Quantitative Research
Quantitative research focuses on measurement of market phenomena and often involves statistical analysis. For example, a supermarket could ask its customers to rate how satisfied they were with various parameters, such as price, queuing time or manner of the checkout girl using a scale of very satisfied, satisfied ,neither satisfied or dissatisfied, dissatisfied or (hopefully not!) very dissatisfied.
This research will provide data that can be analysed statistically so we may be able to say whilst 67% of the sample were very satisfied with the price of goods, 55% were very dissatisfied with the associated queuing time, providing vital information for an organisation looking to retain or expand its customer base.
Quantitative research relies on a structured approach to the interview or questionnaire each respondent is asked the same series of questions and typically large numbers of customers or sample are surveyed via a variety of methods.