Quantitative Research Techniques (1/2)

Your goal in conducting a quantitative research study is to determine the relationship between one thing [an independent variable] and another [a dependent variable] within a population.

Quantitative research designs are either descriptive (subjects usually measured once) or experimental (subjects measured before and after a treatment).

A descriptive study establishes only associations between variables while an experimental study establishes causality.

Quantitative research deals in numbers, logic, and an objective stance. It focuses on numeric and unchanging data and detailed, convergent reasoning rather than divergent reasoning (i.e., the generation of a variety of ideas about a research problem in a spontaneous, free-flowing manner).

• The data is usually gathered using structured research instruments.
• The results are based on larger sample sizes that are representative of the population.
• The research study can usually be replicated or repeated, given its high reliability.
• Researcher has a clearly defined research question to which objective answers are sought.
• Data are in the form of numbers and statistics, often arranged in tables, charts, figures, or other non-textual forms.
• It can be used to generalize concepts more widely, predict future results, or investigate causal relationships.
• Researcher uses tools, such as questionnaires or computer software, to collect numerical data.

The overarching aim of a quantitative research study is to classify features, count them, and construct statistical models in an attempt to explain what is observed.

• Allows for a broader study, involving a greater number of subjects, and enhancing the generalization of the results;

• Allows for greater objectivity and accuracy of results.

• The research can be replicated, and then analyzed and compared with similar studies – ensures validity and reliability;

• You can summarize vast sources of information and make comparisons across categories and over time;

• Personal bias can be avoided by keeping a ‘distance’ from participating subjects.

• The data is more efficient but may miss contextual detail;

• Uses a static and rigid approach and so employs an inflexible process of discovery;

• The development of standard questions by researchers can lead to “structural bias” and false representation, where the data actually reflects the view of the researcher;

• Results provide less detail on behavior, attitudes, and motivation;

• Researcher may sometimes collect asuperficial dataset;

• The research is often carried out in an artificial environment so that a level of control can be applied (thus yielding “laboratory results” as opposed to “real world results”).

Consumer panels are groups of consumers in specific sectors, recruited by research companies and agencies, who are used as respondents to answer specific research questions relating to product testing, taste testing, ad testing or other areas.

Most often, they are a specialist panel who take part in numerous projects. Consumer panels are particularly useful for short, quick surveys, where the emphasis is on a sample of those with specialist knowledge rather than a representative sample of the general population.

The business panels may be more specialized toward specific markets. Some market research firms have these specialized panels available on a regular basis, rather then creating them from scratch every time they are needed, and they may have many different types of specialized panels available to the business community.

Market research panels are comprised of pre-recruited groups of people who have agreed to participate, so although the selection method to approach these people may be random, the group is not random in that they are all chosen from the group of people who want to do this task.

Panels can be chosen from a target audience segment, current customers, potential customers, or any other particular group the originator of the study wants to include.

Members generally are given some type of incentive reward for their participation, which could be cash or a gift.