QUANTITATIVE RESEARCH

   QUANTITATIVE RESEARCH

Definition of the methods/ technique 

Quantitative research is a scientific method sed to gather and analyze numerical data to answer research questions and test hypotheses. It involves collecting data in a structured and standardized manner, often through surveys, experiments, or existing datasets, and analyzing it using statistical techniques.

Characteristics of the method/technique

● The tools are structured to collect quantitative data. 

● The sample size is considerable since to get reliable results, the sample needs to be               significant. 

● The questionnaires contain closed-ended questions since this helps to collect quantitative       data. 

● Prior investigations about the phenomenon help to know about it before collecting data. 

● The results are generalized to an entire population.

Main uses of the the method/ technique 

This kind of research is typically conducted for businesses that are curious about the preferences of both current and potential customers. They can determine whether a product will be accepted in this way. Additionally, the amount of satisfaction can be determined by quantitative research.  

Advantages of quantitative research 

Advantages 

Quantitative research is often used to standardize data collection and generalize findings. Strengths of this approach include: 

★ Replication Repeating the study is possible because of standardized data collection protocols and tangible definitions of abstract concepts. 

★ Direct comparisons of results The study can be reproduced in other cultural settings, times or with different groups of participants. Results can be compared statistically. 

★ Large samples Data from large samples can be processed and analyzed using reliable and consistent procedures through quantitative data analysis. 

★ Hypothesis testing Using formalized and established hypothesis testing procedures means that you have to carefully consider and report your research variables, predictions, data collection and testing methods before coming to a conclusion.

Disadvantages 

Despite the benefits of quantitative research, it is sometimes inadequate in explaining complex research topics. Its limitations include: 

❖ Superficiality Using precise and restrictive operational definitions may inadequately represent complex concepts. For example, the concept of mood may be represented with just a number in quantitative research, but explained with elaboration in qualitative research. 

❖ Narrow focus Predetermined variables and measurement procedures can mean that you ignore other relevant observations. 

❖ Structural bias Despite standardized procedures, structural biases can still affect quantitative research. Missing data, imprecise measurements or inappropriate sampling methods are biases that can lead to the wrong conclusions. 

❖ Lack of context Quantitative research often uses unnatural settings like laboratories or fails to consider historical and cultural contexts that may affect data collection and results.