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In This Article Expand or collapse the "in this article" section Quantitative Methods in Sociological Research

Introduction, professional associations.

Data Sources
Data Archives
Statistical Software Packages
Research Design
Survey Research
Categorical Data Analysis
Longitudinal Data Analysis
Structural Equation Modeling
Multilevel Modeling
Causal Inference
Critical Reflections
Mixed Methods
Network Analysis
Training and Other Resources

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Quantitative Methods in Sociological Research by Erin Leahey LAST REVIEWED: 27 July 2011 LAST MODIFIED: 27 July 2011 DOI: 10.1093/obo/9780199756384-0044

Sociology develops, adopts, and adapts a wide variety of methods for understanding the social world. Realizing that this embarrassment of riches can bewilder the newcomer, this entry is intended to guide scholars through some of the main methods used by quantitative social scientists and some of the key resources for learning such methods. Because many sociologists in the United States receive foundational training in multivariate linear regression, this entry focuses on developments that go beyond this topic, including categorical data analysis, structural equation modeling, multilevel modeling, longitudinal data analysis, causal inference, and even network analysis. The recent wave of interest in mixed methods also merits inclusion. A section on critical reflections aims to encourage researchers to be reflective and thoughtful about the approach(es) they choose.

A number of professional associations are open to quantitative methodologists and researchers, including the two ASAs ( American Sociological Association and American Statistical Association ), the Population Association of American (PAA) , for demographers broadly defined, and the American Association for Public Opinion Research (AAPOR) for survey researchers and methodologists.

American Association of Public Opinion Research (AAPOR) .

Founded in 1947, AAPOR is an association of individuals who share an interest in survey research, qualitative and quantitative research methods, and public opinion data. Members come from academia, media, government, the nonprofit sector, and private industry. Meetings are held in even-numbered years.

American Sociological Association (ASA) .

The national professional association for sociologists, ASA serves as a reference for professional, ethical, and pedagogical topics; sponsors nine journals; and hosts an annual meeting.

American Statistical Association (ASA) .

ASA is the world’s largest community of statisticians and the second-oldest professional society in the United States. For 170 years, ASA has supported excellence in the development and dissemination of statistical science. Its members serve in industry, government, and academia, advancing research and promoting sound statistical practice to inform public policy and improve human welfare.

Population Association of America (PAA) .

PAA is a nonprofit organization that promotes research on population issues such as fertility, migration, health, and mortality. PAA sponsors the journal Demography .

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[81.177.182.174]
81.177.182.174

A Quick Guide to Quantitative Research in the Social Sciences

(12 reviews)

Christine Davies, Carmarthen, Wales

Last Update: 2021

Publisher: University of Wales Trinity Saint David

Language: English

Formats Available

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Learn more about reviews.

Reviewed by Jennifer Taylor, Assistant Professor, Texas A&M University-Corpus Christi on 4/18/24

This resource is a quick guide to quantitative research in the social sciences and not a comprehensive resource. It provides a VERY general overview of quantitative research but offers a good starting place for students new to research. It... read more

Comprehensiveness rating: 4 see less

Content Accuracy rating: 4

The content is relatively accurate. The measurement scale section is very sparse. Not all types of research designs or statistical methods are included, but it is a guide, so details are meant to be limited.

Relevance/Longevity rating: 4

The examples were interesting and appropriate. The content is up to date and will be useful for several years.

Clarity rating: 5

The text was clearly written. Tables and figures are not referenced in the text, which would have been nice.

Consistency rating: 5

The framework is consistent across chapters with terminology clearly highlighted and defined.

Modularity rating: 5

The chapters are subdivided into section that can be divided and assigned as reading in a course. Most chapters are brief and concise, unless elaboration is necessary, such as with the data analysis chapter. Again, this is a guide and not a comprehensive text, so sections are shorter and don't always include every subtopic that may be considered.

Organization/Structure/Flow rating: 5

The guide is well organized. I appreciate that the topics are presented in a logical and clear manner. The topics are provided in an order consistent with traditional research methods.

Interface rating: 5

The interface was easy to use and navigate. The images were clear and easy to read.

Grammatical Errors rating: 5

I did not notice any grammatical errors.

Cultural Relevance rating: 5

The materials are not culturally insensitive or offensive in any way.

I teach a Marketing Research course to undergraduates. I would consider using some of the chapters or topics included, especially the overview of the research designs and the analysis of data section.

Reviewed by Tiffany Kindratt, Assistant Professor, University of Texas at Arlington on 3/9/24

Comprehensiveness rating: 3 see less

The text provides a brief overview of quantitative research topics that is geared towards research in the fields of education, sociology, business, and nursing. The author acknowledges that the textbook is not a comprehensive resource but offers references to other resources that can be used to deepen the knowledge. The text does not include a glossary or index. The references in the figures for each chapter are not included in the reference section. It would be helpful to include those.

Overall, the text is accurate. For example, Figure 1 on page 6 provides a clear overview of the research process. It includes general definitions of primary and secondary research. It would be helpful to include more details to explain some of the examples before they are presented. For instance, the example on page 5 was unclear how it pertains to the literature review section.

In general, the text is relevant and up-to-date. The text includes many inferences of moving from qualitative to quantitative analysis. This was surprising to me as a quantitative researcher. The author mentions that moving from a qualitative to quantitative approach should only be done when needed. As a predominantly quantitative researcher, I would not advice those interested in transitioning to using a qualitative approach that qualitative research would enhance their research—not something that should only be done if you have to.

Clarity rating: 4

The text is written in a clear manner. It would be helpful to the reader if there was a description of the tables and figures in the text before they are presented.

Consistency rating: 4

The framework for each chapter and terminology used are consistent.

Modularity rating: 4

The text is clearly divided into sections within each chapter. Overall, the chapters are a similar brief length except for the chapter on data analysis, which is much more comprehensive than others.

Organization/Structure/Flow rating: 4

The topics in the text are presented in a clear and logical order. The order of the text follows the conventional research methodology in social sciences.

I did not encounter any interface issues when reviewing this text. All links worked and there were no distortions of the images or charts that may confuse the reader.

Grammatical Errors rating: 3

There are some grammatical/typographical errors throughout. Of note, for Section 5 in the table of contents. “The” should be capitalized to start the title. In the title for Table 3, the “t” in typical should be capitalized.

Cultural Relevance rating: 4

The examples are culturally relevant. The text is geared towards learners in the UK, but examples are relevant for use in other countries (i.e., United States). I did not see any examples that may be considered culturally insensitive or offensive in any way.

I teach a course on research methods in a Bachelor of Science in Public Health program. I would consider using some of the text, particularly in the analysis chapter to supplement the current textbook in the future.

Reviewed by Finn Bell, Assistant Professor, University of Michigan, Dearborn on 1/3/24

For it being a quick guide and only 26 pages, it is very comprehensive, but it does not include an index or glossary. read more

For it being a quick guide and only 26 pages, it is very comprehensive, but it does not include an index or glossary.

Content Accuracy rating: 5

As far as I can tell, the text is accurate, error-free and unbiased.

Relevance/Longevity rating: 5

This text is up-to-date, and given the content, unlikely to become obsolete any time soon.

The text is very clear and accessible.

The text is internally consistent.

Given how short the text is, it seems unnecessary to divide it into smaller readings, nonetheless, it is clearly labelled such that an instructor could do so.

The text is well-organized and brings readers through basic quantitative methods in a logical, clear fashion.

Easy to navigate. Only one table that is split between pages, but not in a way that is confusing.

There were no noticeable grammatical errors.

The examples in this book don't give enough information to rate this effectively.

This text is truly a very quick guide at only 26 double-spaced pages. Nonetheless, Davies packs a lot of information on the basics of quantitative research methods into this text, in an engaging way with many examples of the concepts presented. This guide is more of a brief how-to that takes readers as far as how to select statistical tests. While it would be impossible to fully learn quantitative research from such a short text, of course, this resource provides a great introduction, overview, and refresher for program evaluation courses.

Reviewed by Shari Fedorowicz, Adjunct Professor, Bridgewater State University on 12/16/22

Comprehensiveness rating: 5 see less

The text is indeed a quick guide for utilizing quantitative research. Appropriate and effective examples and diagrams were used throughout the text. The author clearly differentiates between use of quantitative and qualitative research providing the reader with the ability to distinguish two terms that frequently get confused. In addition, links and outside resources are provided to deepen the understanding as an option for the reader. The use of these links, coupled with diagrams and examples make this text comprehensive.

The content is mostly accurate. Given that it is a quick guide, the author chose a good selection of which types of research designs to include. However, some are not provided. For example, correlational or cross-correlational research is omitted and is not discussed in Section 3, but is used as a statistical example in the last section.

Examples utilized were appropriate and associated with terms adding value to the learning. The tables that included differentiation between types of statistical tests along with a parametric/nonparametric table were useful and relevant.

The purpose to the text and how to use this guide book is stated clearly and is established up front. The author is also very clear regarding the skill level of the user. Adding to the clarity are the tables with terms, definitions, and examples to help the reader unpack the concepts. The content related to the terms was succinct, direct, and clear. Many times examples or figures were used to supplement the narrative.

The text is consistent throughout from contents to references. Within each section of the text, the introductory paragraph under each section provides a clear understanding regarding what will be discussed in each section. The layout is consistent for each section and easy to follow.

The contents are visible and address each section of the text. A total of seven sections, including a reference section, is in the contents. Each section is outlined by what will be discussed in the contents. In addition, within each section, a heading is provided to direct the reader to the subtopic under each section.

The text is well-organized and segues appropriately. I would have liked to have seen an introductory section giving a narrative overview of what is in each section. This would provide the reader with the ability to get a preliminary glimpse into each upcoming sections and topics that are covered.

The book was easy to navigate and well-organized. Examples are presented in one color, links in another and last, figures and tables. The visuals supplemented the reading and placed appropriately. This provides an opportunity for the reader to unpack the reading by use of visuals and examples.

No significant grammatical errors.

The text is not offensive or culturally insensitive. Examples were inclusive of various races, ethnicities, and backgrounds.

This quick guide is a beneficial text to assist in unpacking the learning related to quantitative statistics. I would use this book to complement my instruction and lessons, or use this book as a main text with supplemental statistical problems and formulas. References to statistical programs were appropriate and were useful. The text did exactly what was stated up front in that it is a direct guide to quantitative statistics. It is well-written and to the point with content areas easy to locate by topic.

Reviewed by Sarah Capello, Assistant Professor, Radford University on 1/18/22

The text claims to provide "quick and simple advice on quantitative aspects of research in social sciences," which it does. There is no index or glossary, although vocabulary words are bolded and defined throughout the text. read more

The content is mostly accurate. I would have preferred a few nuances to be hashed out a bit further to avoid potential reader confusion or misunderstanding of the concepts presented.

The content is current; however, some of the references cited in the text are outdated. Newer editions of those texts exist.

The text is very accessible and readable for a variety of audiences. Key terms are well-defined.

There are no content discrepancies within the text. The author even uses similarly shaped graphics for recurring purposes throughout the text (e.g., arrow call outs for further reading, rectangle call outs for examples).

The content is chunked nicely by topics and sections. If it were used for a course, it would be easy to assign different sections of the text for homework, etc. without confusing the reader if the instructor chose to present the content in a different order.

The author follows the structure of the research process. The organization of the text is easy to follow and comprehend.

All of the supplementary images (e.g., tables and figures) were beneficial to the reader and enhanced the text.

There are no significant grammatical errors.

I did not find any culturally offensive or insensitive references in the text.

This text does the difficult job of introducing the complicated concepts and processes of quantitative research in a quick and easy reference guide fairly well. I would not depend solely on this text to teach students about quantitative research, but it could be a good jumping off point for those who have no prior knowledge on this subject or those who need a gentle introduction before diving in to more advanced and complex readings of quantitative research methods.

Reviewed by J. Marlie Henry, Adjunct Faculty, University of Saint Francis on 12/9/21

Considering the length of this guide, this does a good job of addressing major areas that typically need to be addressed. There is a contents section. The guide does seem to be organized accordingly with appropriate alignment and logical flow of thought. There is no glossary but, for a guide of this length, a glossary does not seem like it would enhance the guide significantly.

The content is relatively accurate. Expanding the content a bit more or explaining that the methods and designs presented are not entirely inclusive would help. As there are different schools of thought regarding what should/should not be included in terms of these designs and methods, simply bringing attention to that and explaining a bit more would help.

Relevance/Longevity rating: 3

This content needs to be updated. Most of the sources cited are seven or more years old. Even more, it would be helpful to see more currently relevant examples. Some of the source authors such as Andy Field provide very interesting and dynamic instruction in general, but they have much more current information available.

The language used is clear and appropriate. Unnecessary jargon is not used. The intent is clear- to communicate simply in a straightforward manner.

The guide seems to be internally consistent in terms of terminology and framework. There do not seem to be issues in this area. Terminology is internally consistent.

For a guide of this length, the author structured this logically into sections. This guide could be adopted in whole or by section with limited modifications. Courses with fewer than seven modules could also logically group some of the sections.

This guide does present with logical organization. The topics presented are conceptually sequenced in a manner that helps learners build logically on prior conceptualization. This also provides a simple conceptual framework for instructors to guide learners through the process.

Interface rating: 4

The visuals themselves are simple, but they are clear and understandable without distracting the learner. The purpose is clear- that of learning rather than visuals for the sake of visuals. Likewise, navigation is clear and without issues beyond a broken link (the last source noted in the references).

