Types Quantitative Data2

Quantitative Data: Collection Methods
As quantitative data is in the form of numbers, mathematical and statistical

analysis of these numbers can lead to establishing some conclusive results.
There are two main Quantitative Data Collection Methods:
Surveys: Traditionally, surveys were conducted using paper-based methods

and have gradually evolved into online mediums. Closed-ended
questions form a major part of these surveys as they are more effective in
collecting quantitative data. The survey makes include answer options which
they think are the most appropriate for a particular question. Surveys are
integral in collecting feedback from an audience which is larger than the
conventional size. A critical factor about surveys is that the responses
collected should be such that they can be generalized to the entire population
without significant discrepancies. On the basis of the time involved in
completing surveys, they are classified into the following –
 Longitudinal Studies: A type of observational research in which the market

researcher conducts surveys from a specific time period to another, i.e.,
over a considerable course of time, is called longitudinal survey. This survey
is often implemented for trend analysis or studies where the primary
objective is to collect and analyze a pattern in data.
 Cross-sectional Studies: A type of observational research in which the
market research conducts surveys at a particular time period across the
target sample is known as cross-sectional survey. This survey type
implements a questionnaire to understand a specific subject from the
sample at a definite time period.
Learn more: Cross-sectional vs Longitudinal Survey
To administer a survey to collect quantitative data, the below principles are to

be followed.
 Fundamental Levels of Measurement – Nominal, Ordinal, Interval and

Ratio Scales: There are four measurement scales which are fundamental
to creating a multiple-choice question in a survey in collecting quantitative
data. They are, nominal, ordinal, interval and ratio measurement scales
without the fundamentals of which, no multiple choice questions can be
created.
 Use of Different Question Types: To collect quantitative data, close-ended
questions have to be used in a survey. They can be a mix of
multiple question types including multiple-choice questions like semantic
differential scale questions, rating scale questions etc. that can help collect
data that can be analyzed and made sense of.
 Survey Distribution and Survey Data Collection: In the above, we have
seen the process of building a survey along with the survey design to collect
quantitative data. Survey distribution to collect data is the other important
aspect of the survey process. There are different ways of survey
distribution. Some of the most commonly used methods are:

 Email: Sending a survey via email is the most commonly used and most
effective methods of survey distribution. You can use the QuestionPro
email management feature to send out and collect survey responses.
 Buy respondents: Another effective way to distribute a survey and
collect quantitative data is to use a sample. Since the respondents are
knowledgeable and also are open to participating in research studies, the
responses are much higher.
 Embed survey in a website: Embedding a survey in a website increases
a high number of responses as the respondent is already in close
proximity to the brand when the survey pops up.
 Social distribution: Using social media to distribute the survey aids in
collecting higher number of responses from the people that are aware of
the brand.
 QR code: QuestionPro QR codes store the URL for the survey. You
can print/publish this code in magazines, on signs, business cards, or on
just about any object/medium.
 SMS survey: A quick and time effective way of conducting a survey to
collect a high number of responses is the SMS survey.
 QuestionPro app: The QuestionPro App allows to quickly circulate
surveys and the responses can be collected both online and offline.
 API integration: You can use the API integration of the QuestionPro
platform for potential respondents to take your survey.

One-on-one Interviews: This quantitative data collection method was also

traditionally conducted face-to-face but has shifted to telephonic and online
platforms. Interviews offer a marketer the opportunity to gather extensive data
from the participants. Quantitative interviews are immensely structured and
play a key role in collecting information. There are three major sections of
these online interviews:
 Face-to-Face Interviews: An interviewer can prepare a list of
important interview questions in addition to the already asked survey
questions. This way, interviewees provide exhaustive details about the topic
under discussion. An interviewer can manage to bond with the interviewee
on a personal level which will help him/her to collect more details about the
topic due to which the responses also improve. Interviewers can also ask for
an explanation from the interviewees about unclear answers.

 Online/Telephonic Interviews: Telephone-based interviews are no more a
novelty but these quantitative interviews have also moved to online
mediums such as Skype or Zoom. Irrespective of the distance between the
interviewer and the interviewee and their corresponding time zones,
communication becomes one-click away with online interviews. In case of
telephone interviews, the interview is merely a phone call away.

 Computer Assisted Personal Interview: This is a one-on-one interview
technique where the interviewer enters all the collected data directly into a
laptop or any other similar device. The processing time is reduced and also
the interviewers don’t have to carry physical questionnaires and merely
enter the answers in the laptop.
All of the above quantitative data collection methods can be achieved by
using surveys, questionnaires and online polls.
Steps to conduct Quantitative Data Analysis

For Quantitative Data, raw information has to presented in a meaningful
manner using data analysis methods. Quantitative data should be analyzed in
order to find evidential data that would help in the research process.
 Relate measurement scales with variables: Associate measurement

scales such as Nominal, Ordinal, Interval and Ratio with the variables. This
step is important to arrange the data in proper order. Data can be entered
into an excel sheet to organize it in a specific format.
 Connect descriptive statistics with data: Link descriptive statistics to
encapsulate available data. It can be difficult to establish a pattern in the
raw data. Some widely used descriptive statistics are:
1.
1. Mean- An average of values for a specific variable
2. Median- A midpoint of the value scale for a variable
3. Mode- For a variable, the most common value
4. Frequency- Number of times a particular value is observed in the scale
5. Minimum and Maximum Values- Lowest and highest values for a scale
6. Percentages- Format to express scores and set of values for variables
 Decide a measurement scale: It is important to decide the measurement
scale to conclude descriptive statistics for the variable. For instance, a
nominal variable score will never have a mean or median and so the
descriptive statistics will correspondingly vary. Descriptive statistics suffice
in situations where the results are not to be generalized to the population.
 Select appropriate tables to represent data and analyze collected
data: After deciding on a suitable measurement scale, researchers can use
a tabular format to represent data. This data can be analyzed using various
techniques such as Cross-tabulation or TURF.

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Quantitative Data: Collection Methods

As quantitative data is in the form of numbers, mathematical and statistical

There are two main Quantitative Data Collection Methods:

Surveys: Traditionally, surveys were conducted using paper-based methods

 Longitudinal Studies: A type of observational research in which the market

To administer a survey to collect quantitative data, the below principles are to

 Fundamental Levels of Measurement – Nominal, Ordinal, Interval and

One-on-one Interviews: This quantitative data collection method was also

Steps to conduct Quantitative Data Analysis

 Relate measurement scales with variables: Associate measurement

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