Market Research: Definition

Market research is defined as the process of evaluating the feasibility of a new product or service,
through research conducted directly with potential consumers. This method allows organizations or
businesses to discover their target market, collect and document opinions and make informed
decisions. Market research can be conducted directly by organizations or companies or can be
outsourced to agencies which have expertise in this process.

The process of market research can be done through deploying surveys, interacting with a group of
people also known as sample, conducting interviews and other similar processes.

Primary purpose of conducting market research is to understand or examine the market associated with
a particular product or service, to decide how the audience will react to a product or service. The
information obtained from conducting market research can be used to tailor marketing/ advertising
activities or to determine what are the feature priorities/service requirement (if any) of consumers.

Types of Market Research: Market Research Methods and Examples

There are different types of market research, that covers varied areas of study. Whether an organization
or business wishes to know purchase behavior of consumers or the likelihood of consumers paying a
certain cost for a product, market research helps in drawing meaningful conclusions.

Depending on the methods and tools required, following are the types:

1. Primary Market Research (A combination of both Qualitative and Quantitative Research): Primary
market research is a process, where organizations or businesses get in touch with the end consumers or
employ a third party to carry out relevant studies to collect data. The data collected can be qualitative
data (non-numerical data) or quantitative data (numerical or statistical data).

While conducting primary market research, one can gather two types of information: Exploratory and
Specific. Exploratory research is open ended, where a problem is explored by asking open ended
questions in a detailed interview format usually with a small group of people also known as sample.
Here the sample size is restricted to 6-10 members. Specific research, on the other hand, is more
pinpointed and is used to solve the problems that are identified by exploratory research.

As mentioned earlier primary market research is a combination of qualitative market research and
quantitative market research. Qualitative market research study involves semi-structured or
unstructured data collected through some of the commonly used qualitative research methods like:

Focus groups: Focus group is one of the commonly used qualitative research methods. Focus group is a
small group of people (6-10) who typically respond to online surveys sent to them. The best part about
focus group is the information can be collected remotely, can be done without personally interacting
with the group members. However, this is a more expensive method as it is used to collect complex
information.

One-to-one interview: As the name suggests this method involves personal interaction in the form of an
interview, where the researcher asks a series of questions to collect information or data from the
respondents. The questions are mostly open ended questions and asked in a way to facilitate responses.
This method is heavily dependent on the ability and experience of the interviewer to ask questions that
evoke responses.

Ethnographic research: This type of in-depth research is conducted in the natural settings of the
respondents. This method requires the interviewer to adapt himself/herself to the natural environment
of the respondents which could be a city or a remote village. Geographical constraints can be a
hindering factor in conducting this kind of research. Ethnographic research can last from a few days to
a few years.

Learn More: Qualitative Research Methods

 Qualitative research methods are used by organizations to conducted structured market research by
using online surveys, questionnaires and polls to gain statistical insights to make informed decisions.

This method was once conducted using pen and paper. This has now evolved to sending structured
online surveys to the respondents to gain actionable insights. Researchers tend to use modern and
technology-oriented survey platforms to structure and design their survey to evoke maximum response
from respondents.

Through a well-structured mechanism, data is easily collected and reported and necessary action can
be taken with all the information that is made available first hand.

Learn more: How to conduct quantitative research

2. Secondary Market Research: Secondary research uses information that is organized by outside
source like government agencies, media, chambers of commerce etc. This information is published in
newspaper, magazines, books, company website, free government and nongovernment agencies and so
on. Secondary source makes use of the following:

Public sources: Public sources like library are an awesome way of gathering free information.
Government libraries usually offer services free of cost and a researcher can document available
information.

Commercial sources: Commercial source although reliable are expensive. Local newspapers, magazines,
journal, television media are great commercial sources to collect information.

Educational Institutions: Although not a very popular source of collecting information, most universities
and educational institutions are a rich source of information as many research projects are carried out
there than any business sector.

Learn more: Market Research Example with Types and Methods

Why is Market Research Important?

With economy being competitive with each passing day it is important for businesses to know and
understand preferences of their consumers. Conducting market research is one of the best ways of
achieving customer satisfaction, reduce customer churn and elevate business. Here are the reasons why
market research is important and should not be ignored:

 It provides information and opportunities about the value of existing and new products, thus, helping
businesses plan and strategize accordingly.
 It helps in determining what the customers need and want. Marketing is customer-centric and
knowing the customers and their needs will help businesses design product or services that best suit
them.
 By understanding the needs of customers, businesses can also forecast their production and sales.
One of the most difficult aspects for a production manager is to keep inventory stacked. What is the
requirement and how much should be produced to fulfill the needs of the customer? Market research
helps determine that.
 To stay ahead of competitors market research is a vital tool to carry out comparative studies.
Businesses can device business strategies that can help them stay ahead of their competitors.
Learn more: Qualitative Research

Steps for conducting Market Research

Planning is vital to the process of market research. Knowing what to do in various situations that arise
during the investigation will save the researcher’s time and reduce problems. Today’s successful
enterprises use powerful market research survey software that helps them conduct comprehensive
market research under a unified platform and hence provide actionable insights much faster with fewer
problems.

Following are the steps to conduct an effective market research.

