terms to use in quantitative research

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A Practical Guide to Writing Quantitative and Qualitative Research Questions and Hypotheses in Scholarly Articles

Edward barroga.

1 Department of General Education, Graduate School of Nursing Science, St. Luke’s International University, Tokyo, Japan.

Glafera Janet Matanguihan

2 Department of Biological Sciences, Messiah University, Mechanicsburg, PA, USA.

The development of research questions and the subsequent hypotheses are prerequisites to defining the main research purpose and specific objectives of a study. Consequently, these objectives determine the study design and research outcome. The development of research questions is a process based on knowledge of current trends, cutting-edge studies, and technological advances in the research field. Excellent research questions are focused and require a comprehensive literature search and in-depth understanding of the problem being investigated. Initially, research questions may be written as descriptive questions which could be developed into inferential questions. These questions must be specific and concise to provide a clear foundation for developing hypotheses. Hypotheses are more formal predictions about the research outcomes. These specify the possible results that may or may not be expected regarding the relationship between groups. Thus, research questions and hypotheses clarify the main purpose and specific objectives of the study, which in turn dictate the design of the study, its direction, and outcome. Studies developed from good research questions and hypotheses will have trustworthy outcomes with wide-ranging social and health implications.

INTRODUCTION

Scientific research is usually initiated by posing evidenced-based research questions which are then explicitly restated as hypotheses. 1 , 2 The hypotheses provide directions to guide the study, solutions, explanations, and expected results. 3 , 4 Both research questions and hypotheses are essentially formulated based on conventional theories and real-world processes, which allow the inception of novel studies and the ethical testing of ideas. 5 , 6

It is crucial to have knowledge of both quantitative and qualitative research 2 as both types of research involve writing research questions and hypotheses. 7 However, these crucial elements of research are sometimes overlooked; if not overlooked, then framed without the forethought and meticulous attention it needs. Planning and careful consideration are needed when developing quantitative or qualitative research, particularly when conceptualizing research questions and hypotheses. 4

There is a continuing need to support researchers in the creation of innovative research questions and hypotheses, as well as for journal articles that carefully review these elements. 1 When research questions and hypotheses are not carefully thought of, unethical studies and poor outcomes usually ensue. Carefully formulated research questions and hypotheses define well-founded objectives, which in turn determine the appropriate design, course, and outcome of the study. This article then aims to discuss in detail the various aspects of crafting research questions and hypotheses, with the goal of guiding researchers as they develop their own. Examples from the authors and peer-reviewed scientific articles in the healthcare field are provided to illustrate key points.

DEFINITIONS AND RELATIONSHIP OF RESEARCH QUESTIONS AND HYPOTHESES

A research question is what a study aims to answer after data analysis and interpretation. The answer is written in length in the discussion section of the paper. Thus, the research question gives a preview of the different parts and variables of the study meant to address the problem posed in the research question. 1 An excellent research question clarifies the research writing while facilitating understanding of the research topic, objective, scope, and limitations of the study. 5

On the other hand, a research hypothesis is an educated statement of an expected outcome. This statement is based on background research and current knowledge. 8 , 9 The research hypothesis makes a specific prediction about a new phenomenon 10 or a formal statement on the expected relationship between an independent variable and a dependent variable. 3 , 11 It provides a tentative answer to the research question to be tested or explored. 4

Hypotheses employ reasoning to predict a theory-based outcome. 10 These can also be developed from theories by focusing on components of theories that have not yet been observed. 10 The validity of hypotheses is often based on the testability of the prediction made in a reproducible experiment. 8

Conversely, hypotheses can also be rephrased as research questions. Several hypotheses based on existing theories and knowledge may be needed to answer a research question. Developing ethical research questions and hypotheses creates a research design that has logical relationships among variables. These relationships serve as a solid foundation for the conduct of the study. 4 , 11 Haphazardly constructed research questions can result in poorly formulated hypotheses and improper study designs, leading to unreliable results. Thus, the formulations of relevant research questions and verifiable hypotheses are crucial when beginning research. 12

CHARACTERISTICS OF GOOD RESEARCH QUESTIONS AND HYPOTHESES

Excellent research questions are specific and focused. These integrate collective data and observations to confirm or refute the subsequent hypotheses. Well-constructed hypotheses are based on previous reports and verify the research context. These are realistic, in-depth, sufficiently complex, and reproducible. More importantly, these hypotheses can be addressed and tested. 13

There are several characteristics of well-developed hypotheses. Good hypotheses are 1) empirically testable 7 , 10 , 11 , 13 ; 2) backed by preliminary evidence 9 ; 3) testable by ethical research 7 , 9 ; 4) based on original ideas 9 ; 5) have evidenced-based logical reasoning 10 ; and 6) can be predicted. 11 Good hypotheses can infer ethical and positive implications, indicating the presence of a relationship or effect relevant to the research theme. 7 , 11 These are initially developed from a general theory and branch into specific hypotheses by deductive reasoning. In the absence of a theory to base the hypotheses, inductive reasoning based on specific observations or findings form more general hypotheses. 10

TYPES OF RESEARCH QUESTIONS AND HYPOTHESES

Research questions and hypotheses are developed according to the type of research, which can be broadly classified into quantitative and qualitative research. We provide a summary of the types of research questions and hypotheses under quantitative and qualitative research categories in Table 1 .

Research questions in quantitative research

In quantitative research, research questions inquire about the relationships among variables being investigated and are usually framed at the start of the study. These are precise and typically linked to the subject population, dependent and independent variables, and research design. 1 Research questions may also attempt to describe the behavior of a population in relation to one or more variables, or describe the characteristics of variables to be measured ( descriptive research questions ). 1 , 5 , 14 These questions may also aim to discover differences between groups within the context of an outcome variable ( comparative research questions ), 1 , 5 , 14 or elucidate trends and interactions among variables ( relationship research questions ). 1 , 5 We provide examples of descriptive, comparative, and relationship research questions in quantitative research in Table 2 .

Hypotheses in quantitative research

In quantitative research, hypotheses predict the expected relationships among variables. 15 Relationships among variables that can be predicted include 1) between a single dependent variable and a single independent variable ( simple hypothesis ) or 2) between two or more independent and dependent variables ( complex hypothesis ). 4 , 11 Hypotheses may also specify the expected direction to be followed and imply an intellectual commitment to a particular outcome ( directional hypothesis ) 4 . On the other hand, hypotheses may not predict the exact direction and are used in the absence of a theory, or when findings contradict previous studies ( non-directional hypothesis ). 4 In addition, hypotheses can 1) define interdependency between variables ( associative hypothesis ), 4 2) propose an effect on the dependent variable from manipulation of the independent variable ( causal hypothesis ), 4 3) state a negative relationship between two variables ( null hypothesis ), 4 , 11 , 15 4) replace the working hypothesis if rejected ( alternative hypothesis ), 15 explain the relationship of phenomena to possibly generate a theory ( working hypothesis ), 11 5) involve quantifiable variables that can be tested statistically ( statistical hypothesis ), 11 6) or express a relationship whose interlinks can be verified logically ( logical hypothesis ). 11 We provide examples of simple, complex, directional, non-directional, associative, causal, null, alternative, working, statistical, and logical hypotheses in quantitative research, as well as the definition of quantitative hypothesis-testing research in Table 3 .

Research questions in qualitative research

Unlike research questions in quantitative research, research questions in qualitative research are usually continuously reviewed and reformulated. The central question and associated subquestions are stated more than the hypotheses. 15 The central question broadly explores a complex set of factors surrounding the central phenomenon, aiming to present the varied perspectives of participants. 15

There are varied goals for which qualitative research questions are developed. These questions can function in several ways, such as to 1) identify and describe existing conditions ( contextual research question s); 2) describe a phenomenon ( descriptive research questions ); 3) assess the effectiveness of existing methods, protocols, theories, or procedures ( evaluation research questions ); 4) examine a phenomenon or analyze the reasons or relationships between subjects or phenomena ( explanatory research questions ); or 5) focus on unknown aspects of a particular topic ( exploratory research questions ). 5 In addition, some qualitative research questions provide new ideas for the development of theories and actions ( generative research questions ) or advance specific ideologies of a position ( ideological research questions ). 1 Other qualitative research questions may build on a body of existing literature and become working guidelines ( ethnographic research questions ). Research questions may also be broadly stated without specific reference to the existing literature or a typology of questions ( phenomenological research questions ), may be directed towards generating a theory of some process ( grounded theory questions ), or may address a description of the case and the emerging themes ( qualitative case study questions ). 15 We provide examples of contextual, descriptive, evaluation, explanatory, exploratory, generative, ideological, ethnographic, phenomenological, grounded theory, and qualitative case study research questions in qualitative research in Table 4 , and the definition of qualitative hypothesis-generating research in Table 5 .

Qualitative studies usually pose at least one central research question and several subquestions starting with How or What . These research questions use exploratory verbs such as explore or describe . These also focus on one central phenomenon of interest, and may mention the participants and research site. 15

Hypotheses in qualitative research

Hypotheses in qualitative research are stated in the form of a clear statement concerning the problem to be investigated. Unlike in quantitative research where hypotheses are usually developed to be tested, qualitative research can lead to both hypothesis-testing and hypothesis-generating outcomes. 2 When studies require both quantitative and qualitative research questions, this suggests an integrative process between both research methods wherein a single mixed-methods research question can be developed. 1

FRAMEWORKS FOR DEVELOPING RESEARCH QUESTIONS AND HYPOTHESES

Research questions followed by hypotheses should be developed before the start of the study. 1 , 12 , 14 It is crucial to develop feasible research questions on a topic that is interesting to both the researcher and the scientific community. This can be achieved by a meticulous review of previous and current studies to establish a novel topic. Specific areas are subsequently focused on to generate ethical research questions. The relevance of the research questions is evaluated in terms of clarity of the resulting data, specificity of the methodology, objectivity of the outcome, depth of the research, and impact of the study. 1 , 5 These aspects constitute the FINER criteria (i.e., Feasible, Interesting, Novel, Ethical, and Relevant). 1 Clarity and effectiveness are achieved if research questions meet the FINER criteria. In addition to the FINER criteria, Ratan et al. described focus, complexity, novelty, feasibility, and measurability for evaluating the effectiveness of research questions. 14

The PICOT and PEO frameworks are also used when developing research questions. 1 The following elements are addressed in these frameworks, PICOT: P-population/patients/problem, I-intervention or indicator being studied, C-comparison group, O-outcome of interest, and T-timeframe of the study; PEO: P-population being studied, E-exposure to preexisting conditions, and O-outcome of interest. 1 Research questions are also considered good if these meet the “FINERMAPS” framework: Feasible, Interesting, Novel, Ethical, Relevant, Manageable, Appropriate, Potential value/publishable, and Systematic. 14

As we indicated earlier, research questions and hypotheses that are not carefully formulated result in unethical studies or poor outcomes. To illustrate this, we provide some examples of ambiguous research question and hypotheses that result in unclear and weak research objectives in quantitative research ( Table 6 ) 16 and qualitative research ( Table 7 ) 17 , and how to transform these ambiguous research question(s) and hypothesis(es) into clear and good statements.

a These statements were composed for comparison and illustrative purposes only.

b These statements are direct quotes from Higashihara and Horiuchi. 16

a This statement is a direct quote from Shimoda et al. 17

The other statements were composed for comparison and illustrative purposes only.

CONSTRUCTING RESEARCH QUESTIONS AND HYPOTHESES

To construct effective research questions and hypotheses, it is very important to 1) clarify the background and 2) identify the research problem at the outset of the research, within a specific timeframe. 9 Then, 3) review or conduct preliminary research to collect all available knowledge about the possible research questions by studying theories and previous studies. 18 Afterwards, 4) construct research questions to investigate the research problem. Identify variables to be accessed from the research questions 4 and make operational definitions of constructs from the research problem and questions. Thereafter, 5) construct specific deductive or inductive predictions in the form of hypotheses. 4 Finally, 6) state the study aims . This general flow for constructing effective research questions and hypotheses prior to conducting research is shown in Fig. 1 .

Research questions are used more frequently in qualitative research than objectives or hypotheses. 3 These questions seek to discover, understand, explore or describe experiences by asking “What” or “How.” The questions are open-ended to elicit a description rather than to relate variables or compare groups. The questions are continually reviewed, reformulated, and changed during the qualitative study. 3 Research questions are also used more frequently in survey projects than hypotheses in experiments in quantitative research to compare variables and their relationships.

Hypotheses are constructed based on the variables identified and as an if-then statement, following the template, ‘If a specific action is taken, then a certain outcome is expected.’ At this stage, some ideas regarding expectations from the research to be conducted must be drawn. 18 Then, the variables to be manipulated (independent) and influenced (dependent) are defined. 4 Thereafter, the hypothesis is stated and refined, and reproducible data tailored to the hypothesis are identified, collected, and analyzed. 4 The hypotheses must be testable and specific, 18 and should describe the variables and their relationships, the specific group being studied, and the predicted research outcome. 18 Hypotheses construction involves a testable proposition to be deduced from theory, and independent and dependent variables to be separated and measured separately. 3 Therefore, good hypotheses must be based on good research questions constructed at the start of a study or trial. 12

In summary, research questions are constructed after establishing the background of the study. Hypotheses are then developed based on the research questions. Thus, it is crucial to have excellent research questions to generate superior hypotheses. In turn, these would determine the research objectives and the design of the study, and ultimately, the outcome of the research. 12 Algorithms for building research questions and hypotheses are shown in Fig. 2 for quantitative research and in Fig. 3 for qualitative research.

EXAMPLES OF RESEARCH QUESTIONS FROM PUBLISHED ARTICLES

• EXAMPLE 1. Descriptive research question (quantitative research)
• - Presents research variables to be assessed (distinct phenotypes and subphenotypes)
• “BACKGROUND: Since COVID-19 was identified, its clinical and biological heterogeneity has been recognized. Identifying COVID-19 phenotypes might help guide basic, clinical, and translational research efforts.
• RESEARCH QUESTION: Does the clinical spectrum of patients with COVID-19 contain distinct phenotypes and subphenotypes? ” 19
• EXAMPLE 2. Relationship research question (quantitative research)
• - Shows interactions between dependent variable (static postural control) and independent variable (peripheral visual field loss)
• “Background: Integration of visual, vestibular, and proprioceptive sensations contributes to postural control. People with peripheral visual field loss have serious postural instability. However, the directional specificity of postural stability and sensory reweighting caused by gradual peripheral visual field loss remain unclear.
• Research question: What are the effects of peripheral visual field loss on static postural control ?” 20
• EXAMPLE 3. Comparative research question (quantitative research)
• - Clarifies the difference among groups with an outcome variable (patients enrolled in COMPERA with moderate PH or severe PH in COPD) and another group without the outcome variable (patients with idiopathic pulmonary arterial hypertension (IPAH))
• “BACKGROUND: Pulmonary hypertension (PH) in COPD is a poorly investigated clinical condition.
• RESEARCH QUESTION: Which factors determine the outcome of PH in COPD?
• STUDY DESIGN AND METHODS: We analyzed the characteristics and outcome of patients enrolled in the Comparative, Prospective Registry of Newly Initiated Therapies for Pulmonary Hypertension (COMPERA) with moderate or severe PH in COPD as defined during the 6th PH World Symposium who received medical therapy for PH and compared them with patients with idiopathic pulmonary arterial hypertension (IPAH) .” 21
• EXAMPLE 4. Exploratory research question (qualitative research)
• - Explores areas that have not been fully investigated (perspectives of families and children who receive care in clinic-based child obesity treatment) to have a deeper understanding of the research problem
• “Problem: Interventions for children with obesity lead to only modest improvements in BMI and long-term outcomes, and data are limited on the perspectives of families of children with obesity in clinic-based treatment. This scoping review seeks to answer the question: What is known about the perspectives of families and children who receive care in clinic-based child obesity treatment? This review aims to explore the scope of perspectives reported by families of children with obesity who have received individualized outpatient clinic-based obesity treatment.” 22
• EXAMPLE 5. Relationship research question (quantitative research)
• - Defines interactions between dependent variable (use of ankle strategies) and independent variable (changes in muscle tone)
• “Background: To maintain an upright standing posture against external disturbances, the human body mainly employs two types of postural control strategies: “ankle strategy” and “hip strategy.” While it has been reported that the magnitude of the disturbance alters the use of postural control strategies, it has not been elucidated how the level of muscle tone, one of the crucial parameters of bodily function, determines the use of each strategy. We have previously confirmed using forward dynamics simulations of human musculoskeletal models that an increased muscle tone promotes the use of ankle strategies. The objective of the present study was to experimentally evaluate a hypothesis: an increased muscle tone promotes the use of ankle strategies. Research question: Do changes in the muscle tone affect the use of ankle strategies ?” 23

EXAMPLES OF HYPOTHESES IN PUBLISHED ARTICLES

• EXAMPLE 1. Working hypothesis (quantitative research)
• - A hypothesis that is initially accepted for further research to produce a feasible theory
• “As fever may have benefit in shortening the duration of viral illness, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response when taken during the early stages of COVID-19 illness .” 24
• “In conclusion, it is plausible to hypothesize that the antipyretic efficacy of ibuprofen may be hindering the benefits of a fever response . The difference in perceived safety of these agents in COVID-19 illness could be related to the more potent efficacy to reduce fever with ibuprofen compared to acetaminophen. Compelling data on the benefit of fever warrant further research and review to determine when to treat or withhold ibuprofen for early stage fever for COVID-19 and other related viral illnesses .” 24
• EXAMPLE 2. Exploratory hypothesis (qualitative research)
• - Explores particular areas deeper to clarify subjective experience and develop a formal hypothesis potentially testable in a future quantitative approach
• “We hypothesized that when thinking about a past experience of help-seeking, a self distancing prompt would cause increased help-seeking intentions and more favorable help-seeking outcome expectations .” 25
• “Conclusion
• Although a priori hypotheses were not supported, further research is warranted as results indicate the potential for using self-distancing approaches to increasing help-seeking among some people with depressive symptomatology.” 25
• EXAMPLE 3. Hypothesis-generating research to establish a framework for hypothesis testing (qualitative research)
• “We hypothesize that compassionate care is beneficial for patients (better outcomes), healthcare systems and payers (lower costs), and healthcare providers (lower burnout). ” 26
• Compassionomics is the branch of knowledge and scientific study of the effects of compassionate healthcare. Our main hypotheses are that compassionate healthcare is beneficial for (1) patients, by improving clinical outcomes, (2) healthcare systems and payers, by supporting financial sustainability, and (3) HCPs, by lowering burnout and promoting resilience and well-being. The purpose of this paper is to establish a scientific framework for testing the hypotheses above . If these hypotheses are confirmed through rigorous research, compassionomics will belong in the science of evidence-based medicine, with major implications for all healthcare domains.” 26
• EXAMPLE 4. Statistical hypothesis (quantitative research)
• - An assumption is made about the relationship among several population characteristics ( gender differences in sociodemographic and clinical characteristics of adults with ADHD ). Validity is tested by statistical experiment or analysis ( chi-square test, Students t-test, and logistic regression analysis)
• “Our research investigated gender differences in sociodemographic and clinical characteristics of adults with ADHD in a Japanese clinical sample. Due to unique Japanese cultural ideals and expectations of women's behavior that are in opposition to ADHD symptoms, we hypothesized that women with ADHD experience more difficulties and present more dysfunctions than men . We tested the following hypotheses: first, women with ADHD have more comorbidities than men with ADHD; second, women with ADHD experience more social hardships than men, such as having less full-time employment and being more likely to be divorced.” 27
• “Statistical Analysis
• ( text omitted ) Between-gender comparisons were made using the chi-squared test for categorical variables and Students t-test for continuous variables…( text omitted ). A logistic regression analysis was performed for employment status, marital status, and comorbidity to evaluate the independent effects of gender on these dependent variables.” 27

EXAMPLES OF HYPOTHESIS AS WRITTEN IN PUBLISHED ARTICLES IN RELATION TO OTHER PARTS

• EXAMPLE 1. Background, hypotheses, and aims are provided
• “Pregnant women need skilled care during pregnancy and childbirth, but that skilled care is often delayed in some countries …( text omitted ). The focused antenatal care (FANC) model of WHO recommends that nurses provide information or counseling to all pregnant women …( text omitted ). Job aids are visual support materials that provide the right kind of information using graphics and words in a simple and yet effective manner. When nurses are not highly trained or have many work details to attend to, these job aids can serve as a content reminder for the nurses and can be used for educating their patients (Jennings, Yebadokpo, Affo, & Agbogbe, 2010) ( text omitted ). Importantly, additional evidence is needed to confirm how job aids can further improve the quality of ANC counseling by health workers in maternal care …( text omitted )” 28
• “ This has led us to hypothesize that the quality of ANC counseling would be better if supported by job aids. Consequently, a better quality of ANC counseling is expected to produce higher levels of awareness concerning the danger signs of pregnancy and a more favorable impression of the caring behavior of nurses .” 28
• “This study aimed to examine the differences in the responses of pregnant women to a job aid-supported intervention during ANC visit in terms of 1) their understanding of the danger signs of pregnancy and 2) their impression of the caring behaviors of nurses to pregnant women in rural Tanzania.” 28
• EXAMPLE 2. Background, hypotheses, and aims are provided
• “We conducted a two-arm randomized controlled trial (RCT) to evaluate and compare changes in salivary cortisol and oxytocin levels of first-time pregnant women between experimental and control groups. The women in the experimental group touched and held an infant for 30 min (experimental intervention protocol), whereas those in the control group watched a DVD movie of an infant (control intervention protocol). The primary outcome was salivary cortisol level and the secondary outcome was salivary oxytocin level.” 29
• “ We hypothesize that at 30 min after touching and holding an infant, the salivary cortisol level will significantly decrease and the salivary oxytocin level will increase in the experimental group compared with the control group .” 29
• EXAMPLE 3. Background, aim, and hypothesis are provided
• “In countries where the maternal mortality ratio remains high, antenatal education to increase Birth Preparedness and Complication Readiness (BPCR) is considered one of the top priorities [1]. BPCR includes birth plans during the antenatal period, such as the birthplace, birth attendant, transportation, health facility for complications, expenses, and birth materials, as well as family coordination to achieve such birth plans. In Tanzania, although increasing, only about half of all pregnant women attend an antenatal clinic more than four times [4]. Moreover, the information provided during antenatal care (ANC) is insufficient. In the resource-poor settings, antenatal group education is a potential approach because of the limited time for individual counseling at antenatal clinics.” 30
• “This study aimed to evaluate an antenatal group education program among pregnant women and their families with respect to birth-preparedness and maternal and infant outcomes in rural villages of Tanzania.” 30
• “ The study hypothesis was if Tanzanian pregnant women and their families received a family-oriented antenatal group education, they would (1) have a higher level of BPCR, (2) attend antenatal clinic four or more times, (3) give birth in a health facility, (4) have less complications of women at birth, and (5) have less complications and deaths of infants than those who did not receive the education .” 30

Research questions and hypotheses are crucial components to any type of research, whether quantitative or qualitative. These questions should be developed at the very beginning of the study. Excellent research questions lead to superior hypotheses, which, like a compass, set the direction of research, and can often determine the successful conduct of the study. Many research studies have floundered because the development of research questions and subsequent hypotheses was not given the thought and meticulous attention needed. The development of research questions and hypotheses is an iterative process based on extensive knowledge of the literature and insightful grasp of the knowledge gap. Focused, concise, and specific research questions provide a strong foundation for constructing hypotheses which serve as formal predictions about the research outcomes. Research questions and hypotheses are crucial elements of research that should not be overlooked. They should be carefully thought of and constructed when planning research. This avoids unethical studies and poor outcomes by defining well-founded objectives that determine the design, course, and outcome of the study.

