quantitative research strengths and weaknesses brainly

13 Pros and Cons of Quantitative Research Methods

Quantitative research utilizes mathematical, statistical, and computational tools to derive results. This structure creates a conclusiveness to the purposes being studied as it quantifies problems to understand how prevalent they are.

It is through this process that the research creates a projectable result which applies to the larger general population.

Instead of providing a subjective overview like qualitative research offers, quantitative research identifies structured cause-and-effect relationships. Once the problem is identified by those involved in the study, the factors associated with the issue become possible to identify as well. Experiments and surveys are the primary tools of this research method to create specific results, even when independent or interdependent factors are present.

These are the quantitative research pros and cons to consider.

List of the Pros of Quantitative Research

1. Data collection occurs rapidly with quantitative research. Because the data points of quantitative research involve surveys, experiments, and real-time gathering, there are few delays in the collection of materials to examine. That means the information under study can be analyzed very quickly when compared to other research methods. The need to separate systems or identify variables is not as prevalent with this option either.

2. The samples of quantitative research are randomized. Quantitative research uses a randomized process to collect information, preventing bias from entering into the data. This randomness creates an additional advantage in the fact that the information supplied through this research can then be statistically applied to the rest of the population group which is under study. Although there is the possibility that some demographics could be left out despite randomization to create errors when the research is applied to all, the results of this research type make it possible to glean relevant data in a fraction of the time that other methods require.

3. It offers reliable and repeatable information. Quantitative research validates itself by offering consistent results when the same data points are examined under randomized conditions. Although you may receive different percentages or slight variances in other results, repetitive information creates the foundation for certainty in future planning processes. Businesses can tailor their messages or programs based on these results to meet specific needs in their community. The statistics become a reliable resource which offer confidence to the decision-making process.

4. You can generalize your findings with quantitative research. The issue with other research types is that there is no generalization effect possible with the data points they gather. Quantitative information may offer an overview instead of specificity when looking at target groups, but that also makes it possible to identify core subjects, needs, or wants. Every finding developed through this method can go beyond the participant group to the overall demographic being looked at with this work. That makes it possible to identify trouble areas before difficulties have a chance to start.

5. The research is anonymous. Researchers often use quantitative data when looking at sensitive topics because of the anonymity involved. People are not required to identify themselves with specificity in the data collected. Even if surveys or interviews are distributed to each individual, their personal information does not make it to the form. This setup reduces the risk of false results because some research participants are ashamed or disturbed about the subject discussions which involve them.

6. You can perform the research remotely. Quantitative research does not require the participants to report to a specific location to collect the data. You can speak with individuals on the phone, conduct surveys online, or use other remote methods that allow for information to move from one party to the other. Although the number of questions you ask or their difficulty can influence how many people choose to participate, the only real cost factor to the participants involves their time. That can make this option a lot cheaper than other methods.

7. Information from a larger sample is used with quantitative research. Qualitative research must use small sample sizes because it requires in-depth data points to be collected by the researchers. This creates a time-consuming resource, reducing the number of people involved. The structure of quantitative research allows for broader studies to take place, which enables better accuracy when attempting to create generalizations about the subject matter involved. There are fewer variables which can skew the results too because you’re dealing with close-ended information instead of open-ended questions.

List of the Cons of Quantitative Research

1. You cannot follow-up on any answers in quantitative research. Quantitative research offers an important limit: you cannot go back to participants after they’ve filled out a survey if there are more questions to ask. There is a limited chance to probe the answers offered in the research, which creates fewer data points to examine when compared to other methods. There is still the advantage of anonymity, but if a survey offers inconclusive or questionable results, there is no way to verify the validity of the data. If enough participants turn in similar answers, it could skew the data in a way that does not apply to the general population.

2. The characteristics of the participants may not apply to the general population. There is always a risk that the research collected using the quantitative method may not apply to the general population. It is easy to draw false correlations because the information seems to come from random sources. Despite the efforts to prevent bias, the characteristics of any randomized sample are not guaranteed to apply to everyone. That means the only certainty offered using this method is that the data applies to those who choose to participate.

3. You cannot determine if answers are true or not. Researchers using the quantitative method must operate on the assumption that all the answers provided to them through surveys, testing, and experimentation are based on a foundation of truth. There are no face-to-face contacts with this method, which means interviewers or researchers are unable to gauge the truthfulness or authenticity of each result.

A 2011 study published by Psychology Today looked at how often people lie in their daily lives. Participants were asked to talk about the number of lies they told in the past 24 hours. 40% of the sample group reported telling a lie, with the median being 1.65 lies told per day. Over 22% of the lies were told by just 1% of the sample. What would happen if the random sampling came from this 1% group?

