Quantitative research gathers statistically valid market information. Some common uses for quantitative research are to:
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Substantiate a hypothesis or prove a theory
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Minimize risk
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Obtain reliable samples for projecting trends
Some of the most common quantitative techniques are:
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Personal Surveys
Advantages:
- Interviewer can observe reactions, probe and clarify answers
- Usually nets a high percentage of completed surveys
- Flexibility of location and time for gathering information
- Interviewer can use visual displays
- Allows for good sampling control
Disadvantages:
- Costly
- Time consuming
- May contain interviewer biases
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Telephone Surveys
Advantages:
- Fast
- Lower cost than personal surveys
- Small response bias
- Wide geographic reach compared to personal surveys
Disadvantages:
- Survey length is limited.
- Difficult to reach busy people.
- Difficult to discuss certain topics.
- Can be expensive compared to mail surveys.
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Mail Surveys
Advantages:
- Wide distribution and low cost
- Interviewer bias is eliminated
- Anonymity of respondents
- Respondent can answer at leisure
Disadvantages:
- Accurate lists are not always available.
- Response is not necessarily representative of the target population.
- Limited to length of survey.
- Not timely.
- Clarifying and probing of answers is not possible.
- Question order bias.
- Unable to guarantee a specific total sample.