Step #1: Define the Problem

 Having a well-defined subject of research will help researchers when they ask questions. These
questions should be directed to solve problems and they have to be adapted to the project. Make sure
the questions are written clearly and that the respondents understand them. Researchers can conduct
a test with a small group to know if the questions are going to know whether the asked questions are
understandable and will they be enough to gain insightful results.

Research objectives should be written in a precise way and should include a brief description of the
information that is needed and the way in which it will obtain it. They should have an answer to this
question “why are we doing the research?”

Learn more: Interview Questions

Step #2: Define the Sample

To carry out market research, researchers need a representative sample that can be collected using one
of the many sampling techniques. A representative sample is a small number of people that reflect, as
accurately as possible, a larger group.

 An organization cannot waste their resources in collecting information from the wrong population. It
is important that the population represents characteristics that matter to the researchers and that
they need to investigate, are in the chosen sample.
 Take into account that marketers will always be prone to fall into a bias in the samplebecause there
will always be people who do not answer the survey because they are busy, or answer it incompletely,
so researchers may not obtain the required data.
 Regarding the size of the sample, the larger it is, the more likely it is to be representative of the
population. A larger representative sample gives the researcher greater certainty that the people
included are the ones they need, and they can possibly reduce bias. Therefore, if they want to avoid
inaccuracy in our surveys, they should have representative and balanced samples.
 Practically all the surveys that are considered in a serious way, are based on a scientific sampling,
based on statistical and probability theories.
There are two ways to obtain a representative sample:

 Probability sampling: In probability sampling, the choice of the sample will be made at random, which
guarantees that each member of the population will have the same probability of selection and
inclusion in the sample group. Researchers should ensure that they have updated information on the
population from which they will draw the sample and survey the majority to establish
representativeness.
 Non-probability sampling: In a non-probability sampling, different types of people are seeking to
obtain a more balanced representative sample. Knowing the demographic characteristics of our group
will undoubtedly help to limit the profile of the desired sample and define the variables that interest
the researchers, such as gender, age, place of residence, etc. By knowing these criteria, before
obtaining the information, researchers can have the control to create a representative sample that is
efficient for us.
When a sample is not representative, there can be a margin of error. If researchers want to have a
representative sample of 100 employees, they should choose a similar number of men and women.

The sample size is very important, but it does not guarantee accuracy. More than size,
representativeness is related to the sampling frame, that is, to the list from which people are selected,
for example, part of a survey.

If researchers want to continue expanding their knowledge on how to determine the size of the sample
consult our guide on sampling here.

Step #3: Carry out data collection

First, a data collection instrument should be developed. The fact that they do not answer a survey, or
answer it incompletely will cause errors in research. The correct collection of data will prevent this.

Step #4: Analyze the results

Each of the points of the market research process is linked to one another. If all the above is executed
well, but there is no accurate analysis of the results, then the decisions made consequently will not be
appropriate. In-depth analysis conducted without leaving loose ends will be effective in gaining
solutions. Data analysis will be captured in a report, which should also be written clearly so that
effective decisions can be made on that basis.
 Analyze and interpret the results is to look for a wider meaning to the obtained data. All the previous
phases have been developed to arrive at this moment.

How can researchers measure the obtained results? The only quantitative data that will be obtained is
age, sex, profession, and number of interviewees because the rest are emotions and experiences that
have been transmitted to us by the interlocutors. For this, there is a tool called empathy map that
forces us to put ourselves in the place of our clientele with the aim of being able to identify, really, the
characteristics that will allow us to make a better adjustment between our products or services and
their needs or interests.

When the research has been carefully planned, the hypotheses have been adequately defined and the
indicated collection method has been used, the interpretation is usually carried out easily and
successfully. What follows after conducting market research?

Learn more: Types of Interviews

Step #5: Make the Research Report

When presenting the results, researchers should focus on: what do they want to achieve using
this research report and while answering this question they should not assume that the structure of the
survey is the best way to do the analysis. One of the big mistakes that many researchers make is that
they present the reports in the same order of their questions and do not see the potential of storytelling.

To make good reports, the best analysts give the following advice: follow the inverted pyramid style to
present the results, answering at the beginning the essential questions of the business that caused the
investigation. Start with the conclusions and give them fundamentals, instead of accumulating
evidence. After this researchers can provide details to the readers who have the time and interest.

Step #6: Make Decisions

An organization or a researcher should never ask “why do market research”, they should just do it!

A market research helps researchers to know a wide range of information, for example, consumer
purchase intentions, or gives feedback about the growth of the target market. They can also discover
valuable information that will help in estimating the prices of their product or service and find a point of
balance that will benefit them and the consumers.

Take decisions! Act and implement.

Learn more: Quantitative Research

Benefits of an Efficient Market Research

 Make well-informed decisions: The growth of an organization is dependent on the way decisions are
made by the management. Using market research techniques, the management can make business
decisions on the basis of obtained results that back their knowledge and experience. Market research
helps to know market trends, hence to carry it out frequently to get to know the customers
thoroughly.
 Gain accurate information: Market research provides real and accurate information that will prepare
the organization for any mishaps that may happen in the future. By properly investigating the
market, a business will undoubtedly be taking a step forward, and therefore it will be taking
advantage of its existing competitors.
 Determine the market size: A researcher can evaluate the size of the market that must be covered in
case of selling a product or service in order to make profits.
 Choose an appropriate sales system: Select a precise sales system according to what the market is
asking for, and according to this, the product/service can be positioned in the market.
 Learn about customer preferences: It helps to know how the preferences (and tastes) of the clients
change so that the company can satisfy preferences, purchasing habits, and income level.
Researchers can determine the type of product that must be manufactured or sold based on the
specific needs of consumers.
 Gather details about customer perception about the brand: In addition to generating information,
market research helps a researcher in understanding how the customers perceive the organization or
brand.
 Analyze customer communication methods: Market research serves as a guide for communication
with current and potential clients.
 Productive business investment: It is a great investment for any business, because thanks to it they
get invaluable information, it shows researchers the way to follow to take the right path and achieve
the sales that are required.

