Quantitative research is the collection and analysis of primary information. Studies of this kind are usually conducted when accurate, statistically verified numerical data are needed. At the heart of the methods of quantitative research are always clear mathematical and statistical models, which allows as a result to have precise quantitative values of the studied indicators.
5 Advantages Of The Quantitative Research Method
- Coverage of a large number of research objects (respondents, points, etc.). However, in order to cover hard-to-reach segments (for example, higher / lower layers of the population), it is customary to use qualitative research methods (case studies)
- Ability to collect quantitative data
- The possible anonymity of survey participants. The questionnaire for the quantitative survey can be anonymous, a number of experts believe that anonymity raises the level of reliability of the data obtained. However, this is a controversial issue, since studies conducted on this topic show that the level of reliability of the answers of anonymous respondents is not much different from the level of responses of personalized respondents. The Step by Step marketing agency is interested in the respondent’s name and minimal information about his personality (address/telephone) during quantitative surveys, which allows for a qualitative control over the work of interviewers.
- The possibility of using visual materials. The same advantage can be distinguished in qualitative studies
- The possibility of using various methods in the course of research: psychological and psychographic tests, projective techniques aimed at obtaining both factual (factual) information and information relating to the personality of the respondent.