The way you approach data can take three forms: quantitative, qualitative, or mixed methods research.
Quantitative research involves the process of collecting and analyzing numerical data. That is, quantitative research deals with numbers and statistics. This type of data is is essential as it is used to identify patterns, calculate averages, make predictions, test causal relationships, and generalize results to larger populations. Quantitative research stands in contrast to qualitative research, which focuses on non-numerical data such as text, audio, or video (more on that later).
Quantitative research finds applications across a variety of fields, including natural sciences (e.g., biology, chemistry, physics) and social sciences (e.g., psychology, economics, sociology).
There are several research methods through which quantitative research can be conducted. The main ones include descriptive research, correlational research, and experimental research.
For descriptive research, it focuses on summarizing study variables (e.g., averages, frequencies). An example is calculating the average global temperatures over time.
For correlational research, the process involves examining relationships between variables without implying causation. For instance, studying the link between income and education levels.
Last, for experimental research, the method tests cause-and-effect relationships by manipulating one or more independent variables. An example would be measuring the effect of a new marketing campaign on sales performance.
There are several techniques you can use to collect quantitative data, such as experimentation, surveys, systematic observation, and secondary research.
In experimentation, you manipulate an independent variable to assess its effect on a dependent variable. For example, you could compare two groups receiving different types of treatment to evaluate their impact on productivity.
In surveys, you collect structured data through various methods, such as online, over the phone, or in-person. A good example of this is using Likert scale surveys, a popular research tool, to gather customer feedback on service satisfaction.
In systematic observation, as the name suggests, you observe behaviors as they naturally occur in real-world settings. For example, you might observe student participation in classrooms to analyze engagement levels.