Quantitative research

Quantitative research measures the what and the how much: standardised measurement across sufficiently large samples makes statements countable, comparable and testable. It answers the questions decisions demand: how big is the market, what share knows us, which proposition scores best, is the difference real or noise. Its strength is generalisability, provided the sample is sound and the measurement valid; exactly there it usually fails, because a badly asked question only becomes more precisely wrong with a thousand respondents. Strongest combined: qualitative finds the right questions, quantitative weighs the answers.

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