Quantitative research is a research approach that involves the collection and analysis of numerical data to understand social phenomena. It uses statistical methods to identify patterns, make predictions, and test hypotheses. This approach is commonly used in fields like economics, social sciences, and marketing.
There are several situations where quantitative research may not be the most appropriate or effective method to use:
1. When exploring in-depth or complex topics.
2. When studying subjective experiences and personal opinions.
3. When conducting exploratory research.
4. When studying sensitive or controversial topics
The objective of quantitative research is to develop and employ mathematical models, theories, and hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships.
Quantitative Research According to John Creswell
Creswell (2014) defines quantitative research as :
An inquiry into a social or human problem, based on testing a theory composed of variables, measured with numbers, and analyzed with statistical procedures, in order to determine whether the predictive generalizations of the theory hold true. The final written report has a set structure consisting of introduction, literature and theory, methods, results, and discussion. Like qualitative researchers, those who engage in this form of inquiry have assumptions about
testing theories deductively, building in protections against bias, controlling for alternative or counterfactual explanations, and being able to generalize and replicate the findings. (p. 4)
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