What are the characteristics of quantitative research methods What are some strengths and limitations?

No matter whether you belong to a management field or science field, you must have come across quantitative research once in your life.  People quite often come across one or two surveys or questionnaires. The purpose of conducting these surveys is to draw reliable analytical conclusions to understand a particular audience.

Quantitative research is a popular choice of research, especially in industries. As companies want to know about the demand for the product in the market and preference of customers before making huge investments. With the help of quantitative research, one can learn about the wishes and needs of target groups.

Quantitative research is used to get answers in numerical form. The output of quantitative research is usually in the form of graphs, statistical data, tables, and percentages, etc. The purpose of using quantitative research is to make the use of mathematical and statistical models to establish an understanding of the problem of research.

The outcome of quantitative research is analyzed with the help of statistics to get unbiased results. The results of quantitative research can be generalised because it is conducted on a large population size. Different types of quantitative research can be undertaken to obtain the results. Click Here To learn more about the different types of quantitative research.

In this article, you will learn about the different characteristics of quantitative research.

Characteristics of Quantitative Research

1. Large Sample Size

The first and foremost characteristic of quantitative research is the large sample size to conduct research. Quantitative research is done on a large number of audiences to ensure reliability. The sample size used in quantitative research represents the whole target market.

Because of this characteristic of quantitative research, most organizations prefer to invest in quantitative research rather than investing in qualitative research.

2. Structured Research Methods

Structural research methods like questionnaires, polls, and surveys are used to conduct quantitative research. In-depth information about the preferences of the audience can be drawn using these structured research methods.

Moreover, with the help of the Internet and social media, it is effortless to reach the vast population irrespective of geographical boundaries. You can pay to run your Survey ad on various social media platforms such as Facebook, YouTube, etc. and can collect the opinion of a large population.

In addition to this, these research methods are easy to conduct through offline means. Also, a participant is only required to fill out the questionnaire and is not required to be part of the research process for a long time.

3. Highly Reliable Outcome

The outcome of quantitative research methods is quite reliable, as participants of the research face close-ended questions. Therefore, there are fewer chances of getting vague information or wrong information from the participants.

Quantitative research methods are used for industrial research purposes because of its reliability. Moreover, the Outcome of quantitative research is easy to understand and explain.

The researchers present the outcome of the research to get the approval of the management, and management can understand this information quickly because it is represented in the form of tables and graphs.

4. Reusable Outcome

Another characteristic of quantitative research is that the outcome of quantitative research can be used multiple times. Data collected for one research purpose can be used for the prior study of another research problem.

Sometimes, researchers make the use of the outcome of research for similar research problems, which reduces the expense and time required for conducting research. For example, if you have researched how much money a man will be willing to pay to buy an electronic gadget.

You can use the output of the previous study to get a reliable answer to the research problem of how much a man will be willing to pay to buy an earphone. In this way, the outcome of the previous research problem is used to support the output of new but related research problems.

5. Close-ended questions

Another characteristic of quantitative research is close-ended questions. Close-ended question’s answers are more specific and right to the question than the open-ended questions. Responses to open-ended questions are more detailed and scattered, and it requires real skills to pick out the answers that you need.

Moreover, responses to Close-ended questions are more reliable than the answers to questions of open-ended questions. In addition to this, people also prefer to answer close-ended questions than open-ended questions for various reasons. The followings are a few examples of close-ended questions.

1. How often do you shop online?
2. How often do you pay for the subscription of a mobile app?
3. How much are you ready to pay to buy a women’s health magazine?

The answer to the above questions would be in numerical form, which can be used to derive meaningful conclusions.

6. Numerical Outcome

The outcome of quantitative research is always in numerical form. For example, the result of research can be represented in percentage, range of numbers.

A numerical output is easy to read and understand, and it is easy to deduce a conclusion from the numerical outcome than a detailed result.

7. Generalization of Outcome

The outcome of quantitative research can be generalised easily for the whole population. The reason behind this is that quantitative research is conducted on a large sample of the population.

A decision can be taken for the entire population based on the outcome of the sample population.

