinions and overall experience.

Frequently Asked Questions

A research design for a quantitative study is a framework that highlights how the research will be carried out. It specifies the research question, variables, sampling method to be used, data analysis methods and the ethical considerations to be taken into view.

CASP (Critical Appraisal Skills Programme) is a quantitative research tool that is used to evaluate the effectiveness and quality of quantitative research studies. It checks the authenticity, accuracy and reliability of the data collected and assists policymakers and researchers in ensuring that it meets the highest standards of research.

Quantitative research can be categorised into several types such as:

  • Experimental Research
  • Descriptive Research
  • Cross-sectional Research
  • Correlational Research 
  • Comparative Research 
  • Longitudinal Research

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