what is significance of the study in quantitative research

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What is the Significance of a Study? Examples and Guide

If you’re reading this post you’re probably wondering: what is the significance of a study?

No matter where you’re at with a piece of research, it is a good idea to think about the potential significance of your work. And sometimes you’ll have to explicitly write a statement of significance in your papers, it addition to it forming part of your thesis.

In this post I’ll cover what the significance of a study is, how to measure it, how to describe it with examples and add in some of my own experiences having now worked in research for over nine years.

If you’re reading this because you’re writing up your first paper, welcome! You may also like my how-to guide for all aspects of writing your first research paper .

Looking for guidance on writing the statement of significance for a paper or thesis? Click here to skip straight to that section.

What is the Significance of a Study?

For research papers, theses or dissertations it’s common to explicitly write a section describing the significance of the study. We’ll come onto what to include in that section in just a moment.

However the significance of a study can actually refer to several different things.

Working our way from the most technical to the broadest, depending on the context, the significance of a study may refer to:

• Within your study: Statistical significance. Can we trust the findings?
• Wider research field: Research significance. How does your study progress the field?
• Commercial / economic significance: Could there be business opportunities for your findings?
• Societal significance: What impact could your study have on the wider society.
• And probably other domain-specific significance!

We’ll shortly cover each of them in turn, including how they’re measured and some examples for each type of study significance.

But first, let’s touch on why you should consider the significance of your research at an early stage.

Why Care About the Significance of a Study?

No matter what is motivating you to carry out your research, it is sensible to think about the potential significance of your work. In the broadest sense this asks, how does the study contribute to the world?

After all, for many people research is only worth doing if it will result in some expected significance. For the vast majority of us our studies won’t be significant enough to reach the evening news, but most studies will help to enhance knowledge in a particular field and when research has at least some significance it makes for a far more fulfilling longterm pursuit.

Furthermore, a lot of us are carrying out research funded by the public. It therefore makes sense to keep an eye on what benefits the work could bring to the wider community.

Often in research you’ll come to a crossroads where you must decide which path of research to pursue. Thinking about the potential benefits of a strand of research can be useful for deciding how to spend your time, money and resources.

It’s worth noting though, that not all research activities have to work towards obvious significance. This is especially true while you’re a PhD student, where you’re figuring out what you enjoy and may simply be looking for an opportunity to learn a new skill.

However, if you’re trying to decide between two potential projects, it can be useful to weigh up the potential significance of each.

Let’s now dive into the different types of significance, starting with research significance.

Research Significance

What is the research significance of a study.

Unless someone specifies which type of significance they’re referring to, it is fair to assume that they want to know about the research significance of your study.

Research significance describes how your work has contributed to the field, how it could inform future studies and progress research.

Where should I write about my study’s significance in my thesis?

Typically you should write about your study’s significance in the Introduction and Conclusions sections of your thesis.

It’s important to mention it in the Introduction so that the relevance of your work and the potential impact and benefits it could have on the field are immediately apparent. Explaining why your work matters will help to engage readers (and examiners!) early on.

It’s also a good idea to detail the study’s significance in your Conclusions section. This adds weight to your findings and helps explain what your study contributes to the field.

On occasion you may also choose to include a brief description in your Abstract.

What is expected when submitting an article to a journal

It is common for journals to request a statement of significance, although this can sometimes be called other things such as:

• Impact statement
• Significance statement
• Advances in knowledge section

Here is one such example of what is expected:

Impact Statement:  An Impact Statement is required for all submissions.  Your impact statement will be evaluated by the Editor-in-Chief, Global Editors, and appropriate Associate Editor. For your manuscript to receive full review, the editors must be convinced that it is an important advance in for the field. The Impact Statement is not a restating of the abstract. It should address the following: Why is the work submitted important to the field? How does the work submitted advance the field? What new information does this work impart to the field? How does this new information impact the field? Experimental Biology and Medicine journal, author guidelines

Typically the impact statement will be shorter than the Abstract, around 150 words.

Defining the study’s significance is helpful not just for the impact statement (if the journal asks for one) but also for building a more compelling argument throughout your submission. For instance, usually you’ll start the Discussion section of a paper by highlighting the research significance of your work. You’ll also include a short description in your Abstract too.

How to describe the research significance of a study, with examples

Whether you’re writing a thesis or a journal article, the approach to writing about the significance of a study are broadly the same.

I’d therefore suggest using the questions above as a starting point to base your statements on.

• Why is the work submitted important to the field?
• How does the work submitted advance the field?
• What new information does this work impart to the field?
• How does this new information impact the field?

Answer those questions and you’ll have a much clearer idea of the research significance of your work.

When describing it, try to clearly state what is novel about your study’s contribution to the literature. Then go on to discuss what impact it could have on progressing the field along with recommendations for future work.

Potential sentence starters

If you’re not sure where to start, why not set a 10 minute timer and have a go at trying to finish a few of the following sentences. Not sure on what to put? Have a chat to your supervisor or lab mates and they may be able to suggest some ideas.

• This study is important to the field because…
• These findings advance the field by…
• Our results highlight the importance of…
• Our discoveries impact the field by…

Now you’ve had a go let’s have a look at some real life examples.

Statement of significance examples

A statement of significance / impact:

Impact Statement This review highlights the historical development of the concept of “ideal protein” that began in the 1950s and 1980s for poultry and swine diets, respectively, and the major conceptual deficiencies of the long-standing concept of “ideal protein” in animal nutrition based on recent advances in amino acid (AA) metabolism and functions. Nutritionists should move beyond the “ideal protein” concept to consider optimum ratios and amounts of all proteinogenic AAs in animal foods and, in the case of carnivores, also taurine. This will help formulate effective low-protein diets for livestock, poultry, and fish, while sustaining global animal production. Because they are not only species of agricultural importance, but also useful models to study the biology and diseases of humans as well as companion (e.g. dogs and cats), zoo, and extinct animals in the world, our work applies to a more general readership than the nutritionists and producers of farm animals. Wu G, Li P. The “ideal protein” concept is not ideal in animal nutrition.  Experimental Biology and Medicine . 2022;247(13):1191-1201. doi: 10.1177/15353702221082658

And the same type of section but this time called “Advances in knowledge”:

Advances in knowledge: According to the MY-RADs criteria, size measurements of focal lesions in MRI are now of relevance for response assessment in patients with monoclonal plasma cell disorders. Size changes of 1 or 2 mm are frequently observed due to uncertainty of the measurement only, while the actual focal lesion has not undergone any biological change. Size changes of at least 6 mm or more in  T 1  weighted or  T 2  weighted short tau inversion recovery sequences occur in only 5% or less of cases when the focal lesion has not undergone any biological change. Wennmann M, Grözinger M, Weru V, et al. Test-retest, inter- and intra-rater reproducibility of size measurements of focal bone marrow lesions in MRI in patients with multiple myeloma [published online ahead of print, 2023 Apr 12].  Br J Radiol . 2023;20220745. doi: 10.1259/bjr.20220745

Other examples of research significance

Moving beyond the formal statement of significance, here is how you can describe research significance more broadly within your paper.

Describing research impact in an Abstract of a paper:

Three-dimensional visualisation and quantification of the chondrocyte population within articular cartilage can be achieved across a field of view of several millimetres using laboratory-based micro-CT. The ability to map chondrocytes in 3D opens possibilities for research in fields from skeletal development through to medical device design and treatment of cartilage degeneration. Conclusions section of the abstract in my first paper .

In the Discussion section of a paper:

We report for the utility of a standard laboratory micro-CT scanner to visualise and quantify features of the chondrocyte population within intact articular cartilage in 3D. This study represents a complimentary addition to the growing body of evidence supporting the non-destructive imaging of the constituents of articular cartilage. This offers researchers the opportunity to image chondrocyte distributions in 3D without specialised synchrotron equipment, enabling investigations such as chondrocyte morphology across grades of cartilage damage, 3D strain mapping techniques such as digital volume correlation to evaluate mechanical properties  in situ , and models for 3D finite element analysis  in silico  simulations. This enables an objective quantification of chondrocyte distribution and morphology in three dimensions allowing greater insight for investigations into studies of cartilage development, degeneration and repair. One such application of our method, is as a means to provide a 3D pattern in the cartilage which, when combined with digital volume correlation, could determine 3D strain gradient measurements enabling potential treatment and repair of cartilage degeneration. Moreover, the method proposed here will allow evaluation of cartilage implanted with tissue engineered scaffolds designed to promote chondral repair, providing valuable insight into the induced regenerative process. The Discussion section of the paper is laced with references to research significance.

How is longer term research significance measured?

Looking beyond writing impact statements within papers, sometimes you’ll want to quantify the long term research significance of your work. For instance when applying for jobs.

The most obvious measure of a study’s long term research significance is the number of citations it receives from future publications. The thinking is that a study which receives more citations will have had more research impact, and therefore significance , than a study which received less citations. Citations can give a broad indication of how useful the work is to other researchers but citations aren’t really a good measure of significance.

Bear in mind that us researchers can be lazy folks and sometimes are simply looking to cite the first paper which backs up one of our claims. You can find studies which receive a lot of citations simply for packaging up the obvious in a form which can be easily found and referenced, for instance by having a catchy or optimised title.

Likewise, research activity varies wildly between fields. Therefore a certain study may have had a big impact on a particular field but receive a modest number of citations, simply because not many other researchers are working in the field.

Nevertheless, citations are a standard measure of significance and for better or worse it remains impressive for someone to be the first author of a publication receiving lots of citations.

Other measures for the research significance of a study include:

• Accolades: best paper awards at conferences, thesis awards, “most downloaded” titles for articles, press coverage.
• How much follow-on research the study creates. For instance, part of my PhD involved a novel material initially developed by another PhD student in the lab. That PhD student’s research had unlocked lots of potential new studies and now lots of people in the group were using the same material and developing it for different applications. The initial study may not receive a high number of citations yet long term it generated a lot of research activity.

That covers research significance, but you’ll often want to consider other types of significance for your study and we’ll cover those next.

Statistical Significance

What is the statistical significance of a study.

Often as part of a study you’ll carry out statistical tests and then state the statistical significance of your findings: think p-values eg <0.05. It is useful to describe the outcome of these tests within your report or paper, to give a measure of statistical significance.

Effectively you are trying to show whether the performance of your innovation is actually better than a control or baseline and not just chance. Statistical significance deserves a whole other post so I won’t go into a huge amount of depth here.

Things that make publication in  The BMJ  impossible or unlikely Internal validity/robustness of the study • It had insufficient statistical power, making interpretation difficult; • Lack of statistical power; The British Medical Journal’s guide for authors

Calculating statistical significance isn’t always necessary (or valid) for a study, such as if you have a very small number of samples, but it is a very common requirement for scientific articles.

Writing a journal article? Check the journal’s guide for authors to see what they expect. Generally if you have approximately five or more samples or replicates it makes sense to start thinking about statistical tests. Speak to your supervisor and lab mates for advice, and look at other published articles in your field.

How is statistical significance measured?

Statistical significance is quantified using p-values . Depending on your study design you’ll choose different statistical tests to compute the p-value.

A p-value of 0.05 is a common threshold value. The 0.05 means that there is a 1/20 chance that the difference in performance you’re reporting is just down to random chance.

• p-values above 0.05 mean that the result isn’t statistically significant enough to be trusted: it is too likely that the effect you’re showing is just luck.
• p-values less than or equal to 0.05 mean that the result is statistically significant. In other words: unlikely to just be chance, which is usually considered a good outcome.

Low p-values (eg p = 0.001) mean that it is highly unlikely to be random chance (1/1000 in the case of p = 0.001), therefore more statistically significant.

It is important to clarify that, although low p-values mean that your findings are statistically significant, it doesn’t automatically mean that the result is scientifically important. More on that in the next section on research significance.

How to describe the statistical significance of your study, with examples

In the first paper from my PhD I ran some statistical tests to see if different staining techniques (basically dyes) increased how well you could see cells in cow tissue using micro-CT scanning (a 3D imaging technique).

In your methods section you should mention the statistical tests you conducted and then in the results you will have statements such as:

Between mediums for the two scan protocols C/N [contrast to noise ratio] was greater for EtOH than the PBS in both scanning methods (both  p  < 0.0001) with mean differences of 1.243 (95% CI [confidence interval] 0.709 to 1.778) for absorption contrast and 6.231 (95% CI 5.772 to 6.690) for propagation contrast. … Two repeat propagation scans were taken of samples from the PTA-stained groups. No difference in mean C/N was found with either medium: PBS had a mean difference of 0.058 ( p  = 0.852, 95% CI -0.560 to 0.676), EtOH had a mean difference of 1.183 ( p  = 0.112, 95% CI 0.281 to 2.648). From the Results section of my first paper, available here . Square brackets added for this post to aid clarity.

