Quantitative research belongs to the field of empirical research and is a survey methodology aimed at collecting information, more specifically numerical data – on a sample deemed statistically significant and representative. Such data may then be analysed, statistically processed and screened for a broader and expanded view of the phenomenon, market, segment, and survey topic.
The collection of numerical data is carried out in a structured way and involves the use of computational and mathematical tools. Indeed, it is characterised by a low degree of interaction between respondent and researcher, aspect that allows to limit the risk of contamination by the latter. Furthermore, the procedures (from collection to treatment and analysis of data) are highly computerised, which allows to easily replicate the various protocols and to store a huge amount of data with highly standardised tools.
The statistical analysis that is behind quantitative research offers solid data through which to evaluate assumptions, derived or derivable, from qualitative analyses by means of which it is possible to explain cause-effect relations between the variables being investigated. The information emerging from the survey has a validity that is considered objective.
A quantitative survey is crucial for a company that wants or has the need to investigate in detail its competitive position on the relevant market and in comparison with competitors, evaluate the potential, attractiveness and positioning of its offer and deepen its knowledge of their own actual or possible consumers and users.
CATI is the acronym of Computer Assisted Telephone Interview; it is in fact a quantitative survey method based on data and information gathering through telephone interviews.
More specifically, a properly instructed and trained telephone operator administers a questionnaire to the respondent reading it from a computer and collecting his answers on it.
CAWI stands for Computer Assisted Web Interview, it is a quantitative survey method based on the sharing of the questionnaire by sending a link to the respondent who then fills it out independently.
The data are collected in real time through specific software that enable immediate statistical analysis of the data.
In-Home interviews, or “home” interviews, are interviews carried out reaching the respondents at their place of work or residence. They are particularly suitable for a target group that for personal or professional reasons has difficulty travelling.
In-Home interviews allow to observe respondents in their natural or home context that may itself be investigated and observed.
CLTs are Tests carried out in a space (the Central Location) specifically designed and equipped for the survey in question.
The special location results from the need to show respondents products, inputs and communications, or to enable them to try, taste, physically test the object of survey. The choice of a unique and specifically arranged location allows to create a controlled environment and standardised test administration conditions, in order to eliminate possible biases related to unverifiable or ascertainable external conditions.
CLTs imply the administration of a questionnaire by professional interviewers who use paper copies, tablets or computers for data collection. Furthermore, the interviewers may take notes and enrich the survey by observing and analysing the body language and facial reactions of the participants. Alternatively, they may also involve simple self-completion questionnaires to be filled out by the respondents.
CLTs offer the chance to recruit a large number of participants in a short period of time.
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