2.2 Quantitative research. An example: survey
Example of quantitative consumer research: survey
Quantitative social research typically uses surveys and questionnaires to obtain information that will help to understand the needs of individuals about certain topics. Surveys are used to collect quantitative information about items in a population. Surveys of human populations and institutions are common in social science and marketing research. A survey may focus on opinions or be based on information facts depending on its purpose.
When the questions are administered by a researcher, the survey is called a structured interview and when the questions are administered by the respondent, the survey is referred to as a questionnaire.
Questionnaires are frequently used in research and social research in general. They are a valuable method of collecting a wide range of information from a large number of respondents.
Types of questions that can be included in a questionnaire
- Contingency questions
- Matrix questions
- Scaled questions
- Closed ended questions
- Open ended questions
As mentioned before, there are observational and experimental techniques. A questionnaire can be used in both techniques. It is a good method for experimentation, since the information included in the questions can be modified to check how respondents react to these modifications.