Research Methodologies: Quantitative Research Methods

The following are examples of quantitative research methods and may be used to conduct academic research:

1. Closed-ended questionnaires/survey: These types of questionnaires or surveys are like "multiple choice" tests, where participants must select from a list of premade answers.  According to the content of the question, they must select the one that they agree with the most.  This approach is the simplest form of quantitative research because the data is easy to combine and quantify.

2. Structured interviews: These are a common research method in market research because the data can be quantified.  They are strictly designed for little "wiggle room" in the interview process so that the data will not be skewed.  You can conduct structured interviews in-person, online, or over the phone (Dawson, 2019).

Constructing Questionnaires/Interviews

When constructing your questions for a survey or questionnaire, there are things you can do to ensure that your questions are accurate and easy to understand (Dawson, 2019):

• Keep the questions brief and simple.
• Eliminate any potential bias from your questions.  Make sure that they do not word things in a way that favor one perspective over another.
• If your topic is very sensitive, you may want to ask indirect questions rather than direct ones.  This prevents participants from being intimidated and becoming unwilling to share their true responses.
• If you are using a closed-ended question, try to offer every possible answer that a participant could give to that question.
• Do not ask questions that assume something of the participant.  The question "How often do you exercise?" assumes that the participant exercises (when they may not), so you would want to include a question that asks if they exercise at all before asking them how often.
• Try and keep the questionnaire as short as possible.  The longer a questionnaire takes, the more likely the participant will not complete it or get too tired to put truthful answers.
• Promise confidentiality to your participants at the beginning of the questionnaire.

Quantitative Research Measures

When you are considering a quantitative approach to your research, you need to identify why types of measures you will use in your study.  This will determine what type of numbers you will be using to collect your data.  There are four levels of measurement:

• Nominal: These are numbers where the order of the numbers do not matter.  They aim to identify separate information.  One example is collecting zip codes from research participants.  The order of the numbers does not matter, but the series of numbers in each zip code indicate different information (Adamson and Prion, 2013).

• Ordinal: Also known as rankings because the order of these numbers matter.  This is when items are given a specific rank according to specific criteria.  A common example of ordinal measurements include ranking-based questionnaires, where participants are asked to rank items from least favorite to most favorite.  Another common example is a pain scale, where a patient is asked to rank their pain on a scale from 1 to 10 (Adamson and Prion, 2013).

• Interval: This is when the data are ordered and the distance between the numbers matters to the researcher (Adamson and Prion, 2013).  The distance between each number is the same.  An example of interval data is test grades.

• Ratio: This is when the data are ordered and have a consistent distance between numbers, but has a "zero point."  This means that there could be a measurement of zero of whatever you are measuring in your study (Adamson and Prion, 2013).  An example of ratio data is measuring the height of something because the "zero point" remains constant in all measurements.  The height of something could also be zero.