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What is quantitative research?
DID YOU KNOW?
Quantitative research methods were originally developed in the natural sciences to study natural phenomena. It was then developed in the social sciences to study social and cultural phenomena. A survey researcher’s analytical tool kit is similar to that of the biologist or chemist, the difference is that the survey researcher aims to answer questions about society.

Quantitative research involves obtaining and interpreting data (information) in order to develop a breadth of knowledge about a specific target population (e.g. group of people). Analytical and statistical methods are used in research to measure, compare, and cut data gathered in a carefully designed and controlled manner.

When is quantitative used?
Quantitative research is generally used when information is needed about a large group of people. For example, this group could be as broadly defined as ‘the population of the United States of America’ or as narrowly defined as ‘the population of sail boat owners in New York City.’ It is the researcher’s challenge to determine efficient and valid ways to obtain information about these groups that successfully answers whatever questions they may have.

DID YOU KNOW?
A typical research project might begin with qualitative sessions to glean key attributes and characteristics of a product or service, followed by a rigorous quantitative measurement of these characteristics. However, this is not always the case: often a quantitative project suggests the need to seek further or different descriptive information. In such case, the process might be Quantitative-Qualitative-Quantitative. While the research process is serial and scientific, each project is unique and the challenge for the research team is to determine the achievement of maximum results.
How is quantitative research conducted?
The following examples are the most frequently-used methods of gathering statistical information: (the following are live links)

Who conducts quantitative research?
Many different individuals and organizations conduct quantitative research. Consumers of research span across governments, corporations, elected officials, universities, media, think tanks, and academic researchers. Some times these ‘end users’ of research conduct their own research, but often times they hire research suppliers to conduct the research (or parts of the research process).

From the Expert:
“Many important developments in our global society owe quantitative research a nod and a tip of the hat to opinion research. This trend is growing, our corporate institutions are large and removed from the communities they serve, and decision-information is key- especially under the intense, competitive pressures these organizations face.”
--Patrick Glaser, Director of Respondent Cooperation, CMOR

What are some of the characteristics of quantitative research?

  • Its objective is to test hypotheses about well-defined, quantifiable problems
  • It is generally based on relatively large, representative samples
  • The data obtained are subjected to statistical analysis
  • The generalizability, validity, and reliability of results must be sufficiently high to provide managers with a level of understanding of risks/rewards to base important business decisions

Definintions:
End Users: The client company that make business decisions based on the findings of the research process

Hypotheses: A tentative theory for an observation, set to be proved or disproved through statistical research and findings

Representative Samples: Refers to a small quantity of a particular group whose characteristics represent (as accurately as possible) the entire target population

Statistical Analysis: A collection of methods used to process large amounts of data and report overall trends

Generalizability: The extent to which the findings obtained on a specific sample can be applied to the target population.

Reliability: The result of a research process that produces a consistent and predictable result over and over.

Validity: The result of a research process that produces results that are shown to be correct through the passage of time

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