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Quantitative Research – Methods, Types and Analysis
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Quantitative research is a systematic investigation that primarily focuses on quantifying data, variables, and relationships. It involves the use of statistical, mathematical, and computational techniques to collect and analyze data. Quantitative research is often used to establish patterns, test hypotheses, and make predictions. It is widely applied in fields such as psychology, sociology, economics, health sciences, and education.
Quantitative Research
Quantitative research is a research approach that seeks to quantify data and generalize results from a sample to a larger population. It relies on structured data collection methods and employs statistical analysis to interpret results. This type of research is objective, and findings are typically presented in numerical form, allowing for comparison and generalization.
Key Characteristics of Quantitative Research :
- Objective : Focuses on numbers and measurable variables rather than subjective opinions.
- Structured : Employs well-defined research questions, hypotheses, and data collection methods.
- Statistical : Utilizes statistical tools to analyze data and validate findings.
- Replicable : Enables repetition of the study to verify results and increase reliability.
Example : A survey on the correlation between exercise frequency and stress levels among adults, using a Likert scale to measure responses.
Types of Quantitative Research
Quantitative research can be categorized into several types, each serving a specific purpose. The most common types include descriptive , correlational , experimental , and causal-comparative research.
1. Descriptive Research
Definition : Descriptive research describes characteristics or behaviors of a population without examining relationships or causes. It provides a snapshot of current conditions or attitudes.
Purpose : To gather information and create an overview of a particular phenomenon, population, or condition.
Example : A survey describing the demographics and academic performance of students at a university.
2. Correlational Research
Definition : Correlational research examines the relationship between two or more variables but does not imply causation. It analyzes patterns to determine if variables are associated or occur together.
Purpose : To identify associations or trends among variables without establishing cause and effect.
Example : Investigating the relationship between social media use and self-esteem among teenagers.
3. Experimental Research
Definition : Experimental research manipulates one or more independent variables to observe the effect on a dependent variable, establishing cause-and-effect relationships. This type of research involves control and experimental groups.
Purpose : To test hypotheses by isolating and controlling variables to establish causality.
Example : Testing the effect of a new medication on blood pressure by administering it to one group (experimental) and comparing it to a placebo group (control).
4. Causal-Comparative (Ex Post Facto) Research
Definition : Causal-comparative research investigates the cause-effect relationship between variables when experimental manipulation is not possible. It compares groups that differ on a particular variable to determine the effect of that variable.
Purpose : To explore cause-and-effect relationships retrospectively by comparing pre-existing groups.
Example : Studying the impact of different teaching methods on student performance by comparing classes taught with traditional versus technology-assisted instruction.
Quantitative Research Methods
Quantitative research methods focus on systematic data collection and analysis using structured techniques. Common methods include surveys , experiments , and observations .
Definition : Surveys are a popular quantitative method that involves asking participants standardized questions to collect data on their opinions, behaviors, or demographics. Surveys can be conducted via questionnaires, interviews, or online forms.
Purpose : To gather data from a large sample, allowing researchers to make inferences about the larger population.
Example : Conducting a survey to collect customer satisfaction data from a random sample of customers in a retail store.
Advantages :
- Cost-effective and time-efficient for large sample sizes.
- Provides structured data that is easy to analyze statistically.
Disadvantages :
- Limited depth, as responses are often restricted to specific options.
- Potential for response bias, where participants may not answer truthfully.
2. Experiments
Definition : Experiments involve manipulating one or more variables in a controlled environment to observe the effect on another variable. Experiments are often conducted in laboratories or controlled settings to maintain precision and limit external influences.
Purpose : To test hypotheses and establish cause-and-effect relationships.
Example : Conducting a laboratory experiment to test the effect of light exposure on sleep patterns.
- High level of control over variables.
- Establishes causality, which can support theory-building.
- Limited external validity, as findings may not always apply outside of the controlled setting.
- Ethical considerations may limit experimentation on certain subjects or groups.
3. Observations
Definition : Observational research involves systematically observing and recording behavior or events as they occur naturally, without interference. While often used in qualitative research, structured observational methods can yield quantitative data.
Purpose : To gather real-world data in a non-intrusive manner.
Example : Observing customer behavior in a store to track time spent in different areas and identify shopping patterns.
- Provides data on actual behaviors rather than self-reported responses.
- Useful for gathering data on situations where surveys or experiments may not be feasible.
- Observer bias may affect results.
- Can be time-consuming, especially if behaviors are infrequent or complex.
Data Collection Tools in Quantitative Research
Quantitative research relies on various tools to collect and quantify data, including:
- Questionnaires : Standardized forms with close-ended questions, often using scales (e.g., Likert scale) for responses.
- Tests and Assessments : Used to measure knowledge, skills, or other measurable attributes.
- Digital Tracking Tools : Software or digital applications that collect data, such as website traffic metrics or physiological monitoring devices.
Data Analysis in Quantitative Research
Data analysis in quantitative research involves statistical techniques to interpret numerical data and determine relationships or trends. Key techniques include descriptive statistics , inferential statistics , and correlation analysis .
1. Descriptive Statistics
Definition : Descriptive statistics summarize and organize data, providing basic information such as mean, median, mode, standard deviation, and range.
Purpose : To give an overview of the dataset, allowing researchers to understand general trends and distributions.
Example : Calculating the average test scores of students in a school to assess overall performance.
Common Measures :
- Mean : Average of all data points.
- Median : Middle value of an ordered dataset.
- Standard Deviation : Measure of variability around the mean.
2. Inferential Statistics
Definition : Inferential statistics allow researchers to make predictions or inferences about a population based on sample data. Techniques include hypothesis testing, t-tests, ANOVA, and regression analysis.
Purpose : To determine if observed results are statistically significant and can be generalized to a larger population.
Example : Using a t-test to compare average scores between two different teaching methods to see if one is significantly more effective.
Common Tests :
- t-Test : Compares the means of two groups to determine if they are statistically different.
- ANOVA (Analysis of Variance) : Compares means among three or more groups.
- Regression Analysis : Examines the relationship between independent and dependent variables.