Disclosure: The authors have no potential conflicts of interest to disclose.

Author Contributions:

• Conceptualization: Barroga E, Matanguihan GJ.
• Methodology: Barroga E, Matanguihan GJ.
• Writing - original draft: Barroga E, Matanguihan GJ.
• Writing - review & editing: Barroga E, Matanguihan GJ.

Qualitative and Quantitative Research: Glossary of Key Terms

This glossary provides definitions of many of the terms used in the guides to conducting qualitative and quantitative research. The definitions were developed by members of the research methods seminar (E600) taught by Mike Palmquist in the 1990s and 2000s.

Members of the Research Methods Seminar (E600) taught by Mike Palmquist in the 1990s and 2000s. (1994-2022). Glossary of Key Terms. Writing@CSU . Colorado State University. https://writing.colostate.edu/guides/guide.cfm?guideid=90

Quantitative and Qualitative Research

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Quantitative methodology is the dominant research framework in the social sciences. It refers to a set of strategies, techniques and assumptions used to study psychological, social and economic processes through the exploration of numeric patterns . Quantitative research gathers a range of numeric data. Some of the numeric data is intrinsically quantitative (e.g. personal income), while in other cases the numeric structure is  imposed (e.g. ‘On a scale from 1 to 10, how depressed did you feel last week?’). The collection of quantitative information allows researchers to conduct simple to extremely sophisticated statistical analyses that aggregate the data (e.g. averages, percentages), show relationships among the data (e.g. ‘Students with lower grade point averages tend to score lower on a depression scale’) or compare across aggregated data (e.g. the USA has a higher gross domestic product than Spain). Quantitative research includes methodologies such as questionnaires, structured observations or experiments and stands in contrast to qualitative research. Qualitative research involves the collection and analysis of narratives and/or open-ended observations through methodologies such as interviews, focus groups or ethnographies.

Coghlan, D., Brydon-Miller, M. (2014).  The SAGE encyclopedia of action research  (Vols. 1-2). London, : SAGE Publications Ltd doi: 10.4135/9781446294406

What is the purpose of quantitative research?

The purpose of quantitative research is to generate knowledge and create understanding about the social world. Quantitative research is used by social scientists, including communication researchers, to observe phenomena or occurrences affecting individuals. Social scientists are concerned with the study of people. Quantitative research is a way to learn about a particular group of people, known as a sample population. Using scientific inquiry, quantitative research relies on data that are observed or measured to examine questions about the sample population.

Allen, M. (2017).  The SAGE encyclopedia of communication research methods  (Vols. 1-4). Thousand Oaks, CA: SAGE Publications, Inc doi: 10.4135/9781483381411

How do I know if the study is a quantitative design?  What type of quantitative study is it?

Quantitative Research Designs: Descriptive non-experimental, Quasi-experimental or Experimental?

Studies do not always explicitly state what kind of research design is being used.  You will need to know how to decipher which design type is used.  The following video will help you determine the quantitative design type.

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• What Is Quantitative Research? | Definition & Methods

What Is Quantitative Research? | Definition & Methods

Published on 4 April 2022 by Pritha Bhandari . Revised on 10 October 2022.

Quantitative research is the process of collecting and analysing numerical data. It can be used to find patterns and averages, make predictions, test causal relationships, and generalise results to wider populations.

Quantitative research is the opposite of qualitative research , which involves collecting and analysing non-numerical data (e.g. text, video, or audio).

Quantitative research is widely used in the natural and social sciences: biology, chemistry, psychology, economics, sociology, marketing, etc.

• What is the demographic makeup of Singapore in 2020?
• How has the average temperature changed globally over the last century?
• Does environmental pollution affect the prevalence of honey bees?
• Does working from home increase productivity for people with long commutes?

Table of contents

Quantitative research methods, quantitative data analysis, advantages of quantitative research, disadvantages of quantitative research, frequently asked questions about quantitative research.

You can use quantitative research methods for descriptive, correlational or experimental research.

• In descriptive research , you simply seek an overall summary of your study variables.
• In correlational research , you investigate relationships between your study variables.
• In experimental research , you systematically examine whether there is a cause-and-effect relationship between variables.

Correlational and experimental research can both be used to formally test hypotheses , or predictions, using statistics. The results may be generalised to broader populations based on the sampling method used.

To collect quantitative data, you will often need to use operational definitions that translate abstract concepts (e.g., mood) into observable and quantifiable measures (e.g., self-ratings of feelings and energy levels).

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Once data is collected, you may need to process it before it can be analysed. For example, survey and test data may need to be transformed from words to numbers. Then, you can use statistical analysis to answer your research questions .

Descriptive statistics will give you a summary of your data and include measures of averages and variability. You can also use graphs, scatter plots and frequency tables to visualise your data and check for any trends or outliers.

Using inferential statistics , you can make predictions or generalisations based on your data. You can test your hypothesis or use your sample data to estimate the population parameter .

You can also assess the reliability and validity of your data collection methods to indicate how consistently and accurately your methods actually measured what you wanted them to.

Quantitative research is often used to standardise data collection and generalise findings . Strengths of this approach include:

• Replication

Repeating the study is possible because of standardised data collection protocols and tangible definitions of abstract concepts.

• Direct comparisons of results

The study can be reproduced in other cultural settings, times or with different groups of participants. Results can be compared statistically.

• Large samples

Data from large samples can be processed and analysed using reliable and consistent procedures through quantitative data analysis.

• Hypothesis testing

Using formalised and established hypothesis testing procedures means that you have to carefully consider and report your research variables, predictions, data collection and testing methods before coming to a conclusion.

Despite the benefits of quantitative research, it is sometimes inadequate in explaining complex research topics. Its limitations include:

• Superficiality

Using precise and restrictive operational definitions may inadequately represent complex concepts. For example, the concept of mood may be represented with just a number in quantitative research, but explained with elaboration in qualitative research.

• Narrow focus

Predetermined variables and measurement procedures can mean that you ignore other relevant observations.

• Structural bias

Despite standardised procedures, structural biases can still affect quantitative research. Missing data , imprecise measurements or inappropriate sampling methods are biases that can lead to the wrong conclusions.

• Lack of context

Quantitative research often uses unnatural settings like laboratories or fails to consider historical and cultural contexts that may affect data collection and results.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organisations.

Operationalisation means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioural avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalise the variables that you want to measure.

Reliability and validity are both about how well a method measures something:

• Reliability refers to the  consistency of a measure (whether the results can be reproduced under the same conditions).
• Validity   refers to the  accuracy of a measure (whether the results really do represent what they are supposed to measure).

If you are doing experimental research , you also have to consider the internal and external validity of your experiment.

Hypothesis testing is a formal procedure for investigating our ideas about the world using statistics. It is used by scientists to test specific predictions, called hypotheses , by calculating how likely it is that a pattern or relationship between variables could have arisen by chance.

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Quantitative Research

What is Quantitative Research?

Quantitative research is the methodology which researchers use to test theories about people’s attitudes and behaviors based on numerical and statistical evidence. Researchers sample a large number of users (e.g., through surveys) to indirectly obtain measurable, bias-free data about users in relevant situations.

“Quantification clarifies issues which qualitative analysis leaves fuzzy. It is more readily contestable and likely to be contested. It sharpens scholarly discussion, sparks off rival hypotheses, and contributes to the dynamics of the research process.” — Angus Maddison, Notable scholar of quantitative macro-economic history

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See how quantitative research helps reveal cold, hard facts about users which you can interpret and use to improve your designs.

Use Quantitative Research to Find Mathematical Facts about Users

Quantitative research is a subset of user experience (UX) research . Unlike its softer, more individual-oriented “counterpart”, qualitative research , quantitative research means you collect statistical/numerical data to draw generalized conclusions about users’ attitudes and behaviors . Compare and contrast quantitative with qualitative research, below:

Qualitative Research

You Aim to Determine

The “what”, “where” & “when” of the users’ needs & problems – to help keep your project’s focus on track during development

The “why” – to get behind how users approach their problems in their world

Highly structured (e.g., surveys) – to gather data about what users do & find patterns in large user groups

Loosely structured (e.g., contextual inquiries) – to learn why users behave how they do & explore their opinions

Number of Representative Users

Ideally 30+

Often around 5

Level of Contact with Users

Less direct & more remote (e.g., analytics)

More direct & less remote (e.g., usability testing to examine users’ stress levels when they use your design)

Statistically

Reliable – if you have enough test users

Less reliable, with need for great care with handling non-numerical data (e.g., opinions), as your own opinions might influence findings

Quantitative research is often best done from early on in projects since it helps teams to optimally direct product development and avoid costly design mistakes later. As you typically get user data from a distance—i.e., without close physical contact with users—also applying qualitative research will help you investigate why users think and feel the ways they do. Indeed, in an iterative design process quantitative research helps you test the assumptions you and your design team develop from your qualitative research. Regardless of the method you use, with proper care you can gather objective and unbiased data – information which you can complement with qualitative approaches to build a fuller understanding of your target users. From there, you can work towards firmer conclusions and drive your design process towards a more realistic picture of how target users will ultimately receive your product.

Quantitative analysis helps you test your assumptions and establish clearer views of your users in their various contexts.

Quantitative Research Methods You Can Use to Guide Optimal Designs

There are many quantitative research methods, and they help uncover different types of information on users. Some methods, such as A/B testing, are typically done on finished products, while others such as surveys could be done throughout a project’s design process. Here are some of the most helpful methods:

A/B testing – You test two or more versions of your design on users to find the most effective. Each variation differs by just one feature and may or may not affect how users respond. A/B testing is especially valuable for testing assumptions you’ve drawn from qualitative research. The only potential concerns here are scale—in that you’ll typically need to conduct it on thousands of users—and arguably more complexity in terms of considering the statistical significance involved.

Analytics – With tools such as Google Analytics, you measure metrics (e.g., page views, click-through rates) to build a picture (e.g., “How many users take how long to complete a task?”).

Desirability Studies – You measure an aspect of your product (e.g., aesthetic appeal) by typically showing it to participants and asking them to select from a menu of descriptive words. Their responses can reveal powerful insights (e.g., 78% associate the product/brand with “fashionable”).

Surveys and Questionnaires – When you ask for many users’ opinions, you will gain massive amounts of information. Keep in mind that you’ll have data about what users say they do, as opposed to insights into what they do . You can get more reliable results if you incentivize your participants well and use the right format.

Tree Testing – You remove the user interface so users must navigate the site and complete tasks using links alone. This helps you see if an issue is related to the user interface or information architecture.

Another powerful benefit of conducting quantitative research is that you can keep your stakeholders’ support with hard facts and statistics about your design’s performance—which can show what works well and what needs improvement—and prove a good return on investment. You can also produce reports to check statistics against different versions of your product and your competitors’ products.

Most quantitative research methods are relatively cheap. Since no single research method can help you answer all your questions, it’s vital to judge which method suits your project at the time/stage. Remember, it’s best to spend appropriately on a combination of quantitative and qualitative research from early on in development. Design improvements can be costly, and so you can estimate the value of implementing changes when you get the statistics to suggest that these changes will improve usability. Overall, you want to gather measurements objectively, where your personality, presence and theories won’t create bias.

Learn More about Quantitative Research

Take our User Research course to see how to get the most from quantitative research.

See how quantitative research methods fit into your design research landscape .

This insightful piece shows the value of pairing quantitative with qualitative research .

Find helpful tips on combining quantitative research methods in mixed methods research .

Questions related to Quantitative Research

Qualitative and quantitative research differ primarily in the data they produce. Quantitative research yields numerical data to test hypotheses and quantify patterns. It's precise and generalizable. Qualitative research, on the other hand, generates non-numerical data and explores meanings, interpretations, and deeper insights. Watch our video featuring Professor Alan Dix on different types of research methods.

This video elucidates the nuances and applications of both research types in the design field.

In quantitative research, determining a good sample size is crucial for the reliability of the results. William Hudson, CEO of Syntagm, emphasizes the importance of statistical significance with an example in our video. 

He illustrates that even with varying results between design choices, we need to discern whether the differences are statistically significant or products of chance. This ensures the validity of the results, allowing for more accurate interpretations. Statistical tools like chi-square tests can aid in analyzing the results effectively. To delve deeper into these concepts, take William Hudson’s Data-Driven Design: Quantitative UX Research Course . 

Quantitative research is crucial as it provides precise, numerical data that allows for high levels of statistical inference. Our video from William Hudson, CEO of Syntagm, highlights the importance of analytics in examining existing solutions. 

Quantitative methods, like analytics and A/B testing, are pivotal for identifying areas for improvement, understanding user behaviors, and optimizing user experiences based on solid, empirical evidence. This empirical nature ensures that the insights derived are reliable, allowing for practical improvements and innovations. Perhaps most importantly, numerical data is useful to secure stakeholder buy-in and defend design decisions and proposals. Explore this approach in our Data-Driven Design: Quantitative Research for UX Research course and learn from William Hudson’s detailed explanations of when and why to use analytics in the research process.

After establishing initial requirements, statistical data is crucial for informed decisions through quantitative research. William Hudson, CEO of Syntagm, sheds light on the role of quantitative research throughout a typical project lifecycle in this video:

 During the analysis and design phases, quantitative research helps validate user requirements and understand user behaviors. Surveys and analytics are standard tools, offering insights into user preferences and design efficacy. Quantitative research can also be used in early design testing, allowing for optimal design modifications based on user interactions and feedback, and it’s fundamental for A/B and multivariate testing once live solutions are available.

To write a compelling quantitative research question:

Create clear, concise, and unambiguous questions that address one aspect at a time.

Use common, short terms and provide explanations for unusual words.

Avoid leading, compound, and overlapping queries and ensure that questions are not vague or broad.

According to our video by William Hudson, CEO of Syntagm, quality and respondent understanding are vital in forming good questions. 

He emphasizes the importance of addressing specific aspects and avoiding intimidating and confusing elements, such as extensive question grids or ranking questions, to ensure participant engagement and accurate responses. For more insights, see the article Writing Good Questions for Surveys .

Survey research is typically quantitative, collecting numerical data and statistical analysis to make generalizable conclusions. However, it can also have qualitative elements, mainly when it includes open-ended questions, allowing for expressive responses. Our video featuring the CEO of Syntagm, William Hudson, provides in-depth insights into when and how to effectively utilize surveys in the product or service lifecycle, focusing on user satisfaction and potential improvements.

He emphasizes the importance of surveys in triangulating data to back up qualitative research findings, ensuring we have a complete understanding of the user's requirements and preferences.

Descriptive research focuses on describing the subject being studied and getting answers to questions like what, where, when, and who of the research question. However, it doesn’t include the answers to the underlying reasons, or the “why” behind the answers obtained from the research. We can use both f qualitative and quantitative methods to conduct descriptive research. Descriptive research does not describe the methods, but rather the data gathered through the research (regardless of the methods used).

When we use quantitative research and gather numerical data, we can use statistical analysis to understand relationships between different variables. Here’s William Hudson, CEO of Syntagm with more on correlation and how we can apply tests such as Pearson’s r and Spearman Rank Coefficient to our data.

This helps interpret phenomena such as user experience by analyzing session lengths and conversion values, revealing whether variables like time spent on a page affect checkout values, for example.

Random Sampling: Each individual in the population has an equitable opportunity to be chosen, which minimizes biases and simplifies analysis.

Systematic Sampling: Selecting every k-th item from a list after a random start. It's simpler and faster than random sampling when dealing with large populations.

Stratified Sampling: Segregate the population into subgroups or strata according to comparable characteristics. Then, samples are taken randomly from each stratum.

Cluster Sampling: Divide the population into clusters and choose a random sample.

Multistage Sampling: Various sampling techniques are used at different stages to collect detailed information from diverse populations.

Convenience Sampling: The researcher selects the sample based on availability and willingness to participate, which may only represent part of the population.

Quota Sampling: Segment the population into subgroups, and samples are non-randomly selected to fulfill a predetermined quota from each subset.

These are just a few techniques, and choosing the right one depends on your research question, discipline, resource availability, and the level of accuracy required. In quantitative research, there isn't a one-size-fits-all sampling technique; choosing a method that aligns with your research goals and population is critical. However, a well-planned strategy is essential to avoid wasting resources and time, as highlighted in our video featuring William Hudson, CEO of Syntagm.

He emphasizes the importance of recruiting participants meticulously, ensuring their engagement and the quality of their responses. Accurate and thoughtful participant responses are crucial for obtaining reliable results. William also sheds light on dealing with failing participants and scrutinizing response quality to refine the outcomes.

The 4 types of quantitative research are Descriptive, Correlational, Causal-Comparative/Quasi-Experimental, and Experimental Research. Descriptive research aims to depict ‘what exists’ clearly and precisely. Correlational research examines relationships between variables. Causal-comparative research investigates the cause-effect relationship between variables. Experimental research explores causal relationships by manipulating independent variables. To gain deeper insights into quantitative research methods in UX, consider enrolling in our Data-Driven Design: Quantitative Research for UX course.

The strength of quantitative research is its ability to provide precise numerical data for analyzing target variables.This allows for generalized conclusions and predictions about future occurrences, proving invaluable in various fields, including user experience. William Hudson, CEO of Syntagm, discusses the role of surveys, analytics, and testing in providing objective insights in our video on quantitative research methods, highlighting the significance of structured methodologies in eliciting reliable results.

To master quantitative research methods, enroll in our comprehensive course, Data-Driven Design: Quantitative Research for UX . 

This course empowers you to leverage quantitative data to make informed design decisions, providing a deep dive into methods like surveys and analytics. Whether you’re a novice or a seasoned professional, this course at Interaction Design Foundation offers valuable insights and practical knowledge, ensuring you acquire the skills necessary to excel in user experience research. Explore our diverse topics to elevate your understanding of quantitative research methods.

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What is the primary goal of quantitative research in design?

• To analyze numerical data and identify patterns
• To explore abstract design concepts for implementation
• To understand people's subjective experiences and opinions

Which of the following methods is an example of quantitative research?

• Conduct a focus groups to collect detailed user feedback
• Participate in open-ended interviews to explore user experiences
• Run usability tests and measure task completion times

What is one key advantage of quantitative research?

• It allows participants to express their opinions in a flexible manner.
• It provides researchers with detailed narratives of user experiences and perspectives.
• It produces standardized, comparable data that researchers can statistically analyze.

What is a significant challenge of quantitative research?

• It lacks objectivity which makes its results difficult to reproduce.
• It may oversimplify complex user behaviors into numbers and miss contextual insights.
• It often results in biased or misleading conclusions.

How can designers effectively combine qualitative and quantitative research?

• They can collect quantitative data first, followed by qualitative insights to explain the findings.
• They can completely replace quantitative methods with qualitative approaches.
• They can treat them as interchangeable methods to gather similar data.

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Literature on Quantitative Research

Here’s the entire UX literature on Quantitative Research by the Interaction Design Foundation, collated in one place:

Learn more about Quantitative Research

Take a deep dive into Quantitative Research with our course User Research – Methods and Best Practices .

How do you plan to design a product or service that your users will love , if you don't know what they want in the first place? As a user experience designer, you shouldn't leave it to chance to design something outstanding; you should make the effort to understand your users and build on that knowledge from the outset. User research is the way to do this, and it can therefore be thought of as the largest part of user experience design .

In fact, user research is often the first step of a UX design process—after all, you cannot begin to design a product or service without first understanding what your users want! As you gain the skills required, and learn about the best practices in user research, you’ll get first-hand knowledge of your users and be able to design the optimal product—one that’s truly relevant for your users and, subsequently, outperforms your competitors’ .

This course will give you insights into the most essential qualitative research methods around and will teach you how to put them into practice in your design work. You’ll also have the opportunity to embark on three practical projects where you can apply what you’ve learned to carry out user research in the real world . You’ll learn details about how to plan user research projects and fit them into your own work processes in a way that maximizes the impact your research can have on your designs. On top of that, you’ll gain practice with different methods that will help you analyze the results of your research and communicate your findings to your clients and stakeholders—workshops, user journeys and personas, just to name a few!

By the end of the course, you’ll have not only a Course Certificate but also three case studies to add to your portfolio. And remember, a portfolio with engaging case studies is invaluable if you are looking to break into a career in UX design or user research!

We believe you should learn from the best, so we’ve gathered a team of experts to help teach this course alongside our own course instructors. That means you’ll meet a new instructor in each of the lessons on research methods who is an expert in their field—we hope you enjoy what they have in store for you!

All open-source articles on Quantitative Research

Best practices for qualitative user research.

• 3 years ago

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• 11 mths ago

7 Simple Ways to Get Better Results From Ethnographic Research

Question Everything

Tree Testing

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• 8 years ago

How to Fit Quantitative Research into the Project Lifecycle

Correlation in User Experience

Why and When to Use Surveys

Rating Scales in UX Research: The Ultimate Guide

• 3 weeks ago

First-Click Testing

What to Test

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Research methods--quantitative, qualitative, and more: overview.