4. There is a cost factor to consider with quantitative research. All research involves cost. There’s no getting around this fact. When looking at the price of experiments and research within the quantitative method, a single result mist cost more than $100,000. Even conducting a focus group is costly, with just four groups of government or business participants requiring up to $60,000 for the work to be done. Most of the cost involves the target audiences you want to survey, what the objects happen to be, and if you can do the work online or over the phone.

5. You do not gain access to specific feedback details. Let’s say that you wanted to conduct quantitative research on a new toothpaste that you want to take to the market. This method allows you to explore a specific hypothesis (i.e., this toothpaste does a better job of cleaning teeth than this other product). You can use the statistics to create generalizations (i.e., 70% of people say this toothpaste cleans better, which means that is your potential customer base). What you don’t receive are specific feedback details that can help you refine the product. If no one likes the toothpaste because it tastes like how a skunk smells, that 70% who say it cleans better still won’t purchase the product.

6. It creates the potential for an unnatural environment. When carrying out quantitative research, the efforts are sometimes carried out in environments which are unnatural to the group. When this disadvantage occurs, the results will often differ when compared to what would be discovered with real-world examples. That means researchers can still manipulate the results, even with randomized participants, because of the work within an environment which is conducive to the answers which they want to receive through this method.

These quantitative research pros and cons take a look at the value of the information collected vs. its authenticity and cost to collect. It is cheaper than other research methods, but with its limitations, this option is not always the best choice to make when looking for specific data points before making a critical decision.

10 Advantages & Disadvantages of Quantitative Research

Quantitative research is a powerful tool for those looking to gather empirical data about their topic of study. Using statistical models and math, researchers evaluate their hypothesis.

Quantitative Research

When researchers look at gathering data, there are two types of testing methods they can use: quantitative research, or qualitative research. Quantitative research looks to capture real, measurable data in the form of numbers and figures; whereas qualitative research is concerned with recording opinion data, customer characteristics, and other non-numerical information.

Quantitative research is a powerful tool for those looking to gather empirical data about their topic of study. Using statistical models and math, researchers evaluate their hypothesis. An integral component of quantitative research - and truly, all research - is the careful and considered analysis of the resulting data points.

There are several key advantages and disadvantages to conducting quantitative research that should be considered when deciding which type of testing best fits the occasion.

5 Advantages of Quantitative Research

• Quantitative research is concerned with facts & verifiable information.

Quantitative research is primarily designed to capture numerical data - often for the purpose of studying a fact or phenomenon in their population. This kind of research activity is very helpful for producing data points when looking at a particular group - like a customer demographic. All of this helps us to better identify the key roots of certain customer behaviors. 

Businesses who research their customers intimately often outperform their competitors. Knowing the reasons why a customer makes a particular purchasing decision makes it easier for companies to address issues in their audiences. Data analysis of this kind can be used for a wide range of applications, even outside the world of commerce. 

• Quantitative research can be done anonymously. 

Unlike qualitative research questions - which often ask participants to divulge personal and sometimes sensitive information - quantitative research does not require participants to be named or identified. As long as those conducting the testing are able to independently verify that the participants fit the necessary profile for the test, then more identifying information is unnecessary. 

• Quantitative research processes don't need to be directly observed.

Whereas qualitative research demands close attention be paid to the process of data collection, quantitative research data can be collected passively. Surveys, polls, and other forms of asynchronous data collection generate data points over a defined period of time, freeing up researchers to focus on more important activities. 

• Quantitative research is faster than other methods.

Quantitative research can capture vast amounts of data far quicker than other research activities. The ability to work in real-time allows analysts to immediately begin incorporating new insights and changes into their work - dramatically reducing the turn-around time of their projects. Less delays and a larger sample size ensures you will have a far easier go of managing your data collection process.

• Quantitative research is verifiable and can be used to duplicate results.

The careful and exact way in which quantitative tests must be designed enables other researchers to duplicate the methodology. In order to verify the integrity of any experimental conclusion, others must be able to replicate the study on their own. Independently verifying data is how the scientific community creates precedent and establishes trust in their findings.

5 Disadvantages of Quantitative Research

• Limited to numbers and figures.

Quantitative research is an incredibly precise tool in the way that it only gathers cold hard figures. This double edged sword leaves the quantitative method unable to deal with questions that require specific feedback, and often lacks a human element. For questions like, “What sorts of emotions does our advertisement evoke in our test audiences?” or “Why do customers prefer our product over the competing brand?”, using the quantitative research method will not derive a meaningful answer.

• Testing models are more difficult to create.