3. Correlation Analysis
Definition : Correlation analysis measures the strength and direction of the relationship between two variables. It is used to determine if changes in one variable are associated with changes in another.
Purpose : To identify associations between variables without implying causation.
Example : Calculating the correlation coefficient between screen time and academic performance to determine if there is an association.
- Pearson Correlation Coefficient (r) : Measures linear correlation between two continuous variables.
- Spearman’s Rank Correlation : Measures correlation between two ranked variables.
Advantages and Disadvantages of Quantitative Research
- Objective : Minimizes researcher bias by focusing on numerical data.
- Generalizable : Findings from large, random samples can often be applied to a broader population.
- Replicable : Structured methods make it possible for other researchers to replicate studies and verify results.
Disadvantages
- Limited Depth : Quantitative research often lacks the depth of qualitative insights.
- Rigid Structure : Limited flexibility in data collection and analysis.
- Potential Bias : Response or sampling biases can affect results, especially in survey-based studies.
Tips for Conducting Effective Quantitative Research
- Define Clear Objectives : Develop specific research questions or hypotheses to guide the study.
- Choose the Right Method : Select a quantitative method that aligns with the research goals and type of data needed.
- Ensure Sample Representativeness : Use appropriate sampling techniques to ensure results can be generalized.
- Employ Proper Statistical Tools : Choose analysis techniques that match the nature of the data and research questions.
- Interpret Results Accurately : Avoid overgeneralizing findings and consider limitations when interpreting results.
Quantitative research provides a structured, objective approach to investigating research questions, allowing for statistical analysis, pattern recognition, and hypothesis testing. With methods like surveys, experiments, and observational studies, quantitative research offers valuable insights across diverse fields, from social sciences to healthcare. By applying rigorous statistical analysis, researchers can draw meaningful conclusions, contributing to the body of scientific knowledge and helping inform data-driven decisions.
- Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
- Punch, K. F. (2014). Introduction to Social Research: Quantitative and Qualitative Approaches (3rd ed.). SAGE Publications.
- Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). SAGE Publications.
- Trochim, W. M., & Donnelly, J. P. (2008). The Research Methods Knowledge Base (3rd ed.). Cengage Learning.
- Babbie, E. R. (2021). The Practice of Social Research (15th ed.). Cengage Learning.
About the author
Muhammad Hassan
Researcher, Academic Writer, Web developer
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Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques . Quantitative research focuses on gathering numerical data and generalizing it across groups of people or to explain a particular phenomenon.
Babbie, Earl R. The Practice of Social Research . 12th ed. Belmont, CA: Wadsworth Cengage, 2010; Muijs, Daniel. Doing Quantitative Research in Education with SPSS . 2nd edition. London: SAGE Publications, 2010.
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Characteristics of Quantitative Research
Your goal in conducting quantitative research study is to determine the relationship between one thing [an independent variable] and another [a dependent or outcome variable] within a population. Quantitative research designs are either descriptive [subjects usually measured once] or experimental [subjects measured before and after a treatment]. A descriptive study establishes only associations between variables; an experimental study establishes causality.
Quantitative research deals in numbers, logic, and an objective stance. Quantitative research focuses on numeric and unchanging data and detailed, convergent reasoning rather than divergent reasoning [i.e., the generation of a variety of ideas about a research problem in a spontaneous, free-flowing manner].
Its main characteristics are :
- The data is usually gathered using structured research instruments.
- The results are based on larger sample sizes that are representative of the population.
- The research study can usually be replicated or repeated, given its high reliability.
- Researcher has a clearly defined research question to which objective answers are sought.
- All aspects of the study are carefully designed before data is collected.
- Data are in the form of numbers and statistics, often arranged in tables, charts, figures, or other non-textual forms.
- Project can be used to generalize concepts more widely, predict future results, or investigate causal relationships.
- Researcher uses tools, such as questionnaires or computer software, to collect numerical data.
The overarching aim of a quantitative research study is to classify features, count them, and construct statistical models in an attempt to explain what is observed.
Things to keep in mind when reporting the results of a study using quantitative methods :
- Explain the data collected and their statistical treatment as well as all relevant results in relation to the research problem you are investigating. Interpretation of results is not appropriate in this section.
- Report unanticipated events that occurred during your data collection. Explain how the actual analysis differs from the planned analysis. Explain your handling of missing data and why any missing data does not undermine the validity of your analysis.
- Explain the techniques you used to "clean" your data set.
- Choose a minimally sufficient statistical procedure ; provide a rationale for its use and a reference for it. Specify any computer programs used.
- Describe the assumptions for each procedure and the steps you took to ensure that they were not violated.
- When using inferential statistics , provide the descriptive statistics, confidence intervals, and sample sizes for each variable as well as the value of the test statistic, its direction, the degrees of freedom, and the significance level [report the actual p value].
- Avoid inferring causality , particularly in nonrandomized designs or without further experimentation.
- Use tables to provide exact values ; use figures to convey global effects. Keep figures small in size; include graphic representations of confidence intervals whenever possible.
- Always tell the reader what to look for in tables and figures .
NOTE: When using pre-existing statistical data gathered and made available by anyone other than yourself [e.g., government agency], you still must report on the methods that were used to gather the data and describe any missing data that exists and, if there is any, provide a clear explanation why the missing data does not undermine the validity of your final analysis.
Babbie, Earl R. The Practice of Social Research . 12th ed. Belmont, CA: Wadsworth Cengage, 2010; Brians, Craig Leonard et al. Empirical Political Analysis: Quantitative and Qualitative Research Methods . 8th ed. Boston, MA: Longman, 2011; McNabb, David E. Research Methods in Public Administration and Nonprofit Management: Quantitative and Qualitative Approaches . 2nd ed. Armonk, NY: M.E. Sharpe, 2008; Quantitative Research Methods. Writing@CSU. Colorado State University; Singh, Kultar. Quantitative Social Research Methods . Los Angeles, CA: Sage, 2007.