From this text the reader can infer from the first paragraph that there was a statistically significant difference in using EtOH compared to PBS (really small p-value of <0.0001). However, from the second paragraph, the difference between two repeat scans was statistically insignificant for both PBS (p = 0.852) and EtOH (p = 0.112).

By conducting these statistical tests you have then earned your right to make bold statements, such as these from the discussion section:

Propagation phase-contrast increases the contrast of individual chondrocytes [cartilage cells] compared to using absorption contrast. From the Discussion section from the same paper.

Without statistical tests you have no evidence that your results are not just down to random chance.

Beyond describing the statistical significance of a study in the main body text of your work, you can also show it in your figures.

In figures such as bar charts you’ll often see asterisks to represent statistical significance, and “n.s.” to show differences between groups which are not statistically significant. Here is one such figure, with some subplots, from the same paper:

In this example an asterisk (*) between two bars represents p < 0.05. Two asterisks (**) represents p < 0.001 and three asterisks (***) represents p < 0.0001. This should always be stated in the caption of your figure since the values that each asterisk refers to can vary.

Now that we know if a study is showing statistically and research significance, let’s zoom out a little and consider the potential for commercial significance.

Commercial and Industrial Significance

What are commercial and industrial significance.

Moving beyond significance in relation to academia, your research may also have commercial or economic significance.

Simply put:

• Commercial significance: could the research be commercialised as a product or service? Perhaps the underlying technology described in your study could be licensed to a company or you could even start your own business using it.
• Industrial significance: more widely than just providing a product which could be sold, does your research provide insights which may affect a whole industry? Such as: revealing insights or issues with current practices, performance gains you don’t want to commercialise (e.g. solar power efficiency), providing suggested frameworks or improvements which could be employed industry-wide.

I’ve grouped these two together because there can certainly be overlap. For instance, perhaps your new technology could be commercialised whilst providing wider improvements for the whole industry.

Commercial and industrial significance are not relevant to most studies, so only write about it if you and your supervisor can think of reasonable routes to your work having an impact in these ways.

How are commercial and industrial significance measured?

Unlike statistical and research significances, the measures of commercial and industrial significance can be much more broad.

Here are some potential measures of significance:

Commercial significance:

• How much value does your technology bring to potential customers or users?
• How big is the potential market and how much revenue could the product potentially generate?
• Is the intellectual property protectable? i.e. patentable, or if not could the novelty be protected with trade secrets: if so publish your method with caution!
• If commercialised, could the product bring employment to a geographical area?

Industrial significance:

What impact could it have on the industry? For instance if you’re revealing an issue with something, such as unintended negative consequences of a drug , what does that mean for the industry and the public? This could be:

• Reduced overhead costs
• Better safety
• Faster production methods
• Improved scaleability

How to describe the commercial and industrial significance of a study, with examples

Commercial significance.

If your technology could be commercially viable, and you’ve got an interest in commercialising it yourself, it is likely that you and your university may not want to immediately publish the study in a journal.

You’ll probably want to consider routes to exploiting the technology and your university may have a “technology transfer” team to help researchers navigate the various options.

However, if instead of publishing a paper you’re submitting a thesis or dissertation then it can be useful to highlight the commercial significance of your work. In this instance you could include statements of commercial significance such as:

The measurement technology described in this study provides state of the art performance and could enable the development of low cost devices for aerospace applications. An example of commercial significance I invented for this post

Industrial significance

First, think about the industrial sectors who could benefit from the developments described in your study.

For example if you’re working to improve battery efficiency it is easy to think of how it could lead to performance gains for certain industries, like personal electronics or electric vehicles. In these instances you can describe the industrial significance relatively easily, based off your findings.

For example:

By utilising abundant materials in the described battery fabrication process we provide a framework for battery manufacturers to reduce dependence on rare earth components. Again, an invented example

For other technologies there may well be industrial applications but they are less immediately obvious and applicable. In these scenarios the best you can do is to simply reframe your research significance statement in terms of potential commercial applications in a broad way.

As a reminder: not all studies should address industrial significance, so don’t try to invent applications just for the sake of it!

Societal Significance

What is the societal significance of a study.

The most broad category of significance is the societal impact which could stem from it.

If you’re working in an applied field it may be quite easy to see a route for your research to impact society. For others, the route to societal significance may be less immediate or clear.

Studies can help with big issues facing society such as:

• Medical applications : vaccines, surgical implants, drugs, improving patient safety. For instance this medical device and drug combination I worked on which has a very direct route to societal significance.
• Political significance : Your research may provide insights which could contribute towards potential changes in policy or better understanding of issues facing society.
• Public health : for instance COVID-19 transmission and related decisions.
• Climate change : mitigation such as more efficient solar panels and lower cost battery solutions, and studying required adaptation efforts and technologies. Also, better understanding around related societal issues, for instance this study on the effects of temperature on hate speech.

How is societal significance measured?

Societal significance at a high level can be quantified by the size of its potential societal effect. Just like a lab risk assessment, you can think of it in terms of probability (or how many people it could help) and impact magnitude.

Societal impact = How many people it could help x the magnitude of the impact

Think about how widely applicable the findings are: for instance does it affect only certain people? Then think about the potential size of the impact: what kind of difference could it make to those people?

Between these two metrics you can get a pretty good overview of the potential societal significance of your research study.

How to describe the societal significance of a study, with examples

Quite often the broad societal significance of your study is what you’re setting the scene for in your Introduction. In addition to describing the existing literature, it is common to for the study’s motivation to touch on its wider impact for society.

For those of us working in healthcare research it is usually pretty easy to see a path towards societal significance.

Our CLOUT model has state-of-the-art performance in mortality prediction, surpassing other competitive NN models and a logistic regression model … Our results show that the risk factors identified by the CLOUT model agree with physicians’ assessment, suggesting that CLOUT could be used in real-world clinicalsettings. Our results strongly support that CLOUT may be a useful tool to generate clinical prediction models, especially among hospitalized and critically ill patient populations. Learning Latent Space Representations to Predict Patient Outcomes: Model Development and Validation

In other domains the societal significance may either take longer or be more indirect, meaning that it can be more difficult to describe the societal impact.

Even so, here are some examples I’ve found from studies in non-healthcare domains:

We examined food waste as an initial investigation and test of this methodology, and there is clear potential for the examination of not only other policy texts related to food waste (e.g., liability protection, tax incentives, etc.; Broad Leib et al., 2020) but related to sustainable fishing (Worm et al., 2006) and energy use (Hawken, 2017). These other areas are of obvious relevance to climate change… AI-Based Text Analysis for Evaluating Food Waste Policies

The continued development of state-of-the art NLP tools tailored to climate policy will allow climate researchers and policy makers to extract meaningful information from this growing body of text, to monitor trends over time and administrative units, and to identify potential policy improvements. BERT Classification of Paris Agreement Climate Action Plans

Top Tips For Identifying & Writing About the Significance of Your Study

• Writing a thesis? Describe the significance of your study in the Introduction and the Conclusion .
• Submitting a paper? Read the journal’s guidelines. If you’re writing a statement of significance for a journal, make sure you read any guidance they give for what they’re expecting.
• Take a step back from your research and consider your study’s main contributions.
• Read previously published studies in your field . Use this for inspiration and ideas on how to describe the significance of your own study
• Discuss the study with your supervisor and potential co-authors or collaborators and brainstorm potential types of significance for it.

Now you’ve finished reading up on the significance of a study you may also like my how-to guide for all aspects of writing your first research paper .

Writing an academic journal paper

I hope that you’ve learned something useful from this article about the significance of a study. If you have any more research-related questions let me know, I’m here to help.

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

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What is the Significance of the Study?

• By DiscoverPhDs
• August 25, 2020

• what the significance of the study means,
• why it’s important to include in your research work,
• where you would include it in your paper, thesis or dissertation,
• how you write one
• and finally an example of a well written section about the significance of the study.

What does Significance of the Study mean?

The significance of the study is a written statement that explains why your research was needed. It’s a justification of the importance of your work and impact it has on your research field, it’s contribution to new knowledge and how others will benefit from it.

Why is the Significance of the Study important?

The significance of the study, also known as the rationale of the study, is important to convey to the reader why the research work was important. This may be an academic reviewer assessing your manuscript under peer-review, an examiner reading your PhD thesis, a funder reading your grant application or another research group reading your published journal paper. Your academic writing should make clear to the reader what the significance of the research that you performed was, the contribution you made and the benefits of it.

How do you write the Significance of the Study?

When writing this section, first think about where the gaps in knowledge are in your research field. What are the areas that are poorly understood with little or no previously published literature? Or what topics have others previously published on that still require further work. This is often referred to as the problem statement.

The introduction section within the significance of the study should include you writing the problem statement and explaining to the reader where the gap in literature is.

Then think about the significance of your research and thesis study from two perspectives: (1) what is the general contribution of your research on your field and (2) what specific contribution have you made to the knowledge and who does this benefit the most.

For example, the gap in knowledge may be that the benefits of dumbbell exercises for patients recovering from a broken arm are not fully understood. You may have performed a study investigating the impact of dumbbell training in patients with fractures versus those that did not perform dumbbell exercises and shown there to be a benefit in their use. The broad significance of the study would be the improvement in the understanding of effective physiotherapy methods. Your specific contribution has been to show a significant improvement in the rate of recovery in patients with broken arms when performing certain dumbbell exercise routines.

This statement should be no more than 500 words in length when written for a thesis. Within a research paper, the statement should be shorter and around 200 words at most.

Significance of the Study: An example

Building on the above hypothetical academic study, the following is an example of a full statement of the significance of the study for you to consider when writing your own. Keep in mind though that there’s no single way of writing the perfect significance statement and it may well depend on the subject area and the study content.

Here’s another example to help demonstrate how a significance of the study can also be applied to non-technical fields:

The significance of this research lies in its potential to inform clinical practices and patient counseling. By understanding the psychological outcomes associated with non-surgical facial aesthetics, practitioners can better guide their patients in making informed decisions about their treatment plans. Additionally, this study contributes to the body of academic knowledge by providing empirical evidence on the effects of these cosmetic procedures, which have been largely anecdotal up to this point.

The statement of the significance of the study is used by students and researchers in academic writing to convey the importance of the research performed; this section is written at the end of the introduction and should describe the specific contribution made and who it benefits.

Considering whether to do an MBA or a PhD? If so, find out what their differences are, and more importantly, which one is better suited for you.

Do you need to have published papers to do a PhD? The simple answer is no but it could benefit your application if you can.

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Dr Williams gained her PhD in Chemical Engineering at the Rensselaer Polytechnic Institute in Troy, New York in 2020. She is now a Presidential Postdoctoral Fellow at Cornell University, researching simplifying vaccine manufacturing in low-income countries.

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Home » Quantitative Research – Methods, Types and Analysis

Quantitative Research – Methods, Types and Analysis

Table of Contents

Quantitative Research

Quantitative research is a type of research that collects and analyzes numerical data to test hypotheses and answer research questions . This research typically involves a large sample size and uses statistical analysis to make inferences about a population based on the data collected. It often involves the use of surveys, experiments, or other structured data collection methods to gather quantitative data.

Quantitative Research Methods

Quantitative Research Methods are as follows:

Descriptive Research Design

Descriptive research design is used to describe the characteristics of a population or phenomenon being studied. This research method is used to answer the questions of what, where, when, and how. Descriptive research designs use a variety of methods such as observation, case studies, and surveys to collect data. The data is then analyzed using statistical tools to identify patterns and relationships.

Correlational Research Design

Correlational research design is used to investigate the relationship between two or more variables. Researchers use correlational research to determine whether a relationship exists between variables and to what extent they are related. This research method involves collecting data from a sample and analyzing it using statistical tools such as correlation coefficients.

Quasi-experimental Research Design

Quasi-experimental research design is used to investigate cause-and-effect relationships between variables. This research method is similar to experimental research design, but it lacks full control over the independent variable. Researchers use quasi-experimental research designs when it is not feasible or ethical to manipulate the independent variable.

Experimental Research Design

Experimental research design is used to investigate cause-and-effect relationships between variables. This research method involves manipulating the independent variable and observing the effects on the dependent variable. Researchers use experimental research designs to test hypotheses and establish cause-and-effect relationships.

