Quantitative research is an important part of market research that relies on hard facts and numerical data to gain as objective a picture of people’s opinions as possible. Show
It’s different from qualitative research in a number of important ways and is a highly useful tool for researchers. In this article, we’ll take a deep dive into quantitative research, why it’s important, and how to use it effectively. How is it different from qualitative research?Although they’re both extremely useful, there are a number of key differences between quantitative and qualitative market research strategies. A solid market research strategy will make use of both qualitative and quantitative research.
Why is quantitative research useful?Quantitative research has a crucial role to play in any market research strategy for a range of reasons:
Get regular insightsKeep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter. Quantitative research data collection methodsWhen collecting the data you need for quantitative research, you have a number of possibilities available to you. Each has its own pros and cons, and it might be best to use a mix. Here are some of the main ones: Survey researchThis involves sending out surveys to your target audience to collect information, before statistically analyzing the results to draw conclusions and insights. It’s a great way to better understand your target customers or explore a new market and can be turned around quickly. There are a number of different ways of conducting services, such as:
Survey questions for quantitative research usually include closed questions, rather than the open questions used in qualitative research.. For example, instead of asking “How do you feel about our delivery policy?” You might ask… “How satisfied are you with our delivery policy? “Very satisfied / Satisfied / Don’t Know / Dissatisfied / Very Dissatisfied” This way, you’ll gain data which can be categorized and analyzed in a quantitative, numbers-based way. Analyzing resultsOnce you have your results, the next step — and one of the most important overall — is to categorize and analyze them. There are many ways to do this. One powerful method is cross-tabulation, where you separate your results into categories based on demographic subgroups. For example, of the people who answered ‘yes’ to a question, how many of them were business leaders and how many were entry-level employees? You’ll also need to take time to clean the data (for example removing people who sped through the survey, selecting the same answer) to make sure you can confidently draw conclusions. This can all be taken care of by the right team of experts. The importance of quantitative researchQuantitative research is a powerful tool for anyone looking to learn more about their market and customers. It allows you to gain reliable, objective insights from data and clearly understand trends and patterns. Where quantitative research falls short is in explaining the ‘why’. This is where you need to turn to other methods, like qualitative research, where you’ll actually talk to your audience and delve into the more subjective factors driving their decision-making.
Why is quantitative research important in your field of specialization?It provides an in-depth understanding of the ways people come to understand, act and manage their day-to-day situations in particular settings. To put it simply, quantitative research uses numbers to help us understand “what” is happening (as well as “why” and “how” it is happening).
What do you think is the importance of qualitative research in your field of?Qualitative research is very important in educational research as it addresses the “how” and “why” research questions and enables deeper understanding of experiences, phenomena and context. Qualitative research allows you to ask questions that cannot be easily put into numbers to understand human experience.
Why is research very important among the different fields of specialization?It plays an important role in discovering new treatments, and making sure that we use existing treatments in the best possible ways. Research can find answers to things that are unknown, filling gaps in knowledge and changing the way that healthcare professionals work.
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