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This guide provides an overview of research methods, how to choose and use them, and supports and resources at UC Berkeley. 

As Patten and Newhart note in the book Understanding Research Methods , "Research methods are the building blocks of the scientific enterprise. They are the "how" for building systematic knowledge. The accumulation of knowledge through research is by its nature a collective endeavor. Each well-designed study provides evidence that may support, amend, refute, or deepen the understanding of existing knowledge...Decisions are important throughout the practice of research and are designed to help researchers collect evidence that includes the full spectrum of the phenomenon under study, to maintain logical rules, and to mitigate or account for possible sources of bias. In many ways, learning research methods is learning how to see and make these decisions."

The choice of methods varies by discipline, by the kind of phenomenon being studied and the data being used to study it, by the technology available, and more.  This guide is an introduction, but if you don't see what you need here, always contact your subject librarian, and/or take a look to see if there's a library research guide that will answer your question. 

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START HERE: SAGE Research Methods

Without question, the most comprehensive resource available from the library is SAGE Research Methods.  HERE IS THE ONLINE GUIDE  to this one-stop shopping collection, and some helpful links are below:

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General Research Methods Resources

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• Assistance from ICPSR (must create an account to access): Getting Help with Data , and Resources for Students
• Wiley Stats Ref for background information on statistics topics
• Survey Documentation and Analysis (SDA) .  Program for easy web-based analysis of survey data.

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• D-Lab/Data Science Discovery Consultants Request help with your research project from peer consultants.
• Research data (RDM) consulting Meet with RDM consultants before designing the data security, storage, and sharing aspects of your qualitative project.
• Statistics Department Consulting Services A service in which advanced graduate students, under faculty supervision, are available to consult during specified hours in the Fall and Spring semesters.

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Home Market Research

Quantitative Research: What It Is, Practices & Methods

Quantitative research involves analyzing and gathering numerical data to uncover trends, calculate averages, evaluate relationships, and derive overarching insights. It’s used in various fields, including the natural and social sciences. Quantitative data analysis employs statistical techniques for processing and interpreting numeric data.

Research designs in the quantitative realm outline how data will be collected and analyzed with methods like experiments and surveys. Qualitative methods complement quantitative research by focusing on non-numerical data, adding depth to understanding. Data collection methods can be qualitative or quantitative, depending on research goals. Researchers often use a combination of both approaches to gain a comprehensive understanding of phenomena.

What is Quantitative Research?

Quantitative research is a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects statistically significant information from existing and potential customers using sampling methods and sending out online surveys , online polls , and questionnaires , for example.

One of the main characteristics of this type of research is that the results can be depicted in numerical form. After carefully collecting structured observations and understanding these numbers, it’s possible to predict the future of a product or service, establish causal relationships or Causal Research , and make changes accordingly. Quantitative research primarily centers on the analysis of numerical data and utilizes inferential statistics to derive conclusions that can be extrapolated to the broader population.

An example of a quantitative research study is the survey conducted to understand how long a doctor takes to tend to a patient when the patient walks into the hospital. A patient satisfaction survey can be administered to ask questions like how long a doctor takes to see a patient, how often a patient walks into a hospital, and other such questions, which are dependent variables in the research. This kind of research method is often employed in the social sciences, and it involves using mathematical frameworks and theories to effectively present data, ensuring that the results are logical, statistically sound, and unbiased.

Data collection in quantitative research uses a structured method and is typically conducted on larger samples representing the entire population. Researchers use quantitative methods to collect numerical data, which is then subjected to statistical analysis to determine statistically significant findings. This approach is valuable in both experimental research and social research, as it helps in making informed decisions and drawing reliable conclusions based on quantitative data.

Quantitative Research Characteristics

Quantitative research has several unique characteristics that make it well-suited for specific projects. Let’s explore the most crucial of these characteristics so that you can consider them when planning your next research project:

• Structured tools: Quantitative research relies on structured tools such as surveys, polls, or questionnaires to gather quantitative data . Using such structured methods helps collect in-depth and actionable numerical data from the survey respondents, making it easier to perform data analysis.
• Sample size: Quantitative research is conducted on a significant sample size  representing the target market . Appropriate Survey Sampling methods, a fundamental aspect of quantitative research methods, must be employed when deriving the sample to fortify the research objective and ensure the reliability of the results.
• Close-ended questions: Closed-ended questions , specifically designed to align with the research objectives, are a cornerstone of quantitative research. These questions facilitate the collection of quantitative data and are extensively used in data collection processes.
• Prior studies: Before collecting feedback from respondents, researchers often delve into previous studies related to the research topic. This preliminary research helps frame the study effectively and ensures the data collection process is well-informed.
• Quantitative data: Typically, quantitative data is represented using tables, charts, graphs, or other numerical forms. This visual representation aids in understanding the collected data and is essential for rigorous data analysis, a key component of quantitative research methods.
• Generalization of results: One of the strengths of quantitative research is its ability to generalize results to the entire population. It means that the findings derived from a sample can be extrapolated to make informed decisions and take appropriate actions for improvement based on numerical data analysis.

Quantitative Research Methods

Quantitative research methods are systematic approaches used to gather and analyze numerical data to understand and draw conclusions about a phenomenon or population. Here are the quantitative research methods:

• Primary quantitative research methods
• Secondary quantitative research methods

Primary Quantitative Research Methods

Primary quantitative research is the most widely used method of conducting market research. The distinct feature of primary research is that the researcher focuses on collecting data directly rather than depending on data collected from previously done research. Primary quantitative research design can be broken down into three further distinctive tracks and the process flow. They are:

A. Techniques and Types of Studies

There are multiple types of primary quantitative research. They can be distinguished into the four following distinctive methods, which are:

01. Survey Research

Survey Research is fundamental for all quantitative outcome research methodologies and studies. Surveys are used to ask questions to a sample of respondents, using various types such as online polls, online surveys, paper questionnaires, web-intercept surveys , etc. Every small and big organization intends to understand what their customers think about their products and services, how well new features are faring in the market, and other such details.

By conducting survey research, an organization can ask multiple survey questions , collect data from a pool of customers, and analyze this collected data to produce numerical results. It is the first step towards collecting data for any research. You can use single ease questions . A single-ease question is a straightforward query that elicits a concise and uncomplicated response.

This type of research can be conducted with a specific target audience group and also can be conducted across multiple groups along with comparative analysis . A prerequisite for this type of research is that the sample of respondents must have randomly selected members. This way, a researcher can easily maintain the accuracy of the obtained results as a huge variety of respondents will be addressed using random selection. 

Traditionally, survey research was conducted face-to-face or via phone calls. Still, with the progress made by online mediums such as email or social media, survey research has also spread to online mediums.There are two types of surveys , either of which can be chosen based on the time in hand and the kind of data required:

Cross-sectional surveys: Cross-sectional surveys are observational surveys conducted in situations where the researcher intends to collect data from a sample of the target population at a given point in time. Researchers can evaluate various variables at a particular time. Data gathered using this type of survey is from people who depict similarity in all variables except the variables which are considered for research . Throughout the survey, this one variable will stay constant.

• Cross-sectional surveys are popular with retail, SMEs, and healthcare industries. Information is garnered without modifying any parameters in the variable ecosystem.
• Multiple samples can be analyzed and compared using a cross-sectional survey research method.
• Multiple variables can be evaluated using this type of survey research.
• The only disadvantage of cross-sectional surveys is that the cause-effect relationship of variables cannot be established as it usually evaluates variables at a particular time and not across a continuous time frame.

Longitudinal surveys: Longitudinal surveys are also observational surveys , but unlike cross-sectional surveys, longitudinal 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. For instance, a researcher planning to analyze the change in buying habits of teenagers over 5 years will conduct longitudinal surveys.

• In cross-sectional surveys, the same variables were evaluated at a given time, and in longitudinal surveys, different variables can be analyzed at different intervals.
• Longitudinal surveys are extensively used in the field of medicine and applied sciences. Apart from these two fields, they are also used to observe a change in the market trend analysis , analyze customer satisfaction, or gain feedback on products/services.
• In situations where the sequence of events is highly essential, longitudinal surveys are used.
• Researchers say that when research subjects need to be thoroughly inspected before concluding, they rely on longitudinal surveys.

02. Correlational Research

A comparison between two entities is invariable. Correlation research is conducted to establish a relationship between two closely-knit entities and how one impacts the other, and what changes are eventually observed. This research method is carried out to give value to naturally occurring relationships, and a minimum of two different groups are required to conduct this quantitative research method successfully. Without assuming various aspects, a relationship between two groups or entities must be established.

Researchers use this quantitative research design to correlate two or more variables using mathematical analysis methods. Patterns, relationships, and trends between variables are concluded as they exist in their original setup. The impact of one of these variables on the other is observed, along with how it changes the relationship between the two variables. Researchers tend to manipulate one of the variables to attain the desired results.

Ideally, it is advised not to make conclusions merely based on correlational research. This is because 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.

03. 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 independent variable. The independent variable is established but not manipulated, and its impact on the dependent variable is observed. These variables or groups must be formed as they exist in the natural setup. As the dependent and independent variables will always exist in a group, it is advised that the conclusions are carefully established by keeping all the factors in mind.

Causal-comparative research is not restricted to the statistical analysis of two variables but extends to analyzing how various variables or groups change under the influence of the same changes. This research is conducted irrespective of the type of relationship that exists between two or more variables. Statistical analysis plan is used to present the outcome using this quantitative research method.

Example of Causal-Comparative Research Questions:

• The impact of drugs on a teenager. The effect of good education on a freshman. The effect of substantial food provision in the villages of Africa.

04. Experimental Research

Also known as true experimentation, this research method relies on a theory. As the name suggests, experimental research is usually based on one or more theories. This theory has yet to be proven before and is merely a supposition. In experimental research, an analysis is done around proving or disproving the statement. This research method is used in natural sciences. Traditional research methods are more effective than modern techniques.

There can be multiple theories in experimental research. A theory is a statement that can be verified or refuted.

After establishing the statement, efforts are made to understand whether it is valid or invalid. This quantitative research method is mainly used in natural or social sciences as various statements must be proved right or wrong.

• Traditional research methods are more effective than modern techniques.
• Systematic teaching schedules help children who struggle to cope with the course.
• It is a boon to have responsible nursing staff for ailing parents.

B. Data Collection Methodologies

The second major step in primary quantitative research is data collection. Data collection can be divided into sampling methods and data collection using surveys and polls.

01. Data Collection Methodologies: Sampling Methods

There are two main sampling methods for quantitative research: Probability and Non-probability sampling .

Probability sampling: A theory of probability is used to filter individuals from a population and create samples in probability sampling . Participants of a sample are chosen by random selection processes. Each target audience member has an equal opportunity to be selected in the sample.

There are four main types of probability sampling:

• Simple random sampling: As the name indicates, simple random sampling is nothing but a random selection of elements for a sample. This sampling technique is implemented where the target population is considerably large.
• Stratified random sampling: In the stratified random sampling method , a large population is divided into groups (strata), and members of a sample are chosen randomly from these strata. The various segregated strata should ideally not overlap one another.
• Cluster sampling: Cluster sampling is a probability sampling method using which the main segment is divided into clusters, usually using geographic segmentation and demographic segmentation parameters.
• Systematic sampling: Systematic sampling is a technique where the starting point of the sample is chosen randomly, and all the other elements are chosen using a fixed interval. This interval is calculated by dividing the population size by the target sample size.

Non-probability sampling: Non-probability sampling is where the researcher’s knowledge and experience are used to create samples. Because of the researcher’s involvement, not all the target population members have an equal probability of being selected to be a part of a sample.

There are five non-probability sampling models:

• Convenience sampling: In convenience sampling , elements of a sample are chosen only due to one prime reason: their proximity to the researcher. These samples are quick and easy to implement as there is no other parameter of selection involved.
• Consecutive sampling: Consecutive sampling is quite similar to convenience sampling, except for the fact that researchers can choose a single element or a group of samples and conduct research consecutively over a significant period and then perform the same process with other samples.
• Quota sampling: Using quota sampling , researchers can select elements using their knowledge of target traits and personalities to form strata. Members of various strata can then be chosen to be a part of the sample as per the researcher’s understanding.
• Snowball sampling: Snowball sampling is conducted with target audiences who are difficult to contact and get information. It is popular in cases where the target audience for analysis research is rare to put together.
• Judgmental sampling: Judgmental sampling is a non-probability sampling method where samples are created only based on the researcher’s experience and research skill .

02. Data collection methodologies: Using surveys & polls

Once the sample is determined, then either surveys or polls can be distributed to collect the data for quantitative research.

Using surveys for primary quantitative research

A survey is defined as a research method used for collecting data from a pre-defined group of respondents to gain information and insights on various topics of interest. The ease of survey distribution and the wide number of people it can reach depending on the research time and objective makes it one of the most important aspects of conducting quantitative research.

Fundamental levels of measurement – nominal, ordinal, interval, and ratio scales

Four measurement scales are fundamental to creating a multiple-choice question in a survey. They are nominal, ordinal, interval, and ratio measurement scales without the fundamentals of which no multiple-choice questions can be created. Hence, it is crucial to understand these measurement levels to develop a robust survey.

Use of different question types

To conduct quantitative research, close-ended questions must be used in a survey. They can be a mix of multiple question types, including multiple-choice questions like semantic differential scale questions , rating scale questions , etc.

Survey Distribution and Survey Data Collection

In the above, we have seen the process of building a survey along with the research design to conduct primary quantitative research. Survey distribution to collect data is the other important aspect of the survey process. There are different ways of survey distribution. Some of the most commonly used methods are:

• Email: Sending a survey via email is the most widely used and effective survey distribution method. This method’s response rate is high because the respondents know your brand. You can use the QuestionPro email management feature to send out and collect survey responses.
• Buy respondents: Another effective way to distribute a survey and conduct primary quantitative research is to use a sample. Since the respondents are knowledgeable and are on the panel by their own will, responses are much higher.
• Embed survey on a website: Embedding a survey on a website increases a high number of responses as the respondent is already in close proximity to the brand when the survey pops up.
• Social distribution: Using social media to distribute the survey aids in collecting a higher number of responses from the people that are aware of the brand.
• QR code: QuestionPro QR codes store the URL for the survey. You can print/publish this code in magazines, signs, business cards, or on just about any object/medium.
• SMS survey: The SMS survey is a quick and time-effective way to collect a high number of responses.
• Offline Survey App: The QuestionPro App allows users to circulate surveys quickly, and the responses can be collected both online and offline.

Survey example

An example of a survey is a short customer satisfaction (CSAT) survey that can quickly be built and deployed to collect feedback about what the customer thinks about a brand and how satisfied and referenceable the brand is.

Using polls for primary quantitative research

Polls are a method to collect feedback using close-ended questions from a sample. The most commonly used types of polls are election polls and exit polls . Both of these are used to collect data from a large sample size but using basic question types like multiple-choice questions.

C. Data Analysis Techniques

The third aspect of primary quantitative research design is data analysis . After collecting raw data, there must be an analysis of this data to derive statistical inferences from this research. It is important to relate the results to the research objective and establish the statistical relevance of the results.

Remember to consider aspects of research that were not considered for the data collection process and report the difference between what was planned vs. what was actually executed.

It is then required to select precise Statistical Analysis Methods , such as SWOT, Conjoint, Cross-tabulation, etc., to analyze the quantitative data.

• SWOT analysis: SWOT Analysis stands for the acronym of Strengths, Weaknesses, Opportunities, and Threat analysis. Organizations use this statistical analysis technique to evaluate their performance internally and externally to develop effective strategies for improvement.
• Conjoint Analysis: Conjoint Analysis is a market analysis method to learn how individuals make complicated purchasing decisions. Trade-offs are involved in an individual’s daily activities, and these reflect their ability to decide from a complex list of product/service options.
• Cross-tabulation: Cross-tabulation is one of the preliminary statistical market analysis methods which establishes relationships, patterns, and trends within the various parameters of the research study.
• TURF Analysis: TURF Analysis , an acronym for Totally Unduplicated Reach and Frequency Analysis, is executed in situations where the reach of a favorable communication source is to be analyzed along with the frequency of this communication. It is used for understanding the potential of a target market.

Inferential statistics methods such as confidence interval, the margin of error, etc., can then be used to provide results.

Secondary Quantitative Research Methods

Secondary quantitative research or desk research is a research method that involves using already existing data or secondary data. Existing data is summarized and collated to increase the overall effectiveness of the research.

This research method involves collecting quantitative data from existing data sources like the internet, government resources, libraries, research reports, etc. Secondary quantitative research helps to validate the data collected from primary quantitative research and aid in strengthening or proving, or disproving previously collected data.

The following are five popularly used secondary quantitative research methods:

• Data available on the internet: With the high penetration of the internet and mobile devices, it has become increasingly easy to conduct quantitative research using the internet. Information about most research topics is available online, and this aids in boosting the validity of primary quantitative data.
• Government and non-government sources: Secondary quantitative research can also be conducted with the help of government and non-government sources that deal with market research reports. This data is highly reliable and in-depth and hence, can be used to increase the validity of quantitative research design.
• Public libraries: Now a sparingly used method of conducting quantitative research, it is still a reliable source of information, though. Public libraries have copies of important research that was conducted earlier. They are a storehouse of valuable information and documents from which information can be extracted.
• Educational institutions: Educational institutions conduct in-depth research on multiple topics, and hence, the reports that they publish are an important source of validation in quantitative research.
• Commercial information sources: Local newspapers, journals, magazines, radio, and TV stations are great sources to obtain data for secondary quantitative research. These commercial information sources have in-depth, first-hand information on market research, demographic segmentation, and similar subjects.

Quantitative Research Examples

Some examples of quantitative research are:

• A customer satisfaction template can be used if any organization would like to conduct a customer satisfaction (CSAT) survey . Through this kind of survey, an organization can collect quantitative data and metrics on the goodwill of the brand or organization in the customer’s mind based on multiple parameters such as product quality, pricing, customer experience, etc. This data can be collected by asking a net promoter score (NPS) question , matrix table questions, etc. that provide data in the form of numbers that can be analyzed and worked upon.
• Another example of quantitative research is an organization that conducts an event, collecting feedback from attendees about the value they see from the event. By using an event survey , the organization can collect actionable feedback about the satisfaction levels of customers during various phases of the event such as the sales, pre and post-event, the likelihood of recommending the organization to their friends and colleagues, hotel preferences for the future events and other such questions.

What are the Advantages of Quantitative Research?

There are many advantages to quantitative research. Some of the major advantages of why researchers use this method in market research are:

Collect Reliable and Accurate Data:

Quantitative research is a powerful method for collecting reliable and accurate quantitative data. Since data is collected, analyzed, and presented in numbers, the results obtained are incredibly reliable and objective. Numbers do not lie and offer an honest and precise picture of the conducted research without discrepancies. In situations where a researcher aims to eliminate bias and predict potential conflicts, quantitative research is the method of choice.

Quick Data Collection:

Quantitative research involves studying a group of people representing a larger population. Researchers use a survey or another quantitative research method to efficiently gather information from these participants, making the process of analyzing the data and identifying patterns faster and more manageable through the use of statistical analysis. This advantage makes quantitative research an attractive option for projects with time constraints.

Wider Scope of Data Analysis:

Quantitative research, thanks to its utilization of statistical methods, offers an extensive range of data collection and analysis. Researchers can delve into a broader spectrum of variables and relationships within the data, enabling a more thorough comprehension of the subject under investigation. This expanded scope is precious when dealing with complex research questions that require in-depth numerical analysis.

Eliminate Bias:

One of the significant advantages of quantitative research is its ability to eliminate bias. This research method leaves no room for personal comments or the biasing of results, as the findings are presented in numerical form. This objectivity makes the results fair and reliable in most cases, reducing the potential for researcher bias or subjectivity.

In summary, quantitative research involves collecting, analyzing, and presenting quantitative data using statistical analysis. It offers numerous advantages, including the collection of reliable and accurate data, quick data collection, a broader scope of data analysis, and the elimination of bias, making it a valuable approach in the field of research. When considering the benefits of quantitative research, it’s essential to recognize its strengths in contrast to qualitative methods and its role in collecting and analyzing numerical data for a more comprehensive understanding of research topics.

Best Practices to Conduct Quantitative Research

Here are some best practices for conducting quantitative research:

• Differentiate between quantitative and qualitative: Understand the difference between the two methodologies and apply the one that suits your needs best.
• Choose a suitable sample size: Ensure that you have a sample representative of your population and large enough to be statistically weighty.
• Keep your research goals clear and concise: Know your research goals before you begin data collection to ensure you collect the right amount and the right quantity of data.
• Keep the questions simple: Remember that you will be reaching out to a demographically wide audience. Pose simple questions for your respondents to understand easily.

Quantitative Research vs Qualitative Research

Quantitative research and qualitative research are two distinct approaches to conducting research, each with its own set of methods and objectives. Here’s a comparison of the two:

Quantitative Research

• Objective: The primary goal of quantitative research is to quantify and measure phenomena by collecting numerical data. It aims to test hypotheses, establish patterns, and generalize findings to a larger population.
• Data Collection: Quantitative research employs systematic and standardized approaches for data collection, including techniques like surveys, experiments, and observations that involve predefined variables. It is often collected from a large and representative sample.
• Data Analysis: Data is analyzed using statistical techniques, such as descriptive statistics, inferential statistics, and mathematical modeling. Researchers use statistical tests to draw conclusions and make generalizations based on numerical data.
• Sample Size: Quantitative research often involves larger sample sizes to ensure statistical significance and generalizability.
• Results: The results are typically presented in tables, charts, and statistical summaries, making them highly structured and objective.
• Generalizability: Researchers intentionally structure quantitative research to generate outcomes that can be helpful to a larger population, and they frequently seek to establish causative connections.
• Emphasis on Objectivity: Researchers aim to minimize bias and subjectivity, focusing on replicable and objective findings.