Survey Research

Survey research involves collecting data from a sample of individuals using a standardized questionnaire. This research method is used to gather information on attitudes, beliefs, and behaviors of individuals. Researchers use survey research to collect data quickly and efficiently from a large sample size. Survey research can be conducted through various methods such as online, phone, mail, or in-person interviews.

Quantitative Research Analysis Methods

Here are some commonly used quantitative research analysis methods:

Statistical Analysis

Statistical analysis is the most common quantitative research analysis method. It involves using statistical tools and techniques to analyze the numerical data collected during the research process. Statistical analysis can be used to identify patterns, trends, and relationships between variables, and to test hypotheses and theories.

Regression Analysis

Regression analysis is a statistical technique used to analyze the relationship between one dependent variable and one or more independent variables. Researchers use regression analysis to identify and quantify the impact of independent variables on the dependent variable.

Factor Analysis

Factor analysis is a statistical technique used to identify underlying factors that explain the correlations among a set of variables. Researchers use factor analysis to reduce a large number of variables to a smaller set of factors that capture the most important information.

Structural Equation Modeling

Structural equation modeling is a statistical technique used to test complex relationships between variables. It involves specifying a model that includes both observed and unobserved variables, and then using statistical methods to test the fit of the model to the data.

Time Series Analysis

Time series analysis is a statistical technique used to analyze data that is collected over time. It involves identifying patterns and trends in the data, as well as any seasonal or cyclical variations.

Multilevel Modeling

Multilevel modeling is a statistical technique used to analyze data that is nested within multiple levels. For example, researchers might use multilevel modeling to analyze data that is collected from individuals who are nested within groups, such as students nested within schools.

Applications of Quantitative Research

Quantitative research has many applications across a wide range of fields. Here are some common examples:

• Market Research : Quantitative research is used extensively in market research to understand consumer behavior, preferences, and trends. Researchers use surveys, experiments, and other quantitative methods to collect data that can inform marketing strategies, product development, and pricing decisions.
• Health Research: Quantitative research is used in health research to study the effectiveness of medical treatments, identify risk factors for diseases, and track health outcomes over time. Researchers use statistical methods to analyze data from clinical trials, surveys, and other sources to inform medical practice and policy.
• Social Science Research: Quantitative research is used in social science research to study human behavior, attitudes, and social structures. Researchers use surveys, experiments, and other quantitative methods to collect data that can inform social policies, educational programs, and community interventions.
• Education Research: Quantitative research is used in education research to study the effectiveness of teaching methods, assess student learning outcomes, and identify factors that influence student success. Researchers use experimental and quasi-experimental designs, as well as surveys and other quantitative methods, to collect and analyze data.
• Environmental Research: Quantitative research is used in environmental research to study the impact of human activities on the environment, assess the effectiveness of conservation strategies, and identify ways to reduce environmental risks. Researchers use statistical methods to analyze data from field studies, experiments, and other sources.

Characteristics of Quantitative Research

Here are some key characteristics of quantitative research:

• Numerical data : Quantitative research involves collecting numerical data through standardized methods such as surveys, experiments, and observational studies. This data is analyzed using statistical methods to identify patterns and relationships.
• Large sample size: Quantitative research often involves collecting data from a large sample of individuals or groups in order to increase the reliability and generalizability of the findings.
• Objective approach: Quantitative research aims to be objective and impartial in its approach, focusing on the collection and analysis of data rather than personal beliefs, opinions, or experiences.
• Control over variables: Quantitative research often involves manipulating variables to test hypotheses and establish cause-and-effect relationships. Researchers aim to control for extraneous variables that may impact the results.
• Replicable : Quantitative research aims to be replicable, meaning that other researchers should be able to conduct similar studies and obtain similar results using the same methods.
• Statistical analysis: Quantitative research involves using statistical tools and techniques to analyze the numerical data collected during the research process. Statistical analysis allows researchers to identify patterns, trends, and relationships between variables, and to test hypotheses and theories.
• Generalizability: Quantitative research aims to produce findings that can be generalized to larger populations beyond the specific sample studied. This is achieved through the use of random sampling methods and statistical inference.

Examples of Quantitative Research

Here are some examples of quantitative research in different fields:

• Market Research: A company conducts a survey of 1000 consumers to determine their brand awareness and preferences. The data is analyzed using statistical methods to identify trends and patterns that can inform marketing strategies.
• Health Research : A researcher conducts a randomized controlled trial to test the effectiveness of a new drug for treating a particular medical condition. The study involves collecting data from a large sample of patients and analyzing the results using statistical methods.
• Social Science Research : A sociologist conducts a survey of 500 people to study attitudes toward immigration in a particular country. The data is analyzed using statistical methods to identify factors that influence these attitudes.
• Education Research: A researcher conducts an experiment to compare the effectiveness of two different teaching methods for improving student learning outcomes. The study involves randomly assigning students to different groups and collecting data on their performance on standardized tests.
• Environmental Research : A team of researchers conduct a study to investigate the impact of climate change on the distribution and abundance of a particular species of plant or animal. The study involves collecting data on environmental factors and population sizes over time and analyzing the results using statistical methods.
• Psychology : A researcher conducts a survey of 500 college students to investigate the relationship between social media use and mental health. The data is analyzed using statistical methods to identify correlations and potential causal relationships.
• Political Science: A team of researchers conducts a study to investigate voter behavior during an election. They use survey methods to collect data on voting patterns, demographics, and political attitudes, and analyze the results using statistical methods.

How to Conduct Quantitative Research

Here is a general overview of how to conduct quantitative research:

• Develop a research question: The first step in conducting quantitative research is to develop a clear and specific research question. This question should be based on a gap in existing knowledge, and should be answerable using quantitative methods.
• Develop a research design: Once you have a research question, you will need to develop a research design. This involves deciding on the appropriate methods to collect data, such as surveys, experiments, or observational studies. You will also need to determine the appropriate sample size, data collection instruments, and data analysis techniques.
• Collect data: The next step is to collect data. This may involve administering surveys or questionnaires, conducting experiments, or gathering data from existing sources. It is important to use standardized methods to ensure that the data is reliable and valid.
• Analyze data : Once the data has been collected, it is time to analyze it. This involves using statistical methods to identify patterns, trends, and relationships between variables. Common statistical techniques include correlation analysis, regression analysis, and hypothesis testing.
• Interpret results: After analyzing the data, you will need to interpret the results. This involves identifying the key findings, determining their significance, and drawing conclusions based on the data.
• Communicate findings: Finally, you will need to communicate your findings. This may involve writing a research report, presenting at a conference, or publishing in a peer-reviewed journal. It is important to clearly communicate the research question, methods, results, and conclusions to ensure that others can understand and replicate your research.

When to use Quantitative Research

Here are some situations when quantitative research can be appropriate:

• To test a hypothesis: Quantitative research is often used to test a hypothesis or a theory. It involves collecting numerical data and using statistical analysis to determine if the data supports or refutes the hypothesis.
• To generalize findings: If you want to generalize the findings of your study to a larger population, quantitative research can be useful. This is because it allows you to collect numerical data from a representative sample of the population and use statistical analysis to make inferences about the population as a whole.
• To measure relationships between variables: If you want to measure the relationship between two or more variables, such as the relationship between age and income, or between education level and job satisfaction, quantitative research can be useful. It allows you to collect numerical data on both variables and use statistical analysis to determine the strength and direction of the relationship.
• To identify patterns or trends: Quantitative research can be useful for identifying patterns or trends in data. For example, you can use quantitative research to identify trends in consumer behavior or to identify patterns in stock market data.
• To quantify attitudes or opinions : If you want to measure attitudes or opinions on a particular topic, quantitative research can be useful. It allows you to collect numerical data using surveys or questionnaires and analyze the data using statistical methods to determine the prevalence of certain attitudes or opinions.

Purpose of Quantitative Research

The purpose of quantitative research is to systematically investigate and measure the relationships between variables or phenomena using numerical data and statistical analysis. The main objectives of quantitative research include:

• Description : To provide a detailed and accurate description of a particular phenomenon or population.
• Explanation : To explain the reasons for the occurrence of a particular phenomenon, such as identifying the factors that influence a behavior or attitude.
• Prediction : To predict future trends or behaviors based on past patterns and relationships between variables.
• Control : To identify the best strategies for controlling or influencing a particular outcome or behavior.

Quantitative research is used in many different fields, including social sciences, business, engineering, and health sciences. It can be used to investigate a wide range of phenomena, from human behavior and attitudes to physical and biological processes. The purpose of quantitative research is to provide reliable and valid data that can be used to inform decision-making and improve understanding of the world around us.

Advantages of Quantitative Research

There are several advantages of quantitative research, including:

• Objectivity : Quantitative research is based on objective data and statistical analysis, which reduces the potential for bias or subjectivity in the research process.
• Reproducibility : Because quantitative research involves standardized methods and measurements, it is more likely to be reproducible and reliable.
• Generalizability : Quantitative research allows for generalizations to be made about a population based on a representative sample, which can inform decision-making and policy development.
• Precision : Quantitative research allows for precise measurement and analysis of data, which can provide a more accurate understanding of phenomena and relationships between variables.
• Efficiency : Quantitative research can be conducted relatively quickly and efficiently, especially when compared to qualitative research, which may involve lengthy data collection and analysis.
• Large sample sizes : Quantitative research can accommodate large sample sizes, which can increase the representativeness and generalizability of the results.

Limitations of Quantitative Research

There are several limitations of quantitative research, including:

• Limited understanding of context: Quantitative research typically focuses on numerical data and statistical analysis, which may not provide a comprehensive understanding of the context or underlying factors that influence a phenomenon.
• Simplification of complex phenomena: Quantitative research often involves simplifying complex phenomena into measurable variables, which may not capture the full complexity of the phenomenon being studied.
• Potential for researcher bias: Although quantitative research aims to be objective, there is still the potential for researcher bias in areas such as sampling, data collection, and data analysis.
• Limited ability to explore new ideas: Quantitative research is often based on pre-determined research questions and hypotheses, which may limit the ability to explore new ideas or unexpected findings.
• Limited ability to capture subjective experiences : Quantitative research is typically focused on objective data and may not capture the subjective experiences of individuals or groups being studied.
• Ethical concerns : Quantitative research may raise ethical concerns, such as invasion of privacy or the potential for harm to participants.

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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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• A Researcher’s Guide To Statistical Significance And Sample Size Calculations

What Does It Mean for Research to Be Statistically Significant?

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What does it mean to be statistically significant, an example of null hypothesis significance testing, measuring statistical significance: understanding the p value (significance level), what factors affect the power of hypothesis test, 1. sample size, 2. significance level, 3. standard deviations, 4. effect size, why is statistical significance important for researchers, does your study need to be statistically significant, practical significance vs. statistical significance, part 1: how is statistical significance defined in research.

The world today is drowning in data.

That may sound like hyperbole but consider this. In 2018, humans around the world produced more than 2.5 quintillion bytes of data—each day. According to some estimates , every minute people conduct almost 4.5 million Google searches, post 511,200 tweets, watch 4.5 million YouTube videos, swipe 1.4 million times on Tinder, and order 8,683 meals from GrubHub. These numbers—and the world’s total data—are expected to continue growing exponentially in the coming years.

For behavioral researchers and businesses, this data represents a valuable opportunity. However, using data to learn about human behavior or make decisions about consumer behavior often requires an understanding of statistics and statistical significance.

Statistical significance is a measurement of how likely it is that the difference between two groups, models, or statistics occurred by chance or occurred because two variables are actually related to each other. This means that a “statistically significant” finding is one in which it is likely the finding is real, reliable, and not due to chance.

To evaluate whether a finding is statistically significant, researchers engage in a process known as null hypothesis significance testing . Null hypothesis significance testing is less of a mathematical formula and more of a logical process for thinking about the strength and legitimacy of a finding.

Imagine a Vice President of Marketing asks her team to test a new layout for the company website. The new layout streamlines the user experience by making it easier for people to place orders and suggesting additional items to go along with each customer’s purchase. After testing the new website, the VP finds that visitors to the site spend an average of $12.63. Under the old layout, visitors spent an average of $12.32, meaning the new layout increases average spending by $0.31 per person. The question the VP must answer is whether the difference of $0.31 per person is significant or something that likely occurred by chance.

To answer this question with statistical analysis, the VP begins by adopting a skeptical stance toward her data known as the null hypothesis . The null hypothesis assumes that whatever researchers are studying does not actually exist in the population of interest. So, in this case the VP assumes that the change in website layout does not influence how much people spend on purchases.

