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Quantitative research

Quantitative research is the gathering of measurable data through polls, questionnaires, surveys and panels. It asks people for their opinions in a structured way to produce hard facts for statistical analysis. For reliable results, it’s important to survey people in large numbers and make sure they are a representative sample of the target population. Survey options include postal, telephone, face-to-face and online. Survey questions and questionnaires are carefully designed to provide high quality, meaningful results.

Key Reading

Important papers from across the Warc database

A webinar from Google Consumer Surveys on how respondent-optimized research and innovative research methods lead to better data. It covers online and mobile survey methodologies, and discusses future trends in the area.
Faris Yakob argues that opinion polls are not predictive tools, but are too often treated as though they are.
New evidence on what happens when questions from major social surveys are used in online surveys.
A review of quant research, arguing that their value is well established but their use is less than expected.

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