What is quantitative research?

Quantitative research is based around raw numbers that can be statistically analysed. It measures behaviour in terms of when, where and what, rather than the how and why of qualitative research.

To produce reliable numbers for statistical analysis, quantitative research requires as large a sample as possible. This ensures that random variations are smoothed out and that trends can be more clearly seen. The larger the sample, the smaller the margin of error for any statistical predictions that result from it. Paid surveys are one way of ensuring we source a large sample of respondents.

Quantitative research is much more straightforward than qualitative research, as it involves simple responses to survey questions, rather than the assessment of opinions and emotions. This means that quantitative research can be carried out quickly and easily online, by telephone or by person to person interviews, generating large samples of data at a relatively low cost.

The advantage of quantitative market research is that it gives you a statistically reliable picture of the behaviour of your customers. However, the disadvantage is that it does not give any insight as to the reasons behind that behaviour.


Focus Groups UK can provide representative samples for quantitative market research from our extensive database of 250,000 respondents which is growing daily, as well as arranging the surveys or interviews for the group.