Quantitative research is the most common research framework in the social sciences. While other research frameworks, such as qualitative research, can be subjective, quantitative research is more objective. It studies processes through numbers, and often, the goal of the research is to produce statistics. The information researchers collect using quantitative methods allows them to perform analyses that can be simple or complex, such as showing the connections made between data, calculating averages or percentages, or using inferential statistics to make generalizations about a large population. Researchers use specific methodologies, such as experiments, questionnaires, and structured observations, to collect the data they use for quantitative research. Show
Let’s take a closer look at quantitative research methods and data analysis to understand what quantitative research is and how you can use it. What is the purpose of quantitative research?Quantitative research aims to help scientists, marketers, and researchers better understand society and people. It often involves the exploration or examination of events or occurrences that affect individuals. An example of quantitative research could involve a hospital that conducts surveys after patients have been admitted and discharged. The surveys’ purpose could be to discover how much time doctors who work at the hospital actually spend with their patients. Surveys could ask patients research questions about how long their visits with a doctor lasted and how long they spent waiting to be seen. The surveys could also ask patients to rank their overall satisfaction with the care they received on a rating scale from one to 10. The surveys’ goal might be to discover if doctors are spending enough time with patients and how that correlates with the patients’ overall care. Using the data collected in the surveys, the hospital can estimate how much time each physician spends with patients. The hospital may also see a connection between higher patient satisfaction — such as patients giving scores of eight, nine or 10 — and increased patient-physician interaction or shorter wait times. Types of quantitative research methods and techniquesQuantitative research design describes how a researcher arranges a study in an attempt to control the variables. At one end of the spectrum is a method to observe and describe data rather than control or manipulate variables. At the opposite end are methods that aim to control variables and establish clear connections between them. The method you might use depends on your overall goals and what you hope to get from your research. 1. Descriptive researchDescriptive research describes situations, circumstances, or variables. The focus of descriptive statistics is the “what” instead of “why.” Usually, descriptive research involves a fair amount of observation. A researcher might ask children to describe how they spent their summer vacation or watch a teacher during a class to see how they explain concepts to students. When using descriptive research, a scientist isn’t likely to start from a hypothesis. If they develop one at all, it will be after they have collected data. They can then use the data to test the hypothesis through synthesis and analysis. As they collect data, they need to be careful about the variables they measure and the items they study. Descriptive research typically doesn’t end with an explanation of the cause and effect between variables. Some examples of descriptive research include:
2. Correlational researchThe goal of correlational research is to examine and determine the relationship between multiple variables or data points. Like descriptive research, correlational research doesn’t attempt to identify a reason for the connection between variables or find a cause for the relationship. Instead, the intent is to discover patterns or trends between the variables by making comparisons. A researcher performing correlational research shouldn’t manipulate or adjust the data. Examples of correlational research include:
3. Causal-comparative researchCausal-comparative research is also called quasi-experimental research. It has aspects in common with experimentation but can’t be considered a true experiment. The goal of causal-comparative research is to create a cause-and-effect relationship among multiple variables. What sets this type of research apart from true experimentation is that the researchers cannot manipulate the independent variable. Researchers also need to use naturally occurring or pre-existing groups as part of the study and randomly assign individuals to particular groups. Unlike a true experiment, there is no control group during quasi-experimental research. Examples of quasi-experimental research include:
One thing to keep in mind with quasi-experimental research is that many other variables, not just the ones studied, can impact the results. Students who take multivitamins might also have other things going on in their lives that cause them to go to school more often, for example. People who exercise and have lower cholesterol and blood pressure levels might have other factors, such as a healthier diet or family history, that make them more likely to have better heart health. 4. Experimental researchAn experimental research approach relies on the scientific method to manipulate and control variables to determine the cause-and-effect relationship. Experiments can take place in lab settings, but researchers can also conduct them in workshops or classrooms. To be considered a true experiment, research needs to have a control group and control over all possible variables except the independent variable, which the researchers manipulate. Participants in the experiment are assigned to a random group rather than self-selected, as they usually are in a quasi-experimental research method. Examples of experimental research include:
