A500.7.3.RB - Quantitative Research Reflection

Why do we perform research?  The primary reason research is performed is to try to explain something, maybe by try to answer a question of why?  Quantitative research is a method that can be used to explain something through analyzing data.  The first thing that comes to mind when I think of quantitative research is numbers.  The quantitative research method does use numbers, but there is more to the method than just numbers.  So, I can define quantitative research further by saying it is a method in which numerical data is collected and analyzed using mathematical methods such as statistics.  This is based on the idea phenomena can be quantified, measured, and expressed numerically.  There are different quantitative research designs such as, experimental, longitudinal, cross-sectional, and case study designs.  There are also many methods of data collections within these designs.  Questionnaires, structured and unstructured interviews, observation, document analysis, participant observation, and unobtrusive measures are all examples of data collection methods.  Take for instance a survey or questionnaire that asks participants questions and allows the researcher to quantify the results.  For example, a survey may ask participants questions about food brands they purchase.  Where they purchase, what the purchase, and why they purchase these brands.  The researcher could possibly use this measurable data to draw conclusions on how to better market a food product based on the results.   

Quantitative research has its advantages:

• It can be precise 
• It can be useful in studying or comparing large groups of people 
• Data collection can sometimes be quick (surveys, interviews, phone calls, etc…) 
• Analysis and explanation of causal dependencies between phenomena being studied

       

Quantitative research methods also have its weaknesses:

• It may researcher may exhibit confirmation bias 
• Results may sometimes be too abstract because the phenomena is difficult to measure 
• Simplifies a complex reality resulting in an abstract and constrained perspective
• Difficulty in describing participants perspectives, intentions, and meanings 

     Despite having some weaknesses, quantitative research can be an excellent method when trying to answer research questions.  It can be used to answer a demanding question such as, “How many employees are late every month?”  That is a quantifiable and measurable question that can be answered by looking at the data.  Or, it can be used to study a numerical change in an event.  In this case, the researcher may ask, “What is the change in the number of employees each year within the organization?”  It can also be used to explain phenomena by examining the factors related to a particular area.  Quantitative research is especially useful in testing hypotheses.  I think it is important to understand that there are times when quantitative research should be used and when qualitative research should be used.  I believe the key to achieving the best research results is recognizing when qualitative, quantitative, or both in conjunction should be used.