Quantitative research, is defined as a the systematic

investigation of phenomena by gathering quantifiable

data and performing statistical, mathematical or
computational techniques. Quantitative research
gathers information from existing and potential
customers using sampling methods and sending
out online surveys, online polls, questionnaires etc.,
the results of which can be depicted in the form of
numericals. After careful understanding of these
numbers to predict the future of a product or service
and make changes accordingly.
Quantitative research is mostly
conducted in social sciences using the
statistical methods used above to
collect quantitative data from the
research study. In this research
method, researchers and statisticians
deploy mathematical frameworks and
theories that pertain to the quantity
under question.
Quantitative research templates are
objective, elaborate and many a times,
are investigational in nature. The
results achieved from this research
method are logical, statistical and
unbiased. Data collection happens
using a structured method and
conducted on larger samples which
represent the entire population.
Structured tools: Structured tools such
as surveys, polls or questionnaires are
used to gather quantitative data. Using
such structure methods helps in
collecting in-depth and actionable data
from the survey respondents.
Sample size: Quantitative research
is conducted on a
significant sample size that
represents the target market.
Appropriate sampling
methods have to be used when
deriving the sample so as to fortify
the research objective
Close-ended questions: Closed-
ended questions are created in
accordance with the objective of
research. These questions help
collect quantitative data and hence
are extensively used in quantitative
research.
Prior studies: Various factors
related to the research topic
are studied before collecting
feedback from respondents.
Quantitative data: Usually, quantitative
data is represented by tables, charts, graphs
or any other non-numerical form. This
makes it easy to understand the data that
has been collected as well as prove the
validity of the market research.
Generalization of results: Results
of this research method can be
generalized to an entire population
to take appropriate actions for
improvement.
Collect reliable and accurate data: As data
is collected, analyzed and presented in
numbers, the results obtained will be
extremely reliable. Numbers do not lie. They
present an honest picture of the conducted
research without discrepancies and is also
extremely accurate. In situations where a
researcher predicts conflict, quantitative
research is conducted.
Quick data collection: A quantitative
research is carried out with a group of
respondents who represent a
population. A survey or any other
quantitative research method applied
to these respondents and the
involvement of statistics, conducting
and analyzing results is quite
straightforward and less time-
consuming.
Wider scope of data analysis: Due
to the statistics, this research
method provides a wide scope of
data collection.
Eliminate bias: This research
method offers no scope for
personal comments or biasing of
results. The results achieved are
numerical and are thus, fair in
most cases.
Experimental Research
 Experimental research is any research
conducted with a scientific approach, where
a set of variables are kept constant while the
other set of variables are being measured as
the subject of experiment.
 Experimental research is one of the
founding quantitative research methods.
The simplest example of an experimental
research is conducting a laboratory test. As
long as research is being conducted under
scientifically acceptable conditions – it
qualifies as an experimental research. A
true experimental research is considered to
be successful only when the researcher
confirms that a change in the dependent
variable is solely due to the manipulation of
the independent variable.
Experimental research is
conducted in the following
situations:
 Time is a vital factor for establishing a
relationship between cause and effect.
 Invariable behavior between cause and
effect.
 The eminence of cause-effect relationship is
as per desirability.
1. Pre-Experimental Research Design: This is the
simplest form of experimental research design. A
group, or various groups, are kept under observation
after factors are considered for cause and effect. It is
usually conducted to understand whether further
investigation needs to be carried out on the target
group/s, due to which it is considered to be cost-
effective.
• The pre-experimental research design is further
bifurcated into three types:
• One-shot Case Study Research Design
• One-group Pretest-posttest Research Design
• Static-group Comparison
2. True Experimental Research Design: True experimental
research is the most accurate form of experimental
research design as it relies on statistical analysis to prove or
disprove a hypothesis. It is the only type of Experimental
Design that can establish a cause-effect relationship within
a group/s. In a true experiment, there are three factors
which need to be satisfied:
• Control Group (Group of participants for research that are
familiar to the Experimental group but experimental
research rules do not apply to them.) and Experimental
Group (Research participants on whom experimental
research rules do apply.)
• Variable which can be manipulated by the researcher
• Random distribution
• This experimental research method is commonly
implemented in physical sciences.
