Quantitative Research

Quantitative research measures attitudes, behaviors, opinions, and other defined variables (often to test specific hypotheses). In market research, many quantitative projects use surveys for data collection (others use first-party, third-party data, or secondary sources). The goal is to gather enough data to draw reliable conclusions about a population (target market) of interest.

[New Article] Is it Time to Redefine Quantitative Research?
As simplistic as it is, market research is often defined as either “qualitative” or “quantitative.” In conversational use, most researchers use and define these categories fairly similarly. But this is changing. While “qualitative” use and meaning is fairly consistent, we are seeing a notable fragmentation in what the phrase “quantitative research” means to market research practitioners and related professionals.
Quant versus Qual: No longer meaningful?
Are the categories of quantitative and qualitative research still meaningful? Many market researchers refer to the categories of quantitative and qualitative methods when describing our profession. Some specialize in one or the other, some equally cover both. It’s a perfectly fine categorization that is universally used. But is it time for a refresh? Our profession has changed in recent years; shouldn’t our way of defining it?
Your Marketing Research Association Certificate Awaits
Excel-lent!
Is Market Segmentation or Customer Satisfaction Research in Your Future?

« Back to Glossary Index

Stay Connected