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Quantitative Market Research: The Ultimate Guide For 2022

Justice is a business owner. He has been running multiple online businesses for the past five years.


What is Quantitative Research?

Quantitative research is a type of research that uses data that can be measured to answer a research question. This data can be collected through surveys, experiments, or observation. Quantitative research is often used to test hypotheses or to compare groups. This type of research can be useful for businesses, policy makers, and others who want to know if their product or service is effective.

For example, an owner of a small company might conduct quantitative research to find out if customers are satisfied with the taste of her new product. To do this, she could ask her customers on Amazon how they feel about the taste before and after they buy the product. She would then need to figure out what proportion of those who responded had a positive response. If more people respond positively than negatively, she knows that her product tastes good! The best way to make sense of qualitative research is in comparison with quantitative research.

Qualitative research includes things like journaling, interviews, focus groups, and case studies. It seeks to explain the meaning behind words by understanding subjective experiences rather than objective measurements. In contrast to quantitative research which tends to deal with generalizations (usually statistical), qualitative research takes into account the uniqueness of each individual experience because each person's story is different. While there are benefits and drawbacks associated with both types of research methods, researchers typically use them together because they're complementary in understanding human behavior

Should I Do Qualitative or Quantitative Research?

Qualitative research is defined as a type of research that focuses on observing and describing people’s behavior. It is often used to gain an in-depth understanding of people’s beliefs, attitudes, and motivations. Quantitative research, on the other hand, focuses on collecting and analyzing numerical data. It can be used to test hypotheses and answer questions about cause and effect relationships.

While there are no right or wrong types of research, both qualitative and quantitative methods have their own benefits. A major benefit of qualitative research is that it has been found to provide deeper insights into consumer sentiment. A major benefit of quantitative research is that it allows for more statistical power and certainty when testing hypotheses.

If you want to understand what your customers think, we suggest either in-person qualitative interviews or focus groups where you sit down and speak face-to-face with them about certain topics. If you're interested in predicting what will happen next, prefer using a statistical method such as regression analysis.

Regardless of which type of research best suits your needs, make sure to take into account the time required for each approach and the cost associated with them so you don't end up spending too much time or money on one technique!

Why Should You Conduct Quantitative Market Research?

If you’re looking to start a business, or even just grow the one you have, then conducting market research is essential. Quantitative market research in particular can give you a much deeper understanding of your target market, their needs and how to reach them. There are many different ways to conduct quantitative research, including surveys, experiments and focus groups.

When determining which type of study will work best for your product or service, think about what information you need from respondents that would most benefit you. For example, if your goal is to understand what price range people are willing to pay for a product with specific features, then an experiment might be better than asking people in a survey because there will be more variation in prices offered depending on the varying variables that come into play.

If a one-size-fits-all approach doesn’t seem practical, remember that there are many ways to conduct market research. Here are some popular methods.

Market Testing Market

This type of testing can involve giving samples of your product or service to potential customers in exchange for feedback on what they think about it. For example, if you were selling ice cream, then in addition to selling scoops at an ice cream shop, you could also offer free samples at grocery stores and even work with supermarkets to stock your brand. This will give people an opportunity to try your product for free before deciding whether or not they want to buy more. You'll find out what they like, don't like and how much they're willing to spend.

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Online Surveys

Another way to do quantitative research is through online surveys. The advantage of this method is that people across various age ranges and demographics can respond anonymously, so you won't feel limited by location or social standing. The downside to this form of market research is that there's no guarantee respondents will be honest about what they really think about your product. However, as long as you provide some incentive for them (such as points redeemable towards future purchases), this shouldn't be too big of a problem. SurveyMonkey offers an affordable and easy way to get started doing online surveys today!

Focus Groups

A final option for doing quantitative research is through focus groups where multiple people gather together in person to discuss products, services or ideas with each other. Although focus groups typically take place in person, they can also happen over the phone or through video chat. These types of studies usually take longer to plan and execute than other forms of market research but they have a number of advantages such as being able to observe verbal and nonverbal reactions while participants use the product. They're often conducted by professionals who know what kind of questions to ask and who know how to elicit valuable responses from participants.

Quantitative Data Types

Quantitative data is data that can be measured and quantified. This type of data is often used in scientific research and can be collected through surveys, experiments, or observations. Quantitative data can be used to measure things like how often something happens, how many people are affected by a certain issue, or how much change has occurred over time.

