What is Quantitative Research?

Quantitative research involves analysis of numerical data. The aim is to organise the results, count them and construct statistical models in an attempt to explain what is observed. Quantitative research is often used to investigate research questions and is applicable to a wide variety of academic disciplines, from the natural and social sciences to the humanities, and to government and business.

Quantitative research differs dramatically from qualitative research. However it is common for the combination (quantitative and qualitative) to be used when gathering data which is often known as mixed-methods research. Unlike quantitative research, qualitative research aims at understanding human behaviour and the reasons behind it. It digs deeper than what is on the surface. Results are obtained by direct and participation observation, in-depth interviews and analysis of documents and materials. A quantitative research method involves numbers and anything that is quantifiable and can be measured. The result of the research is a number, or a series of numbers. Statistics, tables and graphs are often used to present the result of these methods.

Quantitative research can include:

 

Statistics and data analysis – this is the study of the relationship between numbers representing social and economic activities. Psychometrics - are tasks aimed at assessing personality or certain managerial qualities, eg. leadership ability. Experimental Design - methods to test hypotheses in positivist approaches.

Claim:Quantitative Methods are easier to use than Qualitative methods. 

The project that I’m working on will explore how community radio will adapt to the digital age. There may be a small section of my project that will involve using statistics or other quantitative methods to collect data. An example would be to find out how many people listen to community radio or the stations that I have chosen to investigate (3RRR & 3ZZZ) and the ways in which they use this media such as listening online, in the car, via podcasts etc.  

Quantitative research may help combine my project together as a whole, however it will not determine or be the sole focus of my research as it will only be used in conjunction with claims made by qualitative research.  Qualitative research will be useful as it doesn’t just find the answers, but it finds the reasons behind the answers and what inspires them. Some of the qualitative research methods that I will be using to gather information will be in-depth interviews and analysis of documents and materials. The reasons why this type of research is more relevant than quantitative research is because it can determine information from a deeper to more complex level. This will go hand in hand with my project topic as I will be exploring the funding/financial implications of digital broadcasting, audience issues, programming and content and volunteer workforce. 

The methodologies I intend to use for my research project are interviews and surveys. This method will help me gather information that can form quantitative responses, as they are usually yes/no answers. The information I gather will be collated into 30 minute podcats based on specific case studies from 3RRR and 3ZZZ.