Basic Research Design for Quantitative Studies
Before designing a quantitative research study, you must decide whether it will be descriptive or experimental because this will dictate how you gather, analyze, and interpret the results. A descriptive study is governed by the following rules: subjects are generally measured once; the intention is to only establish associations between variables; and, the study may include a sample population of hundreds or thousands of subjects to ensure that a valid estimate of a generalized relationship between variables has been obtained. An experimental design includes subjects measured before and after a particular treatment, the sample population may be very small and purposefully chosen, and it is intended to establish causality between variables. Introduction The introduction to a quantitative study is usually written in the present tense and from the third person point of view. It covers the following information:
- Identifies the research problem -- as with any academic study, you must state clearly and concisely the research problem being investigated.
- Reviews the literature -- review scholarship on the topic, synthesizing key themes and, if necessary, noting studies that have used similar methods of inquiry and analysis. Note where key gaps exist and how your study helps to fill these gaps or clarifies existing knowledge.
- Describes the theoretical framework -- provide an outline of the theory or hypothesis underpinning your study. If necessary, define unfamiliar or complex terms, concepts, or ideas and provide the appropriate background information to place the research problem in proper context [e.g., historical, cultural, economic, etc.].
Methodology The methods section of a quantitative study should describe how each objective of your study will be achieved. Be sure to provide enough detail to enable the reader can make an informed assessment of the methods being used to obtain results associated with the research problem. The methods section should be presented in the past tense.
- Study population and sampling -- where did the data come from; how robust is it; note where gaps exist or what was excluded. Note the procedures used for their selection;
- Data collection – describe the tools and methods used to collect information and identify the variables being measured; describe the methods used to obtain the data; and, note if the data was pre-existing [i.e., government data] or you gathered it yourself. If you gathered it yourself, describe what type of instrument you used and why. Note that no data set is perfect--describe any limitations in methods of gathering data.
- Data analysis -- describe the procedures for processing and analyzing the data. If appropriate, describe the specific instruments of analysis used to study each research objective, including mathematical techniques and the type of computer software used to manipulate the data.
Results The finding of your study should be written objectively and in a succinct and precise format. In quantitative studies, it is common to use graphs, tables, charts, and other non-textual elements to help the reader understand the data. Make sure that non-textual elements do not stand in isolation from the text but are being used to supplement the overall description of the results and to help clarify key points being made. Further information about how to effectively present data using charts and graphs can be found here .
- Statistical analysis -- how did you analyze the data? What were the key findings from the data? The findings should be present in a logical, sequential order. Describe but do not interpret these trends or negative results; save that for the discussion section. The results should be presented in the past tense.
Discussion Discussions should be analytic, logical, and comprehensive. The discussion should meld together your findings in relation to those identified in the literature review, and placed within the context of the theoretical framework underpinning the study. The discussion should be presented in the present tense.
- Interpretation of results -- reiterate the research problem being investigated and compare and contrast the findings with the research questions underlying the study. Did they affirm predicted outcomes or did the data refute it?
- Description of trends, comparison of groups, or relationships among variables -- describe any trends that emerged from your analysis and explain all unanticipated and statistical insignificant findings.
- Discussion of implications – what is the meaning of your results? Highlight key findings based on the overall results and note findings that you believe are important. How have the results helped fill gaps in understanding the research problem?
- Limitations -- describe any limitations or unavoidable bias in your study and, if necessary, note why these limitations did not inhibit effective interpretation of the results.
Conclusion End your study by to summarizing the topic and provide a final comment and assessment of the study.
- Summary of findings – synthesize the answers to your research questions. Do not report any statistical data here; just provide a narrative summary of the key findings and describe what was learned that you did not know before conducting the study.
- Recommendations – if appropriate to the aim of the assignment, tie key findings with policy recommendations or actions to be taken in practice.
- Future research – note the need for future research linked to your study’s limitations or to any remaining gaps in the literature that were not addressed in your study.
Black, Thomas R. Doing Quantitative Research in the Social Sciences: An Integrated Approach to Research Design, Measurement and Statistics . London: Sage, 1999; Gay,L. R. and Peter Airasain. Educational Research: Competencies for Analysis and Applications . 7th edition. Upper Saddle River, NJ: Merril Prentice Hall, 2003; Hector, Anestine. An Overview of Quantitative Research in Composition and TESOL . Department of English, Indiana University of Pennsylvania; Hopkins, Will G. “Quantitative Research Design.” Sportscience 4, 1 (2000); "A Strategy for Writing Up Research Results. The Structure, Format, Content, and Style of a Journal-Style Scientific Paper." Department of Biology. Bates College; Nenty, H. Johnson. "Writing a Quantitative Research Thesis." International Journal of Educational Science 1 (2009): 19-32; Ouyang, Ronghua (John). Basic Inquiry of Quantitative Research . Kennesaw State University.
Strengths of Using Quantitative Methods
Quantitative researchers try to recognize and isolate specific variables contained within the study framework, seek correlation, relationships and causality, and attempt to control the environment in which the data is collected to avoid the risk of variables, other than the one being studied, accounting for the relationships identified.
Among the specific strengths of using quantitative methods to study social science research problems:
- Allows for a broader study, involving a greater number of subjects, and enhancing the generalization of the results;
- Allows for greater objectivity and accuracy of results. Generally, quantitative methods are designed to provide summaries of data that support generalizations about the phenomenon under study. In order to accomplish this, quantitative research usually involves few variables and many cases, and employs prescribed procedures to ensure validity and reliability;
- Applying well established standards means that the research can be replicated, and then analyzed and compared with similar studies;
- You can summarize vast sources of information and make comparisons across categories and over time; and,
- Personal bias can be avoided by keeping a 'distance' from participating subjects and using accepted computational techniques .
Babbie, Earl R. The Practice of Social Research . 12th ed. Belmont, CA: Wadsworth Cengage, 2010; Brians, Craig Leonard et al. Empirical Political Analysis: Quantitative and Qualitative Research Methods . 8th ed. Boston, MA: Longman, 2011; McNabb, David E. Research Methods in Public Administration and Nonprofit Management: Quantitative and Qualitative Approaches . 2nd ed. Armonk, NY: M.E. Sharpe, 2008; Singh, Kultar. Quantitative Social Research Methods . Los Angeles, CA: Sage, 2007.
