Quantitative Research

Quantitative research determines the quantity of people who hold a particular opinion about something. Vernon Research designs structured questionnaires, consisting mainly of questions with closed-ended responses. Once the information is gathered, it is analyzed with our advanced statistical methods.

There are various ways to collect quantitative information, such as:

Face-to-face surveys

Face to face surveys are similar to phone interviews, except that the interviewer is physically present when conducting the survey. Face-to-face surveys follow a standardized script without deviation, just like a mail or telephone survey.

Telephone interviews

A telephone survey is a systematic collection of data from a specific sample population. They are recommended for quantitative research projects to reduce sampling bias and ensure collection of high-quality data. Telephone surveys are a method of public opinion polling, where the interviewer contacts potential respondents, either from the general population or from a known sample, and conducts an interview over the phone using a standardized questionnaire.

Internet-based surveys

Internet surveys are surveys specifically designed to be administered over the Internet. There are numerous advantages to an Internet-based survey, such as the elimination of mailing costs, a reduction in human error, and a reduced cost for coding the respondents’ data. Internet surveys effectively reach respondents and allow them to complete the survey at their leisure. They are effective when conducting conjoint analysis studies that measure product preferences.

“Secret shopper” surveys

Companies conduct secret shopper surveys to measure quality of retail service or gather specific information about products and services. Individuals pose as normal customers and perform specific tasks, such as purchasing a product, asking specific questions, registering complaints or behaving in a certain way. A detailed report is developed and presented to the organization communicating their “shopping” experiences.

CAPI (Computer-Assisted Personal Interviews)

A CAPI is a face-to-face interview, but rather than entering responses on paper, an interviewer keys in responses from the respondent into a purpose-built computer program on a small device or a laptop.

VOC (Voice of Customer) panels

Group sessions using the Option Finder® Interactive Keypad system

Quantitative Results Accuracy

At Vernon Research, we understand the importance of quality data collection to ensure accurate results. To control quality, our interview process is highly controlled and questions are asked in the same manner of every respondent. Questions often include alternative responses or request for scalar/numeric responses. Typically quantitative studies involve larger sample sizes to ensure that the results accurately reflect characteristics of the target population.