With the null hypothesis in mind, the manager asks how likely it is that she would obtain the results observed in her study—the average difference of $0.31 per visitor—if the change in website layout actually causes no difference in people’s spending (i.e., if the null hypothesis is true). If the probability of obtaining the observed results is low, the manager will reject the null hypothesis and conclude that her finding is statistically significant.

Statistically significant findings indicate not only that the researchers’ results are unlikely the result of chance, but also that there is an effect or relationship between the variables being studied in the larger population. However, because researchers want to ensure they do not falsely conclude there is a meaningful difference between groups when in fact the difference is due to chance, they often set stringent criteria for their statistical tests. This criterion is known as the significance level .

Within the social sciences, researchers often adopt a significance level of 5%. This means researchers are only willing to conclude that the results of their study are statistically significant if the probability of obtaining those results if the null hypothesis were true—known as the p value —is less than 5%.

Five percent represents a stringent criterion, but there is nothing magical about it. In medical research, significance levels are often set at 1%. In cognitive neuroscience, researchers often adopt significance levels well below 1%. And, when astronomers seek to explain aspects of the universe or physicists study new particles like the Higgs Boson they set significance levels several orders of magnitude below .05.

In other research contexts like business or industry, researchers may set more lenient significance levels depending on the aim of their research. However, in all research, the more stringently a researcher sets their significance level, the more confident they can be that their results are not due to chance.

Determining whether a given set of results is statistically significant is only one half of the hypothesis testing equation. The other half is ensuring that the statistical tests a researcher conducts are powerful enough to detect an effect if one really exists. That is, when a researcher concludes their hypothesis was incorrect and there is no effect between the variables being studied, that conclusion is only meaningful if the study was powerful enough to detect an effect if one really existed.

The power of a hypothesis test is influenced by several factors.

Sample size—or, the number of participants the researcher collects data from—affects the power of a hypothesis test. Larger samples with more observations generally lead to higher-powered tests than smaller samples. In addition, large samples are more likely to produce replicable results because extreme scores that occur by chance are more likely to balance out in a large sample rather than in a small one.

Although setting a low significance level helps researchers ensure their results are not due to chance, it also lowers their power to detect an effect because it makes rejecting the null hypothesis harder. In this respect, the significance level a researcher selects is often in competition with power.

Standard deviations represent unexplained variability within data, also known as error. Generally speaking, the more unexplained variability within a dataset, the less power researchers have to detect an effect. Unexplained variability can be the result of measurement error, individual differences among participants, or situational noise.   

A final factor that influences power is the size of the effect a researcher is studying. As you might expect, big changes in behavior are easier to detect than small ones.

Sometimes researchers do not know the strength of an effect before conducting a study. Even though this makes it harder to conduct a well powered study, it is important to keep in mind that phenomena that produce a large effect will lead to studies with more power than phenomena that produce only a small effect.

Statistical significance is important because it allows researchers to hold a degree of confidence that their findings are real, reliable, and not due to chance. But statistical significance is not equally important to all researchers in all situations. The importance of obtaining statistically significant results depends on what a researcher studies and within what context.

Within academic research, statistical significance is often critical because academic researchers study theoretical relationships between different variables and behavior. Furthermore, the goal of academic research is often to publish research reports in scientific journals. The threshold for publishing in academic journals is often a series of statistically significant results.

Outside of academia, statistical significance is often less important. Researchers, managers, and decision makers in business may use statistical significance to understand how strongly the results of a study should inform the decisions they make. But, because statistical significance is simply a way of quantifying how much confidence to hold in a research finding, people in industry are often more interested in a finding’s practical significance than statistical significance.

To demonstrate the difference between practical and statistical significance, imagine you’re a candidate for political office. Maybe you have decided to run for local or state-wide office, or, if you’re feeling bold, imagine you’re running for President.

During your campaign, your team comes to you with data on messages intended to mobilize voters. These messages have been market tested and now you and your team must decide which ones to adopt.

If you go with Message A, 41% of registered voters say they are likely to turn out at the polls and cast a ballot. If you go with Message B, this number drops to 37%. As a candidate, should you care whether this difference is statistically significant at a p value below .05?

The answer is of course not. What you likely care about more than statistical significance is practical significance —the likelihood that the difference between groups is large enough to be meaningful in real life.  

You should ensure there is some rigor behind the difference in messages before you spend money on a marketing campaign, but when elections are sometimes decided by as little as one vote you should adopt the message that brings more people out to vote. Within business and industry, the practical significance of a research finding is often equally if not more important than the statistical significance. In addition, when findings have large practical significance, they are almost always statistically significant too.

Conducting statistically significant research is a challenge, but it’s a challenge worth tackling. Flawed data and faulty analyses only lead to poor decisions. Start taking steps to ensure your surveys and experiments produce valid results by using CloudResearch. If you have the team to conduct your own studies, CloudResearch can help you find large samples of online participants quickly and easily. Regardless of your demographic criteria or sample size, we can help you get the participants you need. If your team doesn’t have the resources to run a study, we can run it for you. Our team of expert social scientists, computer scientists, and software engineers can design any study, collect the data, and analyze the results for you. Let us show you how conducting statistically significant research can improve your decision-making today.

Continue Reading: A Researcher’s Guide to Statistical Significance and Sample Size Calculations

Part 2: How to Calculate Statistical Significance

Part 3: Determining Sample Size: How Many Survey Participants Do You Need?

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• What Is Quantitative Research? | Definition & Methods

What Is Quantitative Research? | Definition & Methods

Published on 4 April 2022 by Pritha Bhandari . Revised on 10 October 2022.

Quantitative research is the process of collecting and analysing numerical data. It can be used to find patterns and averages, make predictions, test causal relationships, and generalise results to wider populations.

Quantitative research is the opposite of qualitative research , which involves collecting and analysing non-numerical data (e.g. text, video, or audio).

Quantitative research is widely used in the natural and social sciences: biology, chemistry, psychology, economics, sociology, marketing, etc.

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Table of contents

Quantitative research methods, quantitative data analysis, advantages of quantitative research, disadvantages of quantitative research, frequently asked questions about quantitative research.

You can use quantitative research methods for descriptive, correlational or experimental research.

• In descriptive research , you simply seek an overall summary of your study variables.
• In correlational research , you investigate relationships between your study variables.
• In experimental research , you systematically examine whether there is a cause-and-effect relationship between variables.

Correlational and experimental research can both be used to formally test hypotheses , or predictions, using statistics. The results may be generalised to broader populations based on the sampling method used.

To collect quantitative data, you will often need to use operational definitions that translate abstract concepts (e.g., mood) into observable and quantifiable measures (e.g., self-ratings of feelings and energy levels).

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Once data is collected, you may need to process it before it can be analysed. For example, survey and test data may need to be transformed from words to numbers. Then, you can use statistical analysis to answer your research questions .

Descriptive statistics will give you a summary of your data and include measures of averages and variability. You can also use graphs, scatter plots and frequency tables to visualise your data and check for any trends or outliers.

Using inferential statistics , you can make predictions or generalisations based on your data. You can test your hypothesis or use your sample data to estimate the population parameter .

You can also assess the reliability and validity of your data collection methods to indicate how consistently and accurately your methods actually measured what you wanted them to.

Quantitative research is often used to standardise data collection and generalise findings . Strengths of this approach include:

• Replication

Repeating the study is possible because of standardised data collection protocols and tangible definitions of abstract concepts.

• Direct comparisons of results

The study can be reproduced in other cultural settings, times or with different groups of participants. Results can be compared statistically.

• Large samples

Data from large samples can be processed and analysed using reliable and consistent procedures through quantitative data analysis.

• Hypothesis testing

Using formalised and established hypothesis testing procedures means that you have to carefully consider and report your research variables, predictions, data collection and testing methods before coming to a conclusion.

Despite the benefits of quantitative research, it is sometimes inadequate in explaining complex research topics. Its limitations include:

• Superficiality

Using precise and restrictive operational definitions may inadequately represent complex concepts. For example, the concept of mood may be represented with just a number in quantitative research, but explained with elaboration in qualitative research.

• Narrow focus

Predetermined variables and measurement procedures can mean that you ignore other relevant observations.

• Structural bias

Despite standardised procedures, structural biases can still affect quantitative research. Missing data , imprecise measurements or inappropriate sampling methods are biases that can lead to the wrong conclusions.

• Lack of context

Quantitative research often uses unnatural settings like laboratories or fails to consider historical and cultural contexts that may affect data collection and results.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organisations.

Operationalisation means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioural avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalise the variables that you want to measure.

Reliability and validity are both about how well a method measures something:

• Reliability refers to the  consistency of a measure (whether the results can be reproduced under the same conditions).
• Validity   refers to the  accuracy of a measure (whether the results really do represent what they are supposed to measure).

If you are doing experimental research , you also have to consider the internal and external validity of your experiment.

Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics. It is used by scientists to test specific predictions, called hypotheses , by calculating how likely it is that a pattern or relationship between variables could have arisen by chance.

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Quantitative and Qualitative Research

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Quantitative methodology is the dominant research framework in the social sciences. It refers to a set of strategies, techniques and assumptions used to study psychological, social and economic processes through the exploration of numeric patterns . Quantitative research gathers a range of numeric data. Some of the numeric data is intrinsically quantitative (e.g. personal income), while in other cases the numeric structure is  imposed (e.g. ‘On a scale from 1 to 10, how depressed did you feel last week?’). The collection of quantitative information allows researchers to conduct simple to extremely sophisticated statistical analyses that aggregate the data (e.g. averages, percentages), show relationships among the data (e.g. ‘Students with lower grade point averages tend to score lower on a depression scale’) or compare across aggregated data (e.g. the USA has a higher gross domestic product than Spain). Quantitative research includes methodologies such as questionnaires, structured observations or experiments and stands in contrast to qualitative research. Qualitative research involves the collection and analysis of narratives and/or open-ended observations through methodologies such as interviews, focus groups or ethnographies.

Coghlan, D., Brydon-Miller, M. (2014).  The SAGE encyclopedia of action research  (Vols. 1-2). London, : SAGE Publications Ltd doi: 10.4135/9781446294406

What is the purpose of quantitative research?

The purpose of quantitative research is to generate knowledge and create understanding about the social world. Quantitative research is used by social scientists, including communication researchers, to observe phenomena or occurrences affecting individuals. Social scientists are concerned with the study of people. Quantitative research is a way to learn about a particular group of people, known as a sample population. Using scientific inquiry, quantitative research relies on data that are observed or measured to examine questions about the sample population.

Allen, M. (2017).  The SAGE encyclopedia of communication research methods  (Vols. 1-4). Thousand Oaks, CA: SAGE Publications, Inc doi: 10.4135/9781483381411

How do I know if the study is a quantitative design?  What type of quantitative study is it?

Quantitative Research Designs: Descriptive non-experimental, Quasi-experimental or Experimental?

Studies do not always explicitly state what kind of research design is being used.  You will need to know how to decipher which design type is used.  The following video will help you determine the quantitative design type.

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Quantitative Research

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Quantitative research methods are concerned with the planning, design, and implementation of strategies to collect and analyze data. Descartes, the seventeenth-century philosopher, suggested that how the results are achieved is often more important than the results themselves, as the journey taken along the research path is a journey of discovery. High-quality quantitative research is characterized by the attention given to the methods and the reliability of the tools used to collect the data. The ability to critique research in a systematic way is an essential component of a health professional’s role in order to deliver high quality, evidence-based healthcare. This chapter is intended to provide a simple overview of the way new researchers and health practitioners can understand and employ quantitative methods. The chapter offers practical, realistic guidance in a learner-friendly way and uses a logical sequence to understand the process of hypothesis development, study design, data collection and handling, and finally data analysis and interpretation.

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Writing Quantitative Research Studies

Qualitative Research Methods

Babbie ER. The practice of social research. 14th ed. Belmont: Wadsworth Cengage; 2016.

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Wilson LA, Black DA. Health, science research and research methods. Sydney: McGraw Hill; 2013.

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10 Powerful Research Methods for Quantitative Studies

Research methods: the backbone of quantitative studies.

Research methods are the backbone of any quantitative study, shaping the validity and reliability of its findings. In the realm of academic inquiry, the selection of appropriate research methods is crucial for producing meaningful results. This guide explores 10 powerful research methods tailored specifically for quantitative studies. From surveys and experiments to statistical analysis and data mining, each method offers a unique approach to gathering and analyzing numerical data. By delving into the intricacies of these methodologies, researchers can enhance the rigor and precision of their investigations. Whether you are a seasoned scholar or a novice researcher, mastering these techniques can elevate the quality of your quantitative studies. Join us on a journey through the realm of research methods, where precision meets innovation, and data transforms into knowledge.