Creating a quantitative research model requires careful attention to be paid to your design. From the hypothesis to the testing methods and the analysis that comes after, there are several moving parts that must be brought into alignment in order for your test to succeed. Even one unintentional error can invalidate your results, and send your team back to the drawing board to start all over again.

• Tests can be intentionally manipulative.  

Bad actors looking to push an agenda can sometimes create qualitative tests that are faulty, and designed to support a particular end result. Apolitical facts and figures can be turned political when given a limited context. You can imagine an example in which a politician devises a poll with answers that are designed to give him a favorable outcome - no matter what respondents pick.

• Results are open to subjective interpretation.

Whether due to researchers' bias or simple accident, research data can be manipulated in order to give a subjective result. When numbers are not given their full context, or were gathered in an incorrect or misleading way, the results that follow can not be correctly interpreted. Bias, opinion, and simple mistakes all work to inhibit the experimental process - and must be taken into account when designing your tests. 

• More expensive than other forms of testing. 

Quantitative research often seeks to gather large quantities of data points. While this is beneficial for the purposes of testing, the research does not come free. The grander the scope of your test and the more thorough you are in it’s methodology, the more likely it is that you will be spending a sizable portion of your marketing expenses on research alone. Polling and surveying, while affordable means of gathering quantitative data, can not always generate the kind of quality results a research project necessitates. 

Key Takeaways 

Numerical data is a vital component of almost any research project. Quantitative data can provide meaningful insight into qualitative concerns. Focusing on the facts and figures enables researchers to duplicate tests later on, and create their own data sets.

To streamline your quantitative research process:

Have a plan. Tackling your research project with a clear and focused strategy will allow you to better address any errors or hiccups that might otherwise inhibit your testing. 

Define your audience. Create a clear picture of your target audience before you design your test. Understanding who you want to test beforehand gives you the ability to choose which methodology is going to be the right fit for them. 

Test, test, and test again. Verifying your results through repeated and thorough testing builds confidence in your decision making. It’s not only smart research practice - it’s good business.

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Qualitative vs Quantitative Research Methods & Data Analysis

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

Learn about our Editorial Process

Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

What is the difference between quantitative and qualitative?

The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed in numerical terms. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.

Qualitative research , on the other hand, collects non-numerical data such as words, images, and sounds. The focus is on exploring subjective experiences, opinions, and attitudes, often through observation and interviews.

Qualitative research aims to produce rich and detailed descriptions of the phenomenon being studied, and to uncover new insights and meanings.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography.

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis.

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded.

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

Strengths and Weaknesses of Quantitative and Qualitative Research

There are many types of research taking place, which results in the evolution of something new and unique. Traditional Marketing Research has two options to conduct its research: Quantitative and Qualitative methods .  

What is Quantitative Research

Quantitative research is defined as an organized analysis of occurrences by collecting measurable data and applying statistical, mathematical, and computational methodologies. It is the process of gathering information from existing and potential customers by sampling methods and the distribution of online surveys, questionnaires, online polls, and so on. The results of these polls or surveys are represented numerically. 

Quantitative research is dependent on the creation of a Hypothesis followed by an accurate analysis of the statistics in order to understand and explain the research findings. It focuses more on the quantity of things and their statistical patterns. Using the number comes to analysis so as to come to a conclusion.

After gaining a thorough understanding of these figures, it is possible to forecast the future of a product or service and make modifications as needed.

Strengths of Quantitative Research

The quantitative research method has proven to be beneficial in the following ways

• It provides an allowance for the formulation of statistically sound
• Quantitative data provides a macro view with all the required details and comparatively larger samples.
• Larger sample sizes enable the conclusion to be generalized.
• Evaluation of the multiple data sets can be done at once and that too at a faster pace and accurately.
• This method is called to be appropriate when there is a need for systematic and standardized comparisons.
• The manual implementations of ideas can be automated completely which can save time.

Weaknesses of Quantitative Data

Here are some of the weaknesses of quantitative research:

• The quantitative method reveals what and to what extent but often fails to answer more on why and how.
• This type of research requires the model performance to be monitored on a constant basis in order to ensure its compliance with the original hypotheses.
• The impression of homogeneity in a sample may turn out to be fake in this method.
• This method involves a limited number of Quants supply and also involves complex disciplines which are hard to master.

Types of Quantitative Research Methods

When it comes to gathering information, quantitative research comes in handy. It provides you with a wide range of options. Each has its own set of pros and cons. Hence, it is advised to use a combination of them to get the best outcomes. Here are the four commonly used quantitative research methods that you can consider employing:

Conducting surveys is one of the most common quantitative research methods that most marketers utilize. In this method, marketers distribute surveys to their target audience in order to gather information, followed by statistical analysis of the results in order to develop conclusions and insights. 

