Quantitative research, which includes surveys of all kinds, works by statistical description. The questions are answered in a form that can be translated into numbers, and those numbers are used to describe the population being studied. Our quantitative methods draw from both the social sciences and marketing research.
- usually involves a survey of one kind or another (online, phone, intercept, etc.).
- is great at gauging the importance and prevalence of key issues or outcomes; identifying and comparing different audience segments; prioritizing among various possibilities; benchmarking your organization against its peers; and tracking changes over time.
- is vulnerable to a variety of methodological biases and “errors” and therefore requires technical knowledge at every stage—questionnaire design, sampling, collection, coding, and (especially) analysis.
- often follows and is shaped by qualitative research in a multi-step research process.
- usually involves a relatively large number of respondents.
- can, if the sample is representative, be used to draw inferences about whole populations, estimate segment sizes, etc.
- doesn’t always provide the “why” behind the respondents’ answers.
To read more about the quantitative services we offer, please click through the menu on the left.