Quantitative research adds numbers to people's perceptions and provides more conclusive results for use in decision-making. Assuming you are confident that you understand what consumers say about your product/service, and how they say it, quantitative research tells you how many people say or do specific things, and allows you to draw conclusions with the confidence of statistical sample representation to back up your decisions.

The strengths of quantitative research are:

  • It delivers information that truly represents customer attitudes/behaviour, and the differences among various groups that it teases out are real differences;
  • It's replicable: you would get the same results if you repeated the survey;
  • Accuracy of measurement over time, allowing you to track and understand trends in behaviour.

Computer Aided Telephone Interviews (CATI)

Telephone surveying is the fastest, most cost-effective means of getting feedback from large samples of people and is ideal for providing a 'snapshot' overview or benchmark of where you are at present– and then for tracking performance over a period of time.

It must be noted that with a telephone interview methodology, there is some restriction on the length of the questionnaire. Experience has shown that respondent fatigue can set in and quality of responses drops off the longer the survey is.

Quantitative Online Surveys

With the changing technological landscape opportunities to administer surveys online is increasing. At Versus Research our data collection system allows an opportunity to provide a link to a secure online portal where surveys can be completed and data collected in a central database. The same link can be used across various modes of browsing, wherever Internet access is available, e.g. smartphone, PC, tablet, laptop.

Advantages and Disadvantages of Difference Quantitative Research Methods