This guide seems to be free of grammatical errors.

It would be interesting to see more cultural integration in a guide of this nature, but the guide is not culturally insensitive or offensive in any way. The language used seems to be consistent with APA's guidelines for unbiased language.

Reviewed by Heng Yu-Ku, Professor, University of Northern Colorado on 5/13/21

The text covers all areas and ideas appropriately and provides practical tables, charts, and examples throughout the text. I would suggest the author also provides a complete research proposal at the end of Section 3 (page 10) and a comprehensive... read more

For the most part, the content is accurate and unbiased. However, the author only includes four types of research designs used on the social sciences that contain quantitative elements: 1. Mixed method, 2) Case study, 3) Quasi-experiment, and 3) Action research. I wonder why the correlational research is not included as another type of quantitative research design as it has been introduced and emphasized in section 6 by the author.

I believe the content is up-to-date and that necessary updates will be relatively easy and straightforward to implement.

The text is easy to read and provides adequate context for any technical terminology used. However, the author could provide more detailed information about estimating the minimum sample size but not just refer the readers to use the online sample calculators at a different website.

The text is internally consistent in terms of terminology and framework. The author provides the right amount of information with additional information or resources for the readers.

The text includes seven sections. Therefore, it is easier for the instructor to allocate or divide the content into different weeks of instruction within the course.

Yes, the topics in the text are presented in a logical and clear fashion. The author provides clear and precise terminologies, summarizes important content in Table or Figure forms, and offers examples in each section for readers to check their understanding.

The interface of the book is consistent and clear, and all the images and charts provided in the book are appropriate. However, I did encounter some navigation problems as a couple of links are not working or requires permission to access those (pages 10 and 27).

No grammatical errors were found.

No culturally incentive or offensive in its language and the examples provided were found.

As the book title stated, this book provides “A Quick Guide to Quantitative Research in Social Science. It offers easy-to-read information and introduces the readers to the research process, such as research questions, research paradigms, research process, research designs, research methods, data collection, data analysis, and data discussion. However, some links are not working or need permissions to access them (pages 10 and 27).

Reviewed by Hsiao-Chin Kuo, Assistant Professor, Northeastern Illinois University on 4/26/21, updated 4/28/21

As a quick guide, it covers basic concepts related to quantitative research. It starts with WHY quantitative research with regard to asking research questions and considering research paradigms, then provides an overview of research design and process, discusses methods, data collection and analysis, and ends with writing a research report. It also identifies its target readers/users as those begins to explore quantitative research. It would be helpful to include more examples for readers/users who are new to quantitative research.

Its content is mostly accurate and no bias given its nature as a quick guide. Yet, it is also quite simplified, such as its explanations of mixed methods, case study, quasi-experimental research, and action research. It provides resources for extended reading, yet more recent works will be helpful.

The book is relevant given its nature as a quick guide. It would be helpful to provide more recent works in its resources for extended reading, such as the section for Survey Research (p. 12). It would also be helpful to include more information to introduce common tools and software for statistical analysis.

The book is written with clear and understandable language. Important terms and concepts are presented with plain explanations and examples. Figures and tables are also presented to support its clarity. For example, Table 4 (p. 20) gives an easy-to-follow overview of different statistical tests.

The framework is very consistent with key points, further explanations, examples, and resources for extended reading. The sample studies are presented following the layout of the content, such as research questions, design and methods, and analysis. These examples help reinforce readers' understanding of these common research elements.

The book is divided into seven chapters. Each chapter clearly discusses an aspect of quantitative research. It can be easily divided into modules for a class or for a theme in a research method class. Chapters are short and provides additional resources for extended reading.

The topics in the chapters are presented in a logical and clear structure. It is easy to follow to a degree. Though, it would be also helpful to include the chapter number and title in the header next to its page number.

The text is easy to navigate. Most of the figures and tables are displayed clearly. Yet, there are several sections with empty space that is a bit confusing in the beginning. Again, it can be helpful to include the chapter number/title next to its page number.

Grammatical Errors rating: 4

No major grammatical errors were found.

There are no cultural insensitivities noted.

Given the nature and purpose of this book, as a quick guide, it provides readers a quick reference for important concepts and terms related to quantitative research. Because this book is quite short (27 pages), it can be used as an overview/preview about quantitative research. Teacher's facilitation/input and extended readings will be needed for a deeper learning and discussion about aspects of quantitative research.

Reviewed by Yang Cheng, Assistant Professor, North Carolina State University on 1/6/21

It covers the most important topics such as research progress, resources, measurement, and analysis of the data. read more

It covers the most important topics such as research progress, resources, measurement, and analysis of the data.

The book accurately describes the types of research methods such as mixed-method, quasi-experiment, and case study. It talks about the research proposal and key differences between statistical analyses as well.

The book pinpointed the significance of running a quantitative research method and its relevance to the field of social science.

The book clearly tells us the differences between types of quantitative methods and the steps of running quantitative research for students.

The book is consistent in terms of terminologies such as research methods or types of statistical analysis.

It addresses the headlines and subheadlines very well and each subheading should be necessary for readers.

The book was organized very well to illustrate the topic of quantitative methods in the field of social science.

The pictures within the book could be further developed to describe the key concepts vividly.

The textbook contains no grammatical errors.

It is not culturally offensive in any way.

Overall, this is a simple and quick guide for this important topic. It should be valuable for undergraduate students who would like to learn more about research methods.

Reviewed by Pierre Lu, Associate Professor, University of Texas Rio Grande Valley on 11/20/20

As a quick guide to quantitative research in social sciences, the text covers most ideas and areas. read more

As a quick guide to quantitative research in social sciences, the text covers most ideas and areas.

Mostly accurate content.

As a quick guide, content is highly relevant.

Succinct and clear.

Internally, the text is consistent in terms of terminology used.

The text is easily and readily divisible into smaller sections that can be used as assignments.

I like that there are examples throughout the book.

Easy to read. No interface/ navigation problems.

No grammatical errors detected.

I am not aware of the culturally insensitive description. After all, this is a methodology book.

I think the book has potential to be adopted as a foundation for quantitative research courses, or as a review in the first weeks in advanced quantitative course.

Reviewed by Sarah Fischer, Assistant Professor, Marymount University on 7/31/20

It is meant to be an overview, but it incredibly condensed and spends almost no time on key elements of statistics (such as what makes research generalizable, or what leads to research NOT being generalizable). read more

Content Accuracy rating: 1

Contains VERY significant errors, such as saying that one can "accept" a hypothesis. (One of the key aspect of hypothesis testing is that one either rejects or fails to reject a hypothesis, but NEVER accepts a hypothesis.)

Very relevant to those experiencing the research process for the first time. However, it is written by someone working in the natural sciences but is a text for social sciences. This does not explain the errors, but does explain why sometimes the author assumes things about the readers ("hail from more subjectivist territory") that are likely not true.

Clarity rating: 3

Some statistical terminology not explained clearly (or accurately), although the author has made attempts to do both.

Very consistently laid out.

Chapters are very short yet also point readers to outside texts for additional information. Easy to follow.

Generally logically organized.

Easy to navigate, images clear. The additional sources included need to linked to.

Minor grammatical and usage errors throughout the text.

Makes efforts to be inclusive.

The idea of this book is strong--short guides like this are needed. However, this book would likely be strengthened by a revision to reduce inaccuracies and improve the definitions and technical explanations of statistical concepts. Since the book is specifically aimed at the social sciences, it would also improve the text to have more examples that are based in the social sciences (rather than the health sciences or the arts).

Reviewed by Michelle Page, Assistant Professor, Worcester State University on 5/30/20

This text is exactly intended to be what it says: A quick guide. A basic outline of quantitative research processes, akin to cliff notes. The content provides only the essentials of a research process and contains key terms. A student or new researcher would not be able to use this as a stand alone guide for quantitative pursuits without having a supplemental text that explains the steps in the process more comprehensively. The introduction does provide this caveat.

Content Accuracy rating: 3

There are no biases or errors that could be distinguished; however, it’s simplicity in content, although accurate for an outline of process, may lack a conveyance of the deeper meanings behind the specific processes explained about qualitative research.

The content is outlined in traditional format to highlight quantitative considerations for formatting research foundational pieces. The resources/references used to point the reader to literature sources can be easily updated with future editions.

The jargon in the text is simple to follow and provides adequate context for its purpose. It is simplified for its intention as a guide which is appropriate.

Each section of the text follows a consistent flow. Explanation of the research content or concept is defined and then a connection to literature is provided to expand the readers understanding of the section’s content. Terminology is consistent with the qualitative process.

As an “outline” and guide, this text can be used to quickly identify the critical parts of the quantitative process. Although each section does not provide deeper content for meaningful use as a stand alone text, it’s utility would be excellent as a reference for a course and can be used as an content guide for specific research courses.

The text’s outline and content are aligned and are in a logical flow in terms of the research considerations for quantitative research.

The only issue that the format was not able to provide was linkable articles. These would have to be cut and pasted into a browser. Functional clickable links in a text are very successful at leading the reader to the supplemental material.

No grammatical errors were noted.

This is a very good outline “guide” to help a new or student researcher to demystify the quantitative process. A successful outline of any process helps to guide work in a logical and systematic way. I think this simple guide is a great adjunct to more substantial research context.

Section 1: What will this resource do for you?
Section 2: Why are you thinking about numbers? A discussion of the research question and paradigms.
Section 3: An overview of the Research Process and Research Designs
Section 4: Quantitative Research Methods
Section 5: the data obtained from quantitative research
Section 6: Analysis of data
Section 7: Discussing your Results

Ancillary Material

About the book.

This resource is intended as an easy-to-use guide for anyone who needs some quick and simple advice on quantitative aspects of research in social sciences, covering subjects such as education, sociology, business, nursing. If you area qualitative researcher who needs to venture into the world of numbers, or a student instructed to undertake a quantitative research project despite a hatred for maths, then this booklet should be a real help.

The booklet was amended in 2022 to take into account previous review comments.

About the Contributors

Christine Davies , Ph.D

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The Chicago School
The Chicago School Library
Research Guides

Quantitative Research Methods

Quantitative Software
What is Quantitative Research?
Key Resources

Introduction

ebooks in the Library
Finding Qualitative Studies

Quantitative Data Analysis software can help you save time and support data analysis

On this page you'll find:

types of software used to analyze quantitative data
resources that will help you learn to use the software
information on how to acquire or use it

Data Analysis Software

SPSS: a widely used program for statistical analysis in social sciences. Download SPSS for free through the Chicago School .
R: a free open source statistical software which can be downloaded through CRAN . RStudio is a popular interface which runs R code and can be be downloaded to be used as an alternative to the R interface. To run RStudio, R needs to be downloaded first.
Excel/Google Sheets: a spreadsheet featuring calculation or computation capabilities, graphing tools, pivot tables , and a macro programming language
Python: a high-level , general-purpose programming language
SAS : is a software suite that can mine, alter, manage and retrieve data from a variety of sources and perform statistical analysis.
Stata : general software package for data management, graphing, and statistical analyses -well suited for large datasets and detailed analysis. There are no free options available, but they do offer student discounts
Tableau: queries relational databases , online analytical processing cubes , cloud databases , and spreadsheets to generate graph-type data visualizations

Survey Data Collection Software

The Chicago School currently does not offer free survey tools, but we are exploring options. The following are some popular options available for free or require a subscription.

Qualtrics: a full featured online survey tool. A free version is available
Google Forms: a survey administration software included as part of the free, web-based Google Docs Editors suite
SurveyMonkey: a popular online survey tool that offers both a limited free version , as well as paid subscriptions with student discounts offering more advanced features and options.

eBooks in the Library

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Types of Research in Sociology

In this section, you will find an overview of different research methods in sociology. You will find links to tools and resources in the library related to the different types of research and writing.

Qualitative vs Quantitative Research

What's the Difference?
Qualitative Research
Quantitative Research

Research in Psychology is categorized into two general methods:

Non-numerical evidence, usually examined in its raw form

Used when a researcher wants to understand people's opinions, idiosyncratic responses to an event, motivations, or underlying reasons for actions or decisions.

Learn about the Types of Qualitative Research Methods. link will open in a new window

Example: Interviewing the victims of a natural disaster to gather a range of emotional responses.

Numbers! Collected as numerical data or converted into numerical data and examined using statistical methods of analysis.

Used to examine trends and compare populations.

Learn about the Types of Quantitative Research Methods. link will open in a new window

Example: Asking victims of a natural disaster to rank their feelings of anxiety using a pre-determined scale.

When to use them

Psychological research is best when it uses complementary quantitative and qualitative approaches together in the same study, a method called triangulation.

Example: Observing parent-child interactions while watching tv then comparing those observations to measured rates of social and cognitive development in the children who participated in the study.

The Research Continuum

The researchers record data by studying participants at a distance. Researchers try not to influence the participants or their actions.

Types of observational studies include: Naturalistic Observation link will open in a new window , Participant Observation link will open in a new window , or Ethnography. link will open in a new window

The researcher will collect and write detailed accounts of individual lives. A case study can combine a few research approaches, including interviews, observational data, and archival data.

Examples of Case Studies include Freud's history of Anna O link will open in a new window ., and the stories related in Oliver Sacks's best selling book The Man Who Mistook his Wife for a Hat .

quantitative research sociology examples

A researcher applies their own analytical model to data that has already been collected. They attempt to answer a new question or discover a new trend by looking at old data.