Limitations of Using Quantitative Methods
Quantitative methods presume to have an objective approach to studying research problems, where data is controlled and measured, to address the accumulation of facts, and to determine the causes of behavior. As a consequence, the results of quantitative research may be statistically significant but are often humanly insignificant.
Some specific limitations associated with using quantitative methods to study research problems in the social sciences include:
- Quantitative data is more efficient and able to test hypotheses, but may miss contextual detail;
- Uses a static and rigid approach and so employs an inflexible process of discovery;
- The development of standard questions by researchers can lead to "structural bias" and false representation, where the data actually reflects the view of the researcher instead of the participating subject;
- Results provide less detail on behavior, attitudes, and motivation;
- Researcher may collect a much narrower and sometimes superficial dataset;
- Results are limited as they provide numerical descriptions rather than detailed narrative and generally provide less elaborate accounts of human perception;
- The research is often carried out in an unnatural, artificial environment so that a level of control can be applied to the exercise. This level of control might not normally be in place in the real world thus yielding "laboratory results" as opposed to "real world results"; and,
- Preset answers will not necessarily reflect how people really feel about a subject and, in some cases, might just be the closest match to the preconceived hypothesis.
Research Tip
Finding Examples of How to Apply Different Types of Research Methods
SAGE publications is a major publisher of studies about how to design and conduct research in the social and behavioral sciences. Their SAGE Research Methods Online and Cases database includes contents from books, articles, encyclopedias, handbooks, and videos covering social science research design and methods including the complete Little Green Book Series of Quantitative Applications in the Social Sciences and the Little Blue Book Series of Qualitative Research techniques. The database also includes case studies outlining the research methods used in real research projects. This is an excellent source for finding definitions of key terms and descriptions of research design and practice, techniques of data gathering, analysis, and reporting, and information about theories of research [e.g., grounded theory]. The database covers both qualitative and quantitative research methods as well as mixed methods approaches to conducting research.
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What is Quantitative Research? Definition, Methods, Types, and Examples
If you’re wondering what is quantitative research and whether this methodology works for your research study, you’re not alone. If you want a simple quantitative research definition , then it’s enough to say that this is a method undertaken by researchers based on their study requirements. However, to select the most appropriate research for their study type, researchers should know all the methods available.
Selecting the right research method depends on a few important criteria, such as the research question, study type, time, costs, data availability, and availability of respondents. There are two main types of research methods— quantitative research and qualitative research. The purpose of quantitative research is to validate or test a theory or hypothesis and that of qualitative research is to understand a subject or event or identify reasons for observed patterns.
Quantitative research methods are used to observe events that affect a particular group of individuals, which is the sample population. In this type of research, diverse numerical data are collected through various methods and then statistically analyzed to aggregate the data, compare them, or show relationships among the data. Quantitative research methods broadly include questionnaires, structured observations, and experiments.
Here are two quantitative research examples:
- Satisfaction surveys sent out by a company regarding their revamped customer service initiatives. Customers are asked to rate their experience on a rating scale of 1 (poor) to 5 (excellent).
- A school has introduced a new after-school program for children, and a few months after commencement, the school sends out feedback questionnaires to the parents of the enrolled children. Such questionnaires usually include close-ended questions that require either definite answers or a Yes/No option. This helps in a quick, overall assessment of the program’s outreach and success.
Table of Contents
What is quantitative research ? 1,2
The steps shown in the figure can be grouped into the following broad steps:
- Theory : Define the problem area or area of interest and create a research question.
- Hypothesis : Develop a hypothesis based on the research question. This hypothesis will be tested in the remaining steps.
- Research design : In this step, the most appropriate quantitative research design will be selected, including deciding on the sample size, selecting respondents, identifying research sites, if any, etc.
- Data collection : This process could be extensive based on your research objective and sample size.
- Data analysis : Statistical analysis is used to analyze the data collected. The results from the analysis help in either supporting or rejecting your hypothesis.
- Present results : Based on the data analysis, conclusions are drawn, and results are presented as accurately as possible.
Quantitative research characteristics 4
- Large sample size : This ensures reliability because this sample represents the target population or market. Due to the large sample size, the outcomes can be generalized to the entire population as well, making this one of the important characteristics of quantitative research .
- Structured data and measurable variables: The data are numeric and can be analyzed easily. Quantitative research involves the use of measurable variables such as age, salary range, highest education, etc.
- Easy-to-use data collection methods : The methods include experiments, controlled observations, and questionnaires and surveys with a rating scale or close-ended questions, which require simple and to-the-point answers; are not bound by geographical regions; and are easy to administer.
- Data analysis : Structured and accurate statistical analysis methods using software applications such as Excel, SPSS, R. The analysis is fast, accurate, and less effort intensive.
- Reliable : The respondents answer close-ended questions, their responses are direct without ambiguity and yield numeric outcomes, which are therefore highly reliable.
- Reusable outcomes : This is one of the key characteristics – outcomes of one research can be used and replicated in other research as well and is not exclusive to only one study.
Quantitative research methods 5
Quantitative research methods are classified into two types—primary and secondary.
Primary quantitative research method:
In this type of quantitative research , data are directly collected by the researchers using the following methods.
– Survey research : Surveys are the easiest and most commonly used quantitative research method . They are of two types— cross-sectional and longitudinal.
->Cross-sectional surveys are specifically conducted on a target population for a specified period, that is, these surveys have a specific starting and ending time and researchers study the events during this period to arrive at conclusions. The main purpose of these surveys is to describe and assess the characteristics of a population. There is one independent variable in this study, which is a common factor applicable to all participants in the population, for example, living in a specific city, diagnosed with a specific disease, of a certain age group, etc. An example of a cross-sectional survey is a study to understand why individuals residing in houses built before 1979 in the US are more susceptible to lead contamination.
->Longitudinal surveys are conducted at different time durations. These surveys involve observing the interactions among different variables in the target population, exposing them to various causal factors, and understanding their effects across a longer period. These studies are helpful to analyze a problem in the long term. An example of a longitudinal study is the study of the relationship between smoking and lung cancer over a long period.