One example of this type of data would be the number of births per day in the U.S., which can be found on most country's Bureau of Statistics website. Another example would be the average amount someone spends on alcohol each month, which can also come from Bureau statistics but also from interviews with individuals who consume alcohol regularly.

Data analysis includes examining quantitative data to identify patterns or trends, such as changes in spending habits for consumers who receive their income as variable paychecks rather than monthly checks based on an annual salary. Statistical tests such as t-tests, chi-squared tests, and ANOVA (analysis of variance) may be used for this analysis depending on what questions are being asked about the dataset.


Statistical Analysis in Quantitative Market Research

Statistical analysis is the bread and butter of quantitative market research. It allows researchers to test hypotheses, make predictions, and draw conclusions from data. Statistical analysis can be used to answer questions such as: How common is a certain attitude or behavior? Does one group differ from another in terms of a certain attitude or behavior? What impact does a change in one variable have on another variable?

If I want to know how income affects my likelihood of having children, then I might use statistical analysis to determine what income level would represent someone who has children. If I want to know if the amount of money spent on clothing has an effect on my overall happiness score, then I might use statistical analysis to calculate how happy people are who spend less than $500 per year versus those who spend more than $500 per year on clothing.

Statistical Analysis Techniques

When you hear the term quantitative research, you might think of statistical analysis techniques like surveys and polls. But quantitative research is so much more than that! It's a powerful tool that can help you gather data and make informed decisions about your business. Here are some of the best statistical analysis techniques.


1) Inferential Statistics

Inferential statistics allow researchers to make predictions about a population by observing data collected from a sample of that population. This is how statistical analyses are able to help us predict future trends based on past observations. Statistical analysis plays a huge role in helping researchers turn observations into predictions, which can then be used to inform decision-making, marketing strategies, and more. As consumers and citizens, we rely on these insights to make informed decisions. That's why qualitative research methods are so important—they provide a way for observers to interpret their surroundings through personal experience .

2) Descriptive Statistical Analysis

This type of analysis includes measures of central tendency (mean, median, mode) and dispersion (range, variance, standard deviation). By understanding these measures, researchers can better understand their data and draw conclusions from it. Researchers use descriptives in conjunction with inferential statistics to analyze their data and infer patterns or relationships between variables. Descriptive statistics also help compare one set of values with another.

For example, suppose you collected sales figures for ten different types of produce at your grocery store over a two-week period last month. You might want to know the mean number of each item sold per day, as well as the minimum and maximum numbers sold during that time. The mean provides an overall sense of how many items were sold; the minimum tells us which days had the least amount of business; while the maximum tells us which days did the best. These numbers are all descriptive statistics because they provide summary information about our data.

3) Prescriptive Analysis

In business, prescriptive analytics can be used to predict what actions will optimize outcomes. For example, a retailer might use prescriptive analytics to recommend pricing changes that will increase profits while still attracting customers. Or, a financial institution might use prescriptive analytics to prevent fraud by identifying irregularities in customer behavior. By automating the analysis of large data sets, prescriptive analytics can provide real-time insights that humans alone could not hope to discover

4) Predictive Analysis

This type of research is essential for businesses because it can help them make decisions about where to allocate their resources. For example, if a company wants to open a new store, they would use quantitative research to predict how successful that store would be. They might also use predictive analysis in marketing to understand what types of ads will work best for their target demographic.

Some businesses make use of predictive analytics, which suggests actions based on recent past data. Think about how Netflix uses its own recommendations to help users determine which movies or TV shows they might enjoy watching next.

In addition, predictive analysis is often used to project the probability of future events. For instance, weather forecasters use this type of research to forecast storms or whether there's going to be an earthquake. Political analysts may analyze the past voting patterns of people from different areas to determine which candidate has more support. A company might use predictive analysis when deciding which stores they want to close, based on previous sales data.

5) Mechanistic Analysis

Mechanistic analysis is a quantitative research method used to understand cause-and-effect relationships. This type of analysis allows businesses to identify inefficiencies and optimize their processes. Additionally, mechanistic analysis can be used to predict future trends and develop strategies for long-term success.

To do mechanistic analysis, start by identifying the independent variable (the factor that causes changes) and the dependent variable (the factor that is changed). Then create hypotheses about how changes in the independent variable will affect changes in the dependent variable. After conducting an experiment to test these hypotheses, determine if there are any significant effects between variables with statistical analyses.