Typical sources of archival data include: census data link will open in a new window , court records will open in a new window , medical records, and even case files from other researchers.

Participants are asked a standard set of questions. These questions may be delivered in writing or through an interview format.

There are three main types of questionnaire methods: Random Sampling link will open in a new window , Stratified Sampling link will open in a new window , and Convenience Sampling link will open in a new window .

Researchers are trying to find a solution to an immediate, practical problem. Examples include reducing drug use or improving worker happiness.

Field research is a type of applied research that is undertaken in a non-laboratory setting. These settings may include a hospital or workplace.

Research conducted in a controlled environment. The results help scholars in the field to learn more about psychological processes such as cognition or emotional development.

Common Research Methods

Types of observational studies include: Non-Participant Observation window or Participant Observation .

A classic example of Case Studies in sociology is Erving Goffman's classic Asylums. link will open in a new window

Information is gathered one-on-one by asking questions orally. Structured Interviews can sometimes be used to gather quantitative data, because the structure allows the interview to function like a questionnaire.

More qualitative types of interviewing range from the Unstructured Interview which functions like a conversation based around a set list of topics, to the In-Depth Interview which may range widely with only a loose guide to direct it.

In-depth studies of groups in their natural setting. These studies utilize multiple type of research to create a multi-layered report. In addition to Participant Observation, a researcher may use interviews, questionnaires, or analysis of secondary research related to the group.

Some good examples of ethnographies available through the Library's online resources include: Recovery's Edge : An Ethnography of Mental Health Care and Moral Agency Link will open in a new window by Neely Laurenzo Meyers, Sex Work and the City Link will open in a new window by Ysmina Katsulis, and The breakup 2.0 : disconnecting over new media Link will open in a new window by Ilana Gershon.

Experimental Research Methods

What is Experimental Research?

Experimental Research is a sub-type of research in sociology. It may utilize the same methods as other research, but it differs in that it attempts measure variables as precisely as possible.

Experimental Research starts with a hypothesis and uses a variety of research methods to test that hypothesis. Ususally involves testing causal relationships.

Researchers study the cause and effect of variables in a natural setting , such as a classroom or workplace.

This allows the researcher to study participants or phenomena in their natural setting, so results might be more accurate . But they have less control over the variables, so results might not be as precise .

Research conducted in a controlled environment.

Participants' reactions may be influenced by the unnatural setting, but researchers have more control over variables.

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Last Updated: Aug 23, 2023 12:40 PM
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Open Education Sociology Dictionary

quantitative research

Table of Contents

Definition of Quantitative Research

( noun ) Using statistical analysis to quantify and measure social phenomenon, seeking to identify where possible causal relationships, then reporting the findings numerically.

Examples of Quantitative Research

statistical analysis
trend study

Quantitative Research Pronunciation

Pronunciation Usage Guide

Syllabification : quan·ti·ta·tive re·search

Audio Pronunciation

Phonetic Spelling

American English – /kwAHn-tuh-tay-tiv rEE-suhrch/
British English – /kwOn-ti-tuh-tiv ri-sUHRch/

International Phonetic Alphabet

American English – /ˈkwɑntɪˌteɪtɪv riˈsɜrʧ/
British English – /ˈkwɒntɪtətɪv rɪˈsɜːʧ/

Usage Notes

Plural: quantitative researches
Quantitative research is compared and contrasted to qualitative research.
Quantitative research is often viewed as reductionistic , whereas qualitative research is viewed as holistic. However, quantitative and qualitative research are complementary, not contradictory.
Reductively , quantitative research seeks to identify “how much” and “how often” and qualitative research seeks to explain the “how” and “why”.
Variant spelling: quantititive
quantitative analysis
quantitative data analysis
quantitative method
quantitative research method
quantitative sociology
Researchers ( adverb ) quantitatively study topic’s ( noun ) quantitativeness to determine the appropriate research method.

Additional Information

Quantitative Research Resources – Books, Journals, and Helpful Links
Word origin of “quantitative” and “research” – Online Etymology Dictionary: etymonline.com

Related Terms

reliability

Works Consulted

Andersen, Margaret L., and Howard Francis Taylor. 2011. Sociology: The Essentials . 6th ed. Belmont, CA: Wadsworth.

Carrabine, Eamonn, Pam Cox, Maggy Lee, Ken Plummer, and Nigel South. 2009. Criminology: A Sociological Introduction . 2nd ed. London: Routledge.

Ferris, Kerry, and Jill Stein. 2010. The Real World: An Introduction to Sociology . 2nd ed. New York: Norton.

Macionis, John, and Kenneth Plummer. 2012. Sociology: A Global Introduction . 4th ed. Harlow, England: Pearson Education.

Macmillan. (N.d.) Macmillan Dictionary . ( https://www.macmillandictionary.com/ ).

Marsh, Ian, and Mike Keating, eds. 2006. Sociology: Making Sense of Society . 3rd ed. Harlow, England: Pearson Education.

Merriam-Webster. (N.d.) Merriam-Webster Dictionary . ( http://www.merriam-webster.com/ ).

Oxford University Press. (N.d.) Oxford Dictionaries . ( https://www.oxforddictionaries.com/ ).

Schaefer, Richard. 2013. Sociology: A Brief Introduction . 10th ed. New York: McGraw-Hill.

Stolley, Kathy S. 2005. The Basics of Sociology . Westport, CT: Greenwood Press.

Wikipedia contributors. (N.d.) Wikipedia, The Free Encyclopedia . Wikimedia Foundation. ( https://en.wikipedia.org/ ).

Cite the Definition of Quantitative Research

ASA – American Sociological Association (5th edition)

Bell, Kenton, ed. 2013. “quantitative research.” In Open Education Sociology Dictionary . Retrieved August 21, 2024 ( https://sociologydictionary.org/quantitative-research/ ).

APA – American Psychological Association (6th edition)

quantitative research. (2013). In K. Bell (Ed.), Open education sociology dictionary . Retrieved from https://sociologydictionary.org/quantitative-research/

Chicago/Turabian: Author-Date – Chicago Manual of Style (16th edition)

Bell, Kenton, ed. 2013. “quantitative research.” In Open Education Sociology Dictionary . Accessed August 21, 2024. https://sociologydictionary.org/quantitative-research/ .

MLA – Modern Language Association (7th edition)

“quantitative research.” Open Education Sociology Dictionary . Ed. Kenton Bell. 2013. Web. 21 Aug. 2024. < https://sociologydictionary.org/quantitative-research/ >.

Department of Sociology

Statistical Methods in Sociology (QCR)

Most research in sociology is quantitative, and it is important for students to be able to critically evaluate published quantitative research. Ideally, students should also be able to conduct empirical research involving statistical methods. This course provides the foundation for both goals. The course focuses specifically on how to determine, apply, and interpret statistical methods appropriate for answering a sociological research question given a particular set of data. Basic probability theory is introduced as a building block of statistical reasoning, and a variety of commonly-used statistical methods are covered in the course.

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Research Methods: Quantitative and Qualitative Methods

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Educational resources and simple solutions for your research journey

What is Quantitative Research? Definition, Methods, Types, and Examples

If you’re wondering what is quantitative research and whether this methodology works for your research study, you’re not alone. If you want a simple quantitative research definition , then it’s enough to say that this is a method undertaken by researchers based on their study requirements. However, to select the most appropriate research for their study type, researchers should know all the methods available. 

Selecting the right research method depends on a few important criteria, such as the research question, study type, time, costs, data availability, and availability of respondents. There are two main types of research methods— quantitative research  and qualitative research. The purpose of quantitative research is to validate or test a theory or hypothesis and that of qualitative research is to understand a subject or event or identify reasons for observed patterns. 

Quantitative research methods  are used to observe events that affect a particular group of individuals, which is the sample population. In this type of research, diverse numerical data are collected through various methods and then statistically analyzed to aggregate the data, compare them, or show relationships among the data. Quantitative research methods broadly include questionnaires, structured observations, and experiments.

Here are two quantitative research examples:

Satisfaction surveys sent out by a company regarding their revamped customer service initiatives. Customers are asked to rate their experience on a rating scale of 1 (poor) to 5 (excellent).
A school has introduced a new after-school program for children, and a few months after commencement, the school sends out feedback questionnaires to the parents of the enrolled children. Such questionnaires usually include close-ended questions that require either definite answers or a Yes/No option. This helps in a quick, overall assessment of the program’s outreach and success.

Table of Contents

What is quantitative research ? 1,2

The steps shown in the figure can be grouped into the following broad steps:

Theory : Define the problem area or area of interest and create a research question.
Hypothesis : Develop a hypothesis based on the research question. This hypothesis will be tested in the remaining steps.
Research design : In this step, the most appropriate quantitative research design will be selected, including deciding on the sample size, selecting respondents, identifying research sites, if any, etc.
Data collection : This process could be extensive based on your research objective and sample size.
Data analysis : Statistical analysis is used to analyze the data collected. The results from the analysis help in either supporting or rejecting your hypothesis.
Present results : Based on the data analysis, conclusions are drawn, and results are presented as accurately as possible.

Quantitative research characteristics 4

Large sample size : This ensures reliability because this sample represents the target population or market. Due to the large sample size, the outcomes can be generalized to the entire population as well, making this one of the important characteristics of quantitative research .
Structured data and measurable variables: The data are numeric and can be analyzed easily. Quantitative research involves the use of measurable variables such as age, salary range, highest education, etc.
Easy-to-use data collection methods : The methods include experiments, controlled observations, and questionnaires and surveys with a rating scale or close-ended questions, which require simple and to-the-point answers; are not bound by geographical regions; and are easy to administer.
Data analysis : Structured and accurate statistical analysis methods using software applications such as Excel, SPSS, R. The analysis is fast, accurate, and less effort intensive.
Reliable : The respondents answer close-ended questions, their responses are direct without ambiguity and yield numeric outcomes, which are therefore highly reliable.
Reusable outcomes : This is one of the key characteristics – outcomes of one research can be used and replicated in other research as well and is not exclusive to only one study.

Quantitative research methods 5

Quantitative research methods are classified into two types—primary and secondary.

Primary quantitative research method:

In this type of quantitative research , data are directly collected by the researchers using the following methods.

– Survey research : Surveys are the easiest and most commonly used quantitative research method . They are of two types— cross-sectional and longitudinal.

->Cross-sectional surveys are specifically conducted on a target population for a specified period, that is, these surveys have a specific starting and ending time and researchers study the events during this period to arrive at conclusions. The main purpose of these surveys is to describe and assess the characteristics of a population. There is one independent variable in this study, which is a common factor applicable to all participants in the population, for example, living in a specific city, diagnosed with a specific disease, of a certain age group, etc. An example of a cross-sectional survey is a study to understand why individuals residing in houses built before 1979 in the US are more susceptible to lead contamination.

->Longitudinal surveys are conducted at different time durations. These surveys involve observing the interactions among different variables in the target population, exposing them to various causal factors, and understanding their effects across a longer period. These studies are helpful to analyze a problem in the long term. An example of a longitudinal study is the study of the relationship between smoking and lung cancer over a long period.

– Descriptive research : Explains the current status of an identified and measurable variable. Unlike other types of quantitative research , a hypothesis is not needed at the beginning of the study and can be developed even after data collection. This type of quantitative research describes the characteristics of a problem and answers the what, when, where of a problem. However, it doesn’t answer the why of the problem and doesn’t explore cause-and-effect relationships between variables. Data from this research could be used as preliminary data for another study. Example: A researcher undertakes a study to examine the growth strategy of a company. This sample data can be used by other companies to determine their own growth strategy.

– Correlational research : This quantitative research method is used to establish a relationship between two variables using statistical analysis and analyze how one affects the other. The research is non-experimental because the researcher doesn’t control or manipulate any of the variables. At least two separate sample groups are needed for this research. Example: Researchers studying a correlation between regular exercise and diabetes.

– Causal-comparative research : This type of quantitative research examines the cause-effect relationships in retrospect between a dependent and independent variable and determines the causes of the already existing differences between groups of people. This is not a true experiment because it doesn’t assign participants to groups randomly. Example: To study the wage differences between men and women in the same role. For this, already existing wage information is analyzed to understand the relationship.

– Experimental research : This quantitative research method uses true experiments or scientific methods for determining a cause-effect relation between variables. It involves testing a hypothesis through experiments, in which one or more independent variables are manipulated and then their effect on dependent variables are studied. Example: A researcher studies the importance of a drug in treating a disease by administering the drug in few patients and not administering in a few.

The following data collection methods are commonly used in primary quantitative research :

Sampling : The most common type is probability sampling, in which a sample is chosen from a larger population using some form of random selection, that is, every member of the population has an equal chance of being selected. The different types of probability sampling are—simple random, systematic, stratified, and cluster sampling.
Interviews : These are commonly telephonic or face-to-face.
Observations : Structured observations are most commonly used in quantitative research . In this method, researchers make observations about specific behaviors of individuals in a structured setting.
Document review : Reviewing existing research or documents to collect evidence for supporting the quantitative research .
Surveys and questionnaires : Surveys can be administered both online and offline depending on the requirement and sample size.