– Descriptive research : Explains the current status of an identified and measurable variable. Unlike other types of quantitative research , a hypothesis is not needed at the beginning of the study and can be developed even after data collection. This type of quantitative research describes the characteristics of a problem and answers the what, when, where of a problem. However, it doesn’t answer the why of the problem and doesn’t explore cause-and-effect relationships between variables. Data from this research could be used as preliminary data for another study. Example: A researcher undertakes a study to examine the growth strategy of a company. This sample data can be used by other companies to determine their own growth strategy.
– Correlational research : This quantitative research method is used to establish a relationship between two variables using statistical analysis and analyze how one affects the other. The research is non-experimental because the researcher doesn’t control or manipulate any of the variables. At least two separate sample groups are needed for this research. Example: Researchers studying a correlation between regular exercise and diabetes.
– Causal-comparative research : This type of quantitative research examines the cause-effect relationships in retrospect between a dependent and independent variable and determines the causes of the already existing differences between groups of people. This is not a true experiment because it doesn’t assign participants to groups randomly. Example: To study the wage differences between men and women in the same role. For this, already existing wage information is analyzed to understand the relationship.
– Experimental research : This quantitative research method uses true experiments or scientific methods for determining a cause-effect relation between variables. It involves testing a hypothesis through experiments, in which one or more independent variables are manipulated and then their effect on dependent variables are studied. Example: A researcher studies the importance of a drug in treating a disease by administering the drug in few patients and not administering in a few.
The following data collection methods are commonly used in primary quantitative research :
- Sampling : The most common type is probability sampling, in which a sample is chosen from a larger population using some form of random selection, that is, every member of the population has an equal chance of being selected. The different types of probability sampling are—simple random, systematic, stratified, and cluster sampling.
- Interviews : These are commonly telephonic or face-to-face.
- Observations : Structured observations are most commonly used in quantitative research . In this method, researchers make observations about specific behaviors of individuals in a structured setting.
- Document review : Reviewing existing research or documents to collect evidence for supporting the quantitative research .
- Surveys and questionnaires : Surveys can be administered both online and offline depending on the requirement and sample size.
The data collected can be analyzed in several ways in quantitative research , as listed below:
- Cross-tabulation —Uses a tabular format to draw inferences among collected data
- MaxDiff analysis —Gauges the preferences of the respondents
- TURF analysis —Total Unduplicated Reach and Frequency Analysis; helps in determining the market strategy for a business
- Gap analysis —Identify gaps in attaining the desired results
- SWOT analysis —Helps identify strengths, weaknesses, opportunities, and threats of a product, service, or organization
- Text analysis —Used for interpreting unstructured data
Secondary quantitative research methods :
This method involves conducting research using already existing or secondary data. This method is less effort intensive and requires lesser time. However, researchers should verify the authenticity and recency of the sources being used and ensure their accuracy.
The main sources of secondary data are:
- The Internet
- Government and non-government sources
- Public libraries
- Educational institutions
- Commercial information sources such as newspapers, journals, radio, TV
When to use quantitative research 6
Here are some simple ways to decide when to use quantitative research . Use quantitative research to:
- recommend a final course of action
- find whether a consensus exists regarding a particular subject
- generalize results to a larger population
- determine a cause-and-effect relationship between variables
- describe characteristics of specific groups of people
- test hypotheses and examine specific relationships
- identify and establish size of market segments
A research case study to understand when to use quantitative research 7
Context: A study was undertaken to evaluate a major innovation in a hospital’s design, in terms of workforce implications and impact on patient and staff experiences of all single-room hospital accommodations. The researchers undertook a mixed methods approach to answer their research questions. Here, we focus on the quantitative research aspect.
Research questions : What are the advantages and disadvantages for the staff as a result of the hospital’s move to the new design with all single-room accommodations? Did the move affect staff experience and well-being and improve their ability to deliver high-quality care?
Method: The researchers obtained quantitative data from three sources:
- Staff activity (task time distribution): Each staff member was shadowed by a researcher who observed each task undertaken by the staff, and logged the time spent on each activity.
- Staff travel distances : The staff were requested to wear pedometers, which recorded the distances covered.
- Staff experience surveys : Staff were surveyed before and after the move to the new hospital design.
Results of quantitative research : The following observations were made based on quantitative data analysis:
- The move to the new design did not result in a significant change in the proportion of time spent on different activities.
- Staff activity events observed per session were higher after the move, and direct care and professional communication events per hour decreased significantly, suggesting fewer interruptions and less fragmented care.
- A significant increase in medication tasks among the recorded events suggests that medication administration was integrated into patient care activities.
- Travel distances increased for all staff, with highest increases for staff in the older people’s ward and surgical wards.
- Ratings for staff toilet facilities, locker facilities, and space at staff bases were higher but those for social interaction and natural light were lower.
Advantages of quantitative research 1,2
When choosing the right research methodology, also consider the advantages of quantitative research and how it can impact your study.
- Quantitative research methods are more scientific and rational. They use quantifiable data leading to objectivity in the results and avoid any chances of ambiguity.
- This type of research uses numeric data so analysis is relatively easier .
- In most cases, a hypothesis is already developed and quantitative research helps in testing and validatin g these constructed theories based on which researchers can make an informed decision about accepting or rejecting their theory.
- The use of statistical analysis software ensures quick analysis of large volumes of data and is less effort intensive.
- Higher levels of control can be applied to the research so the chances of bias can be reduced.
- Quantitative research is based on measured value s, facts, and verifiable information so it can be easily checked or replicated by other researchers leading to continuity in scientific research.
Disadvantages of quantitative research 1,2
Quantitative research may also be limiting; take a look at the disadvantages of quantitative research.
- Experiments are conducted in controlled settings instead of natural settings and it is possible for researchers to either intentionally or unintentionally manipulate the experiment settings to suit the results they desire.
- Participants must necessarily give objective answers (either one- or two-word, or yes or no answers) and the reasons for their selection or the context are not considered.
- Inadequate knowledge of statistical analysis methods may affect the results and their interpretation.
- Although statistical analysis indicates the trends or patterns among variables, the reasons for these observed patterns cannot be interpreted and the research may not give a complete picture.
- Large sample sizes are needed for more accurate and generalizable analysis .
- Quantitative research cannot be used to address complex issues.