5 Market Research Tips for Businesses

Tip #1: Define the objective of your research.

Before setting off on your market research quest, think about what you’re trying to achieve next with
your business. Are you looking to increase traffic to your location? Or increase sales? Or convert
customers from one-time purchasers to regulars? Figuring out your objective will help you tailor the
rest of your research and your future marketing materials. Having an objective for your research will
flesh out what kind of data you need to collect.

Tip #2: Learn About Your Target Customers.

The most important thing to remember is that your business serves a specific kind of customer.
Defining your specific customer has many advantages like allowing you to understand what kind of
language to use when crafting your marketing materials, and how to approach building relationships
with your customer. When you take time to define your target customer you can also find the best
products and services to sell to them.

You want to know as much as you can about your target customer. You can gather this information
through observation and by researching the kind of customers who frequent your type of business. For
starters, helpful things to know are their age and income. What do they do for a living? What’s their
marital status and education level?

Learn more: Customer Satisfaction

Tip #3: Recognize that knowing who you serve helps you define who you do not.

Let’s take a classic example from copywriting genius Dan Kennedy. He says that if you’re opening up a
fine dining steakhouse focused on decadent food, you know right off the bat that you’re not looking to
attract vegetarians or dieters. Armed with this information, you can create better marketing messages
that speak to your target customers.

It’s okay to decide who is not a part of your target customer base. In fact, for small businesses knowing
who you don’t cater to can be essential in helping you grow. Why? Simple, if you’re small
your advantage is that you can connect deeply with a specific segment of the market. You want to focus
your efforts on the right customer who already is compelled to spend money on your offer. If you’re
spreading yourself thin by trying to be all things to everyone, you will only dilute your core message.
Instead, keep your focus on your target customer. Define them, go deep, and you’ll be able to figure out
how you can best serve them with your products and services.

Tip #4: Learn from your competition.

This works for brick and mortar businesses as well as internet businesses because it allows you to step
into the shoes of your customer and open up to a new perspective of your business. Take a look around
the internet and around your town. If you can, visit your competitor’s shops. For example, if you own a
restaurant specializing in Italian cuisine, dine at the other Italian place in your neighborhood or in the
next township.

As you experience the business from the customer perspective, look for what’s being done right and
wrong. Can you see areas that need attention or improvement? How are you running things in
comparison? What’s the quality of their product and customer service? Are the customers here pleased?
Also, take a close look at their market segment. Who else is patronizing their business? Are they the
same kinds of people who spend money with you? By asking these questions and doing in-person
research, you can dig up a lot of information to help you define your unique selling position and create
even better offers for your customers.

Tip #5: Get your target customers to open up and tell you everything.
A good customer survey is one of the most valuable market research tools because it gives you the
opportunity to get inside your customer’s head. However, remember that some feedback may be harsh,
so take criticism as a learning tool to point you in the right direction.

Creating a survey is simple. Ask questions about what your customer thinks you’re doing right, and
what can be improved. You can also prompt them to tell you what kinds of products and services they’d
like to see you add which gives you amazing insight into how to monetize your business more. Many
customers will be delighted to offer feedback. You can even give customers who fill out surveys a gift like
a special coupon for their next purchase.

Why Does Every Business Need Market Research?

Market research is one of the most effective ways to gain insight into your customer base, competitors,
and the overall market. The goal of conducting market research is to equip your company with the
information you need to make informed decisions. Market research is especially important when small
businesses are trying to determine whether a new business idea is viable, looking to move into a new
market, or are launching a new product or service. Read below for a more in-depth look at how market
research can help small businesses.

COMPETITION According to a study conducted by Business Insider, 72% of small businesses focus on
increasing revenue. Conducting research helps businesses gain insight into competitor behavior. By
learning about your competitor’s strengths and weaknesses, you can learn how to position your product
or offering. In order to be successful, small businesses need to have an understanding of what products
and services competitors are offering, and their price point.

Learn more: Trend Analysis

CUSTOMERS Many small businesses feel they have an understanding of their customer, only to
conduct market research and learn they had the wrong assumptions. By conducting research, you can
create a profile of your average customer and gain insight into their buying habits, how much they’re
willing to spend, and which features resonate with them. Additionally, and perhaps more importantly,
you can learn what will make someone use your product or service over a competitor.

Learn more: Customer Satisfaction Survey

OPPORTUNITIES Potential opportunities, whether they are products or services, can be identified by
conducting market research. By learning more about your customers, you can gather insights into
complementary products and services. Consumer needs change over time, influenced by new technology
and different conditions, and you may find new needs that are not being met, which can create new
opportunities for your business.