The data collected can be analyzed in several ways in quantitative research , as listed below:

Cross-tabulation —Uses a tabular format to draw inferences among collected data
MaxDiff analysis —Gauges the preferences of the respondents
TURF analysis —Total Unduplicated Reach and Frequency Analysis; helps in determining the market strategy for a business
Gap analysis —Identify gaps in attaining the desired results
SWOT analysis —Helps identify strengths, weaknesses, opportunities, and threats of a product, service, or organization
Text analysis —Used for interpreting unstructured data

Secondary quantitative research methods :

This method involves conducting research using already existing or secondary data. This method is less effort intensive and requires lesser time. However, researchers should verify the authenticity and recency of the sources being used and ensure their accuracy.

The main sources of secondary data are:

The Internet
Government and non-government sources
Public libraries
Educational institutions
Commercial information sources such as newspapers, journals, radio, TV

When to use quantitative research 6

Here are some simple ways to decide when to use quantitative research . Use quantitative research to:

recommend a final course of action
find whether a consensus exists regarding a particular subject
generalize results to a larger population
determine a cause-and-effect relationship between variables
describe characteristics of specific groups of people
test hypotheses and examine specific relationships
identify and establish size of market segments

A research case study to understand when to use quantitative research 7

Context: A study was undertaken to evaluate a major innovation in a hospital’s design, in terms of workforce implications and impact on patient and staff experiences of all single-room hospital accommodations. The researchers undertook a mixed methods approach to answer their research questions. Here, we focus on the quantitative research aspect.

Research questions : What are the advantages and disadvantages for the staff as a result of the hospital’s move to the new design with all single-room accommodations? Did the move affect staff experience and well-being and improve their ability to deliver high-quality care?

Method: The researchers obtained quantitative data from three sources:

Staff activity (task time distribution): Each staff member was shadowed by a researcher who observed each task undertaken by the staff, and logged the time spent on each activity.
Staff travel distances : The staff were requested to wear pedometers, which recorded the distances covered.
Staff experience surveys : Staff were surveyed before and after the move to the new hospital design.

Results of quantitative research : The following observations were made based on quantitative data analysis:

The move to the new design did not result in a significant change in the proportion of time spent on different activities.
Staff activity events observed per session were higher after the move, and direct care and professional communication events per hour decreased significantly, suggesting fewer interruptions and less fragmented care.
A significant increase in medication tasks among the recorded events suggests that medication administration was integrated into patient care activities.
Travel distances increased for all staff, with highest increases for staff in the older people’s ward and surgical wards.
Ratings for staff toilet facilities, locker facilities, and space at staff bases were higher but those for social interaction and natural light were lower.

Advantages of quantitative research 1,2

When choosing the right research methodology, also consider the advantages of quantitative research and how it can impact your study.

Quantitative research methods are more scientific and rational. They use quantifiable data leading to objectivity in the results and avoid any chances of ambiguity.
This type of research uses numeric data so analysis is relatively easier .
In most cases, a hypothesis is already developed and quantitative research helps in testing and validatin g these constructed theories based on which researchers can make an informed decision about accepting or rejecting their theory.
The use of statistical analysis software ensures quick analysis of large volumes of data and is less effort intensive.
Higher levels of control can be applied to the research so the chances of bias can be reduced.
Quantitative research is based on measured value s, facts, and verifiable information so it can be easily checked or replicated by other researchers leading to continuity in scientific research.

Disadvantages of quantitative research 1,2

Quantitative research may also be limiting; take a look at the disadvantages of quantitative research.

Experiments are conducted in controlled settings instead of natural settings and it is possible for researchers to either intentionally or unintentionally manipulate the experiment settings to suit the results they desire.
Participants must necessarily give objective answers (either one- or two-word, or yes or no answers) and the reasons for their selection or the context are not considered.
Inadequate knowledge of statistical analysis methods may affect the results and their interpretation.
Although statistical analysis indicates the trends or patterns among variables, the reasons for these observed patterns cannot be interpreted and the research may not give a complete picture.
Large sample sizes are needed for more accurate and generalizable analysis .
Quantitative research cannot be used to address complex issues.

Frequently asked questions on  quantitative research  

Q:  What is the difference between quantitative research and qualitative research? 1

A:  The following table lists the key differences between quantitative research and qualitative research, some of which may have been mentioned earlier in the article.


Purpose and design
Research question
Sample size	Large	Small
Data
Data collection method	Experiments, controlled observations, questionnaires and surveys with a rating scale or close-ended questions. The methods can be experimental, quasi-experimental, descriptive, or correlational.	Semi-structured interviews/surveys with open-ended questions, document study/literature reviews, focus groups, case study research, ethnography
Data analysis

Q:  What is the difference between reliability and validity? 8,9  

A:  The term reliability refers to the consistency of a research study. For instance, if a food-measuring weighing scale gives different readings every time the same quantity of food is measured then that weighing scale is not reliable. If the findings in a research study are consistent every time a measurement is made, then the study is considered reliable. However, it is usually unlikely to obtain the exact same results every time because some contributing variables may change. In such cases, a correlation coefficient is used to assess the degree of reliability. A strong positive correlation between the results indicates reliability.

Validity can be defined as the degree to which a tool actually measures what it claims to measure. It helps confirm the credibility of your research and suggests that the results may be generalizable. In other words, it measures the accuracy of the research.

The following table gives the key differences between reliability and validity.


Importance	Refers to the consistency of a measure	Refers to the accuracy of a measure
Ease of achieving	Easier, yields results faster	Involves more analysis, more difficult to achieve
Assessment method	By examining the consistency of outcomes over time, between various observers, and within the test	By comparing the accuracy of the results with accepted theories and other measurements of the same idea
Relationship	Unreliable measurements typically cannot be valid	Valid measurements are also reliable
Types	Test-retest reliability, internal consistency, inter-rater reliability	Content validity, criterion validity, face validity, construct validity

Q:  What is mixed methods research? 10

A:  A mixed methods approach combines the characteristics of both quantitative research and qualitative research in the same study. This method allows researchers to validate their findings, verify if the results observed using both methods are complementary, and explain any unexpected results obtained from one method by using the other method. A mixed methods research design is useful in case of research questions that cannot be answered by either quantitative research or qualitative research alone. However, this method could be more effort- and cost-intensive because of the requirement of more resources. The figure 3 shows some basic mixed methods research designs that could be used.

Thus, quantitative research is the appropriate method for testing your hypotheses and can be used either alone or in combination with qualitative research per your study requirements. We hope this article has provided an insight into the various facets of quantitative research , including its different characteristics, advantages, and disadvantages, and a few tips to quickly understand when to use this research method.

References

Qualitative vs quantitative research: Differences, examples, & methods. Simply Psychology. Accessed Feb 28, 2023. https://simplypsychology.org/qualitative-quantitative.html#Quantitative-Research
Your ultimate guide to quantitative research. Qualtrics. Accessed February 28, 2023. https://www.qualtrics.com/uk/experience-management/research/quantitative-research/
The steps of quantitative research. Revise Sociology. Accessed March 1, 2023. https://revisesociology.com/2017/11/26/the-steps-of-quantitative-research/
What are the characteristics of quantitative research? Marketing91. Accessed March 1, 2023. https://www.marketing91.com/characteristics-of-quantitative-research/
Quantitative research: Types, characteristics, methods, & examples. ProProfs Survey Maker. Accessed February 28, 2023. https://www.proprofssurvey.com/blog/quantitative-research/#Characteristics_of_Quantitative_Research
Qualitative research isn’t as scientific as quantitative methods. Kmusial blog. Accessed March 5, 2023. https://kmusial.wordpress.com/2011/11/25/qualitative-research-isnt-as-scientific-as-quantitative-methods/
Maben J, Griffiths P, Penfold C, et al. Evaluating a major innovation in hospital design: workforce implications and impact on patient and staff experiences of all single room hospital accommodation. Southampton (UK): NIHR Journals Library; 2015 Feb. (Health Services and Delivery Research, No. 3.3.) Chapter 5, Case study quantitative data findings. Accessed March 6, 2023. https://www.ncbi.nlm.nih.gov/books/NBK274429/
McLeod, S. A. (2007).  What is reliability?  Simply Psychology. www.simplypsychology.org/reliability.html
Reliability vs validity: Differences & examples. Accessed March 5, 2023. https://statisticsbyjim.com/basics/reliability-vs-validity/
Mixed methods research. Community Engagement Program. Harvard Catalyst. Accessed February 28, 2023. https://catalyst.harvard.edu/community-engagement/mmr

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Qualitative vs. Quantitative Research | Differences, Examples & Methods

Qualitative vs. Quantitative Research | Differences, Examples & Methods

Published on April 12, 2019 by Raimo Streefkerk . Revised on June 22, 2023.

When collecting and analyzing data, quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings. Both are important for gaining different kinds of knowledge.

Common quantitative methods include experiments, observations recorded as numbers, and surveys with closed-ended questions.

Quantitative research is at risk for research biases including information bias , omitted variable bias , sampling bias , or selection bias . Qualitative research Qualitative research is expressed in words . It is used to understand concepts, thoughts or experiences. This type of research enables you to gather in-depth insights on topics that are not well understood.

Common qualitative methods include interviews with open-ended questions, observations described in words, and literature reviews that explore concepts and theories.

The differences between quantitative and qualitative research, data collection methods, when to use qualitative vs. quantitative research, how to analyze qualitative and quantitative data, other interesting articles, frequently asked questions about qualitative and quantitative research.

Quantitative and qualitative research use different research methods to collect and analyze data, and they allow you to answer different kinds of research questions.

Quantitative and qualitative data can be collected using various methods. It is important to use a data collection method that will help answer your research question(s).

Many data collection methods can be either qualitative or quantitative. For example, in surveys, observational studies or case studies , your data can be represented as numbers (e.g., using rating scales or counting frequencies) or as words (e.g., with open-ended questions or descriptions of what you observe).

However, some methods are more commonly used in one type or the other.

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 different types of variables are controlled and manipulated to establish cause-and-effect relationships.
Observations : Observing subjects in a natural environment where variables can’t be controlled.

Qualitative data collection methods

Interviews : Asking open-ended questions verbally to respondents.
Focus groups : Discussion among a group of people about a topic to gather opinions that can be used for further research.
Ethnography : Participating in a community or organization for an extended period of time to closely observe culture and behavior.
Literature review : Survey of published works by other authors.

A rule of thumb for deciding whether to use qualitative or quantitative data is:

Use quantitative research if you want to confirm or test something (a theory or hypothesis )
Use qualitative research if you want to understand something (concepts, thoughts, experiences)

For most research topics you can choose a qualitative, quantitative or mixed methods approach . Which type you choose depends on, among other things, whether you’re taking an inductive vs. deductive research approach ; your research question(s) ; whether you’re doing experimental , correlational , or descriptive research ; and practical considerations such as time, money, availability of data, and access to respondents.

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”.

Qualitative research approach

You conduct in-depth interviews with 15 students and ask them open-ended questions such as: “How satisfied are you with your studies?”, “What is the most positive aspect of your study program?” and “What can be done to improve the study program?”

Based on the answers you get you can ask follow-up questions to clarify things. You transcribe all interviews using transcription software and try to find commonalities and patterns.

Mixed methods approach

You conduct interviews to find out how satisfied students are with their studies. Through open-ended questions you learn things you never thought about before and gain new insights. Later, you use a survey to test these insights on a larger scale.

It’s also possible to start with a survey to find out the overall trends, followed by interviews to better understand the reasons behind the trends.

Qualitative or quantitative data by itself can’t prove or demonstrate anything, but has to be analyzed to show its meaning in relation to the research questions. The method of analysis differs for each type of data.

Analyzing quantitative data

Quantitative data is based on numbers. Simple math or more advanced statistical analysis is used to discover commonalities or patterns in the data. The results are often reported in graphs and tables.

Applications such as Excel, SPSS, or R can be used to calculate things like:

Average scores ( means )
The number of times a particular answer was given
The correlation or causation between two or more variables
The reliability and validity of the results

Analyzing qualitative data

Qualitative data is more difficult to analyze than quantitative data. It consists of text, images or videos instead of numbers.

Some common approaches to analyzing qualitative data include:

Qualitative content analysis : Tracking the occurrence, position and meaning of words or phrases
Thematic analysis : Closely examining the data to identify the main themes and patterns
Discourse analysis : Studying how communication works in social contexts

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Chi square goodness of fit test
Degrees of freedom
Null hypothesis
Discourse analysis
Control groups
Mixed methods research
Non-probability sampling
Quantitative research
Inclusion and exclusion criteria

Research bias

Rosenthal effect
Implicit bias
Cognitive bias
Selection bias
Negativity bias
Status quo bias

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

The research methods you use depend on the type of data you need to answer your research question .

If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts and meanings, use qualitative methods .
If you want to analyze a large amount of readily-available data, use secondary data. If you want data specific to your purposes with control over how it is generated, collect primary data.
If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

There are various approaches to qualitative data analysis , but they all share five steps in common:

Prepare and organize your data.
Review and explore your data.
Develop a data coding system.
Assign codes to the data.
Identify recurring themes.

The specifics of each step depend on the focus of the analysis. Some common approaches include textual analysis , thematic analysis , and discourse analysis .

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

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Research Methods

Table of Contents

Last Updated on October 13, 2023 by Karl Thompson

Sociologists use a range of quantitative and qualitative, primary and secondary social research methods to collect data about society.

The main types of research method are:

This page provides links to more in depth posts on all of the above research methods. It has primarily been written for students studying the A Level Sociology AQA 7192 specification, and incorporates Methods in the Context of Education.

