Quantitative research

Measuring needs with survey research

Quantitative market research uses surveys and questionnaires to measure characteristics about markets for goods and services. Quant is about market statistics and metrics that are used to analyse, report and model the beliefs, behaviour and attitudes of buyers and non-buyers.

Quantitative research can also be used to measure attitudes, satisfaction, commitment and a range of other useful market data and market metrics that can be tracked over time and used to generate insights as part of a wider business planning and business strategy process.

Using effective sampling

At the heart of good quantitative research is the use of  samples, survey types and contact methods to ensure the data captured gives representative picture of the market as a whole.

A good sample has a specific technical meaning, usually described as 'equal probability of selection' or EPSEM. However, for much modern sampling, the sample is less controlled relying on taking anyone who will complete a questionnaire (or even AI completing a questionnaire). The statistical meaning and reliability of the data collected relies on the quality of the sampling.

Making quantitative research relevant and actionable

Good quantitative is not just about fieldwork, questionnaires and surveys, results and insights have to be relevant and actionable, so they can be applied to the real decisions the business or organisation faces - measure the right thing, so the right decisions can be taken.

For this reason, the most appropriate type of quantitative research will depend on the problem to be investigated, the target market and the type of business problem faced, and other sources of information available.

Communicating and sharing results

Quant research is not about creating data for its own sake. What you are measuring should have meaning and impact, and that impact needs to be communicated in ways that managers and staff can understand. Methods like 'finding the story' and communicating 'what do we do' are core parts of making quantitative research deliver momentum for change. Measure it. Do it. Measure it again.

Examples of quantitative research

Examples of different types of quantitative research for different business purposes include:

• Conjoint analysis
• Segmentation
• Pricing research
• Brand equity research
• Advertising testing and effectiveness
• Customer satisfaction

For research buyers, we provide a full suite of quantitative research services from online to phone to face-to-face and even postal when required. We have skills in advanced survey design, in integrating and blending survey results with other data, and have our own, fully customisable, Cxoice Survey Technologies system for unique survey designs to solve unique research and data collection needs such as mock up and integration with e-commerce systems.

Getting started with quant for beginners

If you are starting out, or new to market research, a good starting point is our guide to Market Research Basics or our resources on sampling or the use of scales and trade-offs in market research. Asking questions is easy, the value from research comes from asking the right questions in order to address the business problem at hand, remembering that you are asking real customers for their time and help.

Many of our projects involve working directly with CEOs and Product Managers, who are not necessarily so knowledgeable about research, but require someone who understands business problems to get the right research solution.

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For help and advice on carrying out quantitative research projects on-line or off-line contact info@dobney.com