How to conduct quantitative research?

Quantitative research is a data collection method that allows you to analyze behaviors, opinions, or expectations on a large scale to obtain quantified and statistically significant results. This approach relies on surveys administered to a representative sample, typically consisting of several hundred to several thousand people.

The three pillars of successful quantitative research are defining a clear research question to guide the study, selecting a representative sample of the target population, and using closed-ended questions to facilitate statistical analysis of results. Unlike qualitative research which explores the “why” in depth, quantitative research measures the “who,” “what,” “how many,” and “how” to validate hypotheses and make strategic decisions based on objective data.

>> To discover the differences between qualitative research and quantitative research, click here

Guide to question types for effective quantitative research

Question Type	Description	When to Use	Example
Single Choice MCQ	Only one possible answer among several options	Exclusive choices, binary behaviors	What is your main industry sector?
Multiple Choice MCQ	Multiple answers possible simultaneously	Multiple uses, varied preferences	Which channels do you use to get information?
Likert Scale	Measures degree of agreement or satisfaction (1 to 5 or 1 to 7)	Attitudes, opinions, satisfaction	Are you satisfied with our service? (1 = not at all, 5 = very satisfied)
Semantic Differential Scale	Positioning between two opposite adjectives	Brand perception, product image	Our brand is: Innovative [1-2-3-4-5] Traditional
Net Promoter Score (NPS)	Likelihood of recommendation on a 0-10 scale	Customer loyalty, brand ambassadors	Would you recommend our company to others?
Ranking Question	Hierarchical ordering of items by importance	Priorities, ordered preferences	Rank these purchase criteria from most to least important
Question Matrix	Series of questions using the same response scale	Multi-criteria evaluation, time saving	Rate each aspect of our service (quality, speed, price…)

Conduct quantitative research in 7 steps

For the quantitative study to be successful, it is important to proceed methodically. In practice, there are 7 essential steps to conduct quantitative research.

1. Define the issue

The first step is to define the problem and more precisely the main question that the study is supposed to answer. This is in a way the objective targeted by the latter.

Defining the objective allows the survey questions to be written. The answers obtained will make it possible to respond to the defined issue.

2. Choose the method for collecting data

Many data collection methods can be used in a survey, the most commonly used being the survey.

Using a survey makes it possible to collect information about one’s market. The data collected in this context somehow has an expiration date. The survey makes it possible to study a fact or answer a specific question.

3. Define the sample

Delimiting the sample consists in defining the audience that can respond optimally to the established questionnaire. It can be carried out on the basis of different criteria, in particular demographic: age, gender, place of residence, household composition, etc.

If useful, it may be relevant to segment the sample. Indeed, the questions to be asked may differ if the chosen population is the direct or indirect target of a product or service.

The quality of quantitative research depends greatly on the quality of the established sample, which is why this step is crucial when developing it.

4. Master the subject of quantitative study

The best way to collect useful information on a topic is obviously to learn about it. This also proves necessary to be credible with the people interviewed. Indeed, these people may eventually seek to obtain information on the subject before answering the questions asked.

5. Conduct quantitative research

Many solutions can be adopted to submit the survey to the sample. Currently, it is possible to distribute the questionnaire on social networks, forums, blog comments, by email or directly to a consumer panel. It is also possible to interview respondents face-to-face or by phone.

One of the advantages of an online survey is that respondents can complete it whenever they want.

6. Process and analyze the results

In order to exploit the data obtained as part of quantitative research, it is necessary to analyze it. With an online survey solution, the data is processed directly by the software.

It is possible to apply filters from the software to sort and segment the data. By doing so, it becomes easier to compare the information to each other, draw meaning from it and draw a relevant conclusion.

7. Share the research report

Conducting quantitative research should allow the implementation of a report. To demonstrate the relevance of the study, this report must highlight the answers to the initial issue and above all, lead to the development of strategic decisions.

One of the advantages of an online survey solution is that reports are generated automatically.

Examples of quantitative questions

Quantitative research must be established in order to obtain quality and relevant results. Indeed, poorly worded, off-topic or overly vague questions can compromise these results, which is why it is important to use quantitative questions, which can take different forms.

