Quantitative research is a structured way of collecting and analyzing data obtained from different sources. Quantitative research involves the use of computational, statistical, and mathematical tools to derive results. It is conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population.
Objective of Quantitative Research
- To quantify data and generalize results from a sample to the population of interest
- To measure the incidence of various views and opinions in a chosen sample
- Sometimes followed by qualitative research which is used to explore some findings further
Companies who use quantitative research rather than qualitative are typically looking to measure extent and looking for statistical results that are interpreted objectively. While the results of qualitative research can vary according to the skills of observer, the results of quantitative research are interpreted in an almost similar manner by all experts.
Quantitative Research Techniques
- Customer satisfaction and loyalty studies
- Business partner satisfaction and loyalty studies
- Employees satisfaction and loyalty studies
- Brand awareness, identity and image studies
- Product image studies
- Pricing studies
- Name tests and packaging tests
- Advertising and concepts tests
- Advertising campaign effectiveness studies
- Distribution studies
- Competition studies
- Segmentation studies
- Studies of consumer habits in the use and purchase of products and brands
- Product and brand positioning studies
- Press readers' preferences surveys.