Qualitative Research

• Objective: Qualitative research seeks to gain a deeper understanding of the underlying motivations, behaviors, and experiences of individuals or groups. It explores the context and meaning of phenomena.
• Data Collection: Qualitative research employs adaptable and open-ended techniques for data collection, including methods like interviews, focus groups, observations, and content analysis. It allows participants to express their perspectives in their own words.
• Data Analysis: Data is analyzed through thematic analysis, content analysis, or grounded theory. Researchers focus on identifying patterns, themes, and insights in the data.
• Sample Size: Qualitative research typically involves smaller sample sizes due to the in-depth nature of data collection and analysis.
• Results: Findings are presented in narrative form, often in the participants’ own words. Results are subjective, context-dependent, and provide rich, detailed descriptions.
• Generalizability: Qualitative research does not aim for broad generalizability but focuses on in-depth exploration within a specific context. It provides a detailed understanding of a particular group or situation.
• Emphasis on Subjectivity: Researchers acknowledge the role of subjectivity and the researcher’s influence on the Research Process . Participant perspectives and experiences are central to the findings.

Researchers choose between quantitative and qualitative research methods based on their research objectives and the nature of the research question. Each approach has its advantages and drawbacks, and the decision between them hinges on the particular research objectives and the data needed to address research inquiries effectively.

Quantitative research is a structured way of collecting and analyzing data from various sources. Its purpose is to quantify the problem and understand its extent, seeking results that someone can project to a larger population.

Companies that use quantitative rather than qualitative research typically aim to measure magnitudes and seek objectively interpreted statistical results. So if you want to obtain quantitative data that helps you define the structured cause-and-effect relationship between the research problem and the factors, you should opt for this type of research.

At QuestionPro , we have various Best Data Collection Tools and features to conduct investigations of this type. You can create questionnaires and distribute them through our various methods. We also have sample services or various questions to guarantee the success of your study and the quality of the collected data.

Quantitative research is a systematic and structured approach to studying phenomena that involves the collection of measurable data and the application of statistical, mathematical, or computational techniques for analysis.

Quantitative research is characterized by structured tools like surveys, substantial sample sizes, closed-ended questions, reliance on prior studies, data presented numerically, and the ability to generalize findings to the broader population.

The two main methods of quantitative research are Primary quantitative research methods, involving data collection directly from sources, and Secondary quantitative research methods, which utilize existing data for analysis.

1.Surveying to measure employee engagement with numerical rating scales. 2.Analyzing sales data to identify trends in product demand and market share. 4.Examining test scores to assess the impact of a new teaching method on student performance. 4.Using website analytics to track user behavior and conversion rates for an online store.

1.Differentiate between quantitative and qualitative approaches. 2.Choose a representative sample size. 3.Define clear research goals before data collection. 4.Use simple and easily understandable survey questions.

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Glossary of research terms.

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This glossary is intended to assist you in understanding commonly used terms and concepts when reading, interpreting, and evaluating scholarly research. Also included are common words and phrases defined within the context of how they apply to research in the social and behavioral sciences.

• Acculturation -- refers to the process of adapting to another culture, particularly in reference to blending in with the majority population [e.g., an immigrant adopting American customs]. However, acculturation also implies that both cultures add something to one another, but still remain distinct groups unto themselves.
• Accuracy -- a term used in survey research to refer to the match between the target population and the sample.
• Affective Measures -- procedures or devices used to obtain quantified descriptions of an individual's feelings, emotional states, or dispositions.
• Aggregate -- a total created from smaller units. For instance, the population of a county is an aggregate of the populations of the cities, rural areas, etc. that comprise the county. As a verb, it refers to total data from smaller units into a large unit.
• Anonymity -- a research condition in which no one, including the researcher, knows the identities of research participants.
• Baseline -- a control measurement carried out before an experimental treatment.
• Behaviorism -- school of psychological thought concerned with the observable, tangible, objective facts of behavior, rather than with subjective phenomena such as thoughts, emotions, or impulses. Contemporary behaviorism also emphasizes the study of mental states such as feelings and fantasies to the extent that they can be directly observed and measured.
• Beliefs -- ideas, doctrines, tenets, etc. that are accepted as true on grounds which are not immediately susceptible to rigorous proof.
• Benchmarking -- systematically measuring and comparing the operations and outcomes of organizations, systems, processes, etc., against agreed upon "best-in-class" frames of reference.
• Bias -- a loss of balance and accuracy in the use of research methods. It can appear in research via the sampling frame, random sampling, or non-response. It can also occur at other stages in research, such as while interviewing, in the design of questions, or in the way data are analyzed and presented. Bias means that the research findings will not be representative of, or generalizable to, a wider population.
• Case Study -- the collection and presentation of detailed information about a particular participant or small group, frequently including data derived from the subjects themselves.
• Causal Hypothesis -- a statement hypothesizing that the independent variable affects the dependent variable in some way.
• Causal Relationship -- the relationship established that shows that an independent variable, and nothing else, causes a change in a dependent variable. It also establishes how much of a change is shown in the dependent variable.
• Causality -- the relation between cause and effect.
• Central Tendency -- any way of describing or characterizing typical, average, or common values in some distribution.
• Chi-square Analysis -- a common non-parametric statistical test which compares an expected proportion or ratio to an actual proportion or ratio.
• Claim -- a statement, similar to a hypothesis, which is made in response to the research question and that is affirmed with evidence based on research.
• Classification -- ordering of related phenomena into categories, groups, or systems according to characteristics or attributes.
• Cluster Analysis -- a method of statistical analysis where data that share a common trait are grouped together. The data is collected in a way that allows the data collector to group data according to certain characteristics.
• Cohort Analysis -- group by group analytic treatment of individuals having a statistical factor in common to each group. Group members share a particular characteristic [e.g., born in a given year] or a common experience [e.g., entering a college at a given time].
• Confidentiality -- a research condition in which no one except the researcher(s) knows the identities of the participants in a study. It refers to the treatment of information that a participant has disclosed to the researcher in a relationship of trust and with the expectation that it will not be revealed to others in ways that violate the original consent agreement, unless permission is granted by the participant.
• Confirmability Objectivity -- the findings of the study could be confirmed by another person conducting the same study.
• Construct -- refers to any of the following: something that exists theoretically but is not directly observable; a concept developed [constructed] for describing relations among phenomena or for other research purposes; or, a theoretical definition in which concepts are defined in terms of other concepts. For example, intelligence cannot be directly observed or measured; it is a construct.
• Construct Validity -- seeks an agreement between a theoretical concept and a specific measuring device, such as observation.
• Constructivism -- the idea that reality is socially constructed. It is the view that reality cannot be understood outside of the way humans interact and that the idea that knowledge is constructed, not discovered. Constructivists believe that learning is more active and self-directed than either behaviorism or cognitive theory would postulate.
• Content Analysis -- the systematic, objective, and quantitative description of the manifest or latent content of print or nonprint communications.
• Context Sensitivity -- awareness by a qualitative researcher of factors such as values and beliefs that influence cultural behaviors.
• Control Group -- the group in an experimental design that receives either no treatment or a different treatment from the experimental group. This group can thus be compared to the experimental group.
• Controlled Experiment -- an experimental design with two or more randomly selected groups [an experimental group and control group] in which the researcher controls or introduces the independent variable and measures the dependent variable at least two times [pre- and post-test measurements].
• Correlation -- a common statistical analysis, usually abbreviated as r, that measures the degree of relationship between pairs of interval variables in a sample. The range of correlation is from -1.00 to zero to +1.00. Also, a non-cause and effect relationship between two variables.
• Covariate -- a product of the correlation of two related variables times their standard deviations. Used in true experiments to measure the difference of treatment between them.
• Credibility -- a researcher's ability to demonstrate that the object of a study is accurately identified and described based on the way in which the study was conducted.
• Critical Theory -- an evaluative approach to social science research, associated with Germany's neo-Marxist “Frankfurt School,” that aims to criticize as well as analyze society, opposing the political orthodoxy of modern communism. Its goal is to promote human emancipatory forces and to expose ideas and systems that impede them.
• Data -- factual information [as measurements or statistics] used as a basis for reasoning, discussion, or calculation.
• Data Mining -- the process of analyzing data from different perspectives and summarizing it into useful information, often to discover patterns and/or systematic relationships among variables.
• Data Quality -- this is the degree to which the collected data [results of measurement or observation] meet the standards of quality to be considered valid [trustworthy] and  reliable [dependable].
• Deductive -- a form of reasoning in which conclusions are formulated about particulars from general or universal premises.
• Dependability -- being able to account for changes in the design of the study and the changing conditions surrounding what was studied.
• Dependent Variable -- a variable that varies due, at least in part, to the impact of the independent variable. In other words, its value “depends” on the value of the independent variable. For example, in the variables “gender” and “academic major,” academic major is the dependent variable, meaning that your major cannot determine whether you are male or female, but your gender might indirectly lead you to favor one major over another.
• Deviation -- the distance between the mean and a particular data point in a given distribution.
• Discourse Community -- a community of scholars and researchers in a given field who respond to and communicate to each other through published articles in the community's journals and presentations at conventions. All members of the discourse community adhere to certain conventions for the presentation of their theories and research.
• Discrete Variable -- a variable that is measured solely in whole units, such as, gender and number of siblings.
• Distribution -- the range of values of a particular variable.
• Effect Size -- the amount of change in a dependent variable that can be attributed to manipulations of the independent variable. A large effect size exists when the value of the dependent variable is strongly influenced by the independent variable. It is the mean difference on a variable between experimental and control groups divided by the standard deviation on that variable of the pooled groups or of the control group alone.
• Emancipatory Research -- research is conducted on and with people from marginalized groups or communities. It is led by a researcher or research team who is either an indigenous or external insider; is interpreted within intellectual frameworks of that group; and, is conducted largely for the purpose of empowering members of that community and improving services for them. It also engages members of the community as co-constructors or validators of knowledge.
• Empirical Research -- the process of developing systematized knowledge gained from observations that are formulated to support insights and generalizations about the phenomena being researched.
• Epistemology -- concerns knowledge construction; asks what constitutes knowledge and how knowledge is validated.
• Ethnography -- method to study groups and/or cultures over a period of time. The goal of this type of research is to comprehend the particular group/culture through immersion into the culture or group. Research is completed through various methods but, since the researcher is immersed within the group for an extended period of time, more detailed information is usually collected during the research.
• Expectancy Effect -- any unconscious or conscious cues that convey to the participant in a study how the researcher wants them to respond. Expecting someone to behave in a particular way has been shown to promote the expected behavior. Expectancy effects can be minimized by using standardized interactions with subjects, automated data-gathering methods, and double blind protocols.
• External Validity -- the extent to which the results of a study are generalizable or transferable.
• Factor Analysis -- a statistical test that explores relationships among data. The test explores which variables in a data set are most related to each other. In a carefully constructed survey, for example, factor analysis can yield information on patterns of responses, not simply data on a single response. Larger tendencies may then be interpreted, indicating behavior trends rather than simply responses to specific questions.
• Field Studies -- academic or other investigative studies undertaken in a natural setting, rather than in laboratories, classrooms, or other structured environments.
• Focus Groups -- small, roundtable discussion groups charged with examining specific topics or problems, including possible options or solutions. Focus groups usually consist of 4-12 participants, guided by moderators to keep the discussion flowing and to collect and report the results.
• Framework -- the structure and support that may be used as both the launching point and the on-going guidelines for investigating a research problem.
• Generalizability -- the extent to which research findings and conclusions conducted on a specific study to groups or situations can be applied to the population at large.
• Grey Literature -- research produced by organizations outside of commercial and academic publishing that publish materials, such as, working papers, research reports, and briefing papers.
• Grounded Theory -- practice of developing other theories that emerge from observing a group. Theories are grounded in the group's observable experiences, but researchers add their own insight into why those experiences exist.
• Group Behavior -- behaviors of a group as a whole, as well as the behavior of an individual as influenced by his or her membership in a group.
• Hypothesis -- a tentative explanation based on theory to predict a causal relationship between variables.
• Independent Variable -- the conditions of an experiment that are systematically manipulated by the researcher. A variable that is not impacted by the dependent variable, and that itself impacts the dependent variable. In the earlier example of "gender" and "academic major," (see Dependent Variable) gender is the independent variable.
• Individualism -- a theory or policy having primary regard for the liberty, rights, or independent actions of individuals.
• Inductive -- a form of reasoning in which a generalized conclusion is formulated from particular instances.
• Inductive Analysis -- a form of analysis based on inductive reasoning; a researcher using inductive analysis starts with answers, but formulates questions throughout the research process.
• Insiderness -- a concept in qualitative research that refers to the degree to which a researcher has access to and an understanding of persons, places, or things within a group or community based on being a member of that group or community.
• Internal Consistency -- the extent to which all questions or items assess the same characteristic, skill, or quality.
• Internal Validity -- the rigor with which the study was conducted [e.g., the study's design, the care taken to conduct measurements, and decisions concerning what was and was not measured]. It is also the extent to which the designers of a study have taken into account alternative explanations for any causal relationships they explore. In studies that do not explore causal relationships, only the first of these definitions should be considered when assessing internal validity.
• Life History -- a record of an event/events in a respondent's life told [written down, but increasingly audio or video recorded] by the respondent from his/her own perspective in his/her own words. A life history is different from a "research story" in that it covers a longer time span, perhaps a complete life, or a significant period in a life.
• Margin of Error -- the permittable or acceptable deviation from the target or a specific value. The allowance for slight error or miscalculation or changing circumstances in a study.
• Measurement -- process of obtaining a numerical description of the extent to which persons, organizations, or things possess specified characteristics.
• Meta-Analysis -- an analysis combining the results of several studies that address a set of related hypotheses.
• Methodology -- a theory or analysis of how research does and should proceed.
• Methods -- systematic approaches to the conduct of an operation or process. It includes steps of procedure, application of techniques, systems of reasoning or analysis, and the modes of inquiry employed by a discipline.
• Mixed-Methods -- a research approach that uses two or more methods from both the quantitative and qualitative research categories. It is also referred to as blended methods, combined methods, or methodological triangulation.
• Modeling -- the creation of a physical or computer analogy to understand a particular phenomenon. Modeling helps in estimating the relative magnitude of various factors involved in a phenomenon. A successful model can be shown to account for unexpected behavior that has been observed, to predict certain behaviors, which can then be tested experimentally, and to demonstrate that a given theory cannot account for certain phenomenon.
• Models -- representations of objects, principles, processes, or ideas often used for imitation or emulation.
• Naturalistic Observation -- observation of behaviors and events in natural settings without experimental manipulation or other forms of interference.
• Norm -- the norm in statistics is the average or usual performance. For example, students usually complete their high school graduation requirements when they are 18 years old. Even though some students graduate when they are younger or older, the norm is that any given student will graduate when he or she is 18 years old.
• Null Hypothesis -- the proposition, to be tested statistically, that the experimental intervention has "no effect," meaning that the treatment and control groups will not differ as a result of the intervention. Investigators usually hope that the data will demonstrate some effect from the intervention, thus allowing the investigator to reject the null hypothesis.
• Ontology -- a discipline of philosophy that explores the science of what is, the kinds and structures of objects, properties, events, processes, and relations in every area of reality.
• Panel Study -- a longitudinal study in which a group of individuals is interviewed at intervals over a period of time.
• Participant -- individuals whose physiological and/or behavioral characteristics and responses are the object of study in a research project.
• Peer-Review -- the process in which the author of a book, article, or other type of publication submits his or her work to experts in the field for critical evaluation, usually prior to publication. This is standard procedure in publishing scholarly research.
• Phenomenology -- a qualitative research approach concerned with understanding certain group behaviors from that group's point of view.
• Philosophy -- critical examination of the grounds for fundamental beliefs and analysis of the basic concepts, doctrines, or practices that express such beliefs.
• Phonology -- the study of the ways in which speech sounds form systems and patterns in language.
• Policy -- governing principles that serve as guidelines or rules for decision making and action in a given area.
• Policy Analysis -- systematic study of the nature, rationale, cost, impact, effectiveness, implications, etc., of existing or alternative policies, using the theories and methodologies of relevant social science disciplines.
• Population -- the target group under investigation. The population is the entire set under consideration. Samples are drawn from populations.
• Position Papers -- statements of official or organizational viewpoints, often recommending a particular course of action or response to a situation.
• Positivism -- a doctrine in the philosophy of science, positivism argues that science can only deal with observable entities known directly to experience. The positivist aims to construct general laws, or theories, which express relationships between phenomena. Observation and experiment is used to show whether the phenomena fit the theory.
• Predictive Measurement -- use of tests, inventories, or other measures to determine or estimate future events, conditions, outcomes, or trends.
• Principal Investigator -- the scientist or scholar with primary responsibility for the design and conduct of a research project.
• Probability -- the chance that a phenomenon will occur randomly. As a statistical measure, it is shown as p [the "p" factor].
• Questionnaire -- structured sets of questions on specified subjects that are used to gather information, attitudes, or opinions.
• Random Sampling -- a process used in research to draw a sample of a population strictly by chance, yielding no discernible pattern beyond chance. Random sampling can be accomplished by first numbering the population, then selecting the sample according to a table of random numbers or using a random-number computer generator. The sample is said to be random because there is no regular or discernible pattern or order. Random sample selection is used under the assumption that sufficiently large samples assigned randomly will exhibit a distribution comparable to that of the population from which the sample is drawn. The random assignment of participants increases the probability that differences observed between participant groups are the result of the experimental intervention.
• Reliability -- the degree to which a measure yields consistent results. If the measuring instrument [e.g., survey] is reliable, then administering it to similar groups would yield similar results. Reliability is a prerequisite for validity. An unreliable indicator cannot produce trustworthy results.
• Representative Sample -- sample in which the participants closely match the characteristics of the population, and thus, all segments of the population are represented in the sample. A representative sample allows results to be generalized from the sample to the population.
• Rigor -- degree to which research methods are scrupulously and meticulously carried out in order to recognize important influences occurring in an experimental study.
• Sample -- the population researched in a particular study. Usually, attempts are made to select a "sample population" that is considered representative of groups of people to whom results will be generalized or transferred. In studies that use inferential statistics to analyze results or which are designed to be generalizable, sample size is critical, generally the larger the number in the sample, the higher the likelihood of a representative distribution of the population.
• Sampling Error -- the degree to which the results from the sample deviate from those that would be obtained from the entire population, because of random error in the selection of respondent and the corresponding reduction in reliability.
• Saturation -- a situation in which data analysis begins to reveal repetition and redundancy and when new data tend to confirm existing findings rather than expand upon them.
• Semantics -- the relationship between symbols and meaning in a linguistic system. Also, the cuing system that connects what is written in the text to what is stored in the reader's prior knowledge.
• Social Theories -- theories about the structure, organization, and functioning of human societies.
• Sociolinguistics -- the study of language in society and, more specifically, the study of language varieties, their functions, and their speakers.
• Standard Deviation -- a measure of variation that indicates the typical distance between the scores of a distribution and the mean; it is determined by taking the square root of the average of the squared deviations in a given distribution. It can be used to indicate the proportion of data within certain ranges of scale values when the distribution conforms closely to the normal curve.
• Statistical Analysis -- application of statistical processes and theory to the compilation, presentation, discussion, and interpretation of numerical data.
• Statistical Bias -- characteristics of an experimental or sampling design, or the mathematical treatment of data, that systematically affects the results of a study so as to produce incorrect, unjustified, or inappropriate inferences or conclusions.
• Statistical Significance -- the probability that the difference between the outcomes of the control and experimental group are great enough that it is unlikely due solely to chance. The probability that the null hypothesis can be rejected at a predetermined significance level [0.05 or 0.01].
• Statistical Tests -- researchers use statistical tests to make quantitative decisions about whether a study's data indicate a significant effect from the intervention and allow the researcher to reject the null hypothesis. That is, statistical tests show whether the differences between the outcomes of the control and experimental groups are great enough to be statistically significant. If differences are found to be statistically significant, it means that the probability [likelihood] that these differences occurred solely due to chance is relatively low. Most researchers agree that a significance value of .05 or less [i.e., there is a 95% probability that the differences are real] sufficiently determines significance.
• Subcultures -- ethnic, regional, economic, or social groups exhibiting characteristic patterns of behavior sufficient to distinguish them from the larger society to which they belong.
• Testing -- the act of gathering and processing information about individuals' ability, skill, understanding, or knowledge under controlled conditions.
• Theory -- a general explanation about a specific behavior or set of events that is based on known principles and serves to organize related events in a meaningful way. A theory is not as specific as a hypothesis.
• Treatment -- the stimulus given to a dependent variable.
• Trend Samples -- method of sampling different groups of people at different points in time from the same population.
• Triangulation -- a multi-method or pluralistic approach, using different methods in order to focus on the research topic from different viewpoints and to produce a multi-faceted set of data. Also used to check the validity of findings from any one method.
• Unit of Analysis -- the basic observable entity or phenomenon being analyzed by a study and for which data are collected in the form of variables.
• Validity -- the degree to which a study accurately reflects or assesses the specific concept that the researcher is attempting to measure. A method can be reliable, consistently measuring the same thing, but not valid.
• Variable -- any characteristic or trait that can vary from one person to another [race, gender, academic major] or for one person over time [age, political beliefs].
• Weighted Scores -- scores in which the components are modified by different multipliers to reflect their relative importance.
• White Paper -- an authoritative report that often states the position or philosophy about a social, political, or other subject, or a general explanation of an architecture, framework, or product technology written by a group of researchers. A white paper seeks to contain unbiased information and analysis regarding a business or policy problem that the researchers may be facing.

Elliot, Mark, Fairweather, Ian, Olsen, Wendy Kay, and Pampaka, Maria. A Dictionary of Social Research Methods. Oxford, UK: Oxford University Press, 2016; Free Social Science Dictionary. Socialsciencedictionary.com [2008]. Glossary. Institutional Review Board. Colorado College; Glossary of Key Terms. Writing@CSU. Colorado State University; Glossary A-Z. Education.com; Glossary of Research Terms. Research Mindedness Virtual Learning Resource. Centre for Human Servive Technology. University of Southampton; Miller, Robert L. and Brewer, John D. The A-Z of Social Research: A Dictionary of Key Social Science Research Concepts London: SAGE, 2003; Jupp, Victor. The SAGE Dictionary of Social and Cultural Research Methods . London: Sage, 2006.

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Your ultimate guide to quantitative research.

