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Conducting Research Projects Guide: Quantitative methodology

Guidance is provided to students engaging in empirical research projects for internships and post-graduate study

Introduction to quantitative methodology

Quantitative methodology is the mathematical and statistical  measurement of data (usually numbers) gathered from polls and surveys with the aim of generalizing results across populations.

Researchers generally use statistical software to analyse data. E.g. SPSS

Quantitative research designs are usually descriptive or experimental.
The results are based on a large number of participants (sample) and the study can usually be replicated.
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Strengths of quantitative methodology

Strengths:
1. Quantitative methodology allows for a broad study or overview of the topic.
2. Because of having fewer variables, the research is generally more objective, ensuring validity and reliability.
3. Well established standards allows for the study to be replicated and compared to other studies.
4. Personal bias is avoided by the use of statistical software for analysis of data.
5. This methodology allows the researcher to analyse and compare large amounts of data.
6. Quantitative research is usually generalisable to the population as a whole or other populations.

Writing up your quantitative methodology

When describing your quantitative methodology, present the following information:

1. Study population and sampling:

  • Where did the data come from?
  • How did you select your population – i.e. random, representative? 
  • What was excluded?  Why?

2. Data collection -  describe the tools you used to collect the data.

  • What is being measured?
  • How did you obtain the data (pre-existing or you collected it)? 
  • What type of instrument did you use?  Why?
  • Limitations of the collection process.

3. Data analysis – How did you process and analyse the data? 

  • Include mathematical techniques or software used.

Results can be reported in tables, charts, figures or infographics.

Useful library books

Limitations of quantitative methodology

Limitations:
1. Because the data is controlled and measured, results may be statistically significant but humanly insignificant.
2. Due to the limited number of questions, contextual detail may be missed.
3. There is no room for flexiblity.
4. Questions can lead to structural bias (i.e. leading questions)
5. Data can be narrow and superficial
6. Answers may not describe how people really feel; they may have to choose the closest answer.

Useful video clips