A prior market research blog post (authored by our guest blogger, Mark Dengler, President of Research & Marketing Strategies) gave the following explanation of quantitative research.
Quantitative research generates numerical data or data that can be converted into numbers for a statistical review. A typical example would be a restaurant survey card that asks “from 1 to 5, with one being ‘very dissatisfied’ and 5 being ‘very satisfied,’ how would you describe your dining experience today?” Ideally, quantitative research looks to obtain a statistically reliable sampling of respondents.
Quantitative data is most often collected in the form of a questionnaire or survey. The research process typically involves the development of questions as well as scales that are used to measure feelings, satisfaction and other important factors on a numerical level. Below is a list of a few examples of quantitative research:
- Mail/Paper Surveys
- Online Surveys
- Telephone Surveys
- Mixed Mode
- Panel Research
For those of you not familiar with the how Quantitative Research works on a step-by-step course, please find below a flowchart that the RMS Business Development team uses to help walk new clients through the project process.