Quantitative

Research
It is used to test or confirm theories and
assumptions.
The results are based on larger sample sizes that are
representative of the population.
› Quantitative data collection methods
› • Surveys: List of closed or multiple choice questions that
is distributed to a sample (online, in person, or over the
phone).
› • Experiments: Situation in which variables are
controlled and manipulated to establish cause-and-effect
relationships.
› • Observations: Observing people in a natural
environment where variables can’t be controlled.
› • Content analysis: Systematically recording the
presence of certain words or themes in a set of texts to
analyze communication patterns.
results are often arranged in tables, charts, figures, or other non-
textual forms.
The research study can usually be replicated or repeated, given its high
reliability.
For example, if you asked: “What do you think of our ice cream prices?”,
people would give you feedback in their own words and you will
probably get some out-of-the-box answers.
If that’s not what you’re looking for, you should consider using an easily
quantifiable response.

Relative to our competitors, do you think our

ice cream prices are:
• Higher
• About the same
• Lower
Quantitative research approach

You survey 300 students at your university and ask

them questions such as: “on a scale from 1-5, how
satisfied are your with your professors?”

You can perform statistical analysis on the data and

draw conclusions such as: “on average students
rated their professors 4.4”.