In addition to being a short turnaround method, it is an excellent approach to better understand your target customers or explore a new market. Here are the best ways to conduct surveys: 

• a. Survey via Email: The use of email to communicate with a large number of individuals is quick and can be more cost-effective than the other methods outlined in this section.
• b. Phone Campaign : Not everyone has access to the internet, so if you want to reach a specific audience that may find it difficult to interact in this manner (for example, older consumers), a telephone campaign may be a more effective strategy. However, phone campaigns can be expensive endeavours as you’ll have to employ teams for calling your consumers and taking their answers. Also, there will be increased telephone bills as well as a result.
• c. Postal Surveys : like the phone, it allows you to contact a large portion of the population, but it is expensive and takes a long time to complete the task. As businesses strive to discover and respond to changes in consumer behaviour as quickly as possible, postal surveys have grown increasingly out of date.
• d. Distribution through social media: Social media handles are another wonderful ways to conduct surveys. By distributing the survey through social media, you can collect a greater number of replies from those who are familiar with the brand.

Related: Quantitative And Qualitative Research Tools And Techniques

• e. QR codes: You can use QR codes by printing or publishing them in magazines, on signs, business cards, or on almost any other object or medium you like.
• f. SMS-based survey: SMS-based surveys can help you collect a large number of responses quickly and efficiently in a short amount of time.
• g. In-person quantitative research : doing quantitative research in person makes sense in particular situations. However, this is not the solution for all types of research. In-person quantitative research works well when you need to capture quantifiable data about a customer’s experience in the present, or intercepts, where you need customers to physically engage with a product in order to provide relevant feedback. However, know that these kinds of research are costly affairs, as well as time-consuming and challenging to organize and carry out logistically.

In this approach, you’ll be able to collect information that may be categorized and analyzed in a quantitative, numerical manner.

2. Correlation Research

Correlation research examines the effects of one entity on another and the changes that result. This quantitative research method requires a minimum of two different groups or entities to establish the relationship.

This quantitative research strategy uses mathematical analysis to correlate two or more variables. The original patterns, correlations, and trends between variables are finished. Impact of one variable on the other and how it affects the interaction between them are observed. To achieve desired findings, researchers often modify one of the variables.

It is best not to draw conclusions just from correlational data. Because two variables that are in sync are not necessarily connected.

3. Causal-Comparative Research

This strategy relies heavily on comparison. This quantitative research method is used to determine the cause-effect relationship between two or more variables, where one variable is dependent on the other. 

In this step, the independent variable is established but not changed. The variables or groupings must be formed as in nature. Because dependent and independent variables always exist in a group, it is prudent to draw conclusions carefully considering all elements.

Causal-comparative research examines how distinct variables or groups change as a result of the same changes. This study is undertaken regardless of the relationship between two or more variables. Statistical analysis is used to clearly present the results of quantitative research.

4. Experimental Research

True experimentation is based on a theory. Experimental research, as the name implies, tests one or more hypotheses. This theory is unproven and only a supposition. In experimental research, the statement is tested to see if it is true. Experiment research might have numerous theories. One can verify or deny a theory.

RESULT ANALYSIS

Once you’ve obtained your data, the next step is to categorize and evaluate the information. There are numerous approaches that can be used to do this. However, 

Cross-tabulation is a powerful technique that categorizes your results depending on demographic subgroups, which is very useful. 

For example, how many of the persons who answered ‘yes’ to a question were adults and how many were youngsters can be calculated.

Take the time to clean the data (for example, deleting respondents who rushed through the survey and repeatedly selected the same answer) to ensure that you can draw confident inferences from it. All of this can be handled by a competent group of professionals.

Pointers to Keep in Mind While Constructing Surveys

• Make it crystal clear what you want to accomplish with your survey. 
• This will assist you in determining your target audience and in developing relevant queries for them.
• Make use of easy and simple language that people from a variety of backgrounds may easily comprehend.
• Make sure your questions and answers are concise and easy to understand.
• Use acronyms only if you are confident that your audience will understand what you are trying to say.
• Make sure not to over-survey your participants. Instead, make an effort to obtain as much information as possible in the first instance—excessive surveying results in survey weariness, which results in a poor response rate.
• Make certain that all critical questions have been marked as obligatory.
• Avoid using double negatives in your questions. Participants may become confused if you utilize double negatives in your questions, and they may misinterpret your queries.
• Providing a ‘not applicable’ response option will assist you in collecting correct information.
• Instead of a four-point scale, a five-point scale should be used because the latter does not provide a neutral answer choice.
• Include closed-ended questions rather than open-ended questions. An ideal survey should primarily include closed-ended questions, with a few open-ended questions thrown in for good measure.
• Example: instead of asking, “Can you tell us about your experience with our food delivery services?” You should ask, “How happy are you with our food delivery services?” 
• Your options may include the following: “Very Happy / Satisfied / Don’t know / Dissatisfied / Very Dissatisfied” 

Why is quantitative research important to business?