Research Methods at a Glance – Key Concepts

Research Methods Top Ten Key Concepts – start here if you’re all at sea – includes simple explanations of terms such as validity, reliability, representativeness, Positivism and Interpretivism .

Research Methods A-Z Glossary – a more comprehensive index of the key terms you need to know for AS and A Level Sociology .

An Introduction to Research Methods

Without research methods there is no sociology!

Research Methods in Sociology – An Introduction – d etailed class notes covering the basic types of research method available to sociologists such as social surveys, interviews, experiments, and observations

Positivism and Interpretivism – Positivists generally prefer quantitative methods, Interpretivists prefer qualitative methods – this post consists of brief summary revision notes and revision diagrams outlining the difference between positivist and interpretivist approaches to social research.

Outline and explain two practical problems which might affect social research (10) – A model answer to this exam question, which could appear on either paper 7191 (1) or 7191 (3).

Primary Quantitative Research Methods

social surveys.

The advantages and disadvantages of social surveys in social research – detailed class notes covering the theoretical, practical and ethical strengths and limitations of social surveys. Generally, surveys are preferred by positivists and good for simple topics, but not so good for more complex topics which require a ‘human touch’ .

Structured Interviews in Social Research – Interviews are effectively one of the means of administering social surveys. This post covers the different contexts (types) of structured interview, and the stages of doing them. It also looks at the strengths, limitations and criticisms.

Experiments

Laboratory Experiments in Sociology – detailed class notes on the strengths and limitations of laboratory experiments. Sociologists don’t generally use lab experiments, but examiners seem to ask questions about them more than other methods – one hypothesis for why is that sociology examiners have a burning hatred of teenagers.

Longitudinal Studies

Longitudinal Studies – These are interval studies designed to explore changes over a long period of time. Researchers start with a sample and keep going back to that same sample periodically – say every year, or every two years, to explore how and why changes occur.

What Makes a Good Life ? – Lessons from a Longitudinal Study – This is one of the longest running Longitudinal studies in the world – the respondents were in their 20s when it started, now those who are still alive are in their 80s.

Primary Qualitative Research Methods

Primary qualitative research methods tend to be favoured by Interpretivists as they allow respondents to speak for themselves, and should thus yield valid data. However, because qualitative methods tend to involve the researcher getting more involved with the respondents, there is a risk that the subjective views of the researcher could interfere with the results, which could compromise both the validity and reliability of such methods.

Participant Observation

The strengths and limitations of covert participant observation – sociologists don’t generally use covert participant observation because of the ethical problem of deception means they can’t get funding. This methods is more commonly used by journalists doing investigative reporting, or you could even say undercover police officers use it, and you can use these examples to illustrate the advantages and disadvantages of this method.

Interviews in Social Research – This post consists of detailed class notes focusing strengths and limitations of mainly unstructured interviews, which are like a guided conversation that allow respondents the freedom to speak for themselves.

Secondary Research Methods

Official statistics.

Cross National Comparisons – Comparing data across countries using official statistics can provide insight into the causes of social problems such as poverty, and war and conflict. This post looks at how you might go about doing this and the strengths and limitations of this kind of research.

Secondary Qualitative Data

Content Analysis of the Media in Social Research – class notes covering formal content (quantitative) analysis and semiology .

Autobiographies in social research – Autobiographies are popular with the British public, but how useful are they as sources of data for the social researcher?

Sociology, Science and Value Freedom (Part of A2 Theory and Methods)

Sociology and Value Freedom – Detailed class notes .

Methods in Context – Research Methods Applied to Education

Non-Participant Observation in Education – focusing on OFSTED inspections, as these are probably the most commonly used of all methods in education .

Focus on the AS and A Level Exams

Research Methods Practice Questions for A-level Sociology – you will get a 10 mark question on both papers SCLY1 and SCLY3 most likely asking you to ‘outline and explain’ the strengths and limitations of any of the main research methods. This post outlines some of the many variations.

Methods in Context Essay Template – a suggested gap fill essay plan on how to answer these challenging ‘applied research methods’ questions.

Using Participant Observation to research pupils with behavourial difficulties (20) – a model answer for this methods in context style of essay.

Theory and Methods A Level Sociology Revision Bundle

If you like this sort of thing, then you might like my Theory and Methods Revision Bundle – specifically designed to get students through the theory and methods sections of A level sociology papers 1 and 3.

For better value I’ve bundled all of the above topics into six revision bundles , containing revision notes, mind maps, and exam question and answers, available for between £4.99 and £5.99 on Sellfy .

Quantitative and Qualitative Methods in sociology

Quantitative and qualitative methods are two primary research approaches used in sociology. The purpose of quantitative research is to understand patterns, correlations, and causality in social phenomena by gathering and analysing numerical data using statistical methods. Statistical analysis of large datasets and surveys are some examples of quantitative methods used in sociology.

The goal of qualitative research, however, is to gain an understanding of social phenomena through the collection and analysis of nonnumerical data, such as interview transcripts, observations, and texts. Examples of qualitative methods used in sociology include ethnography, content analysis, and grounded theory. In order to choose a research method, it is important to consider the research question, the type of data required, and the approach to the research. Some researchers also use mixed methods to get the data according to the requirements.

Primary research methods

Quantitative methods.

Surveys − This method involves the use of questionnaires to gather data from a large group of people. The surveys can be administered face-to-face, through email or online platforms.

Experiments − Researchers manipulate the independent variable in controlled laboratory settings to observe the effect on the dependent variable.

Observational Studies − This method involves observing and recording the behaviour of people in their natural environment. The researcher can use either structured or unstructured observations.

Content Analysis − This method involves the analysis of text, audio, or visual media to identify themes, patterns, or trends in the data.

Qualitative Methods

Interviews − This method involves face-to-face conversations between the researcher and participants to gather data on their experiences, perceptions, and attitudes.

Focus Groups − This method involves a group discussion with a moderator to gather data on a specific topic or issue.

Ethnography − This method involves the immersion of the researcher in the culture or group being studied to understand their experiences, values, and beliefs.

Case Studies − This method involves an in-depth analysis of a single individual, group, or event to understand their experiences, motivations, and behaviours.

Ethnography

Ethnography is a qualitative research method used to understand social phenomena within a particular culture or community. The method involves the observation of people's behaviour in their natural environment and the recording of their experiences. Clifford Geertz is known for his contribution to the development of ethnography as a research method in sociology. In his book, "The Interpretation of Cultures," Geertz emphasised the importance of understanding the symbolic meaning of social behaviour within a cultural context.

Survey Method

Data is collected from a large number of people using surveys in quantitative research methods. A questionnaire or interview is used to gather information about people's attitudes, beliefs, and behaviours. Surveys are often used in sociology to measure social phenomena such as social inequality, prejudice, and discrimination. Surveys can provide a representative sample of the population being studied and can be used to generalise findings to the larger population.

Historical Method

The historical method is a qualitative research method used to understand social phenomena within a historical context. The method involves the analysis of historical documents and other artefacts to reconstruct the social, political, and economic conditions of a particular time period. The historical method is often used in sociology to study social movements, political revolutions, and other significant events that have shaped society.

Comparative Method

The comparative method is a quantitative research method used to compare social phenomena across different societies or cultures. The method involves the collection of data from multiple sources and the analysis of similarities and differences between the data. Herbert Spencer and Emile Durkheim are known for their contributions to the development of the comparative method in sociology. Spencer believed that social phenomena could be explained by the evolution of societies, while Durkheim emphasised the importance of studying social facts and their relationships to one another.

In conclusion, quantitative and qualitative research methods are both essential to the study of social phenomena in sociology. Ethnography, surveys, the historical method, and the comparative method are just a few examples of research methods used in sociology. The method that is the most appropriate for the researchers' research question will vary based on the strengths and limitations of each method. By combining quantitative and qualitative methods, sociologists can develop theory and practice and gain a comprehensive understanding of social phenomena.

Q1. How do qualitative and quantitative research methods differ in sociology?

Ans. A qualitative research method focuses on interpreting human behaviour and interpreting non-numerical data, whereas a quantitative method focuses on collecting numerical data.

Q2. What are some of the limitations of the survey method in sociology?

Ans. The survey method may suffer from response bias, where respondents may provide socially desirable responses or may not be truthful. Additionally, the survey method may not be suitable for exploring complex social phenomena that require in-depth analysis.

Q3. What are the methods researchers can use to ensure that their research findings are valid and reliable?

Ans. Researchers can ensure the validity and reliability of their research findings by using a systematic and rigorous research design, selecting appropriate data collection methods, and analysing the data using reliable statistical and qualitative analysis techniques. Additionally, researchers should be transparent in their reporting and acknowledge the limitations of their research

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Sociological Research Methods: Qualitative and Quantitative Methods

Research methods and analysis of sociology dealt with techniques to obtain information in a vivid form.

Sociologists Redman and Mory explained research work as a systematic way to earn new knowledge or say angle towards anything. For example, after a research work, various developments can be seen.

Research methods are categorized into Qualitative and Quantitative methods .

Quantitative methods included data structures, mathematical formulas, postulates, analysis by pie charts, graphical representations, Co-relation, Regression, etc. The methods used in Quantitative research will be studied in detail below.

Positivists majorly depend upon this method because they think it is the most convenient and efficient way to see society and its problems. For example, the rate of sex ratio or the number of rape happening in a particular area makes sociologists see the present scenario of the society.

Durkheim observed the basis of division of labour and Weber tried to link the relation between capitalist and exploited countries. This method is still used by many sociologists for letting the world know about differences. For example, Michael Mann compared how every country differs when it comes to power and dominance. Devine showed the condition of workers in different time periods.

Qualitative Methods are those methods which depend on the theories of Interactionism Theories. For example people way of talking under different circumstances studied by a researcher. The result will be completely based on the way the researcher perceives everything. The various methods of a Qualitative method are studied below.

It can be seen as a modification of Field methods as this method involves the researcher too. The researcher has to keep a mindset as an observant which will decrease the chances of a biased opinion as the perception will not be compressed. The field researchers, data or any theory is studied comprehensively as a researcher and participant point of view.

This method was one step up-gradation to field methods and Participant Observation. This observation also included a third party involvement whose perception cannot fall into the claws of a biased nature. For example, even if a researcher tries to complete experiment, he will not totally drench himself into the perception of the participant, thus a third person who will see the whole activity without any judgment will yield better results. For example in cricket matches, apart from umpires, a proper video is taken to see whether the player is out or not. This makes the judgment fair enough for everybody. In simple words, participant and researchers are not aware of the fact that they are being observed which accounts for natural reactions.

Case studies do not go along with a single method. There are various methods which are being used for observing even the minute details. It can be called as the summation of the direct method, unstructured interviews etc. The quantitative and qualitative approaches a given situation in an entirely different way. For example, quantitative methods are based on mathematical numbers, graphs, and statistics. But because of this method, much information is lost accounting for little information as compared to the qualitative method. Quantitative analysis is fact-driven but the facts can change anytime but they are mostly copied from earlier records, whereas qualitative analysis is observation-driven, its data can be changed accordingly which is its biggest advantage over the other.

TECHNIQUES OF DATA COLLECTION

Data collection is mainly stored in two ways, primary resources , and secondary resources .

MORE METHODS OF QUALITATIVE AND QUANTITATIVE ANALYSIS:-

It has been proved for a long time that observation helps in collecting data as well as result in accurate analysis. Observation contains two major functions viz. causes and effects. The observation is categorized in two ways viz. controlled and uncontrolled, active and passive.

Inactive observation, the researcher is also a part of an analysis. For example, he will take part in a game and will play fairly at his part.

Controlled observations are those matter of solicitation in which things can be brought under control anytime. For example, knowing that someone is observing me I can easily change my reactions.

Uncontrolled observations are those observations in which neither researcher nor the people under observation stop the process of analysis. They are being adaptive to any situation no matter what results can be obtained.

This method involves a panel of interviewers and applicants. For example, in any placement drive, a panel is set up and they took a massive amount of information about the applicants by asking them many questions. Much information about their personality, IQ, confidence, abilities is judged in a matter of some minutes. The interviews can be of many types viz. formal, informal, solo or group.

A questionnaire is a set of questions designed in a format which can be solved by only those who can read and write. Thus the biggest disadvantage of this method is that it cannot be fulfilled by everybody. The sole purpose of this method is storing answers and due to same questions, best answers manage to secure the position.

The schedule is entirely based on the way an interviewer seek things. The questionnaire set is solved by a person in front of the researchers. Thus the question does not affect much, but the perspective of the researcher does. There are many types of schedule:-

Continue Reading → Variable,Sampling,Hypothesis,Reliability & Validity

Home » Quantitative Research – Methods, Types and Analysis

Quantitative Research – Methods, Types and Analysis

Table of Contents

Quantitative Research

Quantitative research is a type of research that collects and analyzes numerical data to test hypotheses and answer research questions . This research typically involves a large sample size and uses statistical analysis to make inferences about a population based on the data collected. It often involves the use of surveys, experiments, or other structured data collection methods to gather quantitative data.

Quantitative Research Methods

Quantitative Research Methods are as follows:

Descriptive Research Design

Descriptive research design is used to describe the characteristics of a population or phenomenon being studied. This research method is used to answer the questions of what, where, when, and how. Descriptive research designs use a variety of methods such as observation, case studies, and surveys to collect data. The data is then analyzed using statistical tools to identify patterns and relationships.