Closed-ended single response questions

Closed-ended single response questions frame the responses that the respondent can give and make it possible to impose a particular type of response. They also guarantee obtaining very precise information.

This type of question thus suggests responses such as: yes or no. In some exceptional cases, it is possible to accept a response of the “other” type.

Closed-ended multiple response questions

This type of multiple choice question allows respondents to give several responses to a single question. It is necessary to specify in the wording of the question that it is possible to provide several answers.

The use of multiple choice questions makes it possible to obtain complete responses.

Closed-ended scale questions

Closed-ended scale questions are used to gauge and measure. The scales used are Likert scales, which offer evaluation items and the Osgood scale which offers a numerical evaluation.

Closed-ended scale questions are relevant for evaluating or gauging a feeling or impression (satisfaction with a product or service, understanding information, etc.).

Closed-ended ranking questions

Closed-ended ranking questions are used to gauge respondents’ preferences.

With an online survey software, the results are easy to process. It is therefore not necessary to limit the number of items to be ranked.

Successfully conducting your quantitative research: recommendations based on your situation

Well-designed quantitative research transforms intuitions into strategic decisions based on objective data. The key to success lies in adapting the methodology to your specific objectives and rigorously following the seven steps presented in this guide, from defining your research question to sharing the conclusions.

Using GDPR-compliant online survey tools considerably simplifies data collection and analysis while guaranteeing the protection of your respondents’ personal information. These platforms offer advanced features such as multi-channel distribution, real-time analysis, and automatic generation of visual reports that accelerate decision-making.

FAQ Quantitative Research

What is the main difference between quantitative research and qualitative research?

The fundamental difference lies in the objective and nature of the data collected. Quantitative research measures and quantifies phenomena on a large scale by relying on statistically significant quantified data, collected from samples of several hundred to thousands of people via structured surveys. It answers the questions who, what, how many, where, and when. Conversely, qualitative research explores and deeply understands motivations, behaviors, and perceptions by interviewing a small group of fifteen to thirty people through in-depth interviews. It answers the questions why and how. These two approaches are complementary: qualitative research identifies hypotheses and understands mechanisms, while quantitative research validates these hypotheses on a large scale with statistical evidence.

What is the ideal sample size for quantitative research?

Sample size depends on several factors, including the size of your target population, the desired level of precision, and the acceptable margin of error. For representative research at the national level in France, a sample of one thousand people is generally recommended to obtain a margin of error of three percent with a confidence level of ninety-five percent. For more limited populations such as a company’s customers, a sample of three hundred to five hundred respondents may suffice. The key is to guarantee sample representativeness by applying quotas on relevant demographic criteria such as age, gender, geographic location, or socio-professional category. A sample that is too small compromises statistical reliability, while an excessively large sample increases costs without significantly improving result precision.

What types of questions should be prioritized in a quantitative survey?

An effective quantitative survey relies primarily on closed-ended questions that facilitate statistical analysis and result comparison. Single-answer questions offer binary choices such as yes or no, ideal for obtaining precise and unequivocal data. Multiple-choice questions allow respondents to select several relevant options, thus providing a more complete view of their behaviors or preferences. Rating scales, notably the Likert scale which generally offers five to seven levels of agreement or satisfaction, serve to measure the intensity of a feeling or opinion. Ranking questions ask respondents to order elements according to their preferences, thus revealing value hierarchies. Each question must be clear, unbiased, and directly related to your research question to guarantee exploitable and relevant results.

How long does it take to complete a full quantitative research project?

The total duration of quantitative research generally varies between three and six weeks depending on project complexity. The preparation phase including defining the research question, constructing the survey, and selecting the sample requires one to two weeks. The data collection phase represents the most variable timeframe: for an online survey distributed to an existing panel, allow one to two weeks, while a telephone or face-to-face survey may require three to four weeks. Results analysis and report writing require one to two additional weeks. Online survey tools like Drag’n Survey considerably accelerate the process by automating collection, data processing, and graphic report generation. For urgent projects with dedicated resources, it is possible to complete simplified quantitative research in two weeks, although this accelerated approach may compromise analysis depth.

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Read the article:
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French – étude quantitative, click here
German – quantitative Forschung, click here
Portuguese – pesquisa quantitativa, click here