Quantitative research is an extremely useful tool for anyone who wants to have a better understanding of their market and clients. The ability to acquire trustworthy, objective insights from data and clearly identify trends and patterns is enabled by this technology.

Quantitative research is a critical component of market research; it depends on hard facts and numerical data to create an objective picture of people’s ideas as possible to obtain an understanding of their preferences. There are numerous reasons why quantitative research is essential in any market research plan , including the following:

• It makes it possible to conduct research on a large scale.
• It assists organizations in determining the scale of a new opportunity.
• It allows marketers to quickly and simply compare distinct groups (e.g., by age, gender, or market) in order to discover the similarities and variations between them.
• It can be useful when trying to simplify a complicated problem or topic into a small number of variables.

Importance of quantitative research in marketing

The quantitative study is mainly concerned with numbers. It makes use of mathematical analysis and data to throw light on vital facts pertaining to your company and the market in general. This type of information, obtained using techniques such as multiple-choice questionnaires or surveys, can be used to generate buzz in your organization and its products and services.

Related: How to Use Customer Data Analytics for Higher ROI

What is Qualitative Research

The methodologies utilized in qualitative research may appear ineffectual to individuals who are more experienced with quantitative research approaches at first glance. 

It is more focused on exploring the issues, understanding the actual problem, and enabling oneself to answer all the questions. The qualitative Research Method is more dependent on deriving the value of variables in their natural setting. 

In a nutshell, qualitative research differs from quantitative research in that it emphasizes words rather than statistics and depth rather than breadth. 

Its approaches are exploratory in nature, intending to uncover the opinions, thoughts, and feelings of those who participate.  It is most frequently used to inform the development of new concepts, theories, and products. Qualitative research, which was originally designed for use in the social sciences, is now commonly utilized to inform market research by acquiring unique consumer insight from a large amount of available data.

Strengths of Qualitative Research

Qualitative research can be beneficial in the following ways

• All the problems and the topics covered in this research are in detail.
• This method majorly focuses on small groups which ultimately do not require more expenses when compared to quantitative research.
• With the emergence of new developed information and findings, the revision, direction and framework of the data can be done easily and quickly.
• The data is collected from a small group which bounds it to be universal for a large population.
• The data with this method is collected based on genuine efforts and gives a clear vision of what can be expected.

Weaknesses of Qualitative Research

• As the data is collected for a small group, which assumptions cannot be made beyond the small group of people.
• It becomes difficult to demonstrate, maintain and assess the rigidity of the data.
• The collection of statistical data is not easy and cannot be done solely by using this method.
• As the data is in big quantity, analysis and interpretation of the data take much time.
• The responses of the subjects might be affected as the researchers are bound to be present during the process of data gathering.

Types of Qualitative Research Method

There are 8 types of Qualitative Methods; take a look…

1. One-on-one Interview

In-depth interviews are a typical qualitative research method. It involves a one-on-one interview with one respondent. This is essentially a conversational strategy that allows for detailed responses.

This strategy allows for exact data collection regarding people’s beliefs and motivations. Asking the appropriate questions can help a researcher acquire valuable data. If the researchers require further information, they should ask follow-up questions.

One-on-one interviews can be conducted in person or over the phone and can last from 30 minutes to two hours. Face-to-face interviews allow for better reading of respondents’ body language and matching of responses.

2. Focus Groups

A focus group is yet another popular qualitative data collection strategy. It typically includes 6-10 people from your target market. The focus group’s major goal is to answer “why,” “what,” and “how.” 

Focus groups have the advantage of not requiring face-to-face interaction. Focus groups can now be issued online surveys on multiple devices, and responses can be collected instantly. 

However, know that this is one of the more costly online qualitative research approaches. They usually explain complex processes. This strategy is great for market research and concept testing.

3. Discussion Boards

Similar to focus groups, discussion boards effectively collect dynamic data over time. Like an online forum , the researcher can initiate a debate and invite participants to add and expand on one other’s ideas. Using prompts and probes, the researcher can have as much or as little input as needed. A forum can be active for days or weeks.

Marketers can use these approaches to get feedback on a new product. Also, these techniques can help marketers grasp different perspectives on the product and can get to know their customers.

4. Case-study

In recent years, the case study approach has evolved into a robust qualitative research method. This is considered one of the best methods to describe an organization or entity.

