Quantitative

Marketing / Report

research
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Quantitative research involves collection of numerical data. Expressions like

numerical forms, objective thinking, statistical methods and measurement are

elements of a quantitative research.
It is a way of making any phenomenon or any sensory experience clearer or
more meaningful by gathering and examining information about such person, thing,
place, or event appealing to senses.

Example: [Business]
1. Counting and analyzing how many loyal
customers stopped buying the bestseller milk
tea where you arrived at 12, 231
2. Determining how many loyal customers were
initially buying the bestseller milk tea where you
arrived at 18,469.
3. Computing for the level of acceptance of the
loyal customers before and after the year end
sales using quantitative scaling where you
arrived at 3.02 (before) and 1.93 (after).
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Characteristics of Quantitative Research

• Objective
• Uses numbers and figures
• Focuses on the object of the study
• Exclude own thoughts and feelings about
the subject or object
• Characterized by real or factual
• Analogous to scientific or experimental
thinking
• It does not just identify problems but
theorize, hypothesize, analyze, infer and
create.

Strengths of Quantitative Research

• Samples of individuals can be selected to
ensure that the results will be the
representative of the population studied.
• Structural factors that determine how
inequalities are produced can be analyzed.
• Quantitative estimates can be obtained of
the magnitude and distribution of impact
• Standardized approaches permit the study
to be replicated with the production of
comparable findings
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Activity 2.2: Complete the paragraph.

Individual work. Fill in the blanks with the correct and appropriate word. Choose
words from the box below as reference to your answers.

Quantitative research involves collection and study of _________________data. It

is a way of making any _________________or any sensory experience clearer or more
meaningful by _________________and _________________ information about such person,
thing, place, or event appealing to _________________. It is an
_________________research, which uses _______________ and ________________. It
focuses on the _________________ of the study. It excludes the researcher’s own
_________________ and _________________ about the subject or object. It is characterized
by _________________ or __________________. It is synonymous to scientific or
_________________ thinking.

Quantitative research does not only identify problem but __________________,

analyze and create. __________________ of individuals can be selected to ensure that the
results will be the ____________________ of the population studied. Standardized
approaches permit the study to be _________________ with the production of
comparable findings. _________________ instruments are usually documented so that

researcher can assess ________________ of findings.

hypothesize phenomenon

factual thoughts
replicated
representative
figures numbers

senses feelings
numerical gathering
examining Sample
rea
validity object
l
experimental objective Survey
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Your journey continues…

Let us take a thorough analysis of the difference between

the qualitative and quantitative research

STANDARDS QUANTITATIVE QUALITATIVE

MENTAL SURVEY OF Exists in the physical world Results from social

REALITY interaction

CAUSE-EFFECT Revealed by automatic Explained by people’s

RELATIONSHIP descriptions of objectives and desires
circumstance or conditions

RESEARCHER’S Objective; least Subjective; sometimes

INVOLVEMENT WITH THE involvement of the personally engaged
OBJECT OR SUBJECT OF THE researcher
STUDY

EXPRESSION OF DATA, DATA Numerals, statistics Verbal language (words,

ANALYSIS, AND FINDINGS visuals, objects)

RESEARCH PLAN Plans all the research Takes place as the research
aspects before collecting proceeds gradually
data

BEHAVIOR TOWARD Control or manipulation of Desires to preserve the

RESEARCH ASPECTS/ research conditions by the natural setting of research
CONDITIONS researcher features

OBTAINING KNOWLEDGE Scientific method Multiple methods

PURPOSE Evaluates objectives and Makes social intentions

examines cause and effect understandable
relationship
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STANDARDS QUANTITATIVE QUALITATIVE

DATA-ANALYSIS TECHNIQUE Mathematically based Thematic codal ways,

method competence based

STYLE OF EXPRESSION Impersonal, scientific or Personal

systematic

SAMPLING TECHNIQUE Random sampling as the More inclined to purposive

most preferred sampling or use of chosen
samples based on some
criteria

SAMPLE SIZE Sample size is determined if Typically small

total population exceeds 30

SUITABILITY FOR STUDYING Suitable for studying large Not suitable for collecting
population data over a large area

APPROACH Objective Subjective

AIM Test hypothesis, test Explore complex human

theories issues

PHILOSOPHICAL Deductive Inductive

FOUNDATION

ASSESSMENT OF Validity and reliability Adequacy

OUTCOMES
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STANDARDS QUANTITATIVE QUALITATIVE

PRINCIPLE OF SAMPLE SIZE Representation Saturation

TOOLS or INSTRUMENTS Survey questionnaire Interviews, Focus group

discussion

MEASURES OF UTILITY ON Generalizability Transferability

RESULTS

**Notice that quantitative

research involves sensory experience; using your
senses in determining measurement and
counting of data (you use eyes, nose, ear
compared to abstract of qualitative; you use
understanding and wisdom)
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Your turn..

Activity 2.3: Compare Qualitative and Quantitative.

Individual work. Identify each statement for each standard whether quantitative or
qualitative. Write QT for quantitative and QL for qualitative. Write your answer in the box
provided below each expression.

Standards

1. Mental survey of reality Results from social Exists in the physical

interactions world

2. Cause and effect Revealed by automatic Explained by people’s

relationship descriptions of objective desires.
circumstances or
conditions
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Standards

3. Researcher’s Subjective; sometimes Objective; least

involvement with the object personally engaged involvement by the
or subject of the study researcher

4. Expression of data Numerals, statistics Verbal language (words,

visuals, objects)

5. Research plan Plans all research aspects Takes place as the

before collecting data research proceeds
gradually

6. Behavior toward Control or manipulation of Desires to preserve the

research aspects or research conditions by the natural setting of research
conditions researcher features

7. Obtaining knowledge Multiple methods Scientific method

8. Purpose Makes social intentions Evaluates objectives and

understandable examines cause and effect
relationships
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Standards

9. Data-analysis technique Mathematically based Thematic codal ways,

methods competence based

10. Style of expression Personal; lacks formality Impersonal, scientific or

systematic

11. Sampling technique Random as the most More inclined to purposive

preferred sampling or use of chosen
samples based on some
criteria

12. Sample size Typically small Sample size determined if

population exceeds 30.

13. Suitability of studying Suitable for studying large Not suitable for collecting
population data over a large are
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Standards

14. Approach Objective Subjective

15. Aim Test hypotheses, theories, Explore human issues

cause and effect

16. Philosophical foundation Deductive, specific, part of Inductive, holistic

whole

17. Assessment of outcomes Validity and reliability Adequacy

18. Principle of sample size Representation Saturation

19. Tools or instruments Survey questionnaire Interview, Focus Group

Discussion

20. Measures of utility on Generalizability Transferability

results
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Summary
Quantitative research methods are used when
something needs to be measured while qualitative methods are
used when something needs to be understood and questions
need to be described, investigated, and explored at some depth.
Usually, both qualitative and quantitative are used in tandem to
provide measurement for comparison and evaluation to give
in-depth explanation to a phenomenon. Quantitative research
tests hypotheses and theories; Qualitative research explores
complex human issues.

Learning Assessment
Use percentage grade (50% to 100%) to indicate the extent of
your learning about each of the following topics.

1. Qualitative research
2. Quantitative research
3. Difference between qualitative and quantitative research