Learn more: SWOT Analysis

FORECAST A small business is affected by the performance of the local and national economy, as are
its’ customers. If consumers are worried, then they will be more restrained when spending money,
which affects the business. By conducting research with consumers, businesses can get an idea of
whether they are optimistic or apprehensive about the direction of the economy, and make adjustments
as necessary. For example, a small business owner may decide to postpone a new product launch if it
appears the economic environment is turning negative.

Learn more: 300+ Market Research Survey Questionnaires

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Qualitative Research: Definition

Qualitative research is defined as a market research method that focuses on obtaining data through
open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so. For example, consider a
convenience store looking to improve its patronage. A systematic observation concludes that the
number of men visiting this store are more. One good method to determine why women were not visiting
the store is to conduct an in-depth interview of potential customers in the category.

On successfully interviewing female customers, visiting the nearby stores and malls, and selecting them
through random sampling, it was known that the store doesn’t have enough items for women and so
there were fewer women visiting the store, which was understood only by personally interacting with
them and understanding why they didn’t visit the store, because there were more male products than
female ones.

Therefore, the qualitative research methods allow for in-depth and further probing and questioning of
respondents based on their responses, where the interviewer/researcher also tries to understand their
motivation and feelings.

Qualitative Research Methods with Examples

Qualitative research methods are designed in a manner that they help reveal the behavior and
perception of a target audience with reference to a particular topic. There are different types of
qualitative research methods like an in-depth interview, focus groups, ethnographic research, content
analysis, case study research that are usually used.

The results of qualitative methods are more descriptive and the inferences can be drawn quite easily
from the data that is obtained.

Qualitative research methods originated in the social and behavioral sciences. Today our world is more
complicated and it is difficult to understand what people think and perceive. Qualitative research
methods make it easier to understand that as it is more communicative and descriptive.

The following are the qualitative research methods that are frequently used:

1. One-on-One Interview: Conducting in-depth interviews is one of the most common qualitative
research methods. It is a personal interview that is carried out with one respondent at a time. This is
purely a conversational method and invites opportunities to get details in depth from the respondent.

One of the advantages of this method provides a great opportunity to gather precise data about what
people believe and what their motivations are. If the researcher is well experienced asking the right
questions can help him/her collect meaningful data. If they should need more information the
researchers should ask such follow up questions that will help them collect more information.
These interviews can be performed face-to-face or on phone and usually can last between half an hour
to two hours or even more. When the in-depth interview is conducted face to face it gives a better
opportunity to read the body language of the respondents and match the responses.

2. Focus groups: A focus group is also one of the commonly used qualitative research methods, used
in data collection. A focus group usually includes a limited number of respondents (6-10) from within
your target market.

The main aim of the focus group is to find answers to the why what and how questions. One advantage
of focus groups is, you don’t necessarily need to interact with the group in person. Nowadays focus
groups can be sent an online survey on various devices and responses can be collected at the click of a
button.

Focus groups are an expensive method as compared to the other qualitative research methods. Typically
they are used to explain complex processes. This method is very useful when it comes to market
research on new products and testing new concepts.

3. Ethnographic research: Ethnographic research is the most in-depth observational method that
studies people in their naturally occurring environment.

This method requires the researchers to adapt to the target audiences’ environments which could be
anywhere from an organization to a city or any remote location. Here geographical constraints can be an
issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings that occur.
Instead of relying on interviews and discussions, you experience the natural settings first hand.

This type of research method can last from a few days to a few years, as it involves in-depth observation
and collecting data on those grounds. It’s a challenging and a time-consuming method and solely
depends on the expertise of the researcher to be able to analyze, observe and infer the data.

4. Case study research: The case study method has evolved over the past few years and developed as
into a valuable qualitative research method. As the name suggests it is used for explaining an
organization or an entity.

This type of research method is used within a number of areas like education, social sciences and
similar. This method may look difficult to operate, however, it is one of the simplest ways of conducting
research as it involves a deep dive and thorough understanding of the data collection methods and
inferring the data.

5. Record keeping: This method makes use of the already existing reliable documents and similar
sources of information as the data source. This data can be used in a new research. This is similar to
going to a library. There one can go over books and other reference material to collect relevant data that
can likely be used in the research.

6. Process of observation: Qualitative Observation is a process of research that uses subjective

methodologies to gather systematic information or data. Since, the focus on qualitative observation is
the research process of using subjective methodologies to gather information or data. The qualitative
observation is primarily used to equate quality differences.

Qualitative observation deals with the 5 major sensory organs and their functioning – sight, smell,
touch, taste, and hearing. This doesn’t involve measurements or numbers but instead characteristics.

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Qualitative Research: Data Collection and Analysis

A. Qualitative Data Collection

Qualitative data collection allows collecting data that is non-numeric and helps us to explore how
decisions are made and provide us with detailed insight. For reaching such conclusions the data that is
collected should be holistic, rich and nuanced and findings to emerge through careful analysis.
1. Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the
process will generate a large amount of data. In addition to the variety of methods available, there are
also different methods of collecting and recording the data.

For example, if the qualitative data is collected through focus group or one-to-one discussion, there will
be handwritten notes or video recorded tapes. If there are recording they should be transcribed and
before the process of data analysis can begin.

2. As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an
interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain
separate folders to maintain the recording collected from the different focus group. This helps them
compartmentalize the data collected.