Understanding Quantitative Research Methods

Quantitative research methods are essential in various fields to gather numerical data for analysis. Survey research plays a crucial role in understanding trends and patterns, making it important to select appropriate sampling methods. Close-ended questions offer structured data collection, aiding in statistical analysis. Prior studies provide a foundation for new research, guiding methodologies and interpretations. Operational definitions ensure clarity and consistency in data collection processes, enhancing the reliability of quantitative research outcomes.

Survey Research and Its Importance

Survey research is a fundamental quantitative research method used to collect data from a target population. It allows researchers to gather insights, opinions, and attitudes on specific topics. The importance of survey research lies in its ability to provide quantifiable data that can be analyzed statistically to draw meaningful conclusions. Researchers can choose from various survey methods such as online surveys, telephone interviews, or face-to-face questionnaires, depending on the nature of the study and the target audience.

Appropriate Survey Sampling Methods

Selecting the right sampling method is crucial in survey research to ensure the results are representative of the target population. Common sampling methods include random sampling, stratified sampling, and cluster sampling. Random sampling, where each member of the population has an equal chance of being selected, is often used when the population is homogenous. Stratified sampling divides the population into subgroups based on certain characteristics, ensuring representation from each group. Cluster sampling involves dividing the population into clusters and randomly selecting clusters for study. Each method has its advantages and is chosen based on the research objectives and constraints.

Utilizing Close-ended Questions in Quantitative Research

Close-ended questions offer respondents a set of predefined answer choices, making data collection more structured and easier to analyze. These questions are particularly useful in quantitative research as they facilitate statistical analysis and comparisons across different respondent groups. Researchers should design close-ended questions carefully to avoid bias and ensure that all possible response options are included. Additionally, combining close-ended questions with open-ended questions can provide a more comprehensive understanding of the respondents’ perspectives.

Significance of Prior Studies in Quantitative Research

Building upon prior studies is essential in quantitative research to establish a context for the new research. By reviewing existing literature and studies, researchers can identify gaps, refine research questions, and develop hypotheses based on previous findings. Moreover, citing prior studies adds credibility to the research and demonstrates an understanding of the existing knowledge in the field. Researchers should critically evaluate previous research to build on existing knowledge and contribute new insights to the academic community.

Operational Definitions in Quantitative Data Collection

Operational definitions provide clear and specific meanings to variables and concepts in quantitative research. By defining key terms and variables, researchers ensure consistency in data collection and interpretation, enhancing the validity and reliability of the research outcomes. Operational definitions should be precise, measurable, and relevant to the research objectives. Researchers must establish operational definitions before data collection to ensure that all team members understand the terms uniformly. Additionally, operational definitions help in replicating the study by providing a clear framework for future researchers to follow. Overall, operational definitions are crucial in quantitative research to maintain rigor and ensure the accuracy of the study results.

Exploring Methodology in Quantitative Studies

In the realm of quantitative research, the methodology employed plays a crucial role in shaping the study’s outcomes and conclusions. This blog section delves into the intricacies of methodology in quantitative studies, shedding light on various aspects that researchers need to consider when designing and conducting their research.

Methods Section in a Quantitative Study

The methods section of a quantitative study serves as the backbone of the research, outlining the procedures and techniques used to collect and analyze data. This section provides a detailed roadmap for replicating the study and evaluating its validity and reliability. Researchers must carefully describe the sampling methods, data collection tools, and statistical analyses employed to ensure transparency and reproducibility in their research.

Quantitative Research Designs: Descriptive, Correlational, Experimental

Quantitative research designs come in various forms, with three primary types being descriptive, correlational, and experimental. Each design serves a unique purpose and is suited for different research questions and objectives. Descriptive studies aim to characterize a phenomenon, correlational studies explore relationships between variables, and experimental studies investigate causal relationships. Researchers must select the most appropriate design based on their research questions, hypotheses, and available resources.

Comparison of Descriptive, Correlational, and Experimental Research in Quantitative Studies

Comparing descriptive, correlational, and experimental research in quantitative studies highlights the strengths and limitations of each approach. Descriptive studies provide a snapshot of a situation, correlational studies identify associations between variables, and experimental studies establish causality. Researchers should consider the level of control, ability to infer causation, and generalizability when choosing a research design. Additionally, understanding the nuances of each design can help researchers interpret and communicate their findings effectively.

Ensuring Methodological Rigor in Quantitative Studies

Maintaining methodological rigor is essential in quantitative studies to ensure the validity and reliability of the findings. Researchers should address potential sources of bias, establish clear operational definitions, and use appropriate statistical techniques to analyze the data. By adhering to rigorous methodological standards, researchers can enhance the credibility of their research and contribute valuable insights to their respective fields.

Future Directions in Quantitative Methodology

The field of quantitative methodology continues to evolve, with advancements in statistical techniques, data collection methods, and research design. Researchers are increasingly incorporating mixed-method approaches, utilizing big data analytics, and exploring innovative ways to address complex research questions. Embracing interdisciplinary collaborations and staying abreast of methodological developments are crucial for researchers seeking to push the boundaries of quantitative research and make meaningful contributions to their disciplines.

Quantitative vs. Qualitative Research Methods

Distinguishing between quantitative and qualitative approaches.

• Understanding Quantitative Research: Exploring the Definition and Characteristics
• Exploring Qualitative Research: Defining its Characteristics and Nature
• Key Contrasts: Differentiating between Quantitative and Qualitative Approaches
• Methodological Variances: How data collection and analysis differ

Strengths and Applications of Quantitative and Qualitative Methods

• Unveiling the Power of Quantitative Research: Robustness and Statistical Significance
• Real-World Impact: Applications of Quantitative Research in Business, Science, and Social Sciences
• Embracing Qualitative Strengths: In-depth Insights and Contextual Understanding
• Practical Applications: How Qualitative Research Shapes Policy-making and Social Change

In the realm of research methodologies, the dichotomy between quantitative and qualitative approaches stands as a fundamental divide. Quantitative research, characterized by its numerical data and statistical analysis, offers structured and objective insights into phenomena. On the other hand, qualitative research delves into the richness of human experiences, providing nuanced and contextual understanding.

While quantitative research excels in measuring phenomena and establishing correlations, qualitative research shines in unraveling complex human behaviors and motivations. The choice between these methodologies often hinges on the research questions, objectives, and the nature of the phenomenon under study.

Quantitative methods find their stronghold in disciplines like economics, psychology, and public health, where numerical data and statistical models drive decision-making. Conversely, qualitative methods find resonance in fields like anthropology, sociology, and education, where understanding human behavior and social dynamics is paramount.

The synergy between quantitative and qualitative approaches is increasingly recognized in interdisciplinary research, where mixed-methods studies offer a comprehensive understanding of multifaceted issues. By leveraging the strengths of both methodologies, researchers can triangulate findings, enhancing the validity and reliability of their research.

The choice between quantitative and qualitative research methods is not about identifying the superior approach but rather about selecting the most appropriate methodology that aligns with the research objectives and the nature of the phenomenon under investigation.

Expanding on the comparison between quantitative and qualitative research methods, it is essential to delve deeper into the specific techniques employed in each approach. Quantitative methods often involve structured surveys, experiments, and statistical analyses to quantify data and draw generalizable conclusions. In contrast, qualitative methods utilize techniques such as interviews, observations, and content analysis to gather rich, detailed insights into individual experiences and social phenomena.

Moreover, the philosophical underpinnings of quantitative and qualitative research differ significantly. Quantitative research is often associated with positivist epistemology, aiming to uncover objective truths through empirical evidence and systematic observation. On the other hand, qualitative research aligns more closely with constructivist or interpretivist paradigms, emphasizing the subjective nature of reality and the importance of context in understanding phenomena.

It is crucial for researchers to consider the strengths and limitations of both quantitative and qualitative methods when designing a study. While quantitative research provides numerical data that can be easily analyzed and compared, qualitative research offers a deeper understanding of the complexities and nuances inherent in human behavior and social interactions.

Furthermore, the integration of quantitative and qualitative data, known as mixed-methods research, has gained popularity for its ability to provide a more comprehensive and holistic view of research questions. By combining the strengths of both approaches, researchers can overcome the weaknesses inherent in each method and produce more robust and nuanced findings.

The ability to navigate between quantitative and qualitative methodologies is a valuable skill for researchers across various disciplines. Understanding the unique contributions of each approach and knowing when to employ them can lead to more impactful and insightful research outcomes that contribute meaningfully to the advancement of knowledge in diverse fields.

Tools and Software in Quantitative Research

Quantitative research tools and their applications.

In this section, we will delve into the world of quantitative research tools and their diverse applications across various research domains. These tools serve as the backbone of quantitative analysis, aiding researchers in extracting meaningful insights from data. From basic descriptive statistics to advanced modeling techniques, each tool offers unique functionalities that cater to different research needs.

Software Packages Used in Quantitative Research: SPSS, R, and More

Among the plethora of software packages available for quantitative research, SPSS and R stand out as prominent choices. SPSS, short for Statistical Package for the Social Sciences, remains a popular tool for statistical analysis and data management due to its user-friendly interface and robust capabilities. On the other hand, R, a versatile programming language and software environment, provides researchers with extensive libraries for statistical computing and graphics. Additionally, other software options like Stata, SAS, and Python offer specialized features for specific analytical requirements, expanding the researcher’s toolkit.

Exploring Causal Relationships in Quantitative Research

Understanding causal relationships is a critical aspect of quantitative research, enabling researchers to decipher the intricate connections between variables. In this segment, we will delve deeper into the methodologies employed to explore causal links in research studies. From randomized control trials to structural equation modeling, researchers utilize a range of techniques to establish causal relationships and infer causation from correlation. By elucidating the cause-and-effect dynamics within datasets, researchers can make informed decisions and draw reliable conclusions from their quantitative analyses.

The Evolving Landscape of Quantitative Research Tools

The field of quantitative research tools is constantly evolving, with advancements in technology paving the way for innovative solutions. Emerging trends such as machine learning algorithms, big data analytics, and cloud-based computing have revolutionized the way researchers approach quantitative analysis. By staying abreast of these developments and embracing cutting-edge tools, researchers can enhance the efficiency and accuracy of their research endeavors, ultimately contributing to the advancement of knowledge in their respective fields.

The utilization of tools and software in quantitative research is indispensable for conducting rigorous and insightful studies. By leveraging the capabilities of diverse tools, researchers can navigate the complexities of data analysis, uncover hidden patterns, and derive meaningful conclusions that drive scientific progress.

In the realm of quantitative research, mastering the art of writing a compelling scientific abstract is paramount for effectively communicating your study’s essence. As PhD students delve into the world of publications, understanding the key components of an abstract – from the background to the conclusions – is crucial. The guide provided at Avidnote offers invaluable insights and practical tips to craft abstracts that engage readers and encapsulate the essence of your research. By honing this skill through practice and analysis, researchers can enhance the impact and reach of their quantitative studies. Embrace the guidance offered and elevate your research communication to new heights. Visit Avidnote to delve deeper into the art of crafting impactful scientific abstracts.

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Quantitative Research

What is Quantitative Research?

Quantitative research is the methodology which researchers use to test theories about people’s attitudes and behaviors based on numerical and statistical evidence. Researchers sample a large number of users (e.g., through surveys) to indirectly obtain measurable, bias-free data about users in relevant situations.

“Quantification clarifies issues which qualitative analysis leaves fuzzy. It is more readily contestable and likely to be contested. It sharpens scholarly discussion, sparks off rival hypotheses, and contributes to the dynamics of the research process.” — Angus Maddison, Notable scholar of quantitative macro-economic history

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See how quantitative research helps reveal cold, hard facts about users which you can interpret and use to improve your designs.