Frequently asked questions on quantitative research
Q: What is the difference between quantitative research and qualitative research? 1
A: The following table lists the key differences between quantitative research and qualitative research, some of which may have been mentioned earlier in the article.
Q: What is the difference between reliability and validity? 8,9
A: The term reliability refers to the consistency of a research study. For instance, if a food-measuring weighing scale gives different readings every time the same quantity of food is measured then that weighing scale is not reliable. If the findings in a research study are consistent every time a measurement is made, then the study is considered reliable. However, it is usually unlikely to obtain the exact same results every time because some contributing variables may change. In such cases, a correlation coefficient is used to assess the degree of reliability. A strong positive correlation between the results indicates reliability.
Validity can be defined as the degree to which a tool actually measures what it claims to measure. It helps confirm the credibility of your research and suggests that the results may be generalizable. In other words, it measures the accuracy of the research.
The following table gives the key differences between reliability and validity.
Q: What is mixed methods research? 10
A: A mixed methods approach combines the characteristics of both quantitative research and qualitative research in the same study. This method allows researchers to validate their findings, verify if the results observed using both methods are complementary, and explain any unexpected results obtained from one method by using the other method. A mixed methods research design is useful in case of research questions that cannot be answered by either quantitative research or qualitative research alone. However, this method could be more effort- and cost-intensive because of the requirement of more resources. The figure 3 shows some basic mixed methods research designs that could be used.
Thus, quantitative research is the appropriate method for testing your hypotheses and can be used either alone or in combination with qualitative research per your study requirements. We hope this article has provided an insight into the various facets of quantitative research , including its different characteristics, advantages, and disadvantages, and a few tips to quickly understand when to use this research method.
References
- Qualitative vs quantitative research: Differences, examples, & methods. Simply Psychology. Accessed Feb 28, 2023. https://simplypsychology.org/qualitative-quantitative.html#Quantitative-Research
- Your ultimate guide to quantitative research. Qualtrics. Accessed February 28, 2023. https://www.qualtrics.com/uk/experience-management/research/quantitative-research/
- The steps of quantitative research. Revise Sociology. Accessed March 1, 2023. https://revisesociology.com/2017/11/26/the-steps-of-quantitative-research/
- What are the characteristics of quantitative research? Marketing91. Accessed March 1, 2023. https://www.marketing91.com/characteristics-of-quantitative-research/
- Quantitative research: Types, characteristics, methods, & examples. ProProfs Survey Maker. Accessed February 28, 2023. https://www.proprofssurvey.com/blog/quantitative-research/#Characteristics_of_Quantitative_Research
- Qualitative research isn’t as scientific as quantitative methods. Kmusial blog. Accessed March 5, 2023. https://kmusial.wordpress.com/2011/11/25/qualitative-research-isnt-as-scientific-as-quantitative-methods/
- Maben J, Griffiths P, Penfold C, et al. Evaluating a major innovation in hospital design: workforce implications and impact on patient and staff experiences of all single room hospital accommodation. Southampton (UK): NIHR Journals Library; 2015 Feb. (Health Services and Delivery Research, No. 3.3.) Chapter 5, Case study quantitative data findings. Accessed March 6, 2023. https://www.ncbi.nlm.nih.gov/books/NBK274429/
- McLeod, S. A. (2007). What is reliability? Simply Psychology. www.simplypsychology.org/reliability.html
- Reliability vs validity: Differences & examples. Accessed March 5, 2023. https://statisticsbyjim.com/basics/reliability-vs-validity/
- Mixed methods research. Community Engagement Program. Harvard Catalyst. Accessed February 28, 2023. https://catalyst.harvard.edu/community-engagement/mmr
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What Is Research Design?
A Plain-Language Explainer (With Examples)
By: Derek Jansen (MBA) | Reviewers: Eunice Rautenbach (DTech) & Kerryn Warren (PhD) | April 2023
Overview: Research Design 101
What is research design.
- Research design types for quantitative studies
- Video explainer : quantitative research design
- Research design types for qualitative studies
- Video explainer : qualitative research design
- How to choose a research design
- Key takeaways
Research design refers to the overall plan, structure or strategy that guides a research project , from its conception to the final data analysis. A good research design serves as the blueprint for how you, as the researcher, will collect and analyse data while ensuring consistency, reliability and validity throughout your study.
Understanding different types of research designs is essential as helps ensure that your approach is suitable given your research aims, objectives and questions , as well as the resources you have available to you. Without a clear big-picture view of how you’ll design your research, you run the risk of potentially making misaligned choices in terms of your methodology – especially your sampling , data collection and data analysis decisions.
The problem with defining research design…
One of the reasons students struggle with a clear definition of research design is because the term is used very loosely across the internet, and even within academia.
Some sources claim that the three research design types are qualitative, quantitative and mixed methods , which isn’t quite accurate (these just refer to the type of data that you’ll collect and analyse). Other sources state that research design refers to the sum of all your design choices, suggesting it’s more like a research methodology . Others run off on other less common tangents. No wonder there’s confusion!
In this article, we’ll clear up the confusion. We’ll explain the most common research design types for both qualitative and quantitative research projects, whether that is for a full dissertation or thesis, or a smaller research paper or article.
Research Design: Quantitative Studies
Quantitative research involves collecting and analysing data in a numerical form. Broadly speaking, there are four types of quantitative research designs: descriptive , correlational , experimental , and quasi-experimental .
As the name suggests, descriptive research design focuses on describing existing conditions, behaviours, or characteristics by systematically gathering information without manipulating any variables. In other words, there is no intervention on the researcher’s part – only data collection.
For example, if you’re studying smartphone addiction among adolescents in your community, you could deploy a survey to a sample of teens asking them to rate their agreement with certain statements that relate to smartphone addiction. The collected data would then provide insight regarding how widespread the issue may be – in other words, it would describe the situation.
The key defining attribute of this type of research design is that it purely describes the situation . In other words, descriptive research design does not explore potential relationships between different variables or the causes that may underlie those relationships. Therefore, descriptive research is useful for generating insight into a research problem by describing its characteristics . By doing so, it can provide valuable insights and is often used as a precursor to other research design types.
