What is quantiative research?

Quantitative research is data-oriented and examines issues by collecting data and then performing statistical, mathematical, or computational techniques to create understanding from the data.

Survey Research for collecting quantitative data comes in many forms:


Cross-sectional surveys

These are popular with retail, SMEs, healthcare industries. Using a cross-sectional survey research method, multiple samples can be analysed and compared. However in cross-sectional surveys it is not possible to establish a cause-effect relationship.


Longitudinal surveys

Longitudinal surveys unlike cross-sectional surveys, are conducted across various time durations to observe a change in respondent behavior and thought-processes. This time can be days, months, years, or even decades. Longitudinal surveys are extensively used in the field of medicine and applied sciences as well as in business to observe a change in the market trend, analyse customer satisfaction, or gain feedback on products/services.


Correlational research

Correlation research is conducted to establish a relationship between two groups and how one impacts the other. This research method is carried out to give value to naturally occurring relationships. Researchers use this quantitative research design to correlate two or more variables using mathematical analysis methods.  Correlational research is not cause and effect research as it is not mandatory that if two variables are in sync that they are interrelated.


Example of Correlational Research Questions:

  • The relationship between stress and depression.

  • The equation between fame and money.

  • The relation between activities in a third-grade class and its students.


Causal-comparative research

This research method mainly depends on the factor of comparison. Also called quasi-experimental research, this quantitative research method is used by researchers to conclude the cause-effect equation between two or more variables, where one variable is dependent on the other

Example of Causal-Comparative Research Questions:

  • The impact of drugs on a teenager.

  • The effect of good primary education on high school success

  • The effect of substantial food provision in the villages of Africa.


What is qualitative research?

Qualitative research is defined as a market research method that focuses on obtaining data through open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so.

Qualitative research allows for in-depth research and further questioning of respondents based on their responses, where the researcher also tries to understand their motivation and feelings.


Qualitative research methods are designed in a manner that help reveal the behaviour and perception of a target audience with reference to a particular topic. There are different types of qualitative research methods like an in-depth interview, focus groups, ethnographic research, content analysis, case study research that are usually used.

The results of qualitative methods can be more descriptive and the inferences can be drawn quite easily from the data that is obtained.

It is also possible to convert the findings from qualitative data into quantiative or statistical data to seek out relationships which are strong or weak or look for predictiove data.


Using proprietary platforms, Abacus Research can provide observational or participant methods which observe behaviour of research participants in real-time and observe them undertaking certain tasks.


The researcher records pain points or misunderstandings in task execution as the participant narrates their actions. This research method can include both qualitative and quantiative outputs and has been used successfully in website user experience analysis, helping to prevent multiple website errors improve website conversions. 

Video Responses

If you simply want to answer a single question to say 10 typical respondents and have their answers sent to you as a video so you can get an idea of responses first hand then Abacus Research can also provide that.

This could be useful if you are doing a presentation or simply want a "feel" for what your customers or prospects think without having to organise face to face or telephone interviews this is a great COVID-safe way to achieve that. Turn around is usually 48 hours dependant on the complexity of the question or the respondent.

Opinion Polls

Abacus Research Consulting makes it easy to get a head start on some top level answers and in partnership with one of the most highly respected research agencies in the UK, whose proprietry software can provide access to local Australian opinion polls with all data gathered and stored on shore, finding early responses to some key data as quickly as 24 hours in some instances, can be a vital ingredient in your marketing or business plans and strategies.