What is a Quantitative Observation?
Quantitative observation refers to objective data collection that is primarily focused on numbers and values. It suggests that the data can be “associated with, of, or depicted in terms” of a quantity. Quantitative observation results are derived from statistical and numerical analyses. This includes observation of any entity that can associate with a numerical value, such as age, shape or weight, volume, etc.
This observation technique uses a sample that best represents the target market. A larger sample size is necessary to be able to observe all the diversity in a population. The observation results will be more credible if they are based on a larger population. After collecting data from the sample, a market researcher begins the analysis process and the observed results are obtained.
A Quantitative observation is referred to by the University of South Alabama as “Standardized” observation. It is used mainly in scientific research because it provides statistically valid information. It is often done by sending surveys or polls.
Quantitative Observation Characteristics
Which of the research goals below are most likely to be addressed using the observational method.
- Accuracy: Quantitative observation allows data to be measured and quantified. This is in contrast to other methods like qualitative observation, which can produce results that are difficult to quantify. Quantitative observations include, for example, the 100 degrees Celsius boiling point of seawater.
- Constant Results: The results of this observation method are consistent – the boiling temperature of water at sea level is 100°C. Other variables remain constant.
Constant Results The results of this observation method are consistent – the boiling temperature of water at sea level is 100°C. Other variables remain constant.
- Sample creation: Researchers should create a sample for quantitative observation. This sample should be large enough to allow them to generalize their observation to the whole population.
Scientific Research This method measures, “quantifies”, and “quantifies”, multiple aspects primarily for scientific research.
- Results that are Bias-Free: The results are quantified and the observations are free of bias, but there is a margin for error involved. This usually comes from a hypothesis.
Increase reliability of results: Marketers need to do quantitative observation in order to obtain a quantity that is related to their qualitative observation. To increase the reliability of the results, a quantitative result can be obtained from qualitative observation.
- Perform statistical analysis: Quantitative observations verify details through statistical analysis of a statement.
- Numerical Results: All results from quantitative observation are numerical.
Use different instruments: Such as rulers and thermometers, balances, etc. They are used to perform the quantitative observation.
- Data analysis and processing methods: There is a variety of ways to analyze and process the collected data. Codes/scores can be used to process rich quantitative observational data, such as checklists, evaluation scales, and tables. To analyze the data, it is possible to create codes/scores.
- Make a plan: According to the purpose of observation, create a quantitative observation program. This plan is used to change the settings and determine the method for conducting the observation.
Example of Quantitative Observation
Quantitative observation can be used in many situations. These are just a few Quantitative observation examples-
A market researcher can use a Net Promor Score question to determine brand shareability. On a scale of 0-10, ” A scale of 0-10 indicates that it is highly unlikely, while a 10 means it is highly probable. The respondents will be split into three groups: Promoters (9-10), Passives (8-8), and Detractors (10). The formula = %Promoters + %Detractors * 100 will calculate the Net Promoter Score. This is a quantitative observation. A numerical value that will indicate customer loyalty and brand shareability.
A customer satisfaction survey is another example of quantitative observation. “How satisfied do you feel with our products/services?” This question can be asked on a four-, five-, six-, or seven-point Likert scale. 1 means strongly disagree, 2 means disagree, 3 means neutral and 4 means agree, and 5 means strongly agree. The neutral point will not be present on the six-point and seven-point Likert scales. However, the seven-point scale will have slightly agree/disagree. Marketers can easily convert these opinions into numbers by linking them to other numbers.
Other examples of Quantitative Observation are:
- In a survey of people aged 30-40, 30 respondents believed that Donald Trump was 72 years old.
- This auditorium can hold up to 1000 people simultaneously.
- Native Americans are only 25% of the population in the United States.
- In an effort to increase signups on the website by 30%, 15 marketing campaigns are planned for the last three months.
- The company has launched five new models of cars in the past year and saw a 45% increase in sales.