Correlational Research Design
Correlational design is a popular choice for researchers aiming to identify and measure the relationship between two or more variables without manipulating them . In other words, this type of research design is useful when you want to know whether a change in one thing tends to be accompanied by a change in another thing.
For example, if you wanted to explore the relationship between exercise frequency and overall health, you could use a correlational design to help you achieve this. In this case, you might gather data on participants’ exercise habits, as well as records of their health indicators like blood pressure, heart rate, or body mass index. Thereafter, you’d use a statistical test to assess whether there’s a relationship between the two variables (exercise frequency and health).
As you can see, correlational research design is useful when you want to explore potential relationships between variables that cannot be manipulated or controlled for ethical, practical, or logistical reasons. It is particularly helpful in terms of developing predictions , and given that it doesn’t involve the manipulation of variables, it can be implemented at a large scale more easily than experimental designs (which will look at next).
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Experimental research design is used to determine if there is a causal relationship between two or more variables . With this type of research design, you, as the researcher, manipulate one variable (the independent variable) while controlling others (dependent variables). Doing so allows you to observe the effect of the former on the latter and draw conclusions about potential causality.
For example, if you wanted to measure if/how different types of fertiliser affect plant growth, you could set up several groups of plants, with each group receiving a different type of fertiliser, as well as one with no fertiliser at all. You could then measure how much each plant group grew (on average) over time and compare the results from the different groups to see which fertiliser was most effective.
Overall, experimental research design provides researchers with a powerful way to identify and measure causal relationships (and the direction of causality) between variables. However, developing a rigorous experimental design can be challenging as it’s not always easy to control all the variables in a study. This often results in smaller sample sizes , which can reduce the statistical power and generalisability of the results.
Moreover, experimental research design requires random assignment . This means that the researcher needs to assign participants to different groups or conditions in a way that each participant has an equal chance of being assigned to any group (note that this is not the same as random sampling ). Doing so helps reduce the potential for bias and confounding variables . This need for random assignment can lead to ethics-related issues . For example, withholding a potentially beneficial medical treatment from a control group may be considered unethical in certain situations.
Quasi-Experimental Research Design
Quasi-experimental research design is used when the research aims involve identifying causal relations , but one cannot (or doesn’t want to) randomly assign participants to different groups (for practical or ethical reasons). Instead, with a quasi-experimental research design, the researcher relies on existing groups or pre-existing conditions to form groups for comparison.
For example, if you were studying the effects of a new teaching method on student achievement in a particular school district, you may be unable to randomly assign students to either group and instead have to choose classes or schools that already use different teaching methods. This way, you still achieve separate groups, without having to assign participants to specific groups yourself.
Naturally, quasi-experimental research designs have limitations when compared to experimental designs. Given that participant assignment is not random, it’s more difficult to confidently establish causality between variables, and, as a researcher, you have less control over other variables that may impact findings.
Research Design: Qualitative Studies
There are many different research design types when it comes to qualitative studies, but here we’ll narrow our focus to explore the “Big 4”. Specifically, we’ll look at phenomenological design, grounded theory design, ethnographic design, and case study design.
Phenomenological design involves exploring the meaning of lived experiences and how they are perceived by individuals. This type of research design seeks to understand people’s perspectives , emotions, and behaviours in specific situations. Here, the aim for researchers is to uncover the essence of human experience without making any assumptions or imposing preconceived ideas on their subjects.
For example, you could adopt a phenomenological design to study why cancer survivors have such varied perceptions of their lives after overcoming their disease. This could be achieved by interviewing survivors and then analysing the data using a qualitative analysis method such as thematic analysis to identify commonalities and differences.
Phenomenological research design typically involves in-depth interviews or open-ended questionnaires to collect rich, detailed data about participants’ subjective experiences. This richness is one of the key strengths of phenomenological research design but, naturally, it also has limitations. These include potential biases in data collection and interpretation and the lack of generalisability of findings to broader populations.
Grounded Theory Research Design
Grounded theory (also referred to as “GT”) aims to develop theories by continuously and iteratively analysing and comparing data collected from a relatively large number of participants in a study. It takes an inductive (bottom-up) approach, with a focus on letting the data “speak for itself”, without being influenced by preexisting theories or the researcher’s preconceptions.
As an example, let’s assume your research aims involved understanding how people cope with chronic pain from a specific medical condition, with a view to developing a theory around this. In this case, grounded theory design would allow you to explore this concept thoroughly without preconceptions about what coping mechanisms might exist. You may find that some patients prefer cognitive-behavioural therapy (CBT) while others prefer to rely on herbal remedies. Based on multiple, iterative rounds of analysis, you could then develop a theory in this regard, derived directly from the data (as opposed to other preexisting theories and models).
Grounded theory typically involves collecting data through interviews or observations and then analysing it to identify patterns and themes that emerge from the data. These emerging ideas are then validated by collecting more data until a saturation point is reached (i.e., no new information can be squeezed from the data). From that base, a theory can then be developed .
Ethnographic design involves observing and studying a culture-sharing group of people in their natural setting to gain insight into their behaviours, beliefs, and values. The focus here is on observing participants in their natural environment (as opposed to a controlled environment). This typically involves the researcher spending an extended period of time with the participants in their environment, carefully observing and taking field notes .
All of this is not to say that ethnographic research design relies purely on observation. On the contrary, this design typically also involves in-depth interviews to explore participants’ views, beliefs, etc. However, unobtrusive observation is a core component of the ethnographic approach.
As an example, an ethnographer may study how different communities celebrate traditional festivals or how individuals from different generations interact with technology differently. This may involve a lengthy period of observation, combined with in-depth interviews to further explore specific areas of interest that emerge as a result of the observations that the researcher has made.
As you can probably imagine, ethnographic research design has the ability to provide rich, contextually embedded insights into the socio-cultural dynamics of human behaviour within a natural, uncontrived setting. Naturally, however, it does come with its own set of challenges, including researcher bias (since the researcher can become quite immersed in the group), participant confidentiality and, predictably, ethical complexities . All of these need to be carefully managed if you choose to adopt this type of research design.