3. In case there are running notes taken, which are also known as field notes, they are helpful in
maintaining comments, environmental contexts, nonverbal cues etc. These filed notes are helpful and
can be compared while transcribing audio recorded data. Such notes are usually informal but should be
secured in a similar manner as the video recordings or the audio tapes.

B. Qualitative Data Analysis

Qualitative data analysis such as notes, videos, audio recordings images, and text documents. One of
the most used methods for qualitative data analysis is text analysis.

Text analysis is a data analysis method that is distinctly different from all other qualitative research
methods, where researchers analyze the social life of the participants in the research study and decode
the words, actions etc.

There are images also that are used in this research study and the researchers analyze the context in
which the images are used and draw inferences from them. In the last decade, text analysis through
what is shared on social media platform has gained supreme popularity.

Characteristics of Qualitative Research Methods

1. Qualitative research methods usually collect data at the sight, where the participants are
experiencing issues or problems. These are real-time data and rarely bring the participants out of the
geographic locations to collect information.

2. Qualitative researchers typically gather multiple forms of data, such as interviews, observations, and
documents, rather than rely on a single data source.

3. This type of research method works towards solving complex issues by breaking down into
meaningful inferences, that is easily readable and understood by all.

4. Since its a more communicative method, people can build their trust on the researcher and the
information thus obtained is raw and unadulterated.

Qualitative Research Method Case Study Example

Let’s take the example of a bookstore owner who is looking for ways to improve their sales and customer
outreach. An online community of members who were the loyal patrons of the bookstore were
interviewed and related questions were asked and the questions were answered by them.

At the end of the interview, it was realized that most of the books in the stores were suitable for adults
and there were not enough options for children or teenagers.

By conducting this qualitative research the bookstore owner realized what the shortcomings were and
what were the feelings of the readers. Through this research now the bookstore owner can now keep
books for different age categories and can improve his sales and customer outreach.

Such qualitative research method example can serve as the basis to indulge in further quantitative
research, which provides remedies.
 Qualitative Research Methods Vs Quantitative Research Methods

The basic differences of qualitative research methods and quantitative research methods are simple are
straightforward. They differ in:

 Their analytical objectives

 Types of questions asked
 Types of data collection instruments
 Forms of data they produce
 Degree of flexibility
Learn More: Difference between Quantitative Research and Qualitative Research

Attributes Qualitative Research Methods Quantitative Research Methods

This research method focuses Quantitative research method focuses
Analytical
on to describe individual on describing the characteristics of a
objectives
experiences and beliefs. population.
Types of
questions Open ended questions Closed ended questions
asked
Use semi-structured methods
Data Use highly structured methods such
such as in-depth interviews,
collection as structured observation
focus groups, and participant
Instrument using questionnaires and surveys
observation
Form of data
Descriptive data Numerical data
produced
Participant responses affect Participant responses do not influence
Degree of
how and which questions or determine how and which
flexibility
researchers ask next questions researchers ask next
Learn More: How to Write Qualitative Research Survey Questions?

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What is Quantitative Research?

Quantitative Research Definition: Quantitative research, is defined as a the systematic investigation of

phenomena by gathering quantifiable data and performing statistical, mathematical or computational
techniques. Quantitative research gathers information from existing and potential customers
using sampling methods and sending out online surveys, online polls, questionnaires etc., the results of
which can be depicted in the form of numericals. After careful understanding of these numbers to
predict the future of a product or service and make changes accordingly.

An example of quantitative research is, the survey conducted to understand the amount of time a doctor
takes to tend to a patient when the patient walks into the hospital. A patient satisfaction survey
template can be administered to ask questions like how much time did a doctor take to see a patient,
how often does the patient walk into a hospital and other such questions.

Quantitative research is mostly conducted in social sciences using the statistical methods used above to
collect quantitative data from the research study. In this research method, researchers and statisticians
deploy mathematical frameworks and theories that pertain to the quantity under question.

Quantitative research templates are objective, elaborate and many a times, are investigational in nature.
The results achieved from this research method are logical, statistical and unbiased. Data
collection happens using a structured method and conducted on larger samples which represent the
entire population.

Learn more: Quantitative Market Research

Quantitative Research Methods: Types with Examples

As mentioned above, quantitative research is data oriented. There are two methods to conduct
quantitative research. They are:
 Primary Quantitative Research Methods

There are four different types of quantitative research methods:

Primary quantitative research is the most widely used method of conducting market research. The
distinct feature of primary research is that the researcher focuses on collecting data directly rather than
depending on data collected from previously done research. Primary quantitative research can be
broken down into 3 further distinctive tracks as well as the process flow. They are:

A. Techniques and Types of Studies

There are multiple types of primary quantitative research. They can be distinguished into the four
following distinctive methods, which are:

1. Survey Research:

Survey Research is the most fundamental tool for all quantitative research methodologies and studies.
Surveys used to ask questions to a sample of respondents, using various types such as such as online
polls, online surveys, paper questionnaires, web-intercept surveys etc. Every small and big organization
intends to understand what their customers think about their products and services, how well are new
features faring in the market and other such details.

By conducting survey research, an organization can ask multiple survey questions, collect data from a
pool of customers and analyze this collected data to produce numerical results. It is the first step
towards collecting data for any research.

