Quantitative Research by Akhil Raj

Quantitative Research

Quantitative Research is defined as the systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical or computational techniques. Quantitative research gathers information from existing and potential customers using sampling methods and sending out online surveys, online polls, questionnaires, etc., the results of which can be depicted in the form of numerical. After careful understanding of these numbers to predict the future of a product or service and make changes accordingly. There are multiple types of primary quantitative research (“Research,” n.d.).They can be distinguished into the four following distinctive methods, which are:

Figure 1.Techniques and Types

Survey Research

Survey research is the most fundamental tool for all quantitative research methodologies and studies. 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. Every small and big organization intends to understand what their customers think about their products and services, how well are new features 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.

Figure 2.Survey Research

Co relational 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. This research method is carried out to give value to naturally occurring relationships and a minimum of two different groups are required to successfully conduct this quantitative research method. Without assuming different aspects, a relationship between two groups or entities must be established.

Figure 3.Correlation Research

Experimental Research

Also known as true experimentation, this research method is reliant on a theory. Experimental research, as the name suggests, is usually based on one or more theories. This theory has not been proved in the past 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 (“Quantitative Research: Definition, Methods, Types and Examples | QuestionPro,” n.d.).

Figure 4.Experimental Research

Table 1

Data Analysis Techniques

Primary		Secondary
SWOT Analysis Conjoint Analysis Cross - Tabulation TURF Analysis		Data from Internet Public Libraries Educational institutions Commercial Information sources Govt and non Govt Sources

Quantitative Research Characteristics

Structured tools. Structured tools such as surveys, polls or questionnaires are used to gather quantitative data. Using such structure methods helps in collecting in-depth and actionable data from the survey respondents. (Labaree, n.d.)

Sample size. Quantitative research is conducted on a significant sample size that represents the target market. Appropriate sampling methods have to be used when deriving the sample to fortify the research objective

Close-ended questions. Closed-ended questions are created in accordance with the objective of the research. These questions help collect quantitative data and hence are extensively used in quantitative research.

Prior studies. Various factors related to the research topic are studied before collecting feedback from respondents.

Quantitative data. Usually, quantitative data is represented by tables, charts, graphs or any other non-numerical form. This makes it easy to understand the data that has been collected as well as prove the validity of the market research.

Generalization of results. Results of this research method can be generalized to an entire population to take appropriate actions for improvement.

Advantages of Quantitative Research

There are many advantages of quantitative research. Some of the major advantages of why researchers use this method in market research are:

Collect reliable and accurate data. As data is collected, analyzed and presented in numbers, the results obtained will be extremely reliable. Numbers do not lie. They present an honest picture of the conducted research without discrepancies and is also extremely accurate. In situations where a researcher predicts conflict, quantitative research is conducted.

Quick data collection. Quantitative research is carried out with a group of respondents who represent a population. A survey or any other quantitative research method applied to these respondents and the involvement of statistics, conducting and analyzing results is quite straightforward and less time-consuming.

Wider scope of data analysis. Due to the statistics, this research method provides a wide scope of data collection.

Eliminate bias. This research method offers no scope for personal comments or biasing of results. The results achieved are numerical and are thus, fair in most cases.