What is quantitative research? | The importance of quantitative research studies

What is quantitative research in market research?

Quantitative research is a fundamental pillar of market research. It focuses on gathering measurable data—hard facts and figures—to build an objective understanding of customer attitudes, behaviors, and preferences. Whether it’s purchase frequency, satisfaction scores, or brand awareness levels, quantitative methods provide the statistical backbone for evidence-based decision-making.

This approach differs from qualitative research, which is centered around exploring perceptions, motivations, and deeper context. While qualitative methods uncover the “why” behind behaviors, quantitative research answers the “what,” “how much,” and “how many.” Both are powerful—but serve different purposes. The most effective research strategies use them in tandem.

In this article, we’ll explore what quantitative research is, how it compares to qualitative research, when to use it, and the different ways to collect and interpret quantitative data.

How is quantitative research different from qualitative research?

Although both are essential tools for understanding customers, quantitative and qualitative research take fundamentally different approaches.

Quantitative research is rooted in numbers. It collects numerical data through structured tools like surveys or analytics platforms and analyzes it to identify patterns, trends, or differences among groups. It typically uses large sample sizes and closed questions to generate statistically valid insights.

In contrast, qualitative research focuses on depth over breadth. It explores individual experiences and emotional drivers by speaking directly with participants in interviews, focus groups, or ethnographic settings. Rather than relying on fixed response options, it uses open-ended questions to allow themes and meanings to emerge.

Here’s a summary of key differences:

Quantitative research measures; qualitative research explores.
Quantitative tools include surveys and structured tests; qualitative tools include interviews and discussions.
Quantitative output is numerical; qualitative output is narrative.
Quantitative methods support scaling and comparison; qualitative methods are best for understanding nuance and context.

Both methods serve different ends of the research spectrum. Quantitative research gives you a reliable snapshot of what’s happening. Qualitative research helps you interpret why it’s happening. Used together, they form a complete picture of your market.

Why is quantitative research useful in market research?

Quantitative research brings a range of strategic advantages to any research program:

It supports large-scale insight: With representative sampling, brands can understand how widespread certain opinions or behaviors are within a population.
It reveals patterns across segments: By comparing data by age, gender, location, or other traits, brands can identify differences and commonalities among customer groups.
It helps assess market potential: Quantitative methods can size an opportunity or test demand for a new product with statistical precision.
It simplifies complexity: Reducing consumer behavior to key metrics makes it easier to track, benchmark, and model over time.
It brings clarity to decision-making: When data is statistically valid, stakeholders can move forward with confidence.

In a business environment where evidence matters, quantitative research provides the solid footing that leaders, marketers, and innovators need. And when used alongside qualitative research, it ensures that decisions are grounded in both data and human insight.

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Types of Quantitative Research

There are four main types of quantitative research, each suited to different objectives:

Descriptive research is used to measure and describe the characteristics of a population. For example, understanding how many consumers prefer brand A over brand B.
Correlational research explores relationships between two variables without manipulating them—for instance, examining whether there is a relationship between screen time and purchase intent.
Experimental research involves manipulating one variable to determine its effect on another. It’s common in concept testing and controlled product trials.
Quasi-experimental research also involves comparisons but without full randomisation. It’s often used when control groups can’t be perfectly established, such as in natural field environments.

The type of quantitative research you choose depends on your goals—whether you’re looking to establish cause and effect, test hypotheses, or simply describe consumer behaviour. For a practical overview of when to use each method and how to pair it with qualitative approaches, see our guide on choosing the right approach: qualitative vs. quantitative research.

Quantitative Data Collection Methods

When collecting the data you need for quantitative research, you have several possibilities available. Each has pros and cons, and it might be best to use a mix. Here are some of the main ones:

Survey Research

Survey research involves sending out surveys to your target audience to collect information before statistically analyzing the results to draw conclusions and insights. It’s a great way to understand your target customers better or explore a new market, and it can be turned around quickly.

Different delivery methods include:

Email — A quick way of reaching a large number of people and can be more affordable than other methods.
Phone — Ideal for reaching demographics without internet access (e.g., older consumers). However, it can be costly and time-consuming.
Post — Offers broad reach but is slower and more expensive, making it less practical for time-sensitive projects.
In-person — Useful for intercepts, taste tests, or central location tests where real-time interaction is necessary. This approach is logistically complex and more expensive.

Survey questions in quantitative research usually include closed-ended formats rather than the open questions used in qualitative research.
For example, instead of asking:
“How do you feel about our delivery policy?”

You might ask:
“How satisfied are you with our delivery policy? Very satisfied / Satisfied / Don’t Know / Dissatisfied / Very Dissatisfied.”

This structured approach ensures responses can be easily quantified and analyzed.

Analysing Quantitative Research Results

Once you have your results, the next step—and one of the most important overall—is to categorize and analyze them.

A common approach is cross-tabulation, where you break the data down into demographic subgroups. For example, among those who answered ‘yes’ to a question, how many were business leaders versus entry-level employees?

You’ll also need to clean the dataset—removing unreliable responses (such as respondents who sped through the survey)—to ensure confidence in your conclusions. These technical aspects are often best handled by a dedicated research team.

The Function of Quantitative Research in Business

Quantitative research functions as a structured method for gathering and interpreting data to support evidence-based decision-making. Its strength lies in reducing ambiguity—translating complex behaviours into measurable patterns. Whether you’re validating a product idea, sizing a market, or tracking changes over time, quantitative methods provide the statistical clarity needed for confident business decisions.

Why Quantitative Research Matters

Quantitative research is an essential tool for anyone looking to understand their customers or market in a rigorous, scalable way. It offers reliable insights into behaviour and preferences across different segments, delivering trends that can guide strategy.

However, while quantitative research can tell you what is happening, it often can’t explain why it’s happening. That’s where qualitative research plays a complementary role—providing the deeper context behind the numbers.

Frequently Asked Questions about Quantitative Research

What are the 4 types of quantitative research?
Descriptive, correlational, experimental, and quasi-experimental research.

What is an example of quantitative research?
Running a nationwide survey with closed questions to understand consumer preferences is a common example.

How does quantitative research differ from qualitative research?
Quantitative research focuses on numerical data and large samples; qualitative research explores motivations and opinions in smaller groups.

What are the advantages of quantitative research?
It’s scalable, reliable, and ideal for comparing subgroups or identifying patterns across a population.

What are the disadvantages of quantitative research?
It may lack context or emotional nuance and cannot fully explain the ‘why’ behind consumer behaviour.

How do I know which method to choose?
Use quantitative methods when you need statistical confidence, clear comparisons, or to validate a hypothesis. For deeper insight into underlying motives, qualitative methods may be more appropriate.

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