1. QUANTITATIVE RESEARCH

DEFINITION: is the process of collecting and analyzing numerical data. It can be used to find patterns and averages, make predictions, test causal relationships, and generalize results to wider populations. Quantitative research is the opposite of qualitative research, which involves collecting and analyzing non-numerical data. Quantitative research is widely used in the natural and social sciences: biology, chemistry, psychology, economics, sociology, marketing, etc. 

Quantitative research is structured around the scientific method. After observing the situation to be investigated, the researcher forms a hypothesis and then uses deductive reasoning by predicting how the data should look if the hypothesis is true, after collecting the data and analyzing it to confirm or reject the hypothesis.

CHARACTERISTICS:





MAIN USES: the purpose of quantitative research is to attain greater knowledge and understanding of the social world.






ADVANTAGES: 

1.  Can be tested and checked
Quantitative research requires careful experimental design and the ability for anyone to replicate both the test and the results. This makes the data you gather more reliable and less open to argument.

2.  Straightforward analysis
When you collect quantitative data, the type of results will tell you which statistical tests are appropriate to use. As a result, interpreting your data and presenting those findings is straightforward and less open to error and subjectivity.

3. Prestige
 Research that involves complex statistics and data analysis is considered valuable and impressive because many people don't understand the mathematics involved.

DISADVANTAGES:

1. False focus on numbers 
Quantitative research can be limited in its pursuit of concrete, statistical relationships, which can lead to researchers overlooking broader themes and relationships. By focusing solely on numbers, you run the risk of missing surprising or big-picture information that can benefit your business.

2. Difficulty setting up a research model

When you conduct quantitative research, you need to carefully develop a hypothesis and set up a model for collecting and analyzing data. Any errors in your set up, bias on the part of the researcher, or mistakes in execution can invalidate all your results. Even coming up with a hypothesis can be subjective, especially if you have a specific question that you already know you want to prove or disprove.


3. Can be misleading

Many people assume that because quantitative research is based on statistics it is more credible or scientific than observational, qualitative research. However, both kinds of research can be subjective and misleading.





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