6) Exploratory Data Analysis (EDA)

EDA is a process of understanding a dataset through summary statistics and visualizations. It's a key step in the data science process because it allows you to identify patterns, outliers, and relationships that you can then further investigate. Sometimes called data mining or exploratory analysis, EDA isn't just for hardcore stats people. You don't need to know how to code or be an expert statistician to use it successfully—and you don't need access to fancy software either.

There are many excellent tools out there like R, Python (scipy), Excel, Tableau Public and so on. EDA provides opportunities to explore your own data before diving into statistical analyses, which helps ensure you're asking the right questions and analyzing your data appropriately. Another great benefit of EDA is that it gives everyone from domain experts to non-experts the ability to ask their own questions about their data. That way, anyone who has access to a dataset can take part in the exploration process without needing special knowledge about statistics or programming skills.

7) Causal Analysis

When trying to understand the relationship between two variables, causal analysis is a powerful tool. This type of analysis looks at how one variable affects another, and can help you understand the cause and effect of your business decisions. Causal analysis can be used to test hypotheses, make predictions, and identify trends. Plus, understanding causality can help you make better decisions in the future. If you think that changing an element of your marketing campaign will lead to more sales, causal analysis can tell you if that's true or not.

For example, say that after you change your advertising strategy, you get five new customers. Did those five new customers come because of the changes in your advertising strategy or were they just random people who stumbled on your store? With causal analysis, you'll know for sure! You would collect data about these five new customers by asking them questions like What drove you to purchase this product? or How did you hear about our company? Then, you would create a hypothesis and design a survey based on that hypothesis.

8) Associational Statistical Analysis

This kind of research looks at relationships between variables. For example, an analyst might want to know if there's a relationship between how much TV people watch and how often they go to the gym. There are many ways that statistical analysis can be applied to datasets for data exploration, but I will focus on one example in this post- using correlation coefficients.

Correlation coefficients are a measure of the strength and direction of linear association between two variables (examples include SAT scores vs. GPA or frequency of exercising vs. amount of television watched). When considering whether or not two things have a linear association, correlation coefficients can help us determine that!

If we find a positive correlation coefficient then as one variable increases, so does the other variable - meaning that they have a positive association. The more strongly correlated two variables are, the higher their correlation coefficient will be. If we find a negative correlation coefficient then as one variable increases, so does the other variable - meaning that they have a negative association. The more strongly correlated two variables are, the lower their correlation coefficient will be.

Advantages and Disadvantages

Advantages of Quantitative Research

1. When done correctly, quantitative research can be very useful in helping to understand a target market or audience.

2. It can also be helpful in measuring things like customer satisfaction or brand awareness.

3. Additionally, quantitative research can provide insights into how people make decisions, what motivates them, and what factors influence their choices.

4. This type of research can also be used to test hypotheses and develop theories about how the world works.

5. Quantitative research can be conducted online as well as offline, making it valuable for both online and brick-and-mortar businesses.

Disadvantages of of Quantitative Research

1. Time-consuming – Collecting large amounts of data can take a lot of time, which can lead to delays in research projects.

2. Requires large sample sizes – In order to get reliable results, quantitative research often requires large sample sizes. This can be difficult to achieve, especially if you’re studying a rare phenomenon.

3. Can be expensive – Collecting data on a large scale can be expensive, particularly if you need to use specialized equipment or hire trained personnel.

4. Produces non-contextualized information – Quantitative research often provides information that isn't contextualized by the researcher, meaning that the findings may not represent an individual's unique situation.

Analysis & Reporting

Quantitative research is all about numbers and analyzing data. But why does this matter to you? Because this type of research can help you understand your customers, learn what they want, and figure out how to give it to them. In other words, quantitative research can help you make decisions that will improve your business. Here are a few examples of questions you might ask yourself when using quantitative data in your decision-making process:

  • What kinds of features do my customers value most?
  • Which features seem to be the most important for my products or services?
  • What are the benefits and drawbacks for these features when I compare their costs with the returns I receive from selling them?
  • What are my competitors doing well, and where could I improve on what they offer?
  • How can I tailor my marketing campaigns to specific customer groups based on age, gender, or location?

These are just some of the types of questions that you may find useful if you're an entrepreneur trying to grow your company. Asking these types of questions and figuring out how best to answer them can lead to better decisions as an entrepreneur.


This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

© 2022 Justice Ndlovu

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