This research strategy is employed in fields like education and social sciences. This method may appear complex, but it is one of the simplest to use because it requires a complete understanding of data gathering methods and data inference.

5. Pictures and Videos 

Pictures and videos are also interactive qualitative approaches. This is, in fact, one of the most popular qualitative research strategies today. Respondents can contribute photographs or videos to illustrate their stories. Respondents could, for example, give video footage together with a written evaluation of a product.

6. Record-Keeping or Logging

This strategy uses existing reputable documents and information sources as data sources. One can look through books and other reference material to gather data for the research in this method.

7. Ethnographic study

It is the most in-depth approach to studying people in their natural habitat. An organization, a city, or a remote place could be the target audience for this strategy. 

Cultures, difficulties, motivations, and contexts are studied in this study. Geographical constraints can affect data collection. Instead of interviews and debates, you get to see the natural environment.

This type of research might range from a few days to a few years because it includes close observation and data collection. It is a time-consuming and challenging strategy that relies on the researcher’s ability to examine, observe, and deduce the data.

8. Observation Method

Lastly, in the list, we have the observation method. This is a method of collecting data using subjective methods. Researchers use subjective approaches to gather qualitative data to obtain information or data. Qualitative observation is used to compare quality.

It involves characteristics, not measures. Sight, smell, touch, taste, and hearing are all examples of qualitative observation.

It is necessary to do an in-depth analysis of your qualitative data after it has been collected in order to identify the essential themes and insights from your research.

Once the qualitative research is completed and the essential insights have been identified, the next step is to utilize the same insights in the subsequent stages of developing a product or marketing strategy. Moreover, you can use these insights to narrow down your target audience.

Aside from that, your research may have elicited some new ideas and notions that you would like to investigate further, forming the basis for quantitative analysis to determine whether these viewpoints represent the general public.

Related Post: Key Difference Between Database and Data Warehouse

Why Do You Need Qualitative Research?

In contrast to a closed question survey, qualitative procedures provide a unique level of information that is impossible to obtain via a quantitative survey. Respondents are free to share their own experiences, opinions, and feelings without feeling compelled to do so

Qualitative methods provide a more dynamic approach to research because they allow the researcher to follow up on responses given by respondents in real-time, resulting in valuable conversation around a topic that would not otherwise be possible with a structured survey. 

When it comes to capturing accurate and in-depth insights, qualitative research methodologies are the go-to method for researchers. 

It is extremely beneficial to record “factual facts.” Here are some examples of when qualitative research should be conducted.

• When developing a new product or producing a new concept
• Evaluating your product, brand, or service in order to improve your marketing approach
• To better understand how your target audience reacts to marketing campaigns and other communications.
• To recognize your own personal strengths and flaws
• Understanding customers’ purchase behavior  
• To explore market demographics, segments, and customer groups. 
• To obtain information on the public’s perception of a brand, company, or product.

The Bottom Line

So, this is all about qualitative research and quantitative research. Based on the above discussion, it is safe to say that Qualitative research makes up for what quantitative research lacks in terms of meaning depth. Having access to both types of research methods allows for the fulfilment of all research needs. 

In a nutshell, qualitative methods complement quantitative research approaches perfectly. Together, they present a once-in-a-lifetime chance for businesses to gather detailed information on their customers, which they can use to better their marketing efforts and increase their bottom line.

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Limitations and Weaknesses of Quantitative Research

• Post author: Edeh Samuel Chukwuemeka ACMC
• Post published: August 16, 2021
• Post category: Scholarly Articles

Limitations and Weaknesses of Quantitative Research: Research entails the collection of materials for  academic or other purposes. It is a process of gathering information and data to solve or existing problem or prevent future problems. Research works can be done via two methods. Qualitative research or quantitative research.

Qualitative research involves the carrying out of research by gathering non-numerical data. For example, gathering of video evidence, texts or messages for analysis. On the other hand, quantitative research is the process where by numerical data are collected and analyzed. It is effectively used to find patterns and averages as well as generalising a finding or result to a wider population. Quantitative research is mostly used in natural and social sciences such as biology, psychology, economics, among others.

Quantitative research could be carried out using any four methods of researching which are descriptive research, correlational research, experimental research or survey research. In descriptive, one seeks to know the ‘what’ of a thing rather than the ‘why’ of such thing. It tries to describe the various components of an information.

Correlational research involves the research between two variables to ascertain the relationship between the variables. It understudies the impact of one variable on the other. On the other hand, an experimental research is one that uses scientific methods to establish the relationship between groups of variables. That is, it tries to establish a cause-effect relationship between the various variables under study.

