Quantitative Research

Quantitative research is usually employed to describe market characteristics, relationships/ associations among variables. Its formal and structured research designs can clearly specify who, what, when, where and how variables.

Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population.

Quantitative Research uses measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods are much more structured than Qualitative data collection methods.

Its main characteristics are:

• The data is usually gathered using structured research instruments.

• The results are based on larger sample sizes that are representative of the population.

• The research study can usually be replicated or repeated, given its high reliability.

• Researcher has a clearly defined research question to which objective answers are sought.

• All aspects of the study are carefully designed before data is collected.

• Data are in the form of numbers and statistics, often arranged in tables, charts, figures, or other non-textual forms.

• Project can be used to generalize concepts more widely, predict future results, or investigate causal relationships.

• Researcher uses tools, such as questionnaires or computer software, to collect numerical data.