Learn More: 300+ Sample Survey Research Templates

This type of research can be conducted with a specific target audience group and also can be conducted
across multiple groups along with comparative analysis. A prerequisite for this type of research is that
the sample of respondents must have randomly selected members. This way, a researcher can easily
maintain the accuracy of the obtained results as a huge variety of respondents will be addressed using
random selection. Traditionally, survey research was conducted face-to-face or via phone calls but with
the progress made by online mediums such as email or social media, survey research has spread to
online mediums as well.

Traditionally, survey research was conducted face-to-face or via phone calls but with the progress made
by online mediums such as email or social media, survey research has spread to online mediums as
well.

There are two types of surveys, either of which can be chosen on the basis of the time in-hand and the
type of data required:

Cross-sectional surveys: Cross-sectional surveys are observational surveys, conducted in situations

where the researcher intends to collect data from a sample of the target population at a given point in
time. Researchers can evaluate various variables at a particular time. Data gathered using this type of
survey is from people who depict similarity in all variables except the variables which is considered for
research. All throughout the survey, this one variable will stay constant.

 Cross-sectional surveys are popular with retail, SMEs, healthcare industries. Information is garnered
without modifying any parameters in the variable ecosystem.
 Using cross-sectional survey research method, multiple samples can be analyzed and compared.
 Multiple variables can be evaluated using this type of survey research.
 The only disadvantage of cross-sectional surveys is that the cause-effect relationship of variables
cannot be established as it usually evaluates variables at a particular time period and not across a
continuous time frame.
Longitudinal surveys: Longitudinal surveys are also observational surveys but, unlike cross-sectional
surveys, longitudinal surveys are conducted across various time durations in order to observe a change
in respondent behavior and thought-processes. This time period can be days, months, years or even
decades. For instance, a researcher planning to analyze the change in buying habits of teenagers over a
period of 5 years will conduct longitudinal surveys.

 In cross-sectional surveys, the same variables were evaluated at a given point in time and in
longitudinal surveys, different variables can be analyzed at different intervals of time.
 Longitudinal surveys are extensively used in the field of medicine and applied sciences. Apart from
these two fields, they are also used to observe a change in market trend, analyze customer
satisfaction or gain feedback on products/services.
 In situations where the sequence of events is highly important, longitudinal surveys are used.
 Researchers say that when there are research subjects that need to be thoroughly inspected before
drawing conclusions, they rely on longitudinal surveys.
2. Correlational Research:

Comparison between two entities is invariable. Correlation research is conducted to establish a

relationship between two closely knit entities and how one impacts the other and what are the changes
that are eventually observed. This research method is carried out to give value to naturally occurring
relationships and a minimum of two different groups are required to successfully conduct this
quantitative research method. Without assuming different aspects, a relationship between two groups or
entities must be established.

Researchers use this quantitative research method to correlate two or more variables using
mathematical analysis methods. Patterns, relationships, and trends between variables are concluded as
they exist in their natural set up. The impact of one of these variables on the other is observed along
with how it changes the relationship between the two variables. Researchers tend to manipulate one of
the variables to attain the desired results.

Ideally, it is advised to not make conclusions merely on the basis of correlational research. This is
because it is not mandatory that if two variables are in sync that they are interrelated.

Example of Correlational Research Questions:


 The relationship between stress and depression.
 The equation between fame and money.
 The relation between activities in a third-grade class and its students.
3. Causal-Comparative Research:

This research method mainly depends on the factor of comparison. Also called the quasi-experimental
research, this quantitative research method is used by researchers to draw conclusions about cause-
effect equation between two or more variables, where one variable is dependent on the other
independent variable. The independent variable is established but not manipulated and its impact on
the dependent variable is observed. These variables or groups must be formed as they exist in the
natural set up. As the dependent and independent variables will always exist in a group, it is advised
that the conclusions are carefully established by keeping all the factors in mind.

Causal-comparative research is not restricted to the statistical analysis of two variables but extends to
analyzing how various variables or groups change under the influence of the same changes. This
research is conducted irrespective of the type of relation that exists between two or more variables.
Statistical analysis is used to distinctly present the outcome of obtained using this quantitative research
method.

Example of Causal-Comparative Research Questions:


 The impact of drugs on a teenager.
 The effect of good education on a freshman.
 The effect of substantial food provision in the villages of Africa.
4. Experimental Research: Also known as true experimentation, this research method is reliant on a
theory. Experimental research, as the name suggests, is usually based on one or more theories. This
theory has not be proved in the past and is merely a supposition. In an experimental research, an
analysis is done around proving or disproving the statement. This research method is used in natural
sciences.

There can be multiple theories in experimental research. A theory is a statement which can be verified
or refuted.
 After establishing the statement, efforts are made to understand whether it is valid or invalid. This type
of quantitative research method is mainly used in natural or social sciences as there are various
statements which need to be proved right or wrong.


 Traditional research methods are more effective than modern techniques.
 Systematic teaching schedules help children who find it hard to cope up with the course.
 It is a boon to have responsible nursing staff for ailing parents.
B. Data Collection Methodologies
The second major step in primary quantitative research is the data collection. Data collection can be
divided into sampling methods and data collection with the use of surveys and polls.

Step 1: Sampling Methods

There are two main sampling methods for quantitative research: Probability and Non-probability
sampling.

