Quantitative Research

Quantitative research measures attitudes, behaviors, opinions and other variables to formulate facts and uncover patterns. The information is collected from existing and potential customers using sampling methods and sending out surveys, polls, questionnaires, etc., the results of which can be depicted in numerical form.

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The data obtained via Quantitative data collection methods can be used to test existing ideas or predictions, learn about your customers, measure general trends, and it is even possible to predict the future of a product or service and make changes accordingly. Quantitative data collection methods are much more structured than Qualitative data collection methods. As Quantitative data collection methods are often based on mathematical calculations, the data obtained this way is usually seen as more objective and reliable than Qualitative.

Quantitative data collection methods include the following:

Polls / Surveys

An excellent starting point in market research, allowing a researcher to “take the temperature” of a population to ensure there is a want or need for a product or service before investing in expensive qualitative research.

Face to Face Interviews

Often used to obtain information that may be too sensitive to collect using other survey techniques. The primary benefit of face to face interviewing is having an interviewer present, which establishes trust on the part of the respondent.

Telephone Interviews

Computer Assisted Telephone Interviewing (CATI) is primarily a quantitative data collection method, which uses a blend of live telephone interview and optional Interactive Voice Response (IVR) survey interviews to rapidly collect information from your targeted sample.

Longitudinal Studies

Discover relationships between variables that are not related to various background variables. This observational research technique involves studying the same group of individuals over an extended period.