10 min read You may be already using quantitative research and want to check your understanding, or you may be starting from the beginning. Here’s an exploration of this research method and how you can best use it for maximum effect for your business.

You may be already using quantitative research and want to check your understanding, or you may be starting from the beginning. Here’s an exploration of this research method and how you can best use it for maximum effect for your business.

What is quantitative research?

Quantitative is the research method of collecting quantitative data – this is data that can be converted into numbers or numerical data, which can be easily quantified, compared, and analysed.

Quantitative research deals with primary and secondary sources where data is represented in numerical form. This can include closed-question poll results, statistics, and census information or  demographic data .

Quantitative data tends to be used when researchers are interested in understanding a particular moment in time and examining data sets over time to find trends and patterns.

To collect numerical data, surveys are often employed as one of the main research methods to source first-hand information in  primary research . Qualitative research can also  come from third-party research studies .

Quantitative research is widely used in the realms of social sciences, such as psychology, economics, sociology, and marketing.

Research teams collect data that is significant to proving or disproving a hypothesis research question – known as the research objective. When they collect quantitative data, researchers will  aim to use a sample size that is representative  of the total population of the target market they’re interested in.

Then the data collected will be manually or automatically stored and compared for insights.

Learn how Qualtrics can enhance & simplify the quantitative research process

Qualitative vs quantitative research

While the quantitative research definition focuses on numerical data, qualitative research is defined as data that supplies non-numerical information.

Qualitative research focuses on the thoughts, feelings, and values of a participant, to understand why people act in the way they do. They result in data types like quotes, symbols, images, and written testimonials.

These data types tell researchers subjective information, which can help us assign people into categories, such as a participant’s religion, gender, social class, political alignment, likely favoured products to buy, or their preferred training learning style.

For this reason, qualitative research is often used in social research, as this gives a window into the behaviour and actions of people.

In general, if you’re interested in measuring something or testing a hypothesis, use quantitative methods. If you want to explore ideas, thoughts, and meanings, use qualitative methods.

However, quantitative and qualitative research methods are both recommended when you’re looking to understand a point in time, while also finding out the reason behind the facts.

Quantitative research data collection methods

Quantitative research methods can use structured research instruments like:

A survey is a simple-to-create and easy-to-distribute research method, which helps gather information from large groups of participants quickly. Traditionally, paper-based surveys can now be made online, so costs can stay quite low.

Quantitative questions tend to be closed questions that ask for a numerical result, based on a range of options, or a yes/no answer that can be tallied quickly.

Face-to-face or phone interviews

Interviews are a great way to connect with participants , though they require time from the research team to set up and conduct.

Researchers may also have issues connecting with participants in different geographical regions. The researcher uses a set of predefined close-ended questions, which ask for yes/no or numerical values.

Polls can be a shorter version of surveys, used to get a ‘flavour’ of what the current situation is with participants. Online polls can be shared easily, though polls are best used with simple questions that request a range or a yes/no answer.

Quantitative data is the opposite of qualitative research, another dominant framework for research in the social sciences, explored further below.

Quantitative data types

Quantitative research methods often deliver the following data types:

• Test Scores
• Per cent of training course completed
• Performance score out of 100
• Number of support calls active
• Customer Net Promoter Score (NPS)

When gathering numerical data, the emphasis is on how specific the data is, and whether they can provide an indication of what ‘is’ at the time of collection. Pre-existing statistical data can tell us what ‘was’ for the date and time range that it represented.

Quantitative research design methods (with examples)

Quantitative research has a number of quantitative research designs you can choose from:

Descriptive

This design type describes the state of a data type is telling researchers, in its native environment. There won’t normally be a clearly defined research question to start with. Instead,  data analysis will suggest a conclusion, which can become the hypothesis to investigate further.

Examples of descriptive quantitative design include:

• A description of child’s Christmas gifts they received that year
• A description of what businesses sell the most of during Black Friday
• A description of a product issue being experienced by a customer

Correlational

This design type looks at two or more data types, the relationship between them, and the extent that they differ or align. This does not look at the causal links deeper – instead statistical analysis looks at the variables in a natural environment.

Examples of correlational quantitative design include:

• The relationship between a child’s Christmas gifts and their perceived happiness level
• The relationship between a business’ sales during Black Friday and the total revenue generated over the year
• The relationship between a customer’s product issue and the reputation of the product

Causal-Comparative/Quasi-Experimental

This design type looks at two or more data types and tries to explain any relationship and differences between them, using a cause-effect analysis. The research is carried out in a near-natural environment, where information is gathered from two groups – a naturally occurring group that matches the original natural environment, and one that is not naturally present.

This allows for causal links to be made, though they might not be correct, as other variables may have an impact on results.

Examples of causal-comparative/quasi-experimental quantitative design include:

• The effect of children’s Christmas gifts on happiness
• The effect of Black Friday sales figures on the productivity of company yearly sales
• The effect of product issues on the public perception of a product

Experimental Research

This design type looks to make a controlled environment in which two or more variables are observed to understand the exact cause and effect they have. This becomes a quantitative research study, where data types are manipulated to assess the effect they have. The participants are not naturally occurring groups, as the setting is no longer natural. A quantitative research study can help pinpoint the exact conditions in which variables impact one another.

Examples of experimental quantitative design include:

• The effect of children’s Christmas gifts on a child’s dopamine (happiness) levels
• The effect of Black Friday sales on the success of the company
• The effect of product issues on the perceived reliability of the product

Quantitative research methods need to be carefully considered, as your data collection of a data type can be used to different effects. For example, statistics can be descriptive or correlational (or inferential). Descriptive statistics help us to summarise our data, while inferential statistics help infer conclusions about significant differences.

Advantages of quantitative research

• Easy to do : Doing quantitative research is more straightforward, as the results come in numerical format, which can be more easily interpreted.
• Less interpretation : Due to the factual nature of the results, you will be able to accept or reject your hypothesis based on the numerical data collected.
• Less bias : There are higher levels of control that can be applied to the research, so  bias can be reduced , making your data more reliable and precise.

Disadvantages of quantitative research

• Can’t understand reasons:  Quantitative research doesn’t always tell you the full story, meaning you won’t understand the context – or the why, of the data you see, why do you see the results you have uncovered?
• Useful for simpler situations:  Quantitative research on its own is not great when dealing with complex issues. In these cases, quantitative research may not be enough.

How to use quantitative research to your business’s advantage

Quantitative research methods may help in areas such as:

• Identifying which advert or landing page performs better
• Identifying  how satisfied your customers are
• How many customers are likely to recommend you
• Tracking how your brand ranks in awareness  and customer purchase intent
• Learn what consumers are likely to buy from your brand.

6 steps to conducting good quantitative research

Businesses can benefit from quantitative research by using it to evaluate the impact of data types. There are several steps to this:

• Define your problem or interest area : What do you observe is happening and is it frequent? Identify the data type/s you’re observing.
• Create a hypothesis : Ask yourself what could be the causes for the situation with those data types.
• Plan your quantitative research : Use structured research instruments like surveys or polls to ask questions that test your hypothesis.
• Data Collection : Collect quantitative data and understand what your data types are telling you. Using data collected on different types over long time periods can give you information on patterns.
• Data analysis : Does your information support your hypothesis? (You may need to redo the research with other variables to see if the results improve)
• Effectively present data : Communicate the results in a clear and concise way to help other people understand the findings.

Learn how Qualtrics can enhance & simplify the quantitative research process

Related resources

Market intelligence 9 min read, qualitative research questions 11 min read, ethnographic research 11 min read, business research methods 12 min read, qualitative research design 12 min read, business research 10 min read, qualitative research interviews 11 min read, request demo.

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Research Methodologies

Quantitative research methodologies.

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What is quantitative research.

Quantitative methodologies use statistics to analyze numerical data gathered by researchers to answer their research questions. Quantitative methods can be used to answer questions such as:

• What are the relationships between two or more variables? 
• What factors are at play in an environment that might affect the behavior or development of the organisms in that environment?

Quantitative methods can also be used to test hypotheses by conducting quasi-experimental studies or designing experiments.

Independent and Dependent Variables

In quantitative research, a variable is something (an intervention technique, a pharmaceutical, a temperature, etc.) that changes. There are two kinds of variables:  independent variables and dependent variables . In the simplest terms, the independent variable is whatever the researchers are using to attempt to make a change in their dependent variable.

* This is a real, repeatable experiment you can try on your plants.

Correlational

Researchers will compare two sets of numbers to try and identify a relationship (if any) between two things.

• Köse S., & Murat, M. (2021). Examination of the relationship between smartphone addiction and cyberchondria in adolescents. Archives of Psychiatric Nursing, 35(6): 563-570.
• Pilger et al. (2021). Spiritual well-being, religious/spiritual coping and quality of life among the elderly undergoing hemodialysis: a correlational study. Journal of Religion, Spirituality & Aging, 33(1): 2-15.

Descriptive

Researchers will attempt to quantify a variety of factors at play as they study a particular type of phenomenon or action. For example, researchers might use a descriptive methodology to understand the effects of climate change on the life cycle of a plant or animal. 

• Lakshmi, E. (2021). Food consumption pattern and body mass index of adolescents: A descriptive study. International Journal of Nutrition, Pharmacology, Neurological Diseases, 11(4), 293–297.
• Lin, J., Singh, S., Sha, L., Tan, W., Lang, D., Gašević, D., & Chen, G. (2022). Is it a good move? Mining effective tutoring strategies from human–human tutorial dialogues. Future Generation Computer Systems, 127, 194–207.

Experimental

To understand the effects of a variable, researchers will design an experiment where they can control as many factors as possible. This can involve creating control and experimental groups. The experimental group will be exposed to the variable to study its effects. The control group provides data about what happens when the variable is absent. For example, in a study about online teaching, the control group might receive traditional face-to-face instruction while the experimental group would receive their instruction virtually. 

• Jinzhang Jia, Yinuo Chen, Guangbo Che, Jinchao Zhu, Fengxiao Wang, & Peng Jia. (2021). Experimental study on the explosion characteristics of hydrogen-methane premixed gas in complex pipe networks. Scientific Reports, 11(1), 1–11.
• Sasaki, R. et al. (2021). Effects of cryotherapy applied at different temperatures on inflammatory pain during the acute phase of arthritis in rats. Physical Therapy, 101(2), 1–9.

Quasi-Experimental/Quasi-Comparative

Researchers will attempt to determine what (if any) effect a variable can have. These studies may have multiple independent variables (causes) and multiple dependent variables (effects), but this can complicate researchers' efforts to find out if A can cause B or if X, Y,  and  Z are also playing a role.

• Jafari, A., Alami, A., Charoghchian, E., Delshad Noghabi, A., & Nejatian, M. (2021). The impact of effective communication skills training on the status of marital burnout among married women. BMC Women’s Health, 21(1), 1-10.
• Phillips, S. W., Kim, D.-Y., Sobol, J. J., & Gayadeen, S. M. (2021). Total recall?: A quasi-experimental study of officer’s recollection in shoot - don’t shoot simulators. Police Practice and Research, 22(3), 1229–1240.

Surveys can be considered a quantitative methodology if the researchers require their respondents to choose from pre-determined responses. 

• Harries et al. (2021). Effects of the COVID-19 pandemic on medical students: A multicenter quantitative study. BMC Medical Education, 21(14), 1-8.
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Qualitative vs Quantitative Research Methods & Data Analysis

Saul Mcleod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul Mcleod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

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Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

On This Page:

What is the difference between quantitative and qualitative?

The main difference between quantitative and qualitative research is the type of data they collect and analyze.

Quantitative research collects numerical data and analyzes it using statistical methods. The aim is to produce objective, empirical data that can be measured and expressed in numerical terms. Quantitative research is often used to test hypotheses, identify patterns, and make predictions.

Qualitative research , on the other hand, collects non-numerical data such as words, images, and sounds. The focus is on exploring subjective experiences, opinions, and attitudes, often through observation and interviews.

Qualitative research aims to produce rich and detailed descriptions of the phenomenon being studied, and to uncover new insights and meanings.

Quantitative data is information about quantities, and therefore numbers, and qualitative data is descriptive, and regards phenomenon which can be observed but not measured, such as language.

What Is Qualitative Research?

Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. Qualitative research can be used to understand how an individual subjectively perceives and gives meaning to their social reality.

Qualitative data is non-numerical data, such as text, video, photographs, or audio recordings. This type of data can be collected using diary accounts or in-depth interviews and analyzed using grounded theory or thematic analysis.

Qualitative research is multimethod in focus, involving an interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them. Denzin and Lincoln (1994, p. 2)

Interest in qualitative data came about as the result of the dissatisfaction of some psychologists (e.g., Carl Rogers) with the scientific study of psychologists such as behaviorists (e.g., Skinner ).

Since psychologists study people, the traditional approach to science is not seen as an appropriate way of carrying out research since it fails to capture the totality of human experience and the essence of being human.  Exploring participants’ experiences is known as a phenomenological approach (re: Humanism ).

Qualitative research is primarily concerned with meaning, subjectivity, and lived experience. The goal is to understand the quality and texture of people’s experiences, how they make sense of them, and the implications for their lives.

Qualitative research aims to understand the social reality of individuals, groups, and cultures as nearly as possible as participants feel or live it. Thus, people and groups are studied in their natural setting.

Some examples of qualitative research questions are provided, such as what an experience feels like, how people talk about something, how they make sense of an experience, and how events unfold for people.

Research following a qualitative approach is exploratory and seeks to explain ‘how’ and ‘why’ a particular phenomenon, or behavior, operates as it does in a particular context. It can be used to generate hypotheses and theories from the data.

Qualitative Methods

There are different types of qualitative research methods, including diary accounts, in-depth interviews , documents, focus groups , case study research , and ethnography.

The results of qualitative methods provide a deep understanding of how people perceive their social realities and in consequence, how they act within the social world.

The researcher has several methods for collecting empirical materials, ranging from the interview to direct observation, to the analysis of artifacts, documents, and cultural records, to the use of visual materials or personal experience. Denzin and Lincoln (1994, p. 14)

Here are some examples of qualitative data:

Interview transcripts : Verbatim records of what participants said during an interview or focus group. They allow researchers to identify common themes and patterns, and draw conclusions based on the data. Interview transcripts can also be useful in providing direct quotes and examples to support research findings.

Observations : The researcher typically takes detailed notes on what they observe, including any contextual information, nonverbal cues, or other relevant details. The resulting observational data can be analyzed to gain insights into social phenomena, such as human behavior, social interactions, and cultural practices.

Unstructured interviews : generate qualitative data through the use of open questions.  This allows the respondent to talk in some depth, choosing their own words.  This helps the researcher develop a real sense of a person’s understanding of a situation.

Diaries or journals : Written accounts of personal experiences or reflections.

Notice that qualitative data could be much more than just words or text. Photographs, videos, sound recordings, and so on, can be considered qualitative data. Visual data can be used to understand behaviors, environments, and social interactions.

Qualitative Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave the field with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make sense of the data, such as content analysis, grounded theory (Glaser & Strauss, 1967), thematic analysis (Braun & Clarke, 2006), or discourse analysis.

For example, thematic analysis is a qualitative approach that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded .

Key Features

• Events can be understood adequately only if they are seen in context. Therefore, a qualitative researcher immerses her/himself in the field, in natural surroundings. The contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for granted.
• Qualitative researchers want those who are studied to speak for themselves, to provide their perspectives in words and other actions. Therefore, qualitative research is an interactive process in which the persons studied teach the researcher about their lives.
• The qualitative researcher is an integral part of the data; without the active participation of the researcher, no data exists.
• The study’s design evolves during the research and can be adjusted or changed as it progresses. For the qualitative researcher, there is no single reality. It is subjective and exists only in reference to the observer.
• The theory is data-driven and emerges as part of the research process, evolving from the data as they are collected.

Limitations of Qualitative Research

• Because of the time and costs involved, qualitative designs do not generally draw samples from large-scale data sets.
• The problem of adequate validity or reliability is a major criticism. Because of the subjective nature of qualitative data and its origin in single contexts, it is difficult to apply conventional standards of reliability and validity. For example, because of the central role played by the researcher in the generation of data, it is not possible to replicate qualitative studies.
• Also, contexts, situations, events, conditions, and interactions cannot be replicated to any extent, nor can generalizations be made to a wider context than the one studied with confidence.
• The time required for data collection, analysis, and interpretation is lengthy. Analysis of qualitative data is difficult, and expert knowledge of an area is necessary to interpret qualitative data. Great care must be taken when doing so, for example, looking for mental illness symptoms.

Advantages of Qualitative Research

• Because of close researcher involvement, the researcher gains an insider’s view of the field. This allows the researcher to find issues that are often missed (such as subtleties and complexities) by the scientific, more positivistic inquiries.
• Qualitative descriptions can be important in suggesting possible relationships, causes, effects, and dynamic processes.
• Qualitative analysis allows for ambiguities/contradictions in the data, which reflect social reality (Denscombe, 2010).
• Qualitative research uses a descriptive, narrative style; this research might be of particular benefit to the practitioner as she or he could turn to qualitative reports to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.

What Is Quantitative Research?

Quantitative research involves the process of objectively collecting and analyzing numerical data to describe, predict, or control variables of interest.

The goals of quantitative research are to test causal relationships between variables , make predictions, and generalize results to wider populations.

Quantitative researchers aim to establish general laws of behavior and phenomenon across different settings/contexts. Research is used to test a theory and ultimately support or reject it.

Quantitative Methods

Experiments typically yield quantitative data, as they are concerned with measuring things.  However, other research methods, such as controlled observations and questionnaires , can produce both quantitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g., “yes,” “no” answers).

Experimental methods limit how research participants react to and express appropriate social behavior.

Findings are, therefore, likely to be context-bound and simply a reflection of the assumptions that the researcher brings to the investigation.

There are numerous examples of quantitative data in psychological research, including mental health. Here are a few examples:

Another example is the Experience in Close Relationships Scale (ECR), a self-report questionnaire widely used to assess adult attachment styles .

The ECR provides quantitative data that can be used to assess attachment styles and predict relationship outcomes.

Neuroimaging data : Neuroimaging techniques, such as MRI and fMRI, provide quantitative data on brain structure and function.

This data can be analyzed to identify brain regions involved in specific mental processes or disorders.

For example, the Beck Depression Inventory (BDI) is a clinician-administered questionnaire widely used to assess the severity of depressive symptoms in individuals.

The BDI consists of 21 questions, each scored on a scale of 0 to 3, with higher scores indicating more severe depressive symptoms. 

Quantitative Data Analysis

Statistics help us turn quantitative data into useful information to help with decision-making. We can use statistics to summarize our data, describing patterns, relationships, and connections. Statistics can be descriptive or inferential.

Descriptive statistics help us to summarize our data. In contrast, inferential statistics are used to identify statistically significant differences between groups of data (such as intervention and control groups in a randomized control study).

• Quantitative researchers try to control extraneous variables by conducting their studies in the lab.
• The research aims for objectivity (i.e., without bias) and is separated from the data.
• The design of the study is determined before it begins.
• For the quantitative researcher, the reality is objective, exists separately from the researcher, and can be seen by anyone.
• Research is used to test a theory and ultimately support or reject it.

Limitations of Quantitative Research

• Context: Quantitative experiments do not take place in natural settings. In addition, they do not allow participants to explain their choices or the meaning of the questions they may have for those participants (Carr, 1994).
• Researcher expertise: Poor knowledge of the application of statistical analysis may negatively affect analysis and subsequent interpretation (Black, 1999).
• Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small-scale quantitative studies may be less reliable because of the low quantity of data (Denscombe, 2010). This also affects the ability to generalize study findings to wider populations.
• Confirmation bias: The researcher might miss observing phenomena because of focus on theory or hypothesis testing rather than on the theory of hypothesis generation.

Advantages of Quantitative Research

• Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since statistics are based on the principles of mathematics, the quantitative approach is viewed as scientifically objective and rational (Carr, 1994; Denscombe, 2010).
• Useful for testing and validating already constructed theories.
• Rapid analysis: Sophisticated software removes much of the need for prolonged data analysis, especially with large volumes of data involved (Antonius, 2003).
• Replication: Quantitative data is based on measured values and can be checked by others because numerical data is less open to ambiguities of interpretation.
• Hypotheses can also be tested because of statistical analysis (Antonius, 2003).

Antonius, R. (2003). Interpreting quantitative data with SPSS . Sage.

Black, T. R. (1999). Doing quantitative research in the social sciences: An integrated approach to research design, measurement and statistics . Sage.

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology . Qualitative Research in Psychology , 3, 77–101.

Carr, L. T. (1994). The strengths and weaknesses of quantitative and qualitative research : what method for nursing? Journal of advanced nursing, 20(4) , 716-721.

Denscombe, M. (2010). The Good Research Guide: for small-scale social research. McGraw Hill.

Denzin, N., & Lincoln. Y. (1994). Handbook of Qualitative Research. Thousand Oaks, CA, US: Sage Publications Inc.

Glaser, B. G., Strauss, A. L., & Strutzel, E. (1968). The discovery of grounded theory; strategies for qualitative research. Nursing research, 17(4) , 364.

Minichiello, V. (1990). In-Depth Interviewing: Researching People. Longman Cheshire.

Punch, K. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches. London: Sage

Further Information

• Designing qualitative research
• Methods of data collection and analysis
• Introduction to quantitative and qualitative research
• Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?
• Qualitative research in health care: Analysing qualitative data
• Qualitative data analysis: the framework approach
• Using the framework method for the analysis of
• Qualitative data in multi-disciplinary health research
• Content Analysis
• Grounded Theory
• Thematic Analysis

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Criterion Validity: Definition & Examples

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Home » 500+ Quantitative Research Titles and Topics

500+ Quantitative Research Titles and Topics

Table of Contents

Quantitative research involves collecting and analyzing numerical data to identify patterns, trends, and relationships among variables. This method is widely used in social sciences, psychology , economics , and other fields where researchers aim to understand human behavior and phenomena through statistical analysis. If you are looking for a quantitative research topic, there are numerous areas to explore, from analyzing data on a specific population to studying the effects of a particular intervention or treatment. In this post, we will provide some ideas for quantitative research topics that may inspire you and help you narrow down your interests.

