Quantitative research is more preferred over qualitative research because it is more scientific, objective,

fast, focused and acceptable. However, qualitative research is used when the researcher has no idea
what to expect. It is used to define the problem or develop and approach to the problem.

More scientific: A large amount of data is gathered and then analyzed statistically. This almost erases
bias, and if more researchers ran the analysis on the data, they would always end up with the same
numbers at the end of it.

Control-sensitive: The researcher has more control over how the data is gathered and is more distant
from the experiment. An outside perspective is gained using this method.

Less biased/objective: The research aims for objectivity i.e. without bias, and is separated from the data.
Researcher has clearly defined research questions to which objective answers are sought.

Focused: The design of the study is determined before it begins and research is used to test a theory and
ultimately support or reject it.

Deals with larger samples: The results are based on larger sample sizes that are representative of the
population. The large sample size is used to gain statistically valid results in customer insight.

Repeatable: The research study can usually be replicated or repeated, given its high reliability.

Arranged in simple analytical methods: Received data are in the form of numbers and statistics, often
arranged in tables, charts, figures, or other non-textual forms.

Generalizable: Project can be used to generalize concepts more widely, predict future results, or
investigate causal relationships. Findings can be generalized if selection process is well-designed and
sample is representative of a study population.

Relatable: Quantitative research aims to make predictions, establish facts and test hypotheses that have
already been stated. It aims to find evidence which supports or does not support an existing hypothesis.
It tests and validates already constructed theories about how and why phenomena occur.

More structured: Researcher uses tools, such as questionnaires or equipment to collect numerical data.

Pertinent in later stages of research: Quantitative research is usually recommended in later stages of
research because it produces more reliable results.

Consistent with data: With quantitative research, you may be getting data that is precise, reliable and
consistent, quantitative and numerical.

More acceptable: It may have higher credibility among many influential people (e.g., administrators,
politicians, sponsors, donors)
Fast: Data collection using quantitative methods is relatively quick (e.g., telephone interviews). Also,
data analysis is relatively less time consuming (using statistical software).

Useful for decision making: Data from quantitative research—such as market size, demographics, and
user preferences—provides important information for business decisions