Correlational Research Design

Correlational research design is used to investigate the relationship between two or more variables. Researchers use correlational research to determine whether a relationship exists between variables and to what extent they are related. This research method involves collecting data from a sample and analyzing it using statistical tools such as correlation coefficients.

Quasi-experimental Research Design

Quasi-experimental research design is used to investigate cause-and-effect relationships between variables. This research method is similar to experimental research design, but it lacks full control over the independent variable. Researchers use quasi-experimental research designs when it is not feasible or ethical to manipulate the independent variable.

Experimental Research Design

Experimental research design is used to investigate cause-and-effect relationships between variables. This research method involves manipulating the independent variable and observing the effects on the dependent variable. Researchers use experimental research designs to test hypotheses and establish cause-and-effect relationships.

Survey Research

Survey research involves collecting data from a sample of individuals using a standardized questionnaire. This research method is used to gather information on attitudes, beliefs, and behaviors of individuals. Researchers use survey research to collect data quickly and efficiently from a large sample size. Survey research can be conducted through various methods such as online, phone, mail, or in-person interviews.

Quantitative Research Analysis Methods

Here are some commonly used quantitative research analysis methods:

Statistical Analysis

Statistical analysis is the most common quantitative research analysis method. It involves using statistical tools and techniques to analyze the numerical data collected during the research process. Statistical analysis can be used to identify patterns, trends, and relationships between variables, and to test hypotheses and theories.

Regression Analysis

Regression analysis is a statistical technique used to analyze the relationship between one dependent variable and one or more independent variables. Researchers use regression analysis to identify and quantify the impact of independent variables on the dependent variable.

Factor Analysis

Factor analysis is a statistical technique used to identify underlying factors that explain the correlations among a set of variables. Researchers use factor analysis to reduce a large number of variables to a smaller set of factors that capture the most important information.

Structural Equation Modeling

Structural equation modeling is a statistical technique used to test complex relationships between variables. It involves specifying a model that includes both observed and unobserved variables, and then using statistical methods to test the fit of the model to the data.

Time Series Analysis

Time series analysis is a statistical technique used to analyze data that is collected over time. It involves identifying patterns and trends in the data, as well as any seasonal or cyclical variations.

Multilevel Modeling

Multilevel modeling is a statistical technique used to analyze data that is nested within multiple levels. For example, researchers might use multilevel modeling to analyze data that is collected from individuals who are nested within groups, such as students nested within schools.

Applications of Quantitative Research

Quantitative research has many applications across a wide range of fields. Here are some common examples:

Market Research : Quantitative research is used extensively in market research to understand consumer behavior, preferences, and trends. Researchers use surveys, experiments, and other quantitative methods to collect data that can inform marketing strategies, product development, and pricing decisions.
Health Research: Quantitative research is used in health research to study the effectiveness of medical treatments, identify risk factors for diseases, and track health outcomes over time. Researchers use statistical methods to analyze data from clinical trials, surveys, and other sources to inform medical practice and policy.
Social Science Research: Quantitative research is used in social science research to study human behavior, attitudes, and social structures. Researchers use surveys, experiments, and other quantitative methods to collect data that can inform social policies, educational programs, and community interventions.
Education Research: Quantitative research is used in education research to study the effectiveness of teaching methods, assess student learning outcomes, and identify factors that influence student success. Researchers use experimental and quasi-experimental designs, as well as surveys and other quantitative methods, to collect and analyze data.
Environmental Research: Quantitative research is used in environmental research to study the impact of human activities on the environment, assess the effectiveness of conservation strategies, and identify ways to reduce environmental risks. Researchers use statistical methods to analyze data from field studies, experiments, and other sources.

Characteristics of Quantitative Research

Here are some key characteristics of quantitative research:

Numerical data : Quantitative research involves collecting numerical data through standardized methods such as surveys, experiments, and observational studies. This data is analyzed using statistical methods to identify patterns and relationships.
Large sample size: Quantitative research often involves collecting data from a large sample of individuals or groups in order to increase the reliability and generalizability of the findings.
Objective approach: Quantitative research aims to be objective and impartial in its approach, focusing on the collection and analysis of data rather than personal beliefs, opinions, or experiences.
Control over variables: Quantitative research often involves manipulating variables to test hypotheses and establish cause-and-effect relationships. Researchers aim to control for extraneous variables that may impact the results.
Replicable : Quantitative research aims to be replicable, meaning that other researchers should be able to conduct similar studies and obtain similar results using the same methods.
Statistical analysis: Quantitative research involves using statistical tools and techniques to analyze the numerical data collected during the research process. Statistical analysis allows researchers to identify patterns, trends, and relationships between variables, and to test hypotheses and theories.
Generalizability: Quantitative research aims to produce findings that can be generalized to larger populations beyond the specific sample studied. This is achieved through the use of random sampling methods and statistical inference.

Examples of Quantitative Research

Here are some examples of quantitative research in different fields:

Market Research: A company conducts a survey of 1000 consumers to determine their brand awareness and preferences. The data is analyzed using statistical methods to identify trends and patterns that can inform marketing strategies.
Health Research : A researcher conducts a randomized controlled trial to test the effectiveness of a new drug for treating a particular medical condition. The study involves collecting data from a large sample of patients and analyzing the results using statistical methods.
Social Science Research : A sociologist conducts a survey of 500 people to study attitudes toward immigration in a particular country. The data is analyzed using statistical methods to identify factors that influence these attitudes.
Education Research: A researcher conducts an experiment to compare the effectiveness of two different teaching methods for improving student learning outcomes. The study involves randomly assigning students to different groups and collecting data on their performance on standardized tests.
Environmental Research : A team of researchers conduct a study to investigate the impact of climate change on the distribution and abundance of a particular species of plant or animal. The study involves collecting data on environmental factors and population sizes over time and analyzing the results using statistical methods.
Psychology : A researcher conducts a survey of 500 college students to investigate the relationship between social media use and mental health. The data is analyzed using statistical methods to identify correlations and potential causal relationships.
Political Science: A team of researchers conducts a study to investigate voter behavior during an election. They use survey methods to collect data on voting patterns, demographics, and political attitudes, and analyze the results using statistical methods.

How to Conduct Quantitative Research

Here is a general overview of how to conduct quantitative research:

Develop a research question: The first step in conducting quantitative research is to develop a clear and specific research question. This question should be based on a gap in existing knowledge, and should be answerable using quantitative methods.
Develop a research design: Once you have a research question, you will need to develop a research design. This involves deciding on the appropriate methods to collect data, such as surveys, experiments, or observational studies. You will also need to determine the appropriate sample size, data collection instruments, and data analysis techniques.
Collect data: The next step is to collect data. This may involve administering surveys or questionnaires, conducting experiments, or gathering data from existing sources. It is important to use standardized methods to ensure that the data is reliable and valid.
Analyze data : Once the data has been collected, it is time to analyze it. This involves using statistical methods to identify patterns, trends, and relationships between variables. Common statistical techniques include correlation analysis, regression analysis, and hypothesis testing.
Interpret results: After analyzing the data, you will need to interpret the results. This involves identifying the key findings, determining their significance, and drawing conclusions based on the data.
Communicate findings: Finally, you will need to communicate your findings. This may involve writing a research report, presenting at a conference, or publishing in a peer-reviewed journal. It is important to clearly communicate the research question, methods, results, and conclusions to ensure that others can understand and replicate your research.

When to use Quantitative Research

Here are some situations when quantitative research can be appropriate:

To test a hypothesis: Quantitative research is often used to test a hypothesis or a theory. It involves collecting numerical data and using statistical analysis to determine if the data supports or refutes the hypothesis.
To generalize findings: If you want to generalize the findings of your study to a larger population, quantitative research can be useful. This is because it allows you to collect numerical data from a representative sample of the population and use statistical analysis to make inferences about the population as a whole.
To measure relationships between variables: If you want to measure the relationship between two or more variables, such as the relationship between age and income, or between education level and job satisfaction, quantitative research can be useful. It allows you to collect numerical data on both variables and use statistical analysis to determine the strength and direction of the relationship.
To identify patterns or trends: Quantitative research can be useful for identifying patterns or trends in data. For example, you can use quantitative research to identify trends in consumer behavior or to identify patterns in stock market data.
To quantify attitudes or opinions : If you want to measure attitudes or opinions on a particular topic, quantitative research can be useful. It allows you to collect numerical data using surveys or questionnaires and analyze the data using statistical methods to determine the prevalence of certain attitudes or opinions.

Purpose of Quantitative Research

The purpose of quantitative research is to systematically investigate and measure the relationships between variables or phenomena using numerical data and statistical analysis. The main objectives of quantitative research include:

Description : To provide a detailed and accurate description of a particular phenomenon or population.
Explanation : To explain the reasons for the occurrence of a particular phenomenon, such as identifying the factors that influence a behavior or attitude.
Prediction : To predict future trends or behaviors based on past patterns and relationships between variables.
Control : To identify the best strategies for controlling or influencing a particular outcome or behavior.

Quantitative research is used in many different fields, including social sciences, business, engineering, and health sciences. It can be used to investigate a wide range of phenomena, from human behavior and attitudes to physical and biological processes. The purpose of quantitative research is to provide reliable and valid data that can be used to inform decision-making and improve understanding of the world around us.

Advantages of Quantitative Research

There are several advantages of quantitative research, including:

Objectivity : Quantitative research is based on objective data and statistical analysis, which reduces the potential for bias or subjectivity in the research process.
Reproducibility : Because quantitative research involves standardized methods and measurements, it is more likely to be reproducible and reliable.
Generalizability : Quantitative research allows for generalizations to be made about a population based on a representative sample, which can inform decision-making and policy development.
Precision : Quantitative research allows for precise measurement and analysis of data, which can provide a more accurate understanding of phenomena and relationships between variables.
Efficiency : Quantitative research can be conducted relatively quickly and efficiently, especially when compared to qualitative research, which may involve lengthy data collection and analysis.
Large sample sizes : Quantitative research can accommodate large sample sizes, which can increase the representativeness and generalizability of the results.

Limitations of Quantitative Research

There are several limitations of quantitative research, including:

Limited understanding of context: Quantitative research typically focuses on numerical data and statistical analysis, which may not provide a comprehensive understanding of the context or underlying factors that influence a phenomenon.
Simplification of complex phenomena: Quantitative research often involves simplifying complex phenomena into measurable variables, which may not capture the full complexity of the phenomenon being studied.
Potential for researcher bias: Although quantitative research aims to be objective, there is still the potential for researcher bias in areas such as sampling, data collection, and data analysis.
Limited ability to explore new ideas: Quantitative research is often based on pre-determined research questions and hypotheses, which may limit the ability to explore new ideas or unexpected findings.
Limited ability to capture subjective experiences : Quantitative research is typically focused on objective data and may not capture the subjective experiences of individuals or groups being studied.
Ethical concerns : Quantitative research may raise ethical concerns, such as invasion of privacy or the potential for harm to participants.

About the author

Muhammad Hassan

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100 Sociology Research Topics You Can Use Right Now

Sociology is a study of society, relationships, and culture. It can include multiple topics—ranging from class and social mobility to the Internet and marriage traditions. Research in sociology is used to inform policy makers , educators , businesses , social workers , non-profits , etc.

Below are 100 sociology research topics you can use right now, divided by general topic headings. Feel free to adapt these according to your specific interest. You'll always conduct more thorough and informed research if it's a topic you're passionate about.

Art, Food, Music, and Culture

Does art imitate life or does life imitate art?
How has globalization changed local culture?
What role does food play in cultural identity?
Does technology use affect people's eating habits?
How has fast food affected society?
How can clean eating change a person's life for the better?
Should high-sugar drinks be banned from school campuses?
How can travel change a person for the better?
How does music affect the thoughts and actions of teenagers?
Should performance artists be held partially responsible if someone is inspired by their music to commit a crime?
What are some examples of cultural misappropriation?
What role does music play in cultural identity?

Social Solutions and Cultural Biases

What (if any) are the limits of free speech in a civil society?
What are some reasonable solutions to overpopulation?
What are some ways in which different types of media content influence society's attitudes and behaviors?
What is the solution to stop the rise of homegrown terrorism in the U.S.?
Should prescription drug companies be allowed to advertise directly to consumers?
Is the global warming movement a hoax? Why or why not?
Should the drinking age be lowered?
Should more gun control laws be enacted in the U.S.?
What bias exists against people who are obese?
Should polygamy be legal in the U.S.? Why or why not?
Should there be a legal penalty for using racial slurs?
Should the legal working age of young people be raised or lowered?
Should the death penalty be used in all cases involving first-degree murder?
Should prisons be privately owned? Why or why not?
What is privilege? How is it defined and how can it be used to gain access to American politics and positions of power?
How are women discriminated against in the workplace?
What role does feminism play in current American politics?
What makes a patriot?
Compare/analyze the social views of Plato and Aristotle
How has labor migration changed America?
What important skills have been lost in an industrialized West?
Is the #MeToo movement an important one? Why or why not?
What conflict resolution skills would best serve us in the present times?
How can violence against women be dealt with to lower incidence rates?
Should students be allowed to take any subject they want in High School and avoid the ones they don't like?
How should bullies be dealt with in our country's schools?
Do standardized tests improve education or have the opposite effect?
Should school children be forced to go through metal detectors?
What is the best teacher/student ratio for enhanced learning in school?
Do school uniforms decrease teasing and bullying? If so, how?
Should teachers make more money?
Should public education be handled through private enterprises (like charter schools)?
Should religious education be given priority over academic knowledge?
How can schools help impoverished students in ways that won't embarrass them?
What are ethical values that should be considered in education?
Is it the state's role or the parents' role to educate children? Or a combination of both?
Should education be given more political priority than defense and war?
What would a perfect educational setting look like? How would it operate and what subjects would be taught?

