Quantitative studies reflect reasonably large sample sizes (at least 100, but typically 300+) and use an established and consistent research instrument (questionnaire) for all respondents.
Quantitative studies are used to measure the incidence of particular behaviors and/or opinions among the general population or a specified target audience. These studies generate data that are statistically reliable and projectable. Some primary applications of quantitative studies include:
- Attitude and opinion polling;
- Benchmarking (providing a snapshot of the current market situation) and tracking;
- Competitive situation analysis;
- Satisfaction studies;
- Target profiling (identifying demographic and/or geographic characteristics of customers and/or prospects).
Quantitative methods can include:
- Traditional telephone surveys;
- Online surveys (customer list or research panel);
- Mixed mode surveys, Mail surveys, and other customized methods.