Quantitative methods

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.

Quantitative 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.

 

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March 14, 2014 | Nicole Baltazar

Multiculturalism is key for creating inclusive arts experiences

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Last month, Coca-Cola aired its now-famous Super Bowl ad depicting people from various racial, ethnic, and cultural groups singing “America the Beautiful” together in different languages. Among the instant outpouring of polarized reactions to this ad rang much praise for its depiction of a multicultural America. Yet the ad provoked a slew of negative responses as well. Many of the ad’s detractors questioned whether this multicultural America could ever feel as cohesive as an America whose citizens speak a common language, and therefore have taken great strides toward assimilating into a common culture.

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