Case Study Design
With case study research design, you, as the researcher, investigate a single individual (or a single group of individuals) to gain an in-depth understanding of their experiences, behaviours or outcomes. Unlike other research designs that are aimed at larger sample sizes, case studies offer a deep dive into the specific circumstances surrounding a person, group of people, event or phenomenon, generally within a bounded setting or context .
As an example, a case study design could be used to explore the factors influencing the success of a specific small business. This would involve diving deeply into the organisation to explore and understand what makes it tick – from marketing to HR to finance. In terms of data collection, this could include interviews with staff and management, review of policy documents and financial statements, surveying customers, etc.
While the above example is focused squarely on one organisation, it’s worth noting that case study research designs can have different variation s, including single-case, multiple-case and longitudinal designs. As you can see in the example, a single-case design involves intensely examining a single entity to understand its unique characteristics and complexities. Conversely, in a multiple-case design , multiple cases are compared and contrasted to identify patterns and commonalities. Lastly, in a longitudinal case design , a single case or multiple cases are studied over an extended period of time to understand how factors develop over time.
How To Choose A Research Design
Having worked through all of these potential research designs, you’d be forgiven for feeling a little overwhelmed and wondering, “ But how do I decide which research design to use? ”. While we could write an entire post covering that alone, here are a few factors to consider that will help you choose a suitable research design for your study.
Data type: The first determining factor is naturally the type of data you plan to be collecting – i.e., qualitative or quantitative. This may sound obvious, but we have to be clear about this – don’t try to use a quantitative research design on qualitative data (or vice versa)!
Research aim(s) and question(s): As with all methodological decisions, your research aim and research questions will heavily influence your research design. For example, if your research aims involve developing a theory from qualitative data, grounded theory would be a strong option. Similarly, if your research aims involve identifying and measuring relationships between variables, one of the experimental designs would likely be a better option.
Time: It’s essential that you consider any time constraints you have, as this will impact the type of research design you can choose. For example, if you’ve only got a month to complete your project, a lengthy design such as ethnography wouldn’t be a good fit.
Resources: Take into account the resources realistically available to you, as these need to factor into your research design choice. For example, if you require highly specialised lab equipment to execute an experimental design, you need to be sure that you’ll have access to that before you make a decision.
Keep in mind that when it comes to research, it’s important to manage your risks and play as conservatively as possible. If your entire project relies on you achieving a huge sample, having access to niche equipment or holding interviews with very difficult-to-reach participants, you’re creating risks that could kill your project. So, be sure to think through your choices carefully and make sure that you have backup plans for any existential risks. Remember that a relatively simple methodology executed well generally will typically earn better marks than a highly-complex methodology executed poorly.
Recap: Key Takeaways
We’ve covered a lot of ground here. Let’s recap by looking at the key takeaways:
- Research design refers to the overall plan, structure or strategy that guides a research project, from its conception to the final analysis of data.
- Research designs for quantitative studies include descriptive , correlational , experimental and quasi-experimenta l designs.
- Research designs for qualitative studies include phenomenological , grounded theory , ethnographic and case study designs.
- When choosing a research design, you need to consider a variety of factors, including the type of data you’ll be working with, your research aims and questions, your time and the resources available to you.
If you need a helping hand with your research design (or any other aspect of your research), check out our private coaching services .
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19 Comments
Is there any blog article explaining more on Case study research design? Is there a Case study write-up template? Thank you.
Thanks this was quite valuable to clarify such an important concept.
Thanks for this simplified explanations. it is quite very helpful.
This was really helpful. thanks
Thank you for your explanation. I think case study research design and the use of secondary data in researches needs to be talked about more in your videos and articles because there a lot of case studies research design tailored projects out there.
Please is there any template for a case study research design whose data type is a secondary data on your repository?
This post is very clear, comprehensive and has been very helpful to me. It has cleared the confusion I had in regard to research design and methodology.
I appreciate the information get from you.
This post is helpful, easy to understand, and deconstructs what a research design is. Thanks
This post is really helpful.
how to cite this page
Thank you very much for the post. It is wonderful and has cleared many worries in my mind regarding research designs. I really appreciate .
how can I put this blog as my reference(APA style) in bibliography part?
This post has been very useful to me. Confusing areas have been cleared
This is very helpful and very useful!
Wow! This post has an awful explanation. Appreciated.
Thanks This has been helpful
Micah on 29, September, 2024 this is really helpful
This article is on point. Very well articulated and simply to understand. thanks for pointing out the term has been used very loosely across the internet, and even within academia. This is why so many students find it difficult to explain their study design
Thank you for these useful materials on how to designs the research
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Learn what quantitative research is, how it differs from qualitative research, and what methods and statistics are used to collect and analyze numerical data. Find out the advantages and disadvantages of quantitative research and some examples of quantitative research questions and methods.
In quantitative research, the choice of design serves as the structural foundation that shapes the study’s direction, credibility, and impact. Making informed decisions in the design phase is imperative for the generation of rigorous and actionable insights.
Learn what quantitative research design is, how it differs from qualitative research, and what types and methods are used to collect and analyze numerical data. Explore the advantages, limitations, key elements, and best practices of quantitative research design.
Learn about quantitative research, a type of research that collects and analyzes numerical data to test hypotheses and answer research questions. Explore the methods, types, analysis methods, applications, characteristics, and examples of quantitative research.
Learn how to design a research strategy for answering your research question using empirical data. Compare different types of quantitative and qualitative research designs, and find out how to choose the best methods for your project.
Definition. Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques.
Learn about the different types of quantitative research designs, such as experimental, correlational, descriptive and causal comparative, and how to choose the best one for your dissertation. Find out the key features, advantages and disadvantages of each design and see examples of each type.
Learn what quantitative research is, how it is used to test or validate hypotheses, and what methods and characteristics are involved. Explore the advantages and disadvantages of quantitative research and see examples of different types of quantitative research methods.
Learn the basics of research design for quantitative studies, including descriptive, correlational, experimental and quasi-experimental designs. See practical examples, video explanations and tips for choosing the right design for your research aims and objectives.
Learn how to report quantitative research in psychology following the Journal Article Reporting Standards (JARS–Quant) published by APA. Find standards for experimental, nonexperimental, special, analytic, and meta-analytic designs.