Probability sampling: A theory of probability is used to filter individuals from a population and create
samples in probability sampling. Participants of a sample are chosen random selection processes. Each
member of the target audience has an equal opportunity to be a selected in the sample.

There are four main types of probability sampling-

 Simple random sampling: As the name indicates, simple random sampling is nothing but a random
selection of elements for a sample. This sampling technique is implemented where the target
population is considerably large.
 Stratified random sampling: In the stratified random sampling method, a large population is divided
into groups (strata) and members of a sample are chosen randomly from these strata. The various
segregated strata should ideally not overlap one another.
 Cluster sampling: Cluster sampling is a probability sampling method using which the main segment
is divided into clusters, usually using geographic and demographic segmentationparameters.
 Systematic sampling: Systematic sampling is a technique where the starting point of the sample is
chosen randomly and all the other elements are chosen using a fixed interval. This interval is
calculated by dividing population size by the target sample size.
Non-probability sampling: Non-probability sampling is where the researcher’s knowledge and experience
are used to create samples. Because of the involvement of the researcher, not all the members of a
target population have an equal probability of being selected to be a part of a sample.

There are five non-probability sampling models:

 Convenience Sampling: In convenience sampling, elements of a sample are chosen only due to one
prime reason: their proximity to the researcher. These samples are quick and easy to implement as
there is no other parameter of selection involved.
 Consecutive Sampling: Consecutive sampling is quite similar to convenience sampling, except for the
fact that researchers can chose a single element or a group of samples and conduct research
consecutively over a significant time period and then perform the same process with other samples.
 Quota Sampling: Using quota sampling, researchers can select elements using their knowledge of
target traits and personalities to form strata. Members of various strata can then be chosen to be a
part of the sample as per the researcher’s understanding.
 Snowball Sampling: Snowball sampling is conducted with target audiences which are difficult to
contact and get information. It is popular in cases where the target audience for research is rare to
put together.
 Judgmental Sampling: Judgmental sampling is a non-probability sampling method where samples
are created only on the basis of the researcher’s experience and skill.
Step 2: Using Surveys & Polls

Once the sample is determined, then either surveys or polls can be distributed to collect the data for
quantitative research.

 Using Surveys for Primary Quantitative Research

A Survey is defined as a research method used for collecting data from a pre-defined group of
respondents to gain information and insights on various topics of interest. The ease of survey
distribution and the wide number of people it can be reached depending on the research time and
research objective make it one of the most important aspects of conducting quantitative research.
 Fundamental Levels of Measurement – Nominal, Ordinal, Interval and Ratio Scales

There are four measurement scales which are fundamental to creating a multiple-choice question in a
survey. They are, nominal, ordinal, interval and ratio measurement scales without the fundamentals of
which, no multiple choice questions can be created. Hence, it is important to understand these levels of
measurement to be able to create a robust survey.

Use of Different Question Types

To conduct quantitative research, close-ended questions have to be used in a survey. They can be a mix
of multiple question types including multiple-choice questions like semantic differential scale
questions, rating scale questions etc.

Survey Distribution and Survey Data Collection

In the above, we have seen the process of building a survey along with the survey design to conduct
primary quantitative research. Survey distribution to collect data is the other important aspect of the
survey process. There are different ways of survey distribution. Some of the most commonly used
methods are:

 Email: Sending a survey via email is the most commonly used and most effective methods of survey
distribution. Response rate is high in this method because the respondents are aware of your brand.
You can use the QuestionPro email management feature to send out and collect survey responses.
 Buy respondents: Another effective way to distribute a survey and conduct primary quantitative
research is use a sample. Since the respondents are knowledgeable and are on the panel by their own
will, responses are much higher.
 Embed survey in a website: Embedding a survey in a website increases a high number of responses
as the respondent is already in close proximity to the brand when the survey pops up.
 Social distribution: Using social media to distribute the survey aids in collecting higher number of
responses from the people that are aware of the brand.
 QR code: QuestionPro QR codes store the URL for the survey. You can print/publish this code in
magazines, on signs, business cards, or on just about any object/medium.
 SMS survey: A quick and time effective way of conducting a survey to collect a high number of
responses is the SMS survey.
 QuestionPro app: The QuestionPro App allows to quickly circulate surveys and the responses can be
collected both online and offline.
 API integration: You can use the API integration of the QuestionPro platform for potential respondents
to take your survey.
Survey Example

An example of a survey is short customer satisfaction (CSAT) survey template that can quickly be built
and deployed to collect feedback about what the customer thinks about a brand and how satisfied and
referenceable is the brand.

You can also opt to use from any of over 300+ free survey templates from the QuestionPro survey
template and questionnaire repository to conduct your quantitative research.

 Using Polls for Primary Quantitative Research

Polls are a method to collect feedback with the use of close-ended questions from a sample. The most
commonly used types of polls are election polls and exit polls. Both of these are used to collect data
from a large sample size but using basic question types like a multiple-choice question.

C. Data Analysis Techniques

The third aspect of primary quantitative research is data analysis. After the collection of raw data, there
has to be an analysis of this data to derive statistical inferences from this research. It is important to
relate the results to the objective of research and establish the statistical relevance of results.

It is important to consider aspects of research which were not considered for the data collection process
and report the difference between what was planned vs. what was actually executed.