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Finally, the survey research which is most widely used involves the preparation of set questionnaires, interviews and polls to which answers are provided by a segment of the target population and then, conclusions are drawn from such answers given. Survey research studies the relationship between various variables in a given research.

One of the major benefit of  quantitative research method is that it makes one arrive at a well considered conclusion since samples are collected from those who are directly affected by the research. The data collected are majorly converted to a numerical form which aids in statistical analysis. Also, quantitative research is more convenient for projects with scientific and social science inclinations.

Also see: Advantages and Disadvantages of quantitative and qualitative Research

Weaknesses of Quantitative Research

Notwithstanding the benefits of quantitative research, the research method has its own weaknesses and limitations. This is because the method is not applicable and convenient in all cases of research. Thus, using a quantitative research method in a research where qualitative research method should be used will not produce the needed result.

To this end, some of the weaknesses and limitations of quantitative research are highlighted below.

1. It Requires a Large Number of Respondents: In the course of carrying out a quantitative research, recourse has to be made to a large number of respondents. This is because you are sampling a section of a population to get their views, which views will be seen as that of the general population. In doing this, a huge number of respondents have to be consulted so as to get a fair view or percentage of the target population.

For example, if one wishes to carry out a quantitative research in Nigeria as to her acceptance of a policy of the government, one will need to consult wider. This is because Nigeria has a population of over 200 million people and the opinions of a few thousands cannot pass out as that of 200 million people. In the light of this, more respondents will be required to be interviewed so as to enable one get a fair view of the population.

Large number of respondents is thus, one of the weaknesses or limitations of quantitative research as a small sampling of a section of the target population might not be of much help to the research.

2. It is time consuming: Unlike qualitative research which has to do with analysis of already prepared data, quantitative research demands that you source for and collate the data yourself while converting such data collected into a numerical form for proper analysis. This process is time consuming. Again, the task of sending out questionnaires to respondents and waiting for answers to such questionnaires might be time consuming as most respondents will reply late or may not even reply at all.

Great patience is therefore needed in carrying out a quantitative research. It is therefore not always a good method of research in cases of urgencies as the time to get responses might take too long.

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3. It requires huge resources: Quantitative research requires huge investment of time, money and energy. It is time consuming just as it also involve huge financial commitments.

In carrying out quantitative research, one needs to get your questions prepared, sent out and also followed up to ensure that such is answered. Also, some respondents might demand to be paid before giving their inputs to such a research. An example is the trending online surveys in which the target respondents are paid for every survey they carry out for a researcher.

4. Difficulty in Analyzing the Data Collected: Data are collected from respondents and then converted into statistics. This usually poses as a limitation to a researcher who is not an expert in statistics. Analysis of collected data is also demanding and time consuming. A researcher needs to make such information collected into numerical data and correlate them with the larger population. Where this is not properly done, it means that the outcome might be false or misleading.

Also, due to the fact that a researcher might not have control over the environment he is researching in, as any such environment is susceptible to change at any point in time, the outcome of his research might be inconsistent.

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5. Outcomes of quantitative research is usually limited: In quantitative research, the outcomes are usually limited. This is because the outcome is usually based on what the researcher wants. This limited outcome is due to the structured pattern of the questionnaires. Questionnaires usually have close ended questions which gives a respondent little or no opportunity of explanations. Thus, the answers provided are limited to the questions asked and nothing more.

6. Data outcomes are usually generalised : As noted earlier, quantitative research is usually conducted on a section of a target population and not on the whole population. The outcome of this research is then generalised as the view of the entire population. What this portends is that the views of  few respondents in that research is seen as that of the general populace. Such views from them might be biased or insincere, yet they are seen as that of the entire population.

In the light of this, the fallacy of hasty generalisation is prone to be committed in a quantitative research. Generalisation of the views of a section of the population might not be the best as their views may be biased.

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In conclusion, quantitative research is a veritable means of conducting research especially in the fields of natural sciences and social sciences. This is because it mostly has a one on one interaction between the researcher and the various respondents as it majorly studies behavior. This advantage notwithstanding, the research method has its own  limitations and weaknesses. These limitations and weaknesses often times affect the quality of a research which is done using the quantitative method of research.

Edeh Samuel Chukwuemeka, ACMC, is a lawyer and a certified mediator/conciliator in Nigeria. He is also a developer with knowledge in various programming languages. Samuel is determined to leverage his skills in technology, SEO, and legal practice to revolutionize the legal profession worldwide by creating web and mobile applications that simplify legal research. Sam is also passionate about educating and providing valuable information to people.

