Quantitative research is the process used to generate numerical data that can further produce usable statistics. It assigns a number to some sort of variable, such as the percentage of target audience that will buy a certain product, for example.

The phrase “quantitative research” is derived from the word “quantify”, which is defined as “to determine the quantity of”. When the question is known but the answer is not, one approach is to count the number of instances in which a certain pattern or relationship occurs between 2 or more variables. 

Quantitative research can be conducted using both print and digital methods. It includes conducting surveys, experiments, and analysing data that are readily available in public libraries or on the internet. In all cases, quantitative research is about performing observations and gathering useful data from a large enough sample in order to derive at a conclusion to any type of research question.

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in General Marketing Definitions
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