It is then required select precise statistical analysis method such as SWOT, Conjoint, Cross-
tabulation etc. to analyze the quantitative data.
 SWOT Analysis: SWOT Analysis stands for the acronym of Strengths, Weakness, Opportunities and
Threat analysis. Organizations use this statistical analysis technique to evaluate their performance
internally and externally to develop effective strategies for improvement.
 Conjoint Analysis: Conjoint Analysis is a market analysis method to learn how individuals make
complicated purchasing decisions. Trade-offs are involved in the daily activities of an individual and
these reflect their ability to decide from a complex list of product/service options.
 Cross-tabulation: Cross-tabulation is one of the preliminary statistical market analysis methods
which establishes relationships, patterns, and trends within the various parameters of the research
study.
 TURF Analysis: TURF Analysis, an acronym for Totally Unduplicated Reach and Frequency Analysis,
is executed in situations where the reach of a favorable communication source is to be analyzed along
with the frequency of this communication. It is used for understanding the potential of a target
market.
Inferential statistics methods such as confidence interval, margin of error etc. can then be used to
provide results.

Secondary Quantitative Research Methods

Secondary quantitative research or desk research is a research method that involves using already
existing data or secondary data. Existing data is summarized and collated to increase the overall
effectiveness of research.

This research method involves the collection of quantitative data from existing data sources like the
internet, government resources, libraries, research reports etc. Secondary quantitative research helps to
validate the data that is collected from primary quantitative research as well as aid to strengthening or
proving or disproving previously collected data.

Following are five popularly used secondary quantitative research methods:

1. Data available on the internet: With the high penetration of internet and mobile devices, it has
become increasingly easy to conduct quantitative research using the internet. Information about most
research topics is available online and this aids in boosting the validity of primary quantitative
data as well as proving the relevance on previously collected data.
2. Government and non-government sources: Secondary quantitative research can also be conducted
with the help of government and non-government sources that deal with market research reports.
This data is highly reliable and in-depth and hence can be used to increase the validity of
quantitative research.
3. Public libraries: Now a sparingly used method of conducting quantitative research, it is still a reliable
source of information though. Public libraries have copies of important research that were conducted
earlier. They are a storehouse of important information and documents from which information can
be extracted.
4. Educational institutions: Educational institutions conduct in-depth research on multiple topics and
hence the reports that they publish are an important source of validation in quantitative research.
5. Commercial information sources: Local newspapers, journals, magazines, radio and TV stations are a
great source to obtain data for secondary quantitative research. These commercial information
sources have in-depth, first-hand information on economic developments, political agenda, market
research, demographic segmentation and similar subjects.

Quantitative Research Characteristics

Some distinctive characteristics of quantitative research, are:

 Structured tools: Structured tools such as surveys, polls or questionnaires are used to gather
quantitative data. Using such structure methods helps in collecting in-depth and actionable data
from the survey respondents.
 Sample size: Quantitative research is conducted on a significant sample size that represents the
target market. Appropriate sampling methods have to be used when deriving the sample so as to
fortify the research objective
 Close-ended questions: Closed-ended questions are created in accordance with the objective of
research. These questions help collect quantitative data and hence are extensively used in
quantitative research.
 Prior studies: Various factors related to the research topic are studied before collecting feedback from
respondents.
 Quantitative data: Usually, quantitative data is represented by tables, charts, graphs or any other
non-numerical form. This makes it easy to understand the data that has been collected as well as
prove the validity of the market research.
 Generalization of results: Results of this research method can be generalized to an entire population
to take appropriate actions for improvement.

Quantitative Research Examples

Some examples of Quantitative Research, are:

1. If any organization would like to conduct a customer satisfaction (CSAT) survey, a customer
satisfaction survey template can be used. Through this survey, an organization can collect
quantitative data and metrics on the goodwill of the brand or organization in the mind of the
customer on the basis of multiple parameters such as product quality, pricing, customer experience
etc. This data can be collected by asking a net promoter score (NPS) question, matrix table questions
etc. that provide data in the form of numbers that can be analyzed and worked upon.
2. Another example of quantitative research is an organization that conducts an event, collecting
feedback from the event attendees about the value that they see from the event. By using an event
survey template, the organization can collect actionable feedback about satisfaction levels of
customers during various phases of the event such as the sales, pre and post event, the likelihood of
recommending the organization to their friends and colleagues, hotel preferences for the future events
and other such questions.
Learn more: 300+ FREE Survey Templates and Survey Examples

Advantages of Quantitative Research

There are many advantages of quantitative research. Some of the major advantages why researchers use
this method in market research, are:

 Collect reliable and accurate data: As data is collected, analyzed and presented in numbers, the
results obtained will be extremely reliable. Numbers do not lie. They present an honest picture of the
conducted research without discrepancies and is also extremely accurate. In situations where a
researcher predicts conflict, quantitative research is conducted.
 Quick data collection: A quantitative research is carried out with a group of respondents who
represent a population. A survey or any other quantitative research method applied to these
respondents and the involvement of statistics, conducting and analyzing results is quite
straightforward and less time-consuming.
 Wider scope of data analysis: Due to the statistics, this research method provides a wide scope of
data collection.
 Eliminate bias: This research method offers no scope for personal comments or biasing of results. The
results achieved are numerical and are thus, fair in most cases.

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