Marriage and Family

How should a "family" be defined? Can it be multiple definitions?
What is a traditional role taken on by women that would be better handled by a man (and vice versa)?
How has marriage changed in the United States?
What are the effects of divorce on children?
Is there a negative effect on children who are adopted by a family whose ethnicity is different than their own?
Can children receive all they need from a single parent?
Does helicopter parenting negatively affect children?
Is marriage outdated?
Should teens have access to birth control without their parents' permission?
Should children be forced to show physical affection (hugs, etc.) to family members they're uncomfortable around?
What are the benefits (or negative impact) of maintaining traditional gender roles in a family?
Are social networks safe for preteens and teens? Why or why not?
Should the government have a say in who can get married?
What (if any) are the benefits of arranged marriages?
What are the benefits for (or negative impact on) children being adopted by LGBTQ couples?
How long should two people date before they marry?
Should children be forced to be involved in activities (such as sports, gymnastics, clubs, etc.), even when they'd rather sit at home and play video games all day?
Should parents be required to take a parenting class before having children?
What are potential benefits to being married but choosing not to have children?

Generational

Should communities take better care of their elderly? How?
What are some generational differences among Generations X, Y, and Z?
What benefits do elderly people get from interaction with children?
How has Generation Y changed the country so far?
What are the differences in communication styles between Generation X and Generation Y (Millennials)?
Why could we learn from our elders that could not be learned from books?
Should the elderly live with their immediate family (children and grandchildren)? How would this resolve some of our country's current problems?
What are some positive or negative consequences to intergenerational marriage?

Sociology explores themes of community and relationships.

Spiritualism, religion, and superstition

Why do some people believe in magic?
What is the difference between religion and spiritualism?
Should a government be a theocracy? Why or why not?
How has religion helped (or harmed) our country?
Should religious leaders be able to support a particular candidate from their pulpit?
How have religious cults shaped the nation?
Should students at religious schools be forced to take state tests?
How has our human connection with nature changed while being trapped in crowded cities?
Which generation from the past 200 years made the biggest impact on culture with their religious practice and beliefs? Explain your answer.

Addiction and Mental Health

How should our society deal with addicts?
What are ethical values that should be considered in mental health treatment?
Should mental health be required coverage on all insurance policies?
Is mental health treatment becoming less stigmatized?
How would better access to mental health change our country?
What are some things we're addicted to as a society that are not seen as "addiction," per se?
Should medicinal marijuana be made legal?
What are some alternative treatments for mental health and wellness instead of antidepressants?
Has social media helped or harmed our society?
Are video games addictive for young people and what should be done to curb the addiction?
Should all recreational drugs be made legal?
How has mental health treatment changed in the past 20 years?
Should recreational marijuana be made legal?
How is family counseling a good option for families going through conflict?

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Qualitative research examples: How to unlock, rich, descriptive insights

User Research

Aug 19, 2024 • 17 minutes read

Qualitative research examples: How to unlock, rich, descriptive insights

Qualitative research uncovers in-depth user insights, but what does it look like? Here are seven methods and examples to help you get the data you need.

Armin Tanovic

Behind every what, there’s a why . Qualitative research is how you uncover that why. It enables you to connect with users and understand their thoughts, feelings, wants, needs, and pain points.

There’s many methods for conducting qualitative research, and many objectives it can help you pursue—you might want to explore ways to improve NPS scores, combat reduced customer retention, or understand (and recreate) the success behind a well-received product. The common thread? All these metrics impact your business, and qualitative research can help investigate and improve that impact.

In this article, we’ll take you through seven methods and examples of qualitative research, including when and how to use them.

Qualitative UX research made easy

Conduct qualitative research with Maze, analyze data instantly, and get rich, descriptive insights that drive decision-making.

7 Qualitative research methods: An overview

There are various qualitative UX research methods that can help you get in-depth, descriptive insights. Some are suited to specific phases of the design and development process, while others are more task-oriented.

Here’s our overview of the most common qualitative research methods. Keep reading for their use cases, and detailed examples of how to conduct them.

Method
User interviews
Focus groups
Ethnographic research
Qualitative observation
Case study research
Secondary research
Open-ended surveys			to extract descriptive insights.

1. User interviews

A user interview is a one-on-one conversation between a UX researcher, designer or Product Manager and a target user to understand their thoughts, perspectives, and feelings on a product or service. User interviews are a great way to get non-numerical data on individual experiences with your product, to gain a deeper understanding of user perspectives.

Interviews can be structured, semi-structured, or unstructured . Structured interviews follow a strict interview script and can help you get answers to your planned questions, while semi and unstructured interviews are less rigid in their approach and typically lead to more spontaneous, user-centered insights.

When to use user interviews

Interviews are ideal when you want to gain an in-depth understanding of your users’ perspectives on your product or service, and why they feel a certain way.

Interviews can be used at any stage in the product design and development process, being particularly helpful during:

The discovery phase: To better understand user needs, problems, and the context in which they use your product—revealing the best potential solutions
The design phase: To get contextual feedback on mockups, wireframes, and prototypes, helping you pinpoint issues and the reasons behind them
Post-launch: To assess if your product continues to meet users’ shifting expectations and understand why or why not

How to conduct user interviews: The basics

Draft questions based on your research objectives
Recruit relevant research participants and schedule interviews
Conduct the interview and transcribe responses
Analyze the interview responses to extract insights
Use your findings to inform design, product, and business decisions

💡 A specialized user interview tool makes interviewing easier. With Maze Interview Studies , you can recruit, host, and analyze interviews all on one platform.

User interviews: A qualitative research example

Let’s say you’ve designed a recruitment platform, called Tech2Talent , that connects employers with tech talent. Before starting the design process, you want to clearly understand the pain points employers experience with existing recruitment tools'.

You draft a list of ten questions for a semi-structured interview for 15 different one-on-one interviews. As it’s semi-structured, you don’t expect to ask all the questions—the script serves as more of a guide.

One key question in your script is: “Have tech recruitment platforms helped you find the talent you need in the past?”

Most respondents answer with a resounding and passionate ‘no’ with one of them expanding:

“For our company, it’s been pretty hit or miss honestly. They let just about anyone make a profile and call themselves tech talent. It’s so hard sifting through serious candidates. I can’t see any of their achievements until I invest time setting up an interview.”

You begin to notice a pattern in your responses: recruitment tools often lack easily accessible details on talent profiles.

You’ve gained contextual feedback on why other recruitment platforms fail to solve user needs.

2. Focus groups

A focus group is a research method that involves gathering a small group of people—around five to ten users—to discuss a specific topic, such as their’ experience with your new product feature. Unlike user interviews, focus groups aim to capture the collective opinion of a wider market segment and encourage discussion among the group.

When to use focus groups

You should use focus groups when you need a deeper understanding of your users’ collective opinions. The dynamic discussion among participants can spark in-depth insights that might not emerge from regular interviews.

Focus groups can be used before, during, and after a product launch. They’re ideal:

Throughout the problem discovery phase: To understand your user segment’s pain points and expectations, and generate product ideas
Post-launch: To evaluate and understand the collective opinion of your product’s user experience
When conducting market research: To grasp usage patterns, consumer perceptions, and market opportunities for your product

How to conduct focus group studies: The basics

Draft prompts to spark conversation, or a series of questions based on your UX research objectives
Find a group of five to ten users who are representative of your target audience (or a specific user segment) and schedule your focus group session
Conduct the focus group by talking and listening to users, then transcribe responses
Analyze focus group responses and extract insights
Use your findings to inform design decisions

The number of participants can make it difficult to take notes or do manual transcriptions. We recommend using a transcription or a specialized UX research tool , such as Maze, that can automatically create ready-to-share reports and highlight key user insights.

Focus groups: A qualitative research example

You’re a UX researcher at FitMe , a fitness app that creates customized daily workouts for gym-goers. Unlike many other apps, FitMe takes into account the previous day’s workout and aims to create one that allows users to effectively rest different muscles.

However, FitMe has an issue. Users are generating workouts but not completing them. They’re accessing the app, taking the necessary steps to get a workout for the day, but quitting at the last hurdle.

Time to talk to users.

You organize a focus group to get to the root of the drop-off issue. You invite five existing users, all of whom have dropped off at the exact point you’re investigating, and ask them questions to uncover why.

A dialog develops:

Participant 1: “Sometimes I’ll get a workout that I just don’t want to do. Sure, it’s a good workout—but I just don’t want to physically do it. I just do my own thing when that happens.”

Participant 2: “Same here, some of them are so boring. I go to the gym because I love it. It’s an escape.”

Participant 3: “Right?! I get that the app generates the best one for me on that specific day, but I wish I could get a couple of options.”

Participant 4: “I’m the same, there are some exercises I just refuse to do. I’m not coming to the gym to do things I dislike.”

Conducting the focus groups and reviewing the transcripts, you realize that users want options. A workout that works for one gym-goer doesn’t necessarily work for the next.

A possible solution? Adding the option to generate a new workout (that still considers previous workouts)and the ability to blacklist certain exercises, like burpees.

3. Ethnographic research

Ethnographic research is a research method that involves observing and interacting with users in a real-life environment. By studying users in their natural habitat, you can understand how your product fits into their daily lives.

Ethnographic research can be active or passive. Active ethnographic research entails engaging with users in their natural environment and then following up with methods like interviews. Passive ethnographic research involves letting the user interact with the product while you note your observations.

When to use ethnographic research

Ethnographic research is best suited when you want rich insights into the context and environment in which users interact with your product. Keep in mind that you can conduct ethnographic research throughout the entire product design and development process —from problem discovery to post-launch. However, it’s mostly done early in the process:

Early concept development: To gain an understanding of your user's day-to-day environment. Observe how they complete tasks and the pain points they encounter. The unique demands of their everyday lives will inform how to design your product.
Initial design phase: Even if you have a firm grasp of the user’s environment, you still need to put your solution to the test. Conducting ethnographic research with your users interacting with your prototype puts theory into practice.

How to conduct ethnographic research:

Recruit users who are reflective of your audience
Meet with them in their natural environment, and tell them to behave as they usually would
Take down field notes as they interact with your product
Engage with your users, ask questions, or host an in-depth interview if you’re doing an active ethnographic study
Collect all your data and analyze it for insights

While ethnographic studies provide a comprehensive view of what potential users actually do, they are resource-intensive and logistically difficult. A common alternative is diary studies. Like ethnographic research, diary studies examine how users interact with your product in their day-to-day, but the data is self-reported by participants.

⚙️ Recruiting participants proving tough and time-consuming? Maze Panel makes it easy, with 400+ filters to find your ideal participants from a pool of 3 million participants.

Ethnographic research: A qualitative research example

You're a UX researcher for a project management platform called ProFlow , and you’re conducting an ethnographic study of the project creation process with key users, including a startup’s COO.

The first thing you notice is that the COO is rushing while navigating the platform. You also take note of the 46 tabs and Zoom calls opened on their monitor. Their attention is divided, and they let out an exasperated sigh as they repeatedly hit “refresh” on your website’s onboarding interface.

You conclude the session with an interview and ask, “How easy or difficult did you find using ProFlow to coordinate a project?”

The COO answers: “Look, the whole reason we turn to project platforms is because we need to be quick on our feet. I’m doing a million things so I need the process to be fast and simple. The actual project management is good, but creating projects and setting up tables is way too complicated.”

You realize that ProFlow ’s project creation process takes way too much time for professionals working in fast-paced, dynamic environments. To solve the issue, propose a quick-create option that enables them to move ahead with the basics instead of requiring in-depth project details.

4. Qualitative observation

Qualitative observation is a similar method to ethnographic research, though not as deep. It involves observing your users in a natural or controlled environment and taking notes as they interact with a product. However, be sure not to interrupt them, as this compromises the integrity of the study and turns it into active ethnographic research.

When to qualitative observation

Qualitative observation is best when you want to record how users interact with your product without anyone interfering. Much like ethnographic research, observation is best done during:

Early concept development: To help you understand your users' daily lives, how they complete tasks, and the problems they deal with. The observations you collect in these instances will help you define a concept for your product.
Initial design phase: Observing how users deal with your prototype helps you test if they can easily interact with it in their daily environments

How to conduct qualitative observation:

Recruit users who regularly use your product
Meet with users in either their natural environment, such as their office, or within a controlled environment, such as a lab
Observe them and take down field notes based on what you notice

Qualitative observation: An qualitative research example

You’re conducting UX research for Stackbuilder , an app that connects businesses with tools ideal for their needs and budgets. To determine if your app is easy to use for industry professionals, you decide to conduct an observation study.

Sitting in with the participant, you notice they breeze past the onboarding process, quickly creating an account for their company. Yet, after specifying their company’s budget, they suddenly slow down. They open links to each tool’s individual page, confusingly switching from one tab to another. They let out a sigh as they read through each website.

Conducting your observation study, you realize that users find it difficult to extract information from each tool’s website. Based on your field notes, you suggest including a bullet-point summary of each tool directly on your platform.