Use Quantitative Research to Find Mathematical Facts about Users

Quantitative research is a subset of user experience (UX) research . Unlike its softer, more individual-oriented “counterpart”, qualitative research , quantitative research means you collect statistical/numerical data to draw generalized conclusions about users’ attitudes and behaviors . Compare and contrast quantitative with qualitative research, below:

Qualitative Research

You Aim to Determine

The “what”, “where” & “when” of the users’ needs & problems – to help keep your project’s focus on track during development

The “why” – to get behind how users approach their problems in their world

Highly structured (e.g., surveys) – to gather data about what users do & find patterns in large user groups

Loosely structured (e.g., contextual inquiries) – to learn why users behave how they do & explore their opinions

Number of Representative Users

Ideally 30+

Often around 5

Level of Contact with Users

Less direct & more remote (e.g., analytics)

More direct & less remote (e.g., usability testing to examine users’ stress levels when they use your design)

Statistically

Reliable – if you have enough test users

Less reliable, with need for great care with handling non-numerical data (e.g., opinions), as your own opinions might influence findings

Quantitative research is often best done from early on in projects since it helps teams to optimally direct product development and avoid costly design mistakes later. As you typically get user data from a distance—i.e., without close physical contact with users—also applying qualitative research will help you investigate why users think and feel the ways they do. Indeed, in an iterative design process quantitative research helps you test the assumptions you and your design team develop from your qualitative research. Regardless of the method you use, with proper care you can gather objective and unbiased data – information which you can complement with qualitative approaches to build a fuller understanding of your target users. From there, you can work towards firmer conclusions and drive your design process towards a more realistic picture of how target users will ultimately receive your product.

Quantitative analysis helps you test your assumptions and establish clearer views of your users in their various contexts.

Quantitative Research Methods You Can Use to Guide Optimal Designs

There are many quantitative research methods, and they help uncover different types of information on users. Some methods, such as A/B testing, are typically done on finished products, while others such as surveys could be done throughout a project’s design process. Here are some of the most helpful methods:

A/B testing – You test two or more versions of your design on users to find the most effective. Each variation differs by just one feature and may or may not affect how users respond. A/B testing is especially valuable for testing assumptions you’ve drawn from qualitative research. The only potential concerns here are scale—in that you’ll typically need to conduct it on thousands of users—and arguably more complexity in terms of considering the statistical significance involved.

Analytics – With tools such as Google Analytics, you measure metrics (e.g., page views, click-through rates) to build a picture (e.g., “How many users take how long to complete a task?”).

Desirability Studies – You measure an aspect of your product (e.g., aesthetic appeal) by typically showing it to participants and asking them to select from a menu of descriptive words. Their responses can reveal powerful insights (e.g., 78% associate the product/brand with “fashionable”).

Surveys and Questionnaires – When you ask for many users’ opinions, you will gain massive amounts of information. Keep in mind that you’ll have data about what users say they do, as opposed to insights into what they do . You can get more reliable results if you incentivize your participants well and use the right format.

Tree Testing – You remove the user interface so users must navigate the site and complete tasks using links alone. This helps you see if an issue is related to the user interface or information architecture.

Another powerful benefit of conducting quantitative research is that you can keep your stakeholders’ support with hard facts and statistics about your design’s performance—which can show what works well and what needs improvement—and prove a good return on investment. You can also produce reports to check statistics against different versions of your product and your competitors’ products.

Most quantitative research methods are relatively cheap. Since no single research method can help you answer all your questions, it’s vital to judge which method suits your project at the time/stage. Remember, it’s best to spend appropriately on a combination of quantitative and qualitative research from early on in development. Design improvements can be costly, and so you can estimate the value of implementing changes when you get the statistics to suggest that these changes will improve usability. Overall, you want to gather measurements objectively, where your personality, presence and theories won’t create bias.

Learn More about Quantitative Research

Take our User Research course to see how to get the most from quantitative research.

See how quantitative research methods fit into your design research landscape .

This insightful piece shows the value of pairing quantitative with qualitative research .

Find helpful tips on combining quantitative research methods in mixed methods research .

Questions related to Quantitative Research

Qualitative and quantitative research differ primarily in the data they produce. Quantitative research yields numerical data to test hypotheses and quantify patterns. It's precise and generalizable. Qualitative research, on the other hand, generates non-numerical data and explores meanings, interpretations, and deeper insights. Watch our video featuring Professor Alan Dix on different types of research methods.

This video elucidates the nuances and applications of both research types in the design field.

In quantitative research, determining a good sample size is crucial for the reliability of the results. William Hudson, CEO of Syntagm, emphasizes the importance of statistical significance with an example in our video. 

He illustrates that even with varying results between design choices, we need to discern whether the differences are statistically significant or products of chance. This ensures the validity of the results, allowing for more accurate interpretations. Statistical tools like chi-square tests can aid in analyzing the results effectively. To delve deeper into these concepts, take William Hudson’s Data-Driven Design: Quantitative UX Research Course . 

Quantitative research is crucial as it provides precise, numerical data that allows for high levels of statistical inference. Our video from William Hudson, CEO of Syntagm, highlights the importance of analytics in examining existing solutions. 

Quantitative methods, like analytics and A/B testing, are pivotal for identifying areas for improvement, understanding user behaviors, and optimizing user experiences based on solid, empirical evidence. This empirical nature ensures that the insights derived are reliable, allowing for practical improvements and innovations. Perhaps most importantly, numerical data is useful to secure stakeholder buy-in and defend design decisions and proposals. Explore this approach in our Data-Driven Design: Quantitative Research for UX Research course and learn from William Hudson’s detailed explanations of when and why to use analytics in the research process.

After establishing initial requirements, statistical data is crucial for informed decisions through quantitative research. William Hudson, CEO of Syntagm, sheds light on the role of quantitative research throughout a typical project lifecycle in this video:

 During the analysis and design phases, quantitative research helps validate user requirements and understand user behaviors. Surveys and analytics are standard tools, offering insights into user preferences and design efficacy. Quantitative research can also be used in early design testing, allowing for optimal design modifications based on user interactions and feedback, and it’s fundamental for A/B and multivariate testing once live solutions are available.

To write a compelling quantitative research question:

Create clear, concise, and unambiguous questions that address one aspect at a time.

Use common, short terms and provide explanations for unusual words.

Avoid leading, compound, and overlapping queries and ensure that questions are not vague or broad.

According to our video by William Hudson, CEO of Syntagm, quality and respondent understanding are vital in forming good questions. 

He emphasizes the importance of addressing specific aspects and avoiding intimidating and confusing elements, such as extensive question grids or ranking questions, to ensure participant engagement and accurate responses. For more insights, see the article Writing Good Questions for Surveys .

Survey research is typically quantitative, collecting numerical data and statistical analysis to make generalizable conclusions. However, it can also have qualitative elements, mainly when it includes open-ended questions, allowing for expressive responses. Our video featuring the CEO of Syntagm, William Hudson, provides in-depth insights into when and how to effectively utilize surveys in the product or service lifecycle, focusing on user satisfaction and potential improvements.

He emphasizes the importance of surveys in triangulating data to back up qualitative research findings, ensuring we have a complete understanding of the user's requirements and preferences.

Descriptive research focuses on describing the subject being studied and getting answers to questions like what, where, when, and who of the research question. However, it doesn’t include the answers to the underlying reasons, or the “why” behind the answers obtained from the research. We can use both f qualitative and quantitative methods to conduct descriptive research. Descriptive research does not describe the methods, but rather the data gathered through the research (regardless of the methods used).

When we use quantitative research and gather numerical data, we can use statistical analysis to understand relationships between different variables. Here’s William Hudson, CEO of Syntagm with more on correlation and how we can apply tests such as Pearson’s r and Spearman Rank Coefficient to our data.

This helps interpret phenomena such as user experience by analyzing session lengths and conversion values, revealing whether variables like time spent on a page affect checkout values, for example.

Random Sampling: Each individual in the population has an equitable opportunity to be chosen, which minimizes biases and simplifies analysis.

Systematic Sampling: Selecting every k-th item from a list after a random start. It's simpler and faster than random sampling when dealing with large populations.

Stratified Sampling: Segregate the population into subgroups or strata according to comparable characteristics. Then, samples are taken randomly from each stratum.

Cluster Sampling: Divide the population into clusters and choose a random sample.

Multistage Sampling: Various sampling techniques are used at different stages to collect detailed information from diverse populations.

Convenience Sampling: The researcher selects the sample based on availability and willingness to participate, which may only represent part of the population.

Quota Sampling: Segment the population into subgroups, and samples are non-randomly selected to fulfill a predetermined quota from each subset.

These are just a few techniques, and choosing the right one depends on your research question, discipline, resource availability, and the level of accuracy required. In quantitative research, there isn't a one-size-fits-all sampling technique; choosing a method that aligns with your research goals and population is critical. However, a well-planned strategy is essential to avoid wasting resources and time, as highlighted in our video featuring William Hudson, CEO of Syntagm.

He emphasizes the importance of recruiting participants meticulously, ensuring their engagement and the quality of their responses. Accurate and thoughtful participant responses are crucial for obtaining reliable results. William also sheds light on dealing with failing participants and scrutinizing response quality to refine the outcomes.

The 4 types of quantitative research are Descriptive, Correlational, Causal-Comparative/Quasi-Experimental, and Experimental Research. Descriptive research aims to depict ‘what exists’ clearly and precisely. Correlational research examines relationships between variables. Causal-comparative research investigates the cause-effect relationship between variables. Experimental research explores causal relationships by manipulating independent variables. To gain deeper insights into quantitative research methods in UX, consider enrolling in our Data-Driven Design: Quantitative Research for UX course.

The strength of quantitative research is its ability to provide precise numerical data for analyzing target variables.This allows for generalized conclusions and predictions about future occurrences, proving invaluable in various fields, including user experience. William Hudson, CEO of Syntagm, discusses the role of surveys, analytics, and testing in providing objective insights in our video on quantitative research methods, highlighting the significance of structured methodologies in eliciting reliable results.

To master quantitative research methods, enroll in our comprehensive course, Data-Driven Design: Quantitative Research for UX . 

This course empowers you to leverage quantitative data to make informed design decisions, providing a deep dive into methods like surveys and analytics. Whether you’re a novice or a seasoned professional, this course at Interaction Design Foundation offers valuable insights and practical knowledge, ensuring you acquire the skills necessary to excel in user experience research. Explore our diverse topics to elevate your understanding of quantitative research methods.

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What is the primary goal of quantitative research in design?

• To analyze numerical data and identify patterns
• To explore abstract design concepts for implementation
• To understand people's subjective experiences and opinions

Which of the following methods is an example of quantitative research?

• Conduct a focus groups to collect detailed user feedback
• Participate in open-ended interviews to explore user experiences
• Run usability tests and measure task completion times

What is one key advantage of quantitative research?

• It allows participants to express their opinions in a flexible manner.
• It provides researchers with detailed narratives of user experiences and perspectives.
• It produces standardized, comparable data that researchers can statistically analyze.

What is a significant challenge of quantitative research?

• It lacks objectivity which makes its results difficult to reproduce.
• It may oversimplify complex user behaviors into numbers and miss contextual insights.
• It often results in biased or misleading conclusions.

How can designers effectively combine qualitative and quantitative research?

• They can collect quantitative data first, followed by qualitative insights to explain the findings.
• They can completely replace quantitative methods with qualitative approaches.
• They can treat them as interchangeable methods to gather similar data.

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Literature on Quantitative Research

Here’s the entire UX literature on Quantitative Research by the Interaction Design Foundation, collated in one place:

Learn more about Quantitative Research

Take a deep dive into Quantitative Research with our course User Research – Methods and Best Practices .

How do you plan to design a product or service that your users will love , if you don't know what they want in the first place? As a user experience designer, you shouldn't leave it to chance to design something outstanding; you should make the effort to understand your users and build on that knowledge from the outset. User research is the way to do this, and it can therefore be thought of as the largest part of user experience design .

In fact, user research is often the first step of a UX design process—after all, you cannot begin to design a product or service without first understanding what your users want! As you gain the skills required, and learn about the best practices in user research, you’ll get first-hand knowledge of your users and be able to design the optimal product—one that’s truly relevant for your users and, subsequently, outperforms your competitors’ .

This course will give you insights into the most essential qualitative research methods around and will teach you how to put them into practice in your design work. You’ll also have the opportunity to embark on three practical projects where you can apply what you’ve learned to carry out user research in the real world . You’ll learn details about how to plan user research projects and fit them into your own work processes in a way that maximizes the impact your research can have on your designs. On top of that, you’ll gain practice with different methods that will help you analyze the results of your research and communicate your findings to your clients and stakeholders—workshops, user journeys and personas, just to name a few!

By the end of the course, you’ll have not only a Course Certificate but also three case studies to add to your portfolio. And remember, a portfolio with engaging case studies is invaluable if you are looking to break into a career in UX design or user research!

We believe you should learn from the best, so we’ve gathered a team of experts to help teach this course alongside our own course instructors. That means you’ll meet a new instructor in each of the lessons on research methods who is an expert in their field—we hope you enjoy what they have in store for you!