Quantitative Research Titles

Quantitative Research Titles are as follows:

Business and Economics

• “Statistical Analysis of Supply Chain Disruptions on Retail Sales”
• “Quantitative Examination of Consumer Loyalty Programs in the Fast Food Industry”
• “Predicting Stock Market Trends Using Machine Learning Algorithms”
• “Influence of Workplace Environment on Employee Productivity: A Quantitative Study”
• “Impact of Economic Policies on Small Businesses: A Regression Analysis”
• “Customer Satisfaction and Profit Margins: A Quantitative Correlation Study”
• “Analyzing the Role of Marketing in Brand Recognition: A Statistical Overview”
• “Quantitative Effects of Corporate Social Responsibility on Consumer Trust”
• “Price Elasticity of Demand for Luxury Goods: A Case Study”
• “The Relationship Between Fiscal Policy and Inflation Rates: A Time-Series Analysis”
• “Factors Influencing E-commerce Conversion Rates: A Quantitative Exploration”
• “Examining the Correlation Between Interest Rates and Consumer Spending”
• “Standardized Testing and Academic Performance: A Quantitative Evaluation”
• “Teaching Strategies and Student Learning Outcomes in Secondary Schools: A Quantitative Study”
• “The Relationship Between Extracurricular Activities and Academic Success”
• “Influence of Parental Involvement on Children’s Educational Achievements”
• “Digital Literacy in Primary Schools: A Quantitative Assessment”
• “Learning Outcomes in Blended vs. Traditional Classrooms: A Comparative Analysis”
• “Correlation Between Teacher Experience and Student Success Rates”
• “Analyzing the Impact of Classroom Technology on Reading Comprehension”
• “Gender Differences in STEM Fields: A Quantitative Analysis of Enrollment Data”
• “The Relationship Between Homework Load and Academic Burnout”
• “Assessment of Special Education Programs in Public Schools”
• “Role of Peer Tutoring in Improving Academic Performance: A Quantitative Study”

Medicine and Health Sciences

• “The Impact of Sleep Duration on Cardiovascular Health: A Cross-sectional Study”
• “Analyzing the Efficacy of Various Antidepressants: A Meta-Analysis”
• “Patient Satisfaction in Telehealth Services: A Quantitative Assessment”
• “Dietary Habits and Incidence of Heart Disease: A Quantitative Review”
• “Correlations Between Stress Levels and Immune System Functioning”
• “Smoking and Lung Function: A Quantitative Analysis”
• “Influence of Physical Activity on Mental Health in Older Adults”
• “Antibiotic Resistance Patterns in Community Hospitals: A Quantitative Study”
• “The Efficacy of Vaccination Programs in Controlling Disease Spread: A Time-Series Analysis”
• “Role of Social Determinants in Health Outcomes: A Quantitative Exploration”
• “Impact of Hospital Design on Patient Recovery Rates”
• “Quantitative Analysis of Dietary Choices and Obesity Rates in Children”

Social Sciences

• “Examining Social Inequality through Wage Distribution: A Quantitative Study”
• “Impact of Parental Divorce on Child Development: A Longitudinal Study”
• “Social Media and its Effect on Political Polarization: A Quantitative Analysis”
• “The Relationship Between Religion and Social Attitudes: A Statistical Overview”
• “Influence of Socioeconomic Status on Educational Achievement”
• “Quantifying the Effects of Community Programs on Crime Reduction”
• “Public Opinion and Immigration Policies: A Quantitative Exploration”
• “Analyzing the Gender Representation in Political Offices: A Quantitative Study”
• “Impact of Mass Media on Public Opinion: A Regression Analysis”
• “Influence of Urban Design on Social Interactions in Communities”
• “The Role of Social Support in Mental Health Outcomes: A Quantitative Analysis”
• “Examining the Relationship Between Substance Abuse and Employment Status”

Engineering and Technology

• “Performance Evaluation of Different Machine Learning Algorithms in Autonomous Vehicles”
• “Material Science: A Quantitative Analysis of Stress-Strain Properties in Various Alloys”
• “Impacts of Data Center Cooling Solutions on Energy Consumption”
• “Analyzing the Reliability of Renewable Energy Sources in Grid Management”
• “Optimization of 5G Network Performance: A Quantitative Assessment”
• “Quantifying the Effects of Aerodynamics on Fuel Efficiency in Commercial Airplanes”
• “The Relationship Between Software Complexity and Bug Frequency”
• “Machine Learning in Predictive Maintenance: A Quantitative Analysis”
• “Wearable Technologies and their Impact on Healthcare Monitoring”
• “Quantitative Assessment of Cybersecurity Measures in Financial Institutions”
• “Analysis of Noise Pollution from Urban Transportation Systems”
• “The Influence of Architectural Design on Energy Efficiency in Buildings”

Quantitative Research Topics

Quantitative Research Topics are as follows:

• The effects of social media on self-esteem among teenagers.
• A comparative study of academic achievement among students of single-sex and co-educational schools.
• The impact of gender on leadership styles in the workplace.
• The correlation between parental involvement and academic performance of students.
• The effect of mindfulness meditation on stress levels in college students.
• The relationship between employee motivation and job satisfaction.
• The effectiveness of online learning compared to traditional classroom learning.
• The correlation between sleep duration and academic performance among college students.
• The impact of exercise on mental health among adults.
• The relationship between social support and psychological well-being among cancer patients.
• The effect of caffeine consumption on sleep quality.
• A comparative study of the effectiveness of cognitive-behavioral therapy and pharmacotherapy in treating depression.
• The relationship between physical attractiveness and job opportunities.
• The correlation between smartphone addiction and academic performance among high school students.
• The impact of music on memory recall among adults.
• The effectiveness of parental control software in limiting children’s online activity.
• The relationship between social media use and body image dissatisfaction among young adults.
• The correlation between academic achievement and parental involvement among minority students.
• The impact of early childhood education on academic performance in later years.
• The effectiveness of employee training and development programs in improving organizational performance.
• The relationship between socioeconomic status and access to healthcare services.
• The correlation between social support and academic achievement among college students.
• The impact of technology on communication skills among children.
• The effectiveness of mindfulness-based stress reduction programs in reducing symptoms of anxiety and depression.
• The relationship between employee turnover and organizational culture.
• The correlation between job satisfaction and employee engagement.
• The impact of video game violence on aggressive behavior among children.
• The effectiveness of nutritional education in promoting healthy eating habits among adolescents.
• The relationship between bullying and academic performance among middle school students.
• The correlation between teacher expectations and student achievement.
• The impact of gender stereotypes on career choices among high school students.
• The effectiveness of anger management programs in reducing violent behavior.
• The relationship between social support and recovery from substance abuse.
• The correlation between parent-child communication and adolescent drug use.
• The impact of technology on family relationships.
• The effectiveness of smoking cessation programs in promoting long-term abstinence.
• The relationship between personality traits and academic achievement.
• The correlation between stress and job performance among healthcare professionals.
• The impact of online privacy concerns on social media use.
• The effectiveness of cognitive-behavioral therapy in treating anxiety disorders.
• The relationship between teacher feedback and student motivation.
• The correlation between physical activity and academic performance among elementary school students.
• The impact of parental divorce on academic achievement among children.
• The effectiveness of diversity training in improving workplace relationships.
• The relationship between childhood trauma and adult mental health.
• The correlation between parental involvement and substance abuse among adolescents.
• The impact of social media use on romantic relationships among young adults.
• The effectiveness of assertiveness training in improving communication skills.
• The relationship between parental expectations and academic achievement among high school students.
• The correlation between sleep quality and mood among adults.
• The impact of video game addiction on academic performance among college students.
• The effectiveness of group therapy in treating eating disorders.
• The relationship between job stress and job performance among teachers.
• The correlation between mindfulness and emotional regulation.
• The impact of social media use on self-esteem among college students.
• The effectiveness of parent-teacher communication in promoting academic achievement among elementary school students.
• The impact of renewable energy policies on carbon emissions
• The relationship between employee motivation and job performance
• The effectiveness of psychotherapy in treating eating disorders
• The correlation between physical activity and cognitive function in older adults
• The effect of childhood poverty on adult health outcomes
• The impact of urbanization on biodiversity conservation
• The relationship between work-life balance and employee job satisfaction
• The effectiveness of eye movement desensitization and reprocessing (EMDR) in treating trauma
• The correlation between parenting styles and child behavior
• The effect of social media on political polarization
• The impact of foreign aid on economic development
• The relationship between workplace diversity and organizational performance
• The effectiveness of dialectical behavior therapy in treating borderline personality disorder
• The correlation between childhood abuse and adult mental health outcomes
• The effect of sleep deprivation on cognitive function
• The impact of trade policies on international trade and economic growth
• The relationship between employee engagement and organizational commitment
• The effectiveness of cognitive therapy in treating postpartum depression
• The correlation between family meals and child obesity rates
• The effect of parental involvement in sports on child athletic performance
• The impact of social entrepreneurship on sustainable development
• The relationship between emotional labor and job burnout
• The effectiveness of art therapy in treating dementia
• The correlation between social media use and academic procrastination
• The effect of poverty on childhood educational attainment
• The impact of urban green spaces on mental health
• The relationship between job insecurity and employee well-being
• The effectiveness of virtual reality exposure therapy in treating anxiety disorders
• The correlation between childhood trauma and substance abuse
• The effect of screen time on children’s social skills
• The impact of trade unions on employee job satisfaction
• The relationship between cultural intelligence and cross-cultural communication
• The effectiveness of acceptance and commitment therapy in treating chronic pain
• The correlation between childhood obesity and adult health outcomes
• The effect of gender diversity on corporate performance
• The impact of environmental regulations on industry competitiveness.
• The impact of renewable energy policies on greenhouse gas emissions
• The relationship between workplace diversity and team performance
• The effectiveness of group therapy in treating substance abuse
• The correlation between parental involvement and social skills in early childhood
• The effect of technology use on sleep patterns
• The impact of government regulations on small business growth
• The relationship between job satisfaction and employee turnover
• The effectiveness of virtual reality therapy in treating anxiety disorders
• The correlation between parental involvement and academic motivation in adolescents
• The effect of social media on political engagement
• The impact of urbanization on mental health
• The relationship between corporate social responsibility and consumer trust
• The correlation between early childhood education and social-emotional development
• The effect of screen time on cognitive development in young children
• The impact of trade policies on global economic growth
• The relationship between workplace diversity and innovation
• The effectiveness of family therapy in treating eating disorders
• The correlation between parental involvement and college persistence
• The effect of social media on body image and self-esteem
• The impact of environmental regulations on business competitiveness
• The relationship between job autonomy and job satisfaction
• The effectiveness of virtual reality therapy in treating phobias
• The correlation between parental involvement and academic achievement in college
• The effect of social media on sleep quality
• The impact of immigration policies on social integration
• The relationship between workplace diversity and employee well-being
• The effectiveness of psychodynamic therapy in treating personality disorders
• The correlation between early childhood education and executive function skills
• The effect of parental involvement on STEM education outcomes
• The impact of trade policies on domestic employment rates
• The relationship between job insecurity and mental health
• The effectiveness of exposure therapy in treating PTSD
• The correlation between parental involvement and social mobility
• The effect of social media on intergroup relations
• The impact of urbanization on air pollution and respiratory health.
• The relationship between emotional intelligence and leadership effectiveness
• The effectiveness of cognitive-behavioral therapy in treating depression
• The correlation between early childhood education and language development
• The effect of parental involvement on academic achievement in STEM fields
• The impact of trade policies on income inequality
• The relationship between workplace diversity and customer satisfaction
• The effectiveness of mindfulness-based therapy in treating anxiety disorders
• The correlation between parental involvement and civic engagement in adolescents
• The effect of social media on mental health among teenagers
• The impact of public transportation policies on traffic congestion
• The relationship between job stress and job performance
• The effectiveness of group therapy in treating depression
• The correlation between early childhood education and cognitive development
• The effect of parental involvement on academic motivation in college
• The impact of environmental regulations on energy consumption
• The relationship between workplace diversity and employee engagement
• The effectiveness of art therapy in treating PTSD
• The correlation between parental involvement and academic success in vocational education
• The effect of social media on academic achievement in college
• The impact of tax policies on economic growth
• The relationship between job flexibility and work-life balance
• The effectiveness of acceptance and commitment therapy in treating anxiety disorders
• The correlation between early childhood education and social competence
• The effect of parental involvement on career readiness in high school
• The impact of immigration policies on crime rates
• The relationship between workplace diversity and employee retention
• The effectiveness of play therapy in treating trauma
• The correlation between parental involvement and academic success in online learning
• The effect of social media on body dissatisfaction among women
• The impact of urbanization on public health infrastructure
• The relationship between job satisfaction and job performance
• The effectiveness of eye movement desensitization and reprocessing therapy in treating PTSD
• The correlation between early childhood education and social skills in adolescence
• The effect of parental involvement on academic achievement in the arts
• The impact of trade policies on foreign investment
• The relationship between workplace diversity and decision-making
• The effectiveness of exposure and response prevention therapy in treating OCD
• The correlation between parental involvement and academic success in special education
• The impact of zoning laws on affordable housing
• The relationship between job design and employee motivation
• The effectiveness of cognitive rehabilitation therapy in treating traumatic brain injury
• The correlation between early childhood education and social-emotional learning
• The effect of parental involvement on academic achievement in foreign language learning
• The impact of trade policies on the environment
• The relationship between workplace diversity and creativity
• The effectiveness of emotion-focused therapy in treating relationship problems
• The correlation between parental involvement and academic success in music education
• The effect of social media on interpersonal communication skills
• The impact of public health campaigns on health behaviors
• The relationship between job resources and job stress
• The effectiveness of equine therapy in treating substance abuse
• The correlation between early childhood education and self-regulation
• The effect of parental involvement on academic achievement in physical education
• The impact of immigration policies on cultural assimilation
• The relationship between workplace diversity and conflict resolution
• The effectiveness of schema therapy in treating personality disorders
• The correlation between parental involvement and academic success in career and technical education
• The effect of social media on trust in government institutions
• The impact of urbanization on public transportation systems
• The relationship between job demands and job stress
• The correlation between early childhood education and executive functioning
• The effect of parental involvement on academic achievement in computer science
• The effectiveness of cognitive processing therapy in treating PTSD
• The correlation between parental involvement and academic success in homeschooling
• The effect of social media on cyberbullying behavior
• The impact of urbanization on air quality
• The effectiveness of dance therapy in treating anxiety disorders
• The correlation between early childhood education and math achievement
• The effect of parental involvement on academic achievement in health education
• The impact of global warming on agriculture
• The effectiveness of narrative therapy in treating depression
• The correlation between parental involvement and academic success in character education
• The effect of social media on political participation
• The impact of technology on job displacement
• The relationship between job resources and job satisfaction
• The effectiveness of art therapy in treating addiction
• The correlation between early childhood education and reading comprehension
• The effect of parental involvement on academic achievement in environmental education
• The impact of income inequality on social mobility
• The relationship between workplace diversity and organizational culture
• The effectiveness of solution-focused brief therapy in treating anxiety disorders
• The correlation between parental involvement and academic success in physical therapy education
• The effect of social media on misinformation
• The impact of green energy policies on economic growth
• The relationship between job demands and employee well-being
• The correlation between early childhood education and science achievement
• The effect of parental involvement on academic achievement in religious education
• The impact of gender diversity on corporate governance
• The relationship between workplace diversity and ethical decision-making
• The correlation between parental involvement and academic success in dental hygiene education
• The effect of social media on self-esteem among adolescents
• The impact of renewable energy policies on energy security
• The effect of parental involvement on academic achievement in social studies
• The impact of trade policies on job growth
• The relationship between workplace diversity and leadership styles
• The correlation between parental involvement and academic success in online vocational training
• The effect of social media on self-esteem among men
• The impact of urbanization on air pollution levels
• The effectiveness of music therapy in treating depression
• The correlation between early childhood education and math skills
• The effect of parental involvement on academic achievement in language arts
• The impact of immigration policies on labor market outcomes
• The effectiveness of hypnotherapy in treating phobias
• The effect of social media on political engagement among young adults
• The impact of urbanization on access to green spaces
• The relationship between job crafting and job satisfaction
• The effectiveness of exposure therapy in treating specific phobias
• The correlation between early childhood education and spatial reasoning
• The effect of parental involvement on academic achievement in business education
• The impact of trade policies on economic inequality
• The effectiveness of narrative therapy in treating PTSD
• The correlation between parental involvement and academic success in nursing education
• The effect of social media on sleep quality among adolescents
• The impact of urbanization on crime rates
• The relationship between job insecurity and turnover intentions
• The effectiveness of pet therapy in treating anxiety disorders
• The correlation between early childhood education and STEM skills
• The effect of parental involvement on academic achievement in culinary education
• The impact of immigration policies on housing affordability
• The relationship between workplace diversity and employee satisfaction
• The effectiveness of mindfulness-based stress reduction in treating chronic pain
• The correlation between parental involvement and academic success in art education
• The effect of social media on academic procrastination among college students
• The impact of urbanization on public safety services.

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Muhammad Hassan

Researcher, Academic Writer, Web developer

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CRO Guide   >  Chapter 3.1

Qualitative Research: Definition, Methodology, Limitation & Examples

Qualitative research is a method focused on understanding human behavior and experiences through non-numerical data. Examples of qualitative research include:

• One-on-one interviews,
• Focus groups, Ethnographic research,
• Case studies,
• Record keeping,
• Qualitative observations

In this article, we’ll provide tips and tricks on how to use qualitative research to better understand your audience through real world examples and improve your ROI. We’ll also learn the difference between qualitative and quantitative data.

Table of Contents

Marketers often seek to understand their customers deeply. Qualitative research methods such as face-to-face interviews, focus groups, and qualitative observations can provide valuable insights into your products, your market, and your customers’ opinions and motivations. Understanding these nuances can significantly enhance marketing strategies and overall customer satisfaction.

What is Qualitative Research

Qualitative research is a market research method that focuses on obtaining data through open-ended and conversational communication. This method focuses on the “why” rather than the “what” people think about you. Thus, qualitative research seeks to uncover the underlying motivations, attitudes, and beliefs that drive people’s actions. 

Let’s say you have an online shop catering to a general audience. You do a demographic analysis and you find out that most of your customers are male. Naturally, you will want to find out why women are not buying from you. And that’s what qualitative research will help you find out.

In the case of your online shop, qualitative research would involve reaching out to female non-customers through methods such as in-depth interviews or focus groups. These interactions provide a platform for women to express their thoughts, feelings, and concerns regarding your products or brand. Through qualitative analysis, you can uncover valuable insights into factors such as product preferences, user experience, brand perception, and barriers to purchase.

Types of Qualitative Research Methods

Qualitative research methods are designed in a manner that helps reveal the behavior and perception of a target audience regarding a particular topic.

The most frequently used qualitative analysis methods are one-on-one interviews, focus groups, ethnographic research, case study research, record keeping, and qualitative observation.

1. One-on-one interviews

Conducting one-on-one interviews is one of the most common qualitative research methods. One of the advantages of this method is that it provides a great opportunity to gather precise data about what people think and their motivations.

Spending time talking to customers not only helps marketers understand who their clients are, but also helps with customer care: clients love hearing from brands. This strengthens the relationship between a brand and its clients and paves the way for customer testimonials.

• A company might conduct interviews to understand why a product failed to meet sales expectations.
• A researcher might use interviews to gather personal stories about experiences with healthcare.

These interviews can be performed face-to-face or on the phone and usually last between half an hour to over two hours. 

When a one-on-one interview is conducted face-to-face, it also gives the marketer the opportunity to read the body language of the respondent and match the responses.

2. Focus groups

Focus groups gather a small number of people to discuss and provide feedback on a particular subject. The ideal size of a focus group is usually between five and eight participants. The size of focus groups should reflect the participants’ familiarity with the topic. For less important topics or when participants have little experience, a group of 10 can be effective. For more critical topics or when participants are more knowledgeable, a smaller group of five to six is preferable for deeper discussions.

The main goal of a focus group is to find answers to the “why”, “what”, and “how” questions. This method is highly effective in exploring people’s feelings and ideas in a social setting, where group dynamics can bring out insights that might not emerge in one-on-one situations.

• A focus group could be used to test reactions to a new product concept.
• Marketers might use focus groups to see how different demographic groups react to an advertising campaign.

One advantage that focus groups have is that the marketer doesn’t necessarily have to interact with the group in person. Nowadays focus groups can be sent as online qualitative surveys on various devices.

Focus groups are an expensive option compared to the other qualitative research methods, which is why they are typically used to explain complex processes.

3. Ethnographic research

Ethnographic research is the most in-depth observational method that studies individuals in their naturally occurring environment.

This method aims at understanding the cultures, challenges, motivations, and settings that occur.

• A study of workplace culture within a tech startup.
• Observational research in a remote village to understand local traditions.

Ethnographic research requires the marketer to adapt to the target audiences’ environments (a different organization, a different city, or even a remote location), which is why geographical constraints can be an issue while collecting data.

This type of research can last from a few days to a few years. It’s challenging and time-consuming and solely depends on the expertise of the marketer to be able to analyze, observe, and infer the data.

4. Case study research

The case study method has grown into a valuable qualitative research method. This type of research method is usually used in education or social sciences. It involves a comprehensive examination of a single instance or event, providing detailed insights into complex issues in real-life contexts.  

• Analyzing a single school’s innovative teaching method.
• A detailed study of a patient’s medical treatment over several years.

Case study research may seem difficult to operate, but it’s actually one of the simplest ways of conducting research as it involves a deep dive and thorough understanding of the data collection methods and inferring the data.

5. Record keeping

Record keeping is similar to going to the library: you go over books or any other reference material to collect relevant data. This method uses already existing reliable documents and similar sources of information as a data source.

• Historical research using old newspapers and letters.
• A study on policy changes over the years by examining government records.

This method is useful for constructing a historical context around a research topic or verifying other findings with documented evidence.

6. Qualitative observation

Qualitative observation is a method that uses subjective methodologies to gather systematic information or data. This method deals with the five major sensory organs and their functioning, sight, smell, touch, taste, and hearing.