8. Prior study

The outcome of quantitative research can be used for a previous study of another research. Many scholars and researchers study and analyze the outcome of previous research to establish their research hypothesis or research problem.

The results of quantitative research are more reliable than qualitative research and can be used easily to deduce conclusions.

Quantitative research is the process of gathering observable data to answer a research question using statistical, computational, or mathematical techniques. It is often seen as more accurate or valuable than qualitative research, which focuses on gathering non-numerical data.

Qualitative research looks at opinions, concepts, characteristics, and descriptions. Quantitative research looks at measurable, numerical relationships. Both kinds of research have their advantages and disadvantages.

Research benefits small businesses by helping you make informed decisions. Conducting market research should be a regular part of any business plan, allowing you to grow efficiently and make good use of your available resources.

Businesses can use research to:

• Learn more about customer opinions and buying patterns.
• Test new products and services before launching them.
• Make decisions about product packaging, branding, and other visual elements.
• Understand patterns in your market or industry.
• Analyze the behavior of your competitors.
• Identify the best use of your marketing resources.
• Compare how successful different promotions will be before scaling up.
• Decide on where new locations or stores should be.

When deciding what type of research will benefit your business, it is important to consider the advantages and disadvantages of quantitative research.

The use of statistical analysis and hard numbers found in quantitative research has distinct advantages in the research process.

1. Can be tested and checked. Quantitative research requires careful experimental design and the ability for anyone to replicate both the test and the results. This makes the data you gather more reliable and less open to argument.
2. Straightforward analysis. When you collect quantitative data, the type of results will tell you which statistical tests are appropriate to use. As a result, interpreting your data and presenting those findings is straightforward and less open to error and subjectivity.
3. Prestige. Research that involves complex statistics and data analysis is considered valuable and impressive because many people don't understand the mathematics involved. Quantitative research is associated with technical advancements like computer modeling, stock selection, portfolio evaluation, and other data-based business decisions. The association of prestige and value with quantitative research can reflect well on your small business.

However, the focus on numbers found in quantitative research can also be limiting, leading to several disadvantages.

1. False focus on numbers. Quantitative research can be limited in its pursuit of concrete, statistical relationships, which can lead to researchers overlooking broader themes and relationships. By focusing solely on numbers, you run the risk of missing surprising or big-picture information that can benefit your business.
2. Difficulty setting up a research model. When you conduct quantitative research, you need to carefully develop a hypothesis and set up a model for collecting and analyzing data. Any errors in your set up, bias on the part of the researcher, or mistakes in execution can invalidate all your results. Even coming up with a hypothesis can be subjective, especially if you have a specific question that you already know you want to prove or disprove.
3. Can be misleading. Many people assume that because quantitative research is based on statistics it is more credible or scientific than observational, qualitative research. However, both kinds of research can be subjective and misleading. The opinions and biases of a researcher are just as likely to impact quantitative approaches to information gathering. In fact, the impact of this bias occurs earlier in the process of quantitative research than it does in qualitative research.

If you decide to conduct quantitative research for your small business,

1. Work with a professional. Professional market researchers and data analysts are trained in how to conduct survey research and run statistical models. To ensure that your research is well-designed and your results are accurate, work with a professional. If you can't afford to hire researchers for the length of the project, look for someone who can help just with set-up or analysis.
2. Have a clear research question. To save time and resources, have a clear idea of what question you want answered before you begin researching. You can find areas that need research by looking at your marketing plan and identifying where you struggle to make an informed decision.
3. Don't be afraid to change your model. Research is a process, and needing to change direction or start over doesn't mean you have failed or done something wrong. Often, successful research will raise new questions. Keep track of those new questions so that you can continue answering them as you move forward.
4. Combine quantitative and qualitative research. Successfully running a small business relies on understanding people, and the behavior of your customers and competitors cannot be reduced to numbers. As you conduct quantitative research, try to collect qualitative data as well. This can take the form of open-ended questions on surveys, panel discussions, or even just keeping track of opinions or concerns that customers share. By combining the two types of research, you'll end up with the best possible picture of how your business can grow and succeed within its market.