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Strengths and Weaknesses of Quantitative Research

At the outset, it must be noted that when we talk about the “strengths” of quantitative research, we do not necessarily mean that it is better than qualitative research; nor we say that it is inferior to qualitative research if we talk about its weaknesses. Hence, these strengths and weaknesses depend only on a specific purpose they serve, such as in terms of the problems or gaps that it aims to address or in terms of the time needed to complete the research. This means, therefore, that quantitative research is better than qualitative research only in some respects, and vice versa.

So, what are some of the major strengths of quantitative research?

First, in terms of objectivity and accuracy . If the issue is about objectivity and accuracy, then quantitative research is strong and more preferrable because, as we may already know, quantitative research explains phenomena according to numerical data which are analyzed by means of mathematically based methods, especially statistics. In this way, biases are reduced to the minimum and analysis and interpretations are more objective and accurate. In fact, another important point to remember in quantitative research is that it is informed by objectivist epistemology. This means that quantitative research seeks to develop explanatory universal laws, for example, in social behaviors, by statistically measuring what it assumes to be a static reality. In relative vein, a quantitative approach endorses the view that psychological and social phenomena have an objective reality that is independent of the subject, that is, the knower or the researcher and the known or subjects are viewed as relatively separate and independent. Hence, in quantitative research, reality should be studied objectively by the researchers who should put a distance between themselves and what is being studied. In other words, in quantitative research, the researcher lets the “object” speaks for itself by objectively describing rather than giving opinions about it. This explains why quantitative researchers are supposed to play a neutral role in the research process. Hence, the meaning participants ascribe to the phenomenon studied is largely ignored in quantitative studies.

Second, in terms of sample size . It must be noted that a broader study can be made with quantitative approach, which involves more subjects and enabling more generalizations of results. In fact, scholars and researchers argue that one major advantage of quantitative research is that it allows researchers to measure the responses of a large number of participants to a limited set of questions. Also, quantitative methods and procedures allow the researchers to obtain a broad and generalizable set of findings from huge sample size and present them succinctly and parsimoniously.

Third, in terms of efficiency in data gathering . In terms of data gathering, quantitative research allows researchers to use a pre-constructed standardized instrument or pre-determined response categories into which the participants’ varying perspectives and experiences are expected to fit. Hence, data gathering in quantitative research is faster and easier. In fact, data gathering in quantitative research can be automated via digital or mobile surveys which, for example, allows thousands of interviews to take place at the same time across multiple countries. As we can see, data gathering in quantitative research is efficient and requires less effort.

And fourth, in terms of cost efficiency . Since data gathering in quantitative research is efficient and requires less effort, then obviously, the cost of someone conducting quantitative research is typically far less than in qualitative research.

So much for the major strengths of quantitative research. Let me now discuss very briefly its major weaknesses.

First is that results in quantitative research are less detailed . Since results are based on numerical responses, then there is a big possibility that most results will not offer much insight into thoughts and behaviors of the respondents or participants. In this way too, results may lack proper context.

Second, because quantitative research puts too much emphasis on objectivity and accuracy , it does not consider meaning behind phenomena. Needles to say, in every phenomenon, there are always important points that cannot be fully captured by statistics or mathematical measurements. Indeed, not all phenomena can be explained by numbers alone.

Third is on the issue of artificiality . Quantitative research can be carried out in an unnatural environment so that controls can be applied. This means that results in quantitative research may differ from “real world” findings.

Fourth is that in quantitative research, there is a possibility of an improper representation of the target population . Improper representation of the target population might hinder the researcher from achieving its desired aims and objectives. Despite the application of an appropriate sampling plan, still representation of the subjects is dependent on the probability distribution of observed data. As we can see, this may lead to miscalculation of probability distribution and falsity in proposition.

Fifth, quantitative research is limiting . Quantitative research employs pre-set answers which might ask how people really behave or think, urging them to select an answer that may not reflect their true feelings. Also, quantitative research method involves structured questionnaire with close-ended questions which leads to limited outcomes outlined in the research proposal. In this way, the results, expressed in a generalized form, cannot always represent the actual occurrence or phenomenon.

And sixth is the difficulty in data analysis. Quantitative studies require extensive statistical analysis, which can be difficult to perform for researchers from non-statistical backgrounds. Statistical analysis is based on scientific discipline and, hence, difficult for non-mathematicians to perform. Also, quantitative research is a lot more complex for social sciences, education, sociology, and psychology. Effective response should depend on the research problem rather than just a simple yes or no response. For example, to understand the level of motivation perceived by Grade 12 students from the teaching approach taken by their class teachers, mere “yes” and “no” might lead to ambiguity in data collection and, hence, improper results. Instead, a detailed interview or focus group technique might develop in-depth views and perspectives of both the teachers and children.