A500.7.3.RB - Quantitative Research
Reflection
Quantitative research is about asking
people for their opinions in a structured way so that you can produce hard
facts and statistics to guide you. It is used to calculate the problem by way
of generating numerical data or data that can be transformed into usable
statistics. To get reliable statistical results, it’s important to survey
people in fairly large numbers and to make sure they are a representative
sample of your target market.
Quantitative research asks two basic
questions: what exits or happens in society (descriptive research) or why does
it exist or happens (explanatory research). Good explanatory research can only
be built on solid descriptive knowledge. Quantitative research aims at causal
explanation. It answers primarily to why?
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.
Quantitative data collection methods include various forms of surveys – online
surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face
interviews, telephone interviews, longitudinal studies, website interceptors,
online polls, and systematic observations. Survey questions have to be
carefully considered so that the results will provide meaningful data.
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