All open-source articles on Quantitative Research

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7 Simple Ways to Get Better Results From Ethnographic Research

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• 8 years ago

How to Fit Quantitative Research into the Project Lifecycle

Rating Scales in UX Research: The Ultimate Guide

Correlation in User Experience

Why and When to Use Surveys

First-Click Testing

What to Test

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What is quantitative data? How to collect, understand, and analyze it

A comprehensive guide to quantitative data, how it differs from qualitative data, and why it's a valuable tool for solving problems.

• Key takeaways
• What is quantitative data?
• Examples of quantitative data
• Difference between quantitative and qualitative data
• Characteristics of quantitative data
• Types of quantitative data
• When should I use quantitative or qualitative research?
• Pros and cons of quantitative data
• Collection methods

Quantitative data analysis tools

Data is all around us, and every day it becomes increasingly important. Different types of data define more and more of our interactions with the world around us—from using the internet to buying a car, to the algorithms behind news feeds we see, and much more. 

One of the most common and well-known categories of data is quantitative data or data that can be expressed in numbers or numerical values. 

This guide takes a deep look at what quantitative data is , what it can be used for, how it’s collected, its advantages and disadvantages, and more. 

Key takeaways: 

Quantitative data is data that can be counted or measured in numerical values.

The two main types of quantitative data are discrete data and continuous data.

Height in feet, age in years, and weight in pounds are examples of quantitative data. 

Qualitative data is descriptive data that is not expressed numerically. 

Both quantitative research and qualitative research are often conducted through surveys and questionnaires. 

What is quantitative data? 

Quantitative data is information that can be counted or measured—or, in other words, quantified—and given a numerical value.

Quantitative data is used when a researcher needs to quantify a problem, and answers questions like “what,” “how many,” and “how often.” This type of data is frequently used in math calculations, algorithms, or statistical analysis. 

In product management, UX design , or software engineering, quantitative data can be the rate of product adoption (a percentage), conversions (a number), or page load speed (a unit of time), or other metrics. In the context of shopping, quantitative data could be how many customers bought a certain item. Regarding vehicles, quantitative data might be how much horsepower a car has. 

What are examples of quantitative data? 

Quantitative data is anything that can be counted in definite units and numbers . So, among many, many other things, some examples of quantitative data include: 

Revenue in dollars

Weight in kilograms or pounds

Age in months or years

Distance in miles or kilometers

Time in days or weeks

Experiment results

Website conversion rates

Website page load speed

What is the difference between quantitative and qualitative data? 

There are many differences between qualitative and quantitative data —each represents very different data sets and are used in different situations. Often, too, they’re used together to provide more comprehensive insights.

As we’ve described, quantitative data relates to numbers ; it can be definitively counted or measured.  Qualitative data, on the other hand, is descriptive data that are expressed in words or visuals. So, where quantitative data is used for statistical analysis, qualitative data is categorized according to themes. 

Examples of qualitative vs. quantitative data

As mentioned above, examples of quantitative data include distance in miles or age in years. 

Qualitative data , however, is expressed by describing or labeling certain attributes, such as “chocolate milk,” “blue eyes,” and “red flowers.” In these examples, the adjectives chocolate, blue, and red are qualitative data because they tell us something about the objects that cannot be quantified. 

Further reading: The differences between categorical and quantitative Data and examples of qualitative data

Characteristics of quantitative data 

Quantitative data is made up of numerical values has numerical properties, and can easily undergo math operations like addition and subtraction. The nature of quantitative data means that its validity can be verified and evaluated using math techniques. 

Specific types of quantitative data

All quantitative data can be measured numerically, as shown above. But these data types can be broken down into more specific categories, too.

There are two types of quantitative data: discrete and continuous . Continuous data can be further divided into interval data and ratio data . 

Discrete data

In reference to quantitative data, discrete data is information that can only take certain fixed values. While discrete data doesn’t have to be represented by whole numbers, there are limitations to how it can be expressed. 

Examples of discrete data:

The number of players on a team

The number of employees at a company

The number of items eggs broken when you drop the carton

The number of outs a hitter makes in a baseball game

The number of right and wrong questions on a test

A website's bounce rate (percentages can be no less than 0 or greater than 100)

Discrete data is typically most appropriately visualized with a tally chart, pie chart, or bar graph, as shown below.

Continuous data 

Continuous data , on the other hand, can take any value and varies over time. This type of data can be infinitely and meaningfully broken down into smaller and smaller parts. 

Examples of continuous data:

Website traffic

Water temperature

The time it takes to complete a task

Because continuous data changes over time, its insights are best expressed with a line graph or grouped into categories, as shown below.

Continuous data can be further broken down into two categories: interval data and ratio data. 

Interval data

Interval data is information that can be measured along a continuum, where there is equal, meaningful distance between each point on a scale. Interval data is always expressed in numbers where the distance between two points is standardized and equal. These numbers can also be called integers. 

Examples of interval data include temperature since it can move below and above 0.

Ratio data has all the properties of interval data, but unlike interval data, ratio data also has a true zero. For example, weight in grams is a type of ratio data because it is measured along a continuous scale with equal space between each value, and the scale starts at 0.0.

Other examples of ratio data are weight, length, height, and concentration. 

Interval data vs. ratio data

Ratio data gets its name because the ratio of two measurements can be interpreted meaningfully, whereas two measurements cannot be directly compared with intervals.

For example, something that weighs six pounds is twice as heavy as something that weighs three pounds. However, this rule does not apply to interval data, which has no zero value. An SAT score of 700, for instance, is not twice as good as an SAT score of 350, because the scale does not begin at zero.

Similarly, 40º is not twice as hot as 20º. Saying uses 0º as a reference point to compare the two temperatures, which is incorrect.

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When should I use quantitative or qualitative research? 

Quantitative and qualitative research can both yield valuable findings, but it’s important to choose which type of data to collect based on the nature and objectives of your research. 

When to use quantitative research

Quantitative research is likely most appropriate if the thing you are trying to study or measure can be counted and expressed in numbers. For example, quantitative methods are used to calculate a city’s demographics—how many people live there, their ages, their ethnicities, their incomes, and so on. 

When to use qualitative research

Qualitative data is defined as non-numerical data such as language, text, video, audio recordings, and photographs. This data can be collected through qualitative methods and research such as interviews, survey questions, observations, focus groups, or diary accounts. 

Conducting qualitative research involves collecting, analyzing, and interpreting qualitative non-numerical data (like color, flavor, or some other describable aspect). Methods of qualitative analysis include thematic analysis, coding, and content analysis.

If the thing you want to understand is subjective or measured along a scale, you will need to conduct qualitative research and qualitative analysis.

To use our city example from above, determining why a city's population is happy or unhappy—something you would need to ask them to describe—requires qualitative data. 

In short: The goal of qualitative research is to understand how individuals perceive their own social realities. It's commonly used in fields like psychology, social sciences and sociology, educational research, anthropology, political science, and more. 

In some instances, like when trying to understand why users are abandoning your website, it’s helpful to assess both quantitative and qualitative data . Understanding what users are doing on your website—as well as why they’re doing it (or how they feel when they’re doing it)—gives you the information you need to make your website’s experience better. 

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What are the pros and cons of quantitative data? 

Quantitative data is most helpful when trying to understand something that can be counted and expressed in numbers. 

Pros of quantitative data: 

Quantitative data is less susceptible to selection bias than qualitative data.

It can be tested and checked, and anyone can replicate both an experiment and its results.

Quantitative data is relatively quick and easy to collect. 

Cons of quantitative data: 

Quantitative data typically lacks context. In other words, it tells you what something is but not why it is.

Conclusions drawn from quantitative research are only applicable to the particular case studied, and any generalized conclusions are only hypotheses.

How do you collect quantitative data? 

There are many ways to collect quantitative data , with common methods including surveys and questionnaires. These can generate both quantitative data and qualitative data, depending on the questions asked. 

Once the data is collected and analyzed, it can be used to examine patterns, make predictions about the future, and draw inferences. 

For example, a survey of 100 consumers about where they plan to shop during the holidays might show that 45 of them plan to shop online, while the other 55 plan to shop in stores. 

Questionnaires and surveys 

Surveys and questionnaires are commonly used in quantitative research and qualitative research because they are both effective and relatively easy to create and distribute. With a wide array of simple-to-use tools, conducting surveys online is a quick and convenient research method. 

These research types are useful for gathering in-depth feedback from users and customers, particularly for finding out how people feel about a certain product, service, or experience. For example, many e-commerce companies send post-purchase surveys to find out how a customer felt about the transaction — and if any areas could be improved. 

Another common way to collect quantitative data is through a consumer survey, which retailers and other businesses can use to get customer feedback, understand intent, and predict shopper behavior . 

Open-source online datasets 

There are many public datasets online that are free to access and analyze. In some instances, rather than conducting original research through the methods mentioned above, researchers analyze and interpret this previously collected data in the way that suits their own research project. Examples of public datasets include: 

The Bureau of Labor Statistics Data

The Census Bureau Data

World Bank Open Data

The CIA World Factbook  

Experiments

An experiment is another common method that usually involves a  control group  and an  experimental group . The experiment is controlled and the conditions can be manipulated accordingly. You can examine any type of records involved if they pertain to the experiment, so the data is extensive. 

Controlled experiments,  A/B tests ,  blind experiments , and many others fall under this category.

With large data pools, a survey of each individual person or data point may be infeasible. In this instance, sampling is used to conduct quantitative research. Sampling is the process of selecting a representative sample of data , which can save time and resources. There are two types of sampling : random sampling (also known as probability sampling) and non-random sampling (also known as non-probability sampling). 

Probability sampling allows for the randomization of the sample selection, meaning that each sample has the same probability of being selected for survey as any other sample. 

In non-random sampling, each sample unit does not have the same probability of being included in the sample. This type of sampling relies on factors other than random chance to select sample units, such as the researcher’s own subjective judgment. Non-random sampling is most commonly used in qualitative research. 

Typically, data analysts and data scientists use a variety of special tools to gather and analyze quantitative data from different sources. 

For example, many web analysts and marketing professionals use Google Analytics (pictured below) to gather data about their website’s traffic and performance. This tool can reveal how many visitors come to your site in a day or week, the length of an average session, where traffic comes from, and more. In this example, the goal of this quantitative analysis is to understand and optimize your site’s performance. 

Google Analytics is just one example of the many quantitative analytics tools available for different research professionals. 

Other quantitative data tools include…

Microsoft Excel

Microsoft Power BI

Apache Spark

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Access to product analytics is the most efficient and reliable way to collect valuable quantitative data about funnel analysis, customer journey maps , user segments, and more.

But creating a perfect digital experience means you need organized and digestible quantitative data—but also access to qualitative data. Understanding the why is just as important as the what itself.

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Frequently asked questions about quantitative data

Is quantitative data objective.

Quantitative researchers do everything they can to ensure data’s objectivity by eliminating bias in the collection and analysis process. However, there are factors that can cause quantitative data to be biased.

For example, selection bias can occur when certain individuals are more likely to be selected for study than others. Other types of bias include reporting bias , attrition bias , recall bias , observer bias , and others. 

Who uses quantitative data?

Quantitative research is used in many fields of study, including psychology, digital experience intelligence , economics, demography, marketing, political science, sociology, epidemiology, gender studies, health, and human development. Quantitative research is used less commonly in fields such as history and anthropology. 

Many people who are seeking advanced degrees in a scientific field use quantitative research as part of their studies.

What is quantitative data in statistics?

Statistics is a branch of mathematics that is commonly used in quantitative research. To conduct quantitative research with statistical methods, a researcher would collect data based on a hypothesis, and then that data is manipulated and studied as part of hypothesis testing, proving the accuracy or reliability of the hypothesis.

Is quantitative data better than qualitative data?

It depends on the researcher’s goal. If the researcher wants to measure something—for example, to understand “how many” or “how often,”—quantitative data is appropriate. However, if a researcher wants to learn the reason behind something—to understand “why” something is—qualitative research methods will better answer these questions.

Further reading: Qualitative vs. quantitative data — what's the difference?

Related posts

Qualitative and quantitative data differ on what they emphasize—qualitative focuses on meaning, and quantitative emphasizes statistical analysis.

Categorical & quantitative variables both provide vital info about a data set. But each is important for different reasons and has its own pros/cons.

Quantitative data is used for calculations or obtaining numerical results. Learn about the different types of quantitative data uses cases and more.