• Sight : Observing the way customers visually interact with product displays in a store to understand their browsing behaviors and preferences.
• Smell : Noting reactions of consumers to different scents in a fragrance shop to study the impact of olfactory elements on product preference.
• Touch : Watching how individuals interact with different materials in a clothing store to assess the importance of texture in fabric selection.
• Taste : Evaluating reactions of participants in a taste test to identify flavor profiles that appeal to different demographic groups.
• Hearing : Documenting responses to changes in background music within a retail environment to determine its effect on shopping behavior and mood.

Below we are also providing real-life examples of qualitative research that demonstrate practical applications across various contexts:

Qualitative Research Real World Examples

Let’s explore some examples of how qualitative research can be applied in different contexts.

1. Online grocery shop with a predominantly male audience

Method used: one-on-one interviews.

Let’s go back to one of the previous examples. You have an online grocery shop. By nature, it addresses a general audience, but after you do a demographic analysis you find out that most of your customers are male.

One good method to determine why women are not buying from you is to hold one-on-one interviews with potential customers in the category.

Interviewing a sample of potential female customers should reveal why they don’t find your store appealing. The reasons could range from not stocking enough products for women to perhaps the store’s emphasis on heavy-duty tools and automotive products, for example. These insights can guide adjustments in inventory and marketing strategies.

2. Software company launching a new product

Method used: focus groups.

Focus groups are great for establishing product-market fit.

Let’s assume you are a software company that wants to launch a new product and you hold a focus group with 12 people. Although getting their feedback regarding users’ experience with the product is a good thing, this sample is too small to define how the entire market will react to your product.

So what you can do instead is holding multiple focus groups in 20 different geographic regions. Each region should be hosting a group of 12 for each market segment; you can even segment your audience based on age. This would be a better way to establish credibility in the feedback you receive.

3. Alan Pushkin’s “God’s Choice: The Total World of a Fundamentalist Christian School”

Method used: ethnographic research.

Moving from a fictional example to a real-life one, let’s analyze Alan Peshkin’s 1986 book “God’s Choice: The Total World of a Fundamentalist Christian School”.

Peshkin studied the culture of Bethany Baptist Academy by interviewing the students, parents, teachers, and members of the community alike, and spending eighteen months observing them to provide a comprehensive and in-depth analysis of Christian schooling as an alternative to public education.

The study highlights the school’s unified purpose, rigorous academic environment, and strong community support while also pointing out its lack of cultural diversity and openness to differing viewpoints. These insights are crucial for understanding how such educational settings operate and what they offer to students.

Even after discovering all this, Peshkin still presented the school in a positive light and stated that public schools have much to learn from such schools.

Peshkin’s in-depth research represents a qualitative study that uses observations and unstructured interviews, without any assumptions or hypotheses. He utilizes descriptive or non-quantifiable data on Bethany Baptist Academy specifically, without attempting to generalize the findings to other Christian schools.

4. Understanding buyers’ trends

Method used: record keeping.

Another way marketers can use quality research is to understand buyers’ trends. To do this, marketers need to look at historical data for both their company and their industry and identify where buyers are purchasing items in higher volumes.

For example, electronics distributors know that the holiday season is a peak market for sales while life insurance agents find that spring and summer wedding months are good seasons for targeting new clients.

5. Determining products/services missing from the market

Conducting your own research isn’t always necessary. If there are significant breakthroughs in your industry, you can use industry data and adapt it to your marketing needs.

The influx of hacking and hijacking of cloud-based information has made Internet security a topic of many industry reports lately. A software company could use these reports to better understand the problems its clients are facing.

As a result, the company can provide solutions prospects already know they need.

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Qualitative Research Approaches

Once the marketer has decided that their research questions will provide data that is qualitative in nature, the next step is to choose the appropriate qualitative approach.

The approach chosen will take into account the purpose of the research, the role of the researcher, the data collected, the method of data analysis , and how the results will be presented. The most common approaches include:

• Narrative : This method focuses on individual life stories to understand personal experiences and journeys. It examines how people structure their stories and the themes within them to explore human existence. For example, a narrative study might look at cancer survivors to understand their resilience and coping strategies.
• Phenomenology : attempts to understand or explain life experiences or phenomena; It aims to reveal the depth of human consciousness and perception, such as by studying the daily lives of those with chronic illnesses.
• Grounded theory : investigates the process, action, or interaction with the goal of developing a theory “grounded” in observations and empirical data. 
• Ethnography : describes and interprets an ethnic, cultural, or social group;
• Case study : examines episodic events in a definable framework, develops in-depth analyses of single or multiple cases, and generally explains “how”. An example might be studying a community health program to evaluate its success and impact.

How to Analyze Qualitative Data

Analyzing qualitative data involves interpreting non-numerical data to uncover patterns, themes, and deeper insights. This process is typically more subjective and requires a systematic approach to ensure reliability and validity. 

1. Data Collection

Ensure that your data collection methods (e.g., interviews, focus groups, observations) are well-documented and comprehensive. This step is crucial because the quality and depth of the data collected will significantly influence the analysis.

2. Data Preparation

Once collected, the data needs to be organized. Transcribe audio and video recordings, and gather all notes and documents. Ensure that all data is anonymized to protect participant confidentiality where necessary.

3. Familiarization

Immerse yourself in the data by reading through the materials multiple times. This helps you get a general sense of the information and begin identifying patterns or recurring themes.

Develop a coding system to tag data with labels that summarize and account for each piece of information. Codes can be words, phrases, or acronyms that represent how these segments relate to your research questions.

• Descriptive Coding : Summarize the primary topic of the data.
• In Vivo Coding : Use language and terms used by the participants themselves.
• Process Coding : Use gerunds (“-ing” words) to label the processes at play.
• Emotion Coding : Identify and record the emotions conveyed or experienced.

5. Thematic Development

Group codes into themes that represent larger patterns in the data. These themes should relate directly to the research questions and form a coherent narrative about the findings.

6. Interpreting the Data

Interpret the data by constructing a logical narrative. This involves piecing together the themes to explain larger insights about the data. Link the results back to your research objectives and existing literature to bolster your interpretations.

7. Validation

Check the reliability and validity of your findings by reviewing if the interpretations are supported by the data. This may involve revisiting the data multiple times or discussing the findings with colleagues or participants for validation.

8. Reporting

Finally, present the findings in a clear and organized manner. Use direct quotes and detailed descriptions to illustrate the themes and insights. The report should communicate the narrative you’ve built from your data, clearly linking your findings to your research questions.

Limitations of qualitative research

The disadvantages of qualitative research are quite unique. The techniques of the data collector and their own unique observations can alter the information in subtle ways. That being said, these are the qualitative research’s limitations:

1. It’s a time-consuming process

The main drawback of qualitative study is that the process is time-consuming. Another problem is that the interpretations are limited. Personal experience and knowledge influence observations and conclusions.

Thus, qualitative research might take several weeks or months. Also, since this process delves into personal interaction for data collection, discussions often tend to deviate from the main issue to be studied.

2. You can’t verify the results of qualitative research

Because qualitative research is open-ended, participants have more control over the content of the data collected. So the marketer is not able to verify the results objectively against the scenarios stated by the respondents. For example, in a focus group discussing a new product, participants might express their feelings about the design and functionality. However, these opinions are influenced by individual tastes and experiences, making it difficult to ascertain a universally applicable conclusion from these discussions.

3. It’s a labor-intensive approach

Qualitative research requires a labor-intensive analysis process such as categorization, recording, etc. Similarly, qualitative research requires well-experienced marketers to obtain the needed data from a group of respondents.

4. It’s difficult to investigate causality

Qualitative research requires thoughtful planning to ensure the obtained results are accurate. There is no way to analyze qualitative data mathematically. This type of research is based more on opinion and judgment rather than results. Because all qualitative studies are unique they are difficult to replicate.

5. Qualitative research is not statistically representative

Because qualitative research is a perspective-based method of research, the responses given are not measured.

Comparisons can be made and this can lead toward duplication, but for the most part, quantitative data is required for circumstances that need statistical representation and that is not part of the qualitative research process.

While doing a qualitative study, it’s important to cross-reference the data obtained with the quantitative data. By continuously surveying prospects and customers marketers can build a stronger database of useful information.

Quantitative vs. Qualitative Research

Image source

Quantitative and qualitative research are two distinct methodologies used in the field of market research, each offering unique insights and approaches to understanding consumer behavior and preferences.

As we already defined, qualitative analysis seeks to explore the deeper meanings, perceptions, and motivations behind human behavior through non-numerical data. On the other hand, quantitative research focuses on collecting and analyzing numerical data to identify patterns, trends, and statistical relationships.  

Let’s explore their key differences: 

Nature of Data:

• Quantitative research : Involves numerical data that can be measured and analyzed statistically.
• Qualitative research : Focuses on non-numerical data, such as words, images, and observations, to capture subjective experiences and meanings.

Research Questions:

• Quantitative research : Typically addresses questions related to “how many,” “how much,” or “to what extent,” aiming to quantify relationships and patterns.
• Qualitative research: Explores questions related to “why” and “how,” aiming to understand the underlying motivations, beliefs, and perceptions of individuals.

Data Collection Methods:

• Quantitative research : Relies on structured surveys, experiments, or observations with predefined variables and measures.
• Qualitative research : Utilizes open-ended interviews, focus groups, participant observations, and textual analysis to gather rich, contextually nuanced data.

Analysis Techniques:

• Quantitative research: Involves statistical analysis to identify correlations, associations, or differences between variables.
• Qualitative research: Employs thematic analysis, coding, and interpretation to uncover patterns, themes, and insights within qualitative data.

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A systematic literature review of empirical research on ChatGPT in education

• Open access
• Published: 26 May 2024
• Volume 3 , article number  60 , ( 2024 )

Cite this article

You have full access to this open access article

• Yazid Albadarin   ORCID: orcid.org/0009-0005-8068-8902 1 ,
• Mohammed Saqr 1 ,
• Nicolas Pope 1 &
• Markku Tukiainen 1  

Over the last four decades, studies have investigated the incorporation of Artificial Intelligence (AI) into education. A recent prominent AI-powered technology that has impacted the education sector is ChatGPT. This article provides a systematic review of 14 empirical studies incorporating ChatGPT into various educational settings, published in 2022 and before the 10th of April 2023—the date of conducting the search process. It carefully followed the essential steps outlined in the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA 2020) guidelines, as well as Okoli’s (Okoli in Commun Assoc Inf Syst, 2015) steps for conducting a rigorous and transparent systematic review. In this review, we aimed to explore how students and teachers have utilized ChatGPT in various educational settings, as well as the primary findings of those studies. By employing Creswell’s (Creswell in Educational research: planning, conducting, and evaluating quantitative and qualitative research [Ebook], Pearson Education, London, 2015) coding techniques for data extraction and interpretation, we sought to gain insight into their initial attempts at ChatGPT incorporation into education. This approach also enabled us to extract insights and considerations that can facilitate its effective and responsible use in future educational contexts. The results of this review show that learners have utilized ChatGPT as a virtual intelligent assistant, where it offered instant feedback, on-demand answers, and explanations of complex topics. Additionally, learners have used it to enhance their writing and language skills by generating ideas, composing essays, summarizing, translating, paraphrasing texts, or checking grammar. Moreover, learners turned to it as an aiding tool to facilitate their directed and personalized learning by assisting in understanding concepts and homework, providing structured learning plans, and clarifying assignments and tasks. However, the results of specific studies (n = 3, 21.4%) show that overuse of ChatGPT may negatively impact innovative capacities and collaborative learning competencies among learners. Educators, on the other hand, have utilized ChatGPT to create lesson plans, generate quizzes, and provide additional resources, which helped them enhance their productivity and efficiency and promote different teaching methodologies. Despite these benefits, the majority of the reviewed studies recommend the importance of conducting structured training, support, and clear guidelines for both learners and educators to mitigate the drawbacks. This includes developing critical evaluation skills to assess the accuracy and relevance of information provided by ChatGPT, as well as strategies for integrating human interaction and collaboration into learning activities that involve AI tools. Furthermore, they also recommend ongoing research and proactive dialogue with policymakers, stakeholders, and educational practitioners to refine and enhance the use of AI in learning environments. This review could serve as an insightful resource for practitioners who seek to integrate ChatGPT into education and stimulate further research in the field.

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1 Introduction

Educational technology, a rapidly evolving field, plays a crucial role in reshaping the landscape of teaching and learning [ 82 ]. One of the most transformative technological innovations of our era that has influenced the field of education is Artificial Intelligence (AI) [ 50 ]. Over the last four decades, AI in education (AIEd) has gained remarkable attention for its potential to make significant advancements in learning, instructional methods, and administrative tasks within educational settings [ 11 ]. In particular, a large language model (LLM), a type of AI algorithm that applies artificial neural networks (ANNs) and uses massively large data sets to understand, summarize, generate, and predict new content that is almost difficult to differentiate from human creations [ 79 ], has opened up novel possibilities for enhancing various aspects of education, from content creation to personalized instruction [ 35 ]. Chatbots that leverage the capabilities of LLMs to understand and generate human-like responses have also presented the capacity to enhance student learning and educational outcomes by engaging students, offering timely support, and fostering interactive learning experiences [ 46 ].

The ongoing and remarkable technological advancements in chatbots have made their use more convenient, increasingly natural and effortless, and have expanded their potential for deployment across various domains [ 70 ]. One prominent example of chatbot applications is the Chat Generative Pre-Trained Transformer, known as ChatGPT, which was introduced by OpenAI, a leading AI research lab, on November 30th, 2022. ChatGPT employs a variety of deep learning techniques to generate human-like text, with a particular focus on recurrent neural networks (RNNs). Long short-term memory (LSTM) allows it to grasp the context of the text being processed and retain information from previous inputs. Also, the transformer architecture, a neural network architecture based on the self-attention mechanism, allows it to analyze specific parts of the input, thereby enabling it to produce more natural-sounding and coherent output. Additionally, the unsupervised generative pre-training and the fine-tuning methods allow ChatGPT to generate more relevant and accurate text for specific tasks [ 31 , 62 ]. Furthermore, reinforcement learning from human feedback (RLHF), a machine learning approach that combines reinforcement learning techniques with human-provided feedback, has helped improve ChatGPT’s model by accelerating the learning process and making it significantly more efficient.

This cutting-edge natural language processing (NLP) tool is widely recognized as one of today's most advanced LLMs-based chatbots [ 70 ], allowing users to ask questions and receive detailed, coherent, systematic, personalized, convincing, and informative human-like responses [ 55 ], even within complex and ambiguous contexts [ 63 , 77 ]. ChatGPT is considered the fastest-growing technology in history: in just three months following its public launch, it amassed an estimated 120 million monthly active users [ 16 ] with an estimated 13 million daily queries [ 49 ], surpassing all other applications [ 64 ]. This remarkable growth can be attributed to the unique features and user-friendly interface that ChatGPT offers. Its intuitive design allows users to interact seamlessly with the technology, making it accessible to a diverse range of individuals, regardless of their technical expertise [ 78 ]. Additionally, its exceptional performance results from a combination of advanced algorithms, continuous enhancements, and extensive training on a diverse dataset that includes various text sources such as books, articles, websites, and online forums [ 63 ], have contributed to a more engaging and satisfying user experience [ 62 ]. These factors collectively explain its remarkable global growth and set it apart from predecessors like Bard, Bing Chat, ERNIE, and others.

In this context, several studies have explored the technological advancements of chatbots. One noteworthy recent research effort, conducted by Schöbel et al. [ 70 ], stands out for its comprehensive analysis of more than 5,000 studies on communication agents. This study offered a comprehensive overview of the historical progression and future prospects of communication agents, including ChatGPT. Moreover, other studies have focused on making comparisons, particularly between ChatGPT and alternative chatbots like Bard, Bing Chat, ERNIE, LaMDA, BlenderBot, and various others. For example, O’Leary [ 53 ] compared two chatbots, LaMDA and BlenderBot, with ChatGPT and revealed that ChatGPT outperformed both. This superiority arises from ChatGPT’s capacity to handle a wider range of questions and generate slightly varied perspectives within specific contexts. Similarly, ChatGPT exhibited an impressive ability to formulate interpretable responses that were easily understood when compared with Google's feature snippet [ 34 ]. Additionally, ChatGPT was compared to other LLMs-based chatbots, including Bard and BERT, as well as ERNIE. The findings indicated that ChatGPT exhibited strong performance in the given tasks, often outperforming the other models [ 59 ].

Furthermore, in the education context, a comprehensive study systematically compared a range of the most promising chatbots, including Bard, Bing Chat, ChatGPT, and Ernie across a multidisciplinary test that required higher-order thinking. The study revealed that ChatGPT achieved the highest score, surpassing Bing Chat and Bard [ 64 ]. Similarly, a comparative analysis was conducted to compare ChatGPT with Bard in answering a set of 30 mathematical questions and logic problems, grouped into two question sets. Set (A) is unavailable online, while Set (B) is available online. The results revealed ChatGPT's superiority in Set (A) over Bard. Nevertheless, Bard's advantage emerged in Set (B) due to its capacity to access the internet directly and retrieve answers, a capability that ChatGPT does not possess [ 57 ]. However, through these varied assessments, ChatGPT consistently highlights its exceptional prowess compared to various alternatives in the ever-evolving chatbot technology.

The widespread adoption of chatbots, especially ChatGPT, by millions of students and educators, has sparked extensive discussions regarding its incorporation into the education sector [ 64 ]. Accordingly, many scholars have contributed to the discourse, expressing both optimism and pessimism regarding the incorporation of ChatGPT into education. For example, ChatGPT has been highlighted for its capabilities in enriching the learning and teaching experience through its ability to support different learning approaches, including adaptive learning, personalized learning, and self-directed learning [ 58 , 60 , 91 ]), deliver summative and formative feedback to students and provide real-time responses to questions, increase the accessibility of information [ 22 , 40 , 43 ], foster students’ performance, engagement and motivation [ 14 , 44 , 58 ], and enhance teaching practices [ 17 , 18 , 64 , 74 ].

On the other hand, concerns have been also raised regarding its potential negative effects on learning and teaching. These include the dissemination of false information and references [ 12 , 23 , 61 , 85 ], biased reinforcement [ 47 , 50 ], compromised academic integrity [ 18 , 40 , 66 , 74 ], and the potential decline in students' skills [ 43 , 61 , 64 , 74 ]. As a result, ChatGPT has been banned in multiple countries, including Russia, China, Venezuela, Belarus, and Iran, as well as in various educational institutions in India, Italy, Western Australia, France, and the United States [ 52 , 90 ].

Clearly, the advent of chatbots, especially ChatGPT, has provoked significant controversy due to their potential impact on learning and teaching. This indicates the necessity for further exploration to gain a deeper understanding of this technology and carefully evaluate its potential benefits, limitations, challenges, and threats to education [ 79 ]. Therefore, conducting a systematic literature review will provide valuable insights into the potential prospects and obstacles linked to its incorporation into education. This systematic literature review will primarily focus on ChatGPT, driven by the aforementioned key factors outlined above.

However, the existing literature lacks a systematic literature review of empirical studies. Thus, this systematic literature review aims to address this gap by synthesizing the existing empirical studies conducted on chatbots, particularly ChatGPT, in the field of education, highlighting how ChatGPT has been utilized in educational settings, and identifying any existing gaps. This review may be particularly useful for researchers in the field and educators who are contemplating the integration of ChatGPT or any chatbot into education. The following research questions will guide this study:

What are students' and teachers' initial attempts at utilizing ChatGPT in education?

What are the main findings derived from empirical studies that have incorporated ChatGPT into learning and teaching?

2 Methodology

To conduct this study, the authors followed the essential steps of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA 2020) and Okoli’s [ 54 ] steps for conducting a systematic review. These included identifying the study’s purpose, drafting a protocol, applying a practical screening process, searching the literature, extracting relevant data, evaluating the quality of the included studies, synthesizing the studies, and ultimately writing the review. The subsequent section provides an extensive explanation of how these steps were carried out in this study.

2.1 Identify the purpose

Given the widespread adoption of ChatGPT by students and teachers for various educational purposes, often without a thorough understanding of responsible and effective use or a clear recognition of its potential impact on learning and teaching, the authors recognized the need for further exploration of ChatGPT's impact on education in this early stage. Therefore, they have chosen to conduct a systematic literature review of existing empirical studies that incorporate ChatGPT into educational settings. Despite the limited number of empirical studies due to the novelty of the topic, their goal is to gain a deeper understanding of this technology and proactively evaluate its potential benefits, limitations, challenges, and threats to education. This effort could help to understand initial reactions and attempts at incorporating ChatGPT into education and bring out insights and considerations that can inform the future development of education.

2.2 Draft the protocol

The next step is formulating the protocol. This protocol serves to outline the study process in a rigorous and transparent manner, mitigating researcher bias in study selection and data extraction [ 88 ]. The protocol will include the following steps: generating the research question, predefining a literature search strategy, identifying search locations, establishing selection criteria, assessing the studies, developing a data extraction strategy, and creating a timeline.

2.3 Apply practical screen

The screening step aims to accurately filter the articles resulting from the searching step and select the empirical studies that have incorporated ChatGPT into educational contexts, which will guide us in answering the research questions and achieving the objectives of this study. To ensure the rigorous execution of this step, our inclusion and exclusion criteria were determined based on the authors' experience and informed by previous successful systematic reviews [ 21 ]. Table 1 summarizes the inclusion and exclusion criteria for study selection.

2.4 Literature search

We conducted a thorough literature search to identify articles that explored, examined, and addressed the use of ChatGPT in Educational contexts. We utilized two research databases: Dimensions.ai, which provides access to a large number of research publications, and lens.org, which offers access to over 300 million articles, patents, and other research outputs from diverse sources. Additionally, we included three databases, Scopus, Web of Knowledge, and ERIC, which contain relevant research on the topic that addresses our research questions. To browse and identify relevant articles, we used the following search formula: ("ChatGPT" AND "Education"), which included the Boolean operator "AND" to get more specific results. The subject area in the Scopus and ERIC databases were narrowed to "ChatGPT" and "Education" keywords, and in the WoS database was limited to the "Education" category. The search was conducted between the 3rd and 10th of April 2023, which resulted in 276 articles from all selected databases (111 articles from Dimensions.ai, 65 from Scopus, 28 from Web of Science, 14 from ERIC, and 58 from Lens.org). These articles were imported into the Rayyan web-based system for analysis. The duplicates were identified automatically by the system. Subsequently, the first author manually reviewed the duplicated articles ensured that they had the same content, and then removed them, leaving us with 135 unique articles. Afterward, the titles, abstracts, and keywords of the first 40 manuscripts were scanned and reviewed by the first author and were discussed with the second and third authors to resolve any disagreements. Subsequently, the first author proceeded with the filtering process for all articles and carefully applied the inclusion and exclusion criteria as presented in Table  1 . Articles that met any one of the exclusion criteria were eliminated, resulting in 26 articles. Afterward, the authors met to carefully scan and discuss them. The authors agreed to eliminate any empirical studies solely focused on checking ChatGPT capabilities, as these studies do not guide us in addressing the research questions and achieving the study's objectives. This resulted in 14 articles eligible for analysis.