3. Quasi-Experimental Research Design: The
word “Quasi” indicates resemblance. A quasi-
experimental research design is similar to
experimental research but is not exactly that. The
difference between the two the assignment of a control
group. In this research design, an independent
variable is manipulated but the participants of a group
are not randomly assigned as per conditions. The
independent variable is manipulated before
calculating the dependent variable and so,
directionality problem is eliminated. Quasi-research is
used in field settings where random assignment is
either irrelevant or not required.
• Researchers have a stronger hold over variables to
obtain desired results.
• Subject or industry is not a criterion for experimental
research due to which any industry can implement it
for research purposes.
• Results are extremely specific.
• Once the results are analyzed, they can be applied to
various other similar aspects.
• Cause and effect of a hypothesis can be derived so that
researchers can analyze greater details.
• Experimental research can be used in association with
other research methods.
Non-experimental research is the label given to a
study when a researcher cannot control, manipulate or
alter the predictor variable or subjects, but instead,
relies on interpretation, observation or interactions to
come to a conclusion. Typically, this means the non-
experimental researcher must rely on correlations,
surveys or case studies, and cannot demonstrate a true
cause-and-effect relationship. Non-experimental
research tends to have a high level of external validity,
meaning it can be generalized to a larger population.
• Survey research is the collection
of data attained by asking individuals
questions either in person, on paper, by
phone or online. Conducting surveys is one
form of primary research, which is the
gathering data first-hand from its source.
The information collected may also be
accessed subsequently by other parties in
secondary research.
 Survey research is used to gather the
opinions, beliefs and feelings of selected
groups of individuals, often chosen
for demographic sampling. These
demographics include age, gender, ethnicity
or income levels. The most famous public
survey focused on demographics is
the United States Census, which occurs
every ten years.
Common types of surveys include interviews and
questionnaires, which are comprised of multiple
choice questionnaires, opinions and polls.
Questionnaires are distributed through mail surveys,
group administered questionnaires or in-person drop-
offs. Interviews can be held in person or over the
phone and are often a more personal form of research
than questionnaires. There are several issues to
consider when creating a survey, including content,
wording, response format and question placement and
sequence. All of these choices can affect the answers
given by participating individuals.
Historical research or
historiography, "attempts to
systematically recapture the complex
nuances, the
people,meanings,events,and even ideas
of the past that have influenced and
shaped the present". (Berg & Lure,
2012, p. 305 )
• Observational research is particularly prevalent in the social
sciences and in marketing. It is a social research technique that
involves the direct observation of phenomena in their natural
setting. This differentiates it from experimental research in
which a quasi-artificial environment is created to control for
spurious factors, and where at least one of the variables is
manipulated as part of the experiment. It is typically divided into
naturalistic (or “nonparticipant”) observation, and participant
observation. Cases studies and archival research are special types
of observational research. Naturalistic (or nonparticipant)
observation has no intervention by a researcher. It is simply
studying behaviors that occur naturally in natural contexts,
unlike the artificial environment of a controlled laboratory
setting. Importantly, in naturalistic observation, there is no
attempt to manipulate variables. It permits measuring what
behavior is really like. However, its typical limitations consist in
its incapability exploring the actual causes of behaviors, and the
impossibility to determine if a given observation is truly
representative of what normally occurs.
Correlational research is a type of
non-experimental research method, in
which a researcher measures two
variables, understands and assess the
statistical relationship between them
with no influence from any extraneous
variable.
• Descriptive research can be explained as a statement
of affairs as they are at present with the researcher
having no control over variable. Moreover, “descriptive
studies may be characterised as simply the attempt to
determine, describe or identify what is, while
analytical research attempts to establish why it is that
way or how it came to be”[1].
• Descriptive research is “aimed at casting light on
current issues or problems through a process of data
collection that enables them to describe the situation
more completely than was possible without employing
this method.”[2]
Comparative research is
a research methodology in the social
sciences that aims to make
comparisons across different countries
or cultures.
 More reliable and objective
 Can use statistics to generalise a finding
 Often reduces and restructures a complex problem to a
limited number of variables
 Looks at relationships between variables and can establish
cause and effect in highly controlled circumstances
 Tests theories or hypotheses
 Assumes sample is representative of the population
 Subjectivity of researcher in methodology is recognised
less
 Less detailed than qualitative data and may miss a desired
response from the participant