Discover how just-in-time data, explained by Lane Greer, enhances customer insights and decision-making beyond real-time analytics.

Jordan Morrow shares how AI-driven decision-making can revolutionize your business by harnessing data and enhancing your decision-making processes.

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Methodology

• What Is a Research Design | Types, Guide & Examples

What Is a Research Design | Types, Guide & Examples

Published on June 7, 2021 by Shona McCombes . Revised on November 20, 2023 by Pritha Bhandari.

A research design is a strategy for answering your   research question  using empirical data. Creating a research design means making decisions about:

• Your overall research objectives and approach
• Whether you’ll rely on primary research or secondary research
• Your sampling methods or criteria for selecting subjects
• Your data collection methods
• The procedures you’ll follow to collect data
• Your data analysis methods

A well-planned research design helps ensure that your methods match your research objectives and that you use the right kind of analysis for your data.

Table of contents

Step 1: consider your aims and approach, step 2: choose a type of research design, step 3: identify your population and sampling method, step 4: choose your data collection methods, step 5: plan your data collection procedures, step 6: decide on your data analysis strategies, other interesting articles, frequently asked questions about research design.

• Introduction

Before you can start designing your research, you should already have a clear idea of the research question you want to investigate.

There are many different ways you could go about answering this question. Your research design choices should be driven by your aims and priorities—start by thinking carefully about what you want to achieve.

The first choice you need to make is whether you’ll take a qualitative or quantitative approach.

Qualitative research designs tend to be more flexible and inductive , allowing you to adjust your approach based on what you find throughout the research process.

Quantitative research designs tend to be more fixed and deductive , with variables and hypotheses clearly defined in advance of data collection.

It’s also possible to use a mixed-methods design that integrates aspects of both approaches. By combining qualitative and quantitative insights, you can gain a more complete picture of the problem you’re studying and strengthen the credibility of your conclusions.

Practical and ethical considerations when designing research

As well as scientific considerations, you need to think practically when designing your research. If your research involves people or animals, you also need to consider research ethics .

• How much time do you have to collect data and write up the research?
• Will you be able to gain access to the data you need (e.g., by travelling to a specific location or contacting specific people)?
• Do you have the necessary research skills (e.g., statistical analysis or interview techniques)?
• Will you need ethical approval ?

At each stage of the research design process, make sure that your choices are practically feasible.

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Within both qualitative and quantitative approaches, there are several types of research design to choose from. Each type provides a framework for the overall shape of your research.

Types of quantitative research designs

Quantitative designs can be split into four main types.

• Experimental and   quasi-experimental designs allow you to test cause-and-effect relationships
• Descriptive and correlational designs allow you to measure variables and describe relationships between them.

With descriptive and correlational designs, you can get a clear picture of characteristics, trends and relationships as they exist in the real world. However, you can’t draw conclusions about cause and effect (because correlation doesn’t imply causation ).

Experiments are the strongest way to test cause-and-effect relationships without the risk of other variables influencing the results. However, their controlled conditions may not always reflect how things work in the real world. They’re often also more difficult and expensive to implement.

Types of qualitative research designs

Qualitative designs are less strictly defined. This approach is about gaining a rich, detailed understanding of a specific context or phenomenon, and you can often be more creative and flexible in designing your research.

The table below shows some common types of qualitative design. They often have similar approaches in terms of data collection, but focus on different aspects when analyzing the data.

Your research design should clearly define who or what your research will focus on, and how you’ll go about choosing your participants or subjects.

In research, a population is the entire group that you want to draw conclusions about, while a sample is the smaller group of individuals you’ll actually collect data from.

Defining the population

A population can be made up of anything you want to study—plants, animals, organizations, texts, countries, etc. In the social sciences, it most often refers to a group of people.

For example, will you focus on people from a specific demographic, region or background? Are you interested in people with a certain job or medical condition, or users of a particular product?

The more precisely you define your population, the easier it will be to gather a representative sample.

• Sampling methods

Even with a narrowly defined population, it’s rarely possible to collect data from every individual. Instead, you’ll collect data from a sample.

To select a sample, there are two main approaches: probability sampling and non-probability sampling . The sampling method you use affects how confidently you can generalize your results to the population as a whole.

Probability sampling is the most statistically valid option, but it’s often difficult to achieve unless you’re dealing with a very small and accessible population.

For practical reasons, many studies use non-probability sampling, but it’s important to be aware of the limitations and carefully consider potential biases. You should always make an effort to gather a sample that’s as representative as possible of the population.

Case selection in qualitative research

In some types of qualitative designs, sampling may not be relevant.

For example, in an ethnography or a case study , your aim is to deeply understand a specific context, not to generalize to a population. Instead of sampling, you may simply aim to collect as much data as possible about the context you are studying.

In these types of design, you still have to carefully consider your choice of case or community. You should have a clear rationale for why this particular case is suitable for answering your research question .

For example, you might choose a case study that reveals an unusual or neglected aspect of your research problem, or you might choose several very similar or very different cases in order to compare them.

Data collection methods are ways of directly measuring variables and gathering information. They allow you to gain first-hand knowledge and original insights into your research problem.

You can choose just one data collection method, or use several methods in the same study.

Survey methods

Surveys allow you to collect data about opinions, behaviors, experiences, and characteristics by asking people directly. There are two main survey methods to choose from: questionnaires and interviews .

Observation methods

Observational studies allow you to collect data unobtrusively, observing characteristics, behaviors or social interactions without relying on self-reporting.

Observations may be conducted in real time, taking notes as you observe, or you might make audiovisual recordings for later analysis. They can be qualitative or quantitative.

Other methods of data collection

There are many other ways you might collect data depending on your field and topic.

If you’re not sure which methods will work best for your research design, try reading some papers in your field to see what kinds of data collection methods they used.

Secondary data

If you don’t have the time or resources to collect data from the population you’re interested in, you can also choose to use secondary data that other researchers already collected—for example, datasets from government surveys or previous studies on your topic.

With this raw data, you can do your own analysis to answer new research questions that weren’t addressed by the original study.

Using secondary data can expand the scope of your research, as you may be able to access much larger and more varied samples than you could collect yourself.

However, it also means you don’t have any control over which variables to measure or how to measure them, so the conclusions you can draw may be limited.

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As well as deciding on your methods, you need to plan exactly how you’ll use these methods to collect data that’s consistent, accurate, and unbiased.

Planning systematic procedures is especially important in quantitative research, where you need to precisely define your variables and ensure your measurements are high in reliability and validity.

Operationalization

Some variables, like height or age, are easily measured. But often you’ll be dealing with more abstract concepts, like satisfaction, anxiety, or competence. Operationalization means turning these fuzzy ideas into measurable indicators.

If you’re using observations , which events or actions will you count?

If you’re using surveys , which questions will you ask and what range of responses will be offered?

You may also choose to use or adapt existing materials designed to measure the concept you’re interested in—for example, questionnaires or inventories whose reliability and validity has already been established.

Reliability and validity

Reliability means your results can be consistently reproduced, while validity means that you’re actually measuring the concept you’re interested in.

For valid and reliable results, your measurement materials should be thoroughly researched and carefully designed. Plan your procedures to make sure you carry out the same steps in the same way for each participant.

If you’re developing a new questionnaire or other instrument to measure a specific concept, running a pilot study allows you to check its validity and reliability in advance.

Sampling procedures

As well as choosing an appropriate sampling method , you need a concrete plan for how you’ll actually contact and recruit your selected sample.

That means making decisions about things like:

• How many participants do you need for an adequate sample size?
• What inclusion and exclusion criteria will you use to identify eligible participants?
• How will you contact your sample—by mail, online, by phone, or in person?

If you’re using a probability sampling method , it’s important that everyone who is randomly selected actually participates in the study. How will you ensure a high response rate?

If you’re using a non-probability method , how will you avoid research bias and ensure a representative sample?

Data management

It’s also important to create a data management plan for organizing and storing your data.

Will you need to transcribe interviews or perform data entry for observations? You should anonymize and safeguard any sensitive data, and make sure it’s backed up regularly.

Keeping your data well-organized will save time when it comes to analyzing it. It can also help other researchers validate and add to your findings (high replicability ).

On its own, raw data can’t answer your research question. The last step of designing your research is planning how you’ll analyze the data.

Quantitative data analysis

In quantitative research, you’ll most likely use some form of statistical analysis . With statistics, you can summarize your sample data, make estimates, and test hypotheses.

Using descriptive statistics , you can summarize your sample data in terms of:

• The distribution of the data (e.g., the frequency of each score on a test)
• The central tendency of the data (e.g., the mean to describe the average score)
• The variability of the data (e.g., the standard deviation to describe how spread out the scores are)

The specific calculations you can do depend on the level of measurement of your variables.

Using inferential statistics , you can:

• Make estimates about the population based on your sample data.
• Test hypotheses about a relationship between variables.

Regression and correlation tests look for associations between two or more variables, while comparison tests (such as t tests and ANOVAs ) look for differences in the outcomes of different groups.

Your choice of statistical test depends on various aspects of your research design, including the types of variables you’re dealing with and the distribution of your data.

Qualitative data analysis

In qualitative research, your data will usually be very dense with information and ideas. Instead of summing it up in numbers, you’ll need to comb through the data in detail, interpret its meanings, identify patterns, and extract the parts that are most relevant to your research question.

Two of the most common approaches to doing this are thematic analysis and discourse analysis .

There are many other ways of analyzing qualitative data depending on the aims of your research. To get a sense of potential approaches, try reading some qualitative research papers in your field.

If you want to know more about the research process , methodology , research bias , or statistics , make sure to check out some of our other articles with explanations and examples.

• Simple random sampling
• Stratified sampling
• Cluster sampling
• Likert scales
• Reproducibility

 Statistics

• Null hypothesis
• Statistical power
• Probability distribution
• Effect size
• Poisson distribution

Research bias

• Optimism bias
• Cognitive bias
• Implicit bias
• Hawthorne effect
• Anchoring bias
• Explicit bias

A research design is a strategy for answering your   research question . It defines your overall approach and determines how you will collect and analyze data.

A well-planned research design helps ensure that your methods match your research aims, that you collect high-quality data, and that you use the right kind of analysis to answer your questions, utilizing credible sources . This allows you to draw valid , trustworthy conclusions.

Quantitative research designs can be divided into two main categories:

• Correlational and descriptive designs are used to investigate characteristics, averages, trends, and associations between variables.
• Experimental and quasi-experimental designs are used to test causal relationships .

Qualitative research designs tend to be more flexible. Common types of qualitative design include case study , ethnography , and grounded theory designs.

The priorities of a research design can vary depending on the field, but you usually have to specify:

• Your research questions and/or hypotheses
• Your overall approach (e.g., qualitative or quantitative )
• The type of design you’re using (e.g., a survey , experiment , or case study )
• Your data collection methods (e.g., questionnaires , observations)
• Your data collection procedures (e.g., operationalization , timing and data management)
• Your data analysis methods (e.g., statistical tests  or thematic analysis )

A sample is a subset of individuals from a larger population . Sampling means selecting the group that you will actually collect data from in your research. For example, if you are researching the opinions of students in your university, you could survey a sample of 100 students.

In statistics, sampling allows you to test a hypothesis about the characteristics of a population.

Operationalization means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioral avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalize the variables that you want to measure.

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

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Qualitative vs Quantitative Research Methods & Data Analysis

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

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What is the difference between quantitative and qualitative?

The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed in numerical terms. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.

Qualitative research , on the other hand, collects non-numerical data such as words, images, and sounds. The focus is on exploring subjective experiences, opinions, and attitudes, often through observation and interviews.

Qualitative research aims to produce rich and detailed descriptions of the phenomenon being studied, and to uncover new insights and meanings.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography.

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis .

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded .

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Mixed methods research
• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

• DOI: 10.7748/nr.2024.e1926
• Corpus ID: 271096428

Exploring the application and significance of case study research in nursing.

• Camille Cronin
• Published in Nurse Researcher 11 July 2024
• Medicine, Business

11 References

Using case study research as a rigorous form of inquiry., qualitative case study methodology in nursing research: an integrative review., a case for case studies: exploring the use of case study design in community nursing research., workplace learning – a healthcare perspective, the case study approach, three approaches to case study methods in education: yin, merriam, and stake, mixed methods case study exploring primary care antibiotic prescribing practices and maternal expectations of using antibiotics in children, academic contributions to psychological counselling. 1. a philosophy of science for the study of individual cases, menopause at work—an organisation‐based case study, five misunderstandings about case-study research, related papers.

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