What is quantitative research?
Quantitative research is the collection of data, usually through a survey, that can provide organizations with a broad picture of a topic or potential problem. Consumer surveys and polls are examples of quantitative research.
How does quantitative research work?
Quantitative research is all about statistics, while qualitative research focuses more on in-depth observation. It’s the calculator vs. the tape recorder. Survey responses are collected and the numbers are objectively presented for evaluation.
Compare and contrast
Quantitative research often involves looking at two variables to better understand how they might impact each other. For instance, if someone owns a house rather then rents what type of products are they likely to buy? Crosstabs allow for direct comparisons between two different groups of responders.
News outlets often use polls — a form of quantitative research — to gauge public opinion about political candidates or policy issues. Companies might use consumer polls to adjust marketing strategies or tweak product offerings.
Why quantitative research matters
Paints a picture
Quantitative research provides a picture of the landscape in which organizations are operating and allows them to adjust or tweak strategies based on consumer perceptions or behaviors. It leads to better investments in communications and marketing strategies.
Quantitative research can provide a heads up to organizations if there’s an unforeseen problem with how they are marketing or delivering a product. By regularly surveying its consumers an organization can identify issues before they have a negative impact on operations or revenues.
Testing and validation
Quantitative research eliminates the need for assumptions. Organizations can test out new ideas or products and gather information to either validate their thinking or pivot in a different direction.