Data collection methodologiesData collection is a critical part of any research study. When you perform quantitative research, you use one or more methods to gather your data. 1. Surveys or questionnairesA survey or questionnaire asks participants questions to help researchers collect the data they need. Survey questions can be open-ended, such as, “How do you feel after drinking a cup of coffee?” or closed, such as, “How many cups of coffee do you drink daily?: 0-1, 2-3, 4 or more.” Quantitative research surveys usually use closed questions that provide a numerical value as an answer. Your sampling methods, or how you choose the people you will survey, are a key part of data collection. You might want to collect surveys from people who fit a certain demographic description or a wider subset of the population. How frequently you collect survey information is also essential. Two general methods of conducting surveys exist:
2. InterviewsInterviews are similar to questionnaires. Instead of having a participant fill out a paper or digital form, the researcher asks the questions while sitting face-to-face with the participant or while they are on the phone. Interviews can be structured, meaning the researcher asks the same questions, in the same order, to everyone who participates. During an unstructured interview, the researcher might ask questions as they think of them or questions in response to what the participant says. 3. ObservationObservation involves watching people and taking note of their behaviors and habits. It’s commonly used to collect qualitative data but can be used to collect quantitative data. For example, a researcher might observe employees leaving work for the day and count those who leave right at 5 p.m., those who leave a bit early and those who stay late. The researcher might observe employees for several days to see if there are patterns or changes when people leave work. Advantages of quantitative researchQuantitative research has many advantages for researchers and companies that need to get information on their customers. Some of the benefits of quantitative research include:
Disadvantages of quantitative researchQuantitative research might not be the best option in all cases. Some possible drawbacks of the method include:
Although there can be drawbacks to quantitative research, a well-designed study will account for those drawbacks and seek to eliminate them. For example, ensuring a large sample size and setting representational population parameters can help increase the accuracy of the results. Secondary quantitative research methodsSecondary data is data someone else has already collected. Secondary research is sometimes called desk research since it involves collecting, summarizing, synthesizing and analyzing existing data rather than collecting data, often to strengthen the results from primary research. Secondary data is available from various sources, including:
What’s the difference between quantitative and qualitative research?Quantitative research and qualitative research are often compared. While quantitative research focuses on objectivity and numerical values, qualitative research is subjective and values descriptions of feelings or situations. Quantitative research focuses more on establishing measurable (quantifiable) data, while qualitative research is more interpretive and focused on qualities or characteristics. Some of the data collection methods used during qualitative research are the same as those used during quantitative research, but the end goal is different. A qualitative research study might involve observation and surveys. The survey questions will generally be open-ended. Observation will be to see and describe how people approach situations, rather than counting how frequently they do something. Another way to look at the difference between quantitative and qualitative research is that one often informs the other — in fact, they can be used together. Businesses typically perform qualitative research when they want to create a hypothesis. Asking people their opinions on a subject can help a business learn more about its customers’ concerns or the opportunities available to it. The company uses the information gathered to form a hypothesis, which it then tests using quantitative research. Learn More About Cint’s Quantitative Research ToolsQuantitative research can help you learn more about your company’s customers, potential customers, and the overall market. Cint connects brands and businesses to the right audience for quantitative research surveys. To learn more about our platform and what we do to ensure the data we collect is high-quality and accurate, contact us today. What is the main goal of quantitative?The purpose of quantitative research is to generate knowledge and create understanding about the social world. Quantitative research is used by social scientists, including communication researchers, to observe phenomena or occurrences affecting individuals. Social scientists are concerned with the study of people.
Which of the following is a qualitative research goal?Qualitative research aims to get a better understanding through first hand experience, truthful reporting, and quotations of actual conversations. It aims to understand how the participants derive meaning from their surroundings, and how their meaning influences their behavior.
Which of the following is quantitative research?Quantitative research collects information from existing and potential customers using sampling methods and sending out online surveys, online polls, and questionnaires, for example. The results of which can be depicted in the form of numerical.
What are the 4 good points of quantitative research?Quantitative researchers generally have four main preoccupations: they want their research to be measurable, to focus on causation, to be generalisable, and to be replicable.
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