Session 4

Quantitative Methodologies: Pros and Cons

What is Quantitative Research?

Quantitative research is a systematic approach that involves collecting consumer data and analyzing it. There are three primary techniques at your disposal.

Quantitative Research Techniques

A Closer Look at the Methods

  1. Personal Interview:
  • In-person data collection method.
  • Advantages include the ability to conduct longer and more complex interviews.
  • Disadvantages include high investment and interviewee bias in administered interviews.
  1. Telephone Interview:
  • Surveys conducted over the phone.
  • Advantages include increased response rates and the ability to address doubts.
  • Disadvantages include short surveys, lack of supporting material, high non-response rates, the challenge of obtaining effective phone lists, and interviewee bias.
  1. Online or Mobile Interview:
  • Self-administered studies where respondents complete surveys via computer or mobile devices.
  • Advantages include efficiency, speed, high response rates, cost-effectiveness, convenience, respondent anonymity, reduced bias due to the absence of an interviewer, and access to hard-to-reach targets and locations.

Advantages of Mobile Interviews

Mobile interviews offer unique benefits, including:

  • Greater Sample Representativeness: Smartphones have widespread penetration, leading to a more representative sample.
  • Increased Agility: Mobile devices are more accessible and offer faster response rates.
  • Better User Experience: Mobile interviews can display a variety of formats, enhancing the user experience.


Thank you for joining us in Episode 4 of the Zinklar Academy! We’ve explored quantitative research and its main techniques, as well as the advantages and disadvantages associated with each method.

In our next session, we’ll continue our journey through the world of market research. Stay tuned for more valuable insights!

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