5. Case study research

Case studies are a UX research method that provides comprehensive and contextual insights into a real-world case over a long period of time. They typically include a range of other qualitative research methods, like interviews, observations, and ethnographic research. A case study allows you to form an in-depth analysis of how people use your product, helping you uncover nuanced differences between your users.

When to use case studies

Case studies are best when your product involves complex interactions that need to be tracked over a longer period or through in-depth analysis. You can also use case studies when your product is innovative, and there’s little existing data on how users interact with it.

As for specific phases in the product design and development process:

Initial design phase: Case studies can help you rigorously test for product issues and the reasons behind them, giving you in-depth feedback on everything between user motivations, friction points, and usability issues
Post-launch phase: Continuing with case studies after launch can give you ongoing feedback on how users interact with the product in their day-to-day lives. These insights ensure you can meet shifting user expectations with product updates and future iterations

How to conduct case studies:

Outline an objective for your case study such as examining specific user tasks or the overall user journey
Select qualitative research methods such as interviews, ethnographic studies, or observations
Collect and analyze your data for comprehensive insights
Include your findings in a report with proposed solutions

Case study research: A qualitative research example

Your team has recently launched Pulse , a platform that analyzes social media posts to identify rising digital marketing trends. Pulse has been on the market for a year, and you want to better understand how it helps small businesses create successful campaigns.

To conduct your case study, you begin with a series of interviews to understand user expectations, ethnographic research sessions, and focus groups. After sorting responses and observations into common themes you notice a main recurring pattern. Users have trouble interpreting the data from their dashboards, making it difficult to identify which trends to follow.

With your synthesized insights, you create a report with detailed narratives of individual user experiences, common themes and issues, and recommendations for addressing user friction points.

Some of your proposed solutions include creating intuitive graphs and summaries for each trend study. This makes it easier for users to understand trends and implement strategic changes in their campaigns.

6. Secondary research

Secondary research is a research method that involves collecting and analyzing documents, records, and reviews that provide you with contextual data on your topic. You’re not connecting with participants directly, but rather accessing pre-existing available data. For example, you can pull out insights from your UX research repository to reexamine how they apply to your new UX research objective.

Strictly speaking, it can be both qualitative and quantitative—but today we focus on its qualitative application.

When to use secondary research

Record keeping is particularly useful when you need supplemental insights to complement, validate, or compare current research findings. It helps you analyze shifting trends amongst your users across a specific period. Some other scenarios where you need record keeping include:

Initial discovery or exploration phase: Secondary research can help you quickly gather background information and data to understand the broader context of a market
Design and development phase: See what solutions are working in other contexts for an idea of how to build yours

Secondary research is especially valuable when your team faces budget constraints, tight deadlines, or limited resources. Through review mining and collecting older findings, you can uncover useful insights that drive decision-making throughout the product design and development process.

How to conduct secondary research:

Outline your UX research objective
Identify potential data sources for information on your product, market, or target audience. Some of these sources can include: a. Review websites like Capterra and G2 b. Social media channels c. Customer service logs and disputes d. Website reviews e. Reports and insights from previous research studies f. Industry trends g. Information on competitors
Analyze your data by identifying recurring patterns and themes for insights

Secondary research: A qualitative research example

SafeSurf is a cybersecurity platform that offers threat detection, security audits, and real-time reports. After conducting multiple rounds of testing, you need a quick and easy way to identify remaining usability issues. Instead of conducting another resource-intensive method, you opt for social listening and data mining for your secondary research.

Browsing through your company’s X, you identify a recurring theme: many users without a background in tech find SafeSurf ’s reports too technical and difficult to read. Users struggle with understanding what to do if their networks are breached.

After checking your other social media channels and review sites, the issue pops up again.

With your gathered insights, your team settles on introducing a simplified version of reports, including clear summaries, takeaways, and step-by-step protocols for ensuring security.

By conducting secondary research, you’ve uncovered a major usability issue—all without spending large amounts of time and resources to connect with your users.

7. Open-ended surveys

Open-ended surveys are a type of unmoderated UX research method that involves asking users to answer a list of qualitative research questions designed to uncover their attitudes, expectations, and needs regarding your service or product. Open-ended surveys allow users to give in-depth, nuanced, and contextual responses.

When to use open-ended surveys

User surveys are an effective qualitative research method for reaching a large number of users. You can use them at any stage of the design and product development process, but they’re particularly useful:

When you’re conducting generative research : Open-ended surveys allow you to reach a wide range of users, making them especially useful during initial research phases when you need broad insights into user experiences
When you need to understand customer satisfaction: Open-ended customer satisfaction surveys help you uncover why your users might be dissatisfied with your product, helping you find the root cause of their negative experiences
In combination with close-ended surveys: Get a combination of numerical, statistical insights and rich descriptive feedback. You’ll know what a specific percentage of your users think and why they think it.

How to conduct open-ended surveys:

Design your survey and draft out a list of survey questions
Distribute your surveys to respondents
Analyze survey participant responses for key themes and patterns
Use your findings to inform your design process

Open-ended surveys: A qualitative research example

You're a UX researcher for RouteReader , a comprehensive logistics platform that allows users to conduct shipment tracking and route planning. Recently, you’ve launched a new predictive analytics feature that allows users to quickly identify and prepare for supply chain disruptions.

To better understand if users find the new feature helpful, you create an open-ended, in-app survey.

The questions you ask your users:

“What has been your experience with our new predictive analytics feature?"
“Do you find it easy or difficult to rework your routes based on our predictive suggestions?”
“Does the predictive analytics feature make planning routes easier? Why or why not?”

Most of the responses are positive. Users report using the predictive analytics feature to make last-minute adjustments to their route plans, and some even rely on it regularly. However, a few users find the feature hard to notice, making it difficult to adjust their routes on time.

To ensure users have supply chain insights on time, you integrate the new feature into each interface so users can easily spot important information and adjust their routes accordingly.

💡 Surveys are a lot easier with a quality survey tool. Maze’s Feedback Surveys solution has all you need to ensure your surveys get the insights you need—including AI-powered follow-up and automated reports.

Qualitative research vs. quantitative research: What’s the difference?

Alongside qualitative research approaches, UX teams also use quantitative research methods. Despite the similar names, the two are very different.

Here are some of the key differences between qualitative research and quantitative research .

Research type
Qualitative research			.
Quantitative research

Before selecting either qualitative or quantitative methods, first identify what you want to achieve with your UX research project. As a general rule of thumb, think qualitative data collection for in-depth understanding and quantitative studies for measurement and validation.

Conduct qualitative research with Maze

You’ll often find that knowing the what is pointless without understanding the accompanying why . Qualitative research helps you uncover your why.

So, what about how —how do you identify your 'what' and your 'why'?

The answer is with a user research tool like Maze.

Maze is the leading user research platform that lets you organize, conduct, and analyze both qualitative and quantitative research studies—all from one place. Its wide variety of UX research methods and advanced AI capabilities help you get the insights you need to build the right products and experiences faster.

Frequently asked questions about qualitative research examples

What is qualitative research?

Qualitative research is a research method that aims to provide contextual, descriptive, and non-numerical insights on a specific issue. Qualitative research methods like interviews, case studies, and ethnographic studies allow you to uncover the reasoning behind your user’s attitudes and opinions.

Can a study be both qualitative and quantitative?

Absolutely! You can use mixed methods in your research design, which combines qualitative and quantitative approaches to gain both descriptive and statistical insights.

For example, user surveys can have both close-ended and open-ended questions, providing comprehensive data like percentages of user views and descriptive reasoning behind their answers.

Is qualitative or quantitative research better?

The choice between qualitative and quantitative research depends upon your research goals and objectives.

Qualitative research methods are better suited when you want to understand the complexities of your user’s problems and uncover the underlying motives beneath their thoughts, feelings, and behaviors. Quantitative research excels in giving you numerical data, helping you gain a statistical view of your user's attitudes, identifying trends, and making predictions.

What are some approaches to qualitative research?

There are many approaches to qualitative studies. An approach is the underlying theory behind a method, and a method is a way of implementing the approach. Here are some approaches to qualitative research:

Grounded theory: Researchers study a topic and develop theories inductively
Phenomenological research: Researchers study a phenomenon through the lived experiences of those involved
Ethnography: Researchers immerse themselves in organizations to understand how they operate

COMMENTS

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In sociology, quantitative research methods can be used to study either inherently numeric things, such as population data, or data converted to numeric values, such as demographics (e.g ...
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Introduction. Sociology develops, adopts, and adapts a wide variety of methods for understanding the social world. Realizing that this embarrassment of riches can bewilder the newcomer, this entry is intended to guide scholars through some of the main methods used by quantitative social scientists and some of the key resources for learning such methods.
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An introduction to research methods in Sociology covering quantitative, qualitative, primary and secondary data and defining the basic types of research method including social surveys, experiments, interviews, participant observation, ethnography and longitudinal studies. Why do social research? The simple answer is that without it, our knowledge of the social world is limited to our ...
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Real-world examples and data from social and health sciences research are used throughout the book, allowing readers to reinforce their comprehension of the material. ... this book can serve as the primary text in undergraduate and graduate university courses within departments of sociology, psychology, urban studies, health sciences, and ...
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Concepts are the building blocks of theory, and are the points around which social research is conducted. Concepts are closely related to the main sociological perspectives, and some of the main concepts developed by different perspectives include: Functionalism - social integration and anomie. Marxism - social class and alienation.
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Quantitative research is the opposite of qualitative research, which involves collecting and analyzing non-numerical data (e.g., text, video, or audio). Quantitative research is widely used in the natural and social sciences: biology, chemistry, psychology, economics, sociology, marketing, etc. Quantitative research question examples
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The most common quantitative methods in sociology include:Using surveys Using questionnaires Conducting pre/post designs Using pre-existing data Conducting pilot studies Conducting an ...
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Definition of Quantitative Research (noun) Using statistical analysis to quantify and measure social phenomenon, seeking to identify where possible causal relationships, then reporting the findings numerically.Examples of Quantitative Research. statistical analysis; surveys; trend study; Quantitative Research Pronunciation
Statistical Methods in Sociology (QCR)
Most research in sociology is quantitative, and it is important for students to be able to critically evaluate published quantitative research. Ideally, students should also be able to conduct empirical research involving statistical methods. This course provides the foundation for both goals. The course focuses specifically on how to determine, ap
Research Methods: Quantitative and Qualitative Methods
The role and main methods of quantitative and qualitative research in sociology is explored in this A-Level revision video. The role and main methods of quantitative and qualitative research in sociology is explored in this A-Level revision video. tutor2u. Main menu. ... Example Answer for Question 1 Paper 2: AS Sociology, June 2017 (AQA)
Sociological Research
Sociological research methods can be either qualitative or quantitative (or mixed). Sociological research methods include ethnography , field research , participant observation , surveys , and ...
What is Quantitative Research? Definition, Methods, Types, and Examples
Quantitative research is the process of collecting and analyzing numerical data to describe, predict, or control variables of interest. This type of research helps in testing the causal relationships between variables, making predictions, and generalizing results to wider populations. The purpose of quantitative research is to test a predefined ...
Qualitative vs. Quantitative Research
When collecting and analyzing data, quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings. Both are important for gaining different kinds of knowledge. Quantitative research. Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories and assumptions.
Research Methods
Sociologists use a range of quantitative and qualitative, primary and secondary social research methods to collect data about society. The main types of research method are: Social surveys (questionnaires and structured interviews) Experiments (Lab and Field) Unstructured interviews. Partipant Observation. Secondary qualitative data.
Quantitative and Qualitative Methods in sociology
Quantitative and qualitative methods are two primary research approaches used in sociology. The purpose of quantitative research is to understand patterns, correlations, and causality in social phenomena by gathering and analysing numerical data using statistical methods. Statistical analysis of large datasets and surveys are some examples of ...
Sociological Research Methods: Qualitative and Quantitative Methods
Research methods and analysis of sociology dealt with techniques to obtain information in a vivid form. Research is carefully observing patterns for searching new facts or terms in any kind of subject. ... Evaluation Schedules- Quantitative analysis for example data collection is a primary objective of this schedule. For example, if a company ...
Quantitative Research
Examples of Quantitative Research. Here are some examples of quantitative research in different fields: Market Research: A company conducts a survey of 1000 consumers to determine their brand awareness and preferences. The data is analyzed using statistical methods to identify trends and patterns that can inform marketing strategies.
100 Sociology Research Topics You Can Use Right Now
Sociology is a study of society, relationships, and culture. It can include multiple topics—ranging from class and social mobility to the Internet and marriage traditions. Research in sociology is used to inform policy makers, educators, businesses, social workers, non-profits, etc. Below are 100 sociology research topics you can use right now, divided by general topic headings. Feel free to ...
Qualitative vs. Quantitative Research
A classic example of quantitative research is the census, which works to count multiple aspects of each citizen. ... Quantitative Research in Sociology | Methods & Examples
Qualitative Research: 7 Methods and Examples
Here are seven qualitative research methods and examples to inspire your next UX research project. ... Maze is the leading user research platform that lets you organize, conduct, and analyze both qualitative and quantitative research studies—all from one place. Its wide variety of UX research methods and advanced AI capabilities help you get ...

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Quantitative Methods in Sociological Research by Erin Leahey LAST REVIEWED: 27 July 2011 LAST MODIFIED: 27 July 2011 DOI: 10.1093/obo/9780199756384-0044

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