2.5 Quality appraisal

The examination and evaluation of the quality of the extracted articles is a vital step [ 9 ]. Therefore, the extracted articles were carefully evaluated for quality using Fink’s [ 24 ] standards, which emphasize the necessity for detailed descriptions of methodology, results, conclusions, strengths, and limitations. The process began with a thorough assessment of each study's design, data collection, and analysis methods to ensure their appropriateness and comprehensive execution. The clarity, consistency, and logical progression from data to results and conclusions were also critically examined. Potential biases and recognized limitations within the studies were also scrutinized. Ultimately, two articles were excluded for failing to meet Fink’s criteria, particularly in providing sufficient detail on methodology, results, conclusions, strengths, or limitations. The review process is illustrated in Fig.  1 .

The study selection process

2.6 Data extraction

The next step is data extraction, the process of capturing the key information and categories from the included studies. To improve efficiency, reduce variation among authors, and minimize errors in data analysis, the coding categories were constructed using Creswell's [ 15 ] coding techniques for data extraction and interpretation. The coding process involves three sequential steps. The initial stage encompasses open coding , where the researcher examines the data, generates codes to describe and categorize it, and gains a deeper understanding without preconceived ideas. Following open coding is axial coding , where the interrelationships between codes from open coding are analyzed to establish more comprehensive categories or themes. The process concludes with selective coding , refining and integrating categories or themes to identify core concepts emerging from the data. The first coder performed the coding process, then engaged in discussions with the second and third authors to finalize the coding categories for the first five articles. The first coder then proceeded to code all studies and engaged again in discussions with the other authors to ensure the finalization of the coding process. After a comprehensive analysis and capturing of the key information from the included studies, the data extraction and interpretation process yielded several themes. These themes have been categorized and are presented in Table  2 . It is important to note that open coding results were removed from Table  2 for aesthetic reasons, as it included many generic aspects, such as words, short phrases, or sentences mentioned in the studies.

2.7 Synthesize studies

In this stage, we will gather, discuss, and analyze the key findings that emerged from the selected studies. The synthesis stage is considered a transition from an author-centric to a concept-centric focus, enabling us to map all the provided information to achieve the most effective evaluation of the data [ 87 ]. Initially, the authors extracted data that included general information about the selected studies, including the author(s)' names, study titles, years of publication, educational levels, research methodologies, sample sizes, participants, main aims or objectives, raw data sources, and analysis methods. Following that, all key information and significant results from the selected studies were compiled using Creswell’s [ 15 ] coding techniques for data extraction and interpretation to identify core concepts and themes emerging from the data, focusing on those that directly contributed to our research questions and objectives, such as the initial utilization of ChatGPT in learning and teaching, learners' and educators' familiarity with ChatGPT, and the main findings of each study. Finally, the data related to each selected study were extracted into an Excel spreadsheet for data processing. The Excel spreadsheet was reviewed by the authors, including a series of discussions to ensure the finalization of this process and prepare it for further analysis. Afterward, the final result being analyzed and presented in various types of charts and graphs. Table 4 presents the extracted data from the selected studies, with each study labeled with a capital 'S' followed by a number.

This section consists of two main parts. The first part provides a descriptive analysis of the data compiled from the reviewed studies. The second part presents the answers to the research questions and the main findings of these studies.

3.1 Part 1: descriptive analysis

This section will provide a descriptive analysis of the reviewed studies, including educational levels and fields, participants distribution, country contribution, research methodologies, study sample size, study population, publication year, list of journals, familiarity with ChatGPT, source of data, and the main aims and objectives of the studies. Table 4 presents a comprehensive overview of the extracted data from the selected studies.

3.1.1 The number of the reviewed studies and publication years

The total number of the reviewed studies was 14. All studies were empirical studies and published in different journals focusing on Education and Technology. One study was published in 2022 [S1], while the remaining were published in 2023 [S2]-[S14]. Table 3 illustrates the year of publication, the names of the journals, and the number of reviewed studies published in each journal for the studies reviewed.

3.1.2 Educational levels and fields

The majority of the reviewed studies, 11 studies, were conducted in higher education institutions [S1]-[S10] and [S13]. Two studies did not specify the educational level of the population [S12] and [S14], while one study focused on elementary education [S11]. However, the reviewed studies covered various fields of education. Three studies focused on Arts and Humanities Education [S8], [S11], and [S14], specifically English Education. Two studies focused on Engineering Education, with one in Computer Engineering [S2] and the other in Construction Education [S3]. Two studies focused on Mathematics Education [S5] and [S12]. One study focused on Social Science Education [S13]. One study focused on Early Education [S4]. One study focused on Journalism Education [S9]. Finally, three studies did not specify the field of education [S1], [S6], and [S7]. Figure  2 represents the educational levels in the reviewed studies, while Fig.  3 represents the context of the reviewed studies.

Educational levels in the reviewed studies

Context of the reviewed studies

3.1.3 Participants distribution and countries contribution

The reviewed studies have been conducted across different geographic regions, providing a diverse representation of the studies. The majority of the studies, 10 in total, [S1]-[S3], [S5]-[S9], [S11], and [S14], primarily focused on participants from single countries such as Pakistan, the United Arab Emirates, China, Indonesia, Poland, Saudi Arabia, South Korea, Spain, Tajikistan, and the United States. In contrast, four studies, [S4], [S10], [S12], and [S13], involved participants from multiple countries, including China and the United States [S4], China, the United Kingdom, and the United States [S10], the United Arab Emirates, Oman, Saudi Arabia, and Jordan [S12], Turkey, Sweden, Canada, and Australia [ 13 ]. Figures  4 and 5 illustrate the distribution of participants, whether from single or multiple countries, and the contribution of each country in the reviewed studies, respectively.

The reviewed studies conducted in single or multiple countries

The Contribution of each country in the studies

3.1.4 Study population and sample size

Four study populations were included: university students, university teachers, university teachers and students, and elementary school teachers. Six studies involved university students [S2], [S3], [S5] and [S6]-[S8]. Three studies focused on university teachers [S1], [S4], and [S6], while one study specifically targeted elementary school teachers [S11]. Additionally, four studies included both university teachers and students [S10] and [ 12 , 13 , 14 ], and among them, study [S13] specifically included postgraduate students. In terms of the sample size of the reviewed studies, nine studies included a small sample size of less than 50 participants [S1], [S3], [S6], [S8], and [S10]-[S13]. Three studies had 50–100 participants [S2], [S9], and [S14]. Only one study had more than 100 participants [S7]. It is worth mentioning that study [S4] adopted a mixed methods approach, including 10 participants for qualitative analysis and 110 participants for quantitative analysis.

3.1.5 Participants’ familiarity with using ChatGPT

The reviewed studies recruited a diverse range of participants with varying levels of familiarity with ChatGPT. Five studies [S2], [S4], [S6], [S8], and [S12] involved participants already familiar with ChatGPT, while eight studies [S1], [S3], [S5], [S7], [S9], [S10], [S13] and [S14] included individuals with differing levels of familiarity. Notably, one study [S11] had participants who were entirely unfamiliar with ChatGPT. It is important to note that four studies [S3], [S5], [S9], and [S11] provided training or guidance to their participants before conducting their studies, while ten studies [S1], [S2], [S4], [S6]-[S8], [S10], and [S12]-[S14] did not provide training due to the participants' existing familiarity with ChatGPT.

3.1.6 Research methodology approaches and source(S) of data

The reviewed studies adopted various research methodology approaches. Seven studies adopted qualitative research methodology [S1], [S4], [S6], [S8], [S10], [S11], and [S12], while three studies adopted quantitative research methodology [S3], [S7], and [S14], and four studies employed mixed-methods, which involved a combination of both the strengths of qualitative and quantitative methods [S2], [S5], [S9], and [S13].

In terms of the source(s) of data, the reviewed studies obtained their data from various sources, such as interviews, questionnaires, and pre-and post-tests. Six studies relied on interviews as their primary source of data collection [S1], [S4], [S6], [S10], [S11], and [S12], four studies relied on questionnaires [S2], [S7], [S13], and [S14], two studies combined the use of pre-and post-tests and questionnaires for data collection [S3] and [S9], while two studies combined the use of questionnaires and interviews to obtain the data [S5] and [S8]. It is important to note that six of the reviewed studies were quasi-experimental [S3], [S5], [S8], [S9], [S12], and [S14], while the remaining ones were experimental studies [S1], [S2], [S4], [S6], [S7], [S10], [S11], and [S13]. Figures  6 and 7 illustrate the research methodologies and the source (s) of data used in the reviewed studies, respectively.

Research methodologies in the reviewed studies

Source of data in the reviewed studies

3.1.7 The aim and objectives of the studies

The reviewed studies encompassed a diverse set of aims, with several of them incorporating multiple primary objectives. Six studies [S3], [S6], [S7], [S8], [S11], and [S12] examined the integration of ChatGPT in educational contexts, and four studies [S4], [S5], [S13], and [S14] investigated the various implications of its use in education, while three studies [S2], [S9], and [S10] aimed to explore both its integration and implications in education. Additionally, seven studies explicitly explored attitudes and perceptions of students [S2] and [S3], educators [S1] and [S6], or both [S10], [S12], and [S13] regarding the utilization of ChatGPT in educational settings.

3.2 Part 2: research questions and main findings of the reviewed studies

This part will present the answers to the research questions and the main findings of the reviewed studies, classified into two main categories (learning and teaching) according to AI Education classification by [ 36 ]. Figure  8 summarizes the main findings of the reviewed studies in a visually informative diagram. Table 4 provides a detailed list of the key information extracted from the selected studies that led to generating these themes.

The main findings in the reviewed studies

4 Students' initial attempts at utilizing ChatGPT in learning and main findings from students' perspective

4.1 virtual intelligent assistant.

Nine studies demonstrated that ChatGPT has been utilized by students as an intelligent assistant to enhance and support their learning. Students employed it for various purposes, such as answering on-demand questions [S2]-[S5], [S8], [S10], and [S12], providing valuable information and learning resources [S2]-[S5], [S6], and [S8], as well as receiving immediate feedback [S2], [S4], [S9], [S10], and [S12]. In this regard, students generally were confident in the accuracy of ChatGPT's responses, considering them relevant, reliable, and detailed [S3], [S4], [S5], and [S8]. However, some students indicated the need for improvement, as they found that answers are not always accurate [S2], and that misleading information may have been provided or that it may not always align with their expectations [S6] and [S10]. It was also observed by the students that the accuracy of ChatGPT is dependent on several factors, including the quality and specificity of the user's input, the complexity of the question or topic, and the scope and relevance of its training data [S12]. Many students felt that ChatGPT's answers were not always accurate and most of them believed that it requires good background knowledge to work with.

4.2 Writing and language proficiency assistant

Six of the reviewed studies highlighted that ChatGPT has been utilized by students as a valuable assistant tool to improve their academic writing skills and language proficiency. Among these studies, three mainly focused on English education, demonstrating that students showed sufficient mastery in using ChatGPT for generating ideas, summarizing, paraphrasing texts, and completing writing essays [S8], [S11], and [S14]. Furthermore, ChatGPT helped them in writing by making students active investigators rather than passive knowledge recipients and facilitated the development of their writing skills [S11] and [S14]. Similarly, ChatGPT allowed students to generate unique ideas and perspectives, leading to deeper analysis and reflection on their journalism writing [S9]. In terms of language proficiency, ChatGPT allowed participants to translate content into their home languages, making it more accessible and relevant to their context [S4]. It also enabled them to request changes in linguistic tones or flavors [S8]. Moreover, participants used it to check grammar or as a dictionary [S11].

4.3 Valuable resource for learning approaches

Five studies demonstrated that students used ChatGPT as a valuable complementary resource for self-directed learning. It provided learning resources and guidance on diverse educational topics and created a supportive home learning environment [S2] and [S4]. Moreover, it offered step-by-step guidance to grasp concepts at their own pace and enhance their understanding [S5], streamlined task and project completion carried out independently [S7], provided comprehensive and easy-to-understand explanations on various subjects [S10], and assisted in studying geometry operations, thereby empowering them to explore geometry operations at their own pace [S12]. Three studies showed that students used ChatGPT as a valuable learning resource for personalized learning. It delivered age-appropriate conversations and tailored teaching based on a child's interests [S4], acted as a personalized learning assistant, adapted to their needs and pace, which assisted them in understanding mathematical concepts [S12], and enabled personalized learning experiences in social sciences by adapting to students' needs and learning styles [S13]. On the other hand, it is important to note that, according to one study [S5], students suggested that using ChatGPT may negatively affect collaborative learning competencies between students.

4.4 Enhancing students' competencies

Six of the reviewed studies have shown that ChatGPT is a valuable tool for improving a wide range of skills among students. Two studies have provided evidence that ChatGPT led to improvements in students' critical thinking, reasoning skills, and hazard recognition competencies through engaging them in interactive conversations or activities and providing responses related to their disciplines in journalism [S5] and construction education [S9]. Furthermore, two studies focused on mathematical education have shown the positive impact of ChatGPT on students' problem-solving abilities in unraveling problem-solving questions [S12] and enhancing the students' understanding of the problem-solving process [S5]. Lastly, one study indicated that ChatGPT effectively contributed to the enhancement of conversational social skills [S4].

4.5 Supporting students' academic success

Seven of the reviewed studies highlighted that students found ChatGPT to be beneficial for learning as it enhanced learning efficiency and improved the learning experience. It has been observed to improve students' efficiency in computer engineering studies by providing well-structured responses and good explanations [S2]. Additionally, students found it extremely useful for hazard reporting [S3], and it also enhanced their efficiency in solving mathematics problems and capabilities [S5] and [S12]. Furthermore, by finding information, generating ideas, translating texts, and providing alternative questions, ChatGPT aided students in deepening their understanding of various subjects [S6]. It contributed to an increase in students' overall productivity [S7] and improved efficiency in composing written tasks [S8]. Regarding learning experiences, ChatGPT was instrumental in assisting students in identifying hazards that they might have otherwise overlooked [S3]. It also improved students' learning experiences in solving mathematics problems and developing abilities [S5] and [S12]. Moreover, it increased students' successful completion of important tasks in their studies [S7], particularly those involving average difficulty writing tasks [S8]. Additionally, ChatGPT increased the chances of educational success by providing students with baseline knowledge on various topics [S10].

5 Teachers' initial attempts at utilizing ChatGPT in teaching and main findings from teachers' perspective

5.1 valuable resource for teaching.

The reviewed studies showed that teachers have employed ChatGPT to recommend, modify, and generate diverse, creative, organized, and engaging educational contents, teaching materials, and testing resources more rapidly [S4], [S6], [S10] and [S11]. Additionally, teachers experienced increased productivity as ChatGPT facilitated quick and accurate responses to questions, fact-checking, and information searches [S1]. It also proved valuable in constructing new knowledge [S6] and providing timely answers to students' questions in classrooms [S11]. Moreover, ChatGPT enhanced teachers' efficiency by generating new ideas for activities and preplanning activities for their students [S4] and [S6], including interactive language game partners [S11].

5.2 Improving productivity and efficiency

The reviewed studies showed that participants' productivity and work efficiency have been significantly enhanced by using ChatGPT as it enabled them to allocate more time to other tasks and reduce their overall workloads [S6], [S10], [S11], [S13], and [S14]. However, three studies [S1], [S4], and [S11], indicated a negative perception and attitude among teachers toward using ChatGPT. This negativity stemmed from a lack of necessary skills to use it effectively [S1], a limited familiarity with it [S4], and occasional inaccuracies in the content provided by it [S10].

5.3 Catalyzing new teaching methodologies

Five of the reviewed studies highlighted that educators found the necessity of redefining their teaching profession with the assistance of ChatGPT [S11], developing new effective learning strategies [S4], and adapting teaching strategies and methodologies to ensure the development of essential skills for future engineers [S5]. They also emphasized the importance of adopting new educational philosophies and approaches that can evolve with the introduction of ChatGPT into the classroom [S12]. Furthermore, updating curricula to focus on improving human-specific features, such as emotional intelligence, creativity, and philosophical perspectives [S13], was found to be essential.

5.4 Effective utilization of CHATGPT in teaching

According to the reviewed studies, effective utilization of ChatGPT in education requires providing teachers with well-structured training, support, and adequate background on how to use ChatGPT responsibly [S1], [S3], [S11], and [S12]. Establishing clear rules and regulations regarding its usage is essential to ensure it positively impacts the teaching and learning processes, including students' skills [S1], [S4], [S5], [S8], [S9], and [S11]-[S14]. Moreover, conducting further research and engaging in discussions with policymakers and stakeholders is indeed crucial for the successful integration of ChatGPT in education and to maximize the benefits for both educators and students [S1], [S6]-[S10], and [S12]-[S14].

6 Discussion

The purpose of this review is to conduct a systematic review of empirical studies that have explored the utilization of ChatGPT, one of today’s most advanced LLM-based chatbots, in education. The findings of the reviewed studies showed several ways of ChatGPT utilization in different learning and teaching practices as well as it provided insights and considerations that can facilitate its effective and responsible use in future educational contexts. The results of the reviewed studies came from diverse fields of education, which helped us avoid a biased review that is limited to a specific field. Similarly, the reviewed studies have been conducted across different geographic regions. This kind of variety in geographic representation enriched the findings of this review.

In response to RQ1 , "What are students' and teachers' initial attempts at utilizing ChatGPT in education?", the findings from this review provide comprehensive insights. Chatbots, including ChatGPT, play a crucial role in supporting student learning, enhancing their learning experiences, and facilitating diverse learning approaches [ 42 , 43 ]. This review found that this tool, ChatGPT, has been instrumental in enhancing students' learning experiences by serving as a virtual intelligent assistant, providing immediate feedback, on-demand answers, and engaging in educational conversations. Additionally, students have benefited from ChatGPT’s ability to generate ideas, compose essays, and perform tasks like summarizing, translating, paraphrasing texts, or checking grammar, thereby enhancing their writing and language competencies. Furthermore, students have turned to ChatGPT for assistance in understanding concepts and homework, providing structured learning plans, and clarifying assignments and tasks, which fosters a supportive home learning environment, allowing them to take responsibility for their own learning and cultivate the skills and approaches essential for supportive home learning environment [ 26 , 27 , 28 ]. This finding aligns with the study of Saqr et al. [ 68 , 69 ] who highlighted that, when students actively engage in their own learning process, it yields additional advantages, such as heightened motivation, enhanced achievement, and the cultivation of enthusiasm, turning them into advocates for their own learning.

Moreover, students have utilized ChatGPT for tailored teaching and step-by-step guidance on diverse educational topics, streamlining task and project completion, and generating and recommending educational content. This personalization enhances the learning environment, leading to increased academic success. This finding aligns with other recent studies [ 26 , 27 , 28 , 60 , 66 ] which revealed that ChatGPT has the potential to offer personalized learning experiences and support an effective learning process by providing students with customized feedback and explanations tailored to their needs and abilities. Ultimately, fostering students' performance, engagement, and motivation, leading to increase students' academic success [ 14 , 44 , 58 ]. This ultimate outcome is in line with the findings of Saqr et al. [ 68 , 69 ], which emphasized that learning strategies are important catalysts of students' learning, as students who utilize effective learning strategies are more likely to have better academic achievement.

Teachers, too, have capitalized on ChatGPT's capabilities to enhance productivity and efficiency, using it for creating lesson plans, generating quizzes, providing additional resources, generating and preplanning new ideas for activities, and aiding in answering students’ questions. This adoption of technology introduces new opportunities to support teaching and learning practices, enhancing teacher productivity. This finding aligns with those of Day [ 17 ], De Castro [ 18 ], and Su and Yang [ 74 ] as well as with those of Valtonen et al. [ 82 ], who revealed that emerging technological advancements have opened up novel opportunities and means to support teaching and learning practices, and enhance teachers’ productivity.

In response to RQ2 , "What are the main findings derived from empirical studies that have incorporated ChatGPT into learning and teaching?", the findings from this review provide profound insights and raise significant concerns. Starting with the insights, chatbots, including ChatGPT, have demonstrated the potential to reshape and revolutionize education, creating new, novel opportunities for enhancing the learning process and outcomes [ 83 ], facilitating different learning approaches, and offering a range of pedagogical benefits [ 19 , 43 , 72 ]. In this context, this review found that ChatGPT could open avenues for educators to adopt or develop new effective learning and teaching strategies that can evolve with the introduction of ChatGPT into the classroom. Nonetheless, there is an evident lack of research understanding regarding the potential impact of generative machine learning models within diverse educational settings [ 83 ]. This necessitates teachers to attain a high level of proficiency in incorporating chatbots, such as ChatGPT, into their classrooms to create inventive, well-structured, and captivating learning strategies. In the same vein, the review also found that teachers without the requisite skills to utilize ChatGPT realized that it did not contribute positively to their work and could potentially have adverse effects [ 37 ]. This concern could lead to inequity of access to the benefits of chatbots, including ChatGPT, as individuals who lack the necessary expertise may not be able to harness their full potential, resulting in disparities in educational outcomes and opportunities. Therefore, immediate action is needed to address these potential issues. A potential solution is offering training, support, and competency development for teachers to ensure that all of them can leverage chatbots, including ChatGPT, effectively and equitably in their educational practices [ 5 , 28 , 80 ], which could enhance accessibility and inclusivity, and potentially result in innovative outcomes [ 82 , 83 ].

Additionally, chatbots, including ChatGPT, have the potential to significantly impact students' thinking abilities, including retention, reasoning, analysis skills [ 19 , 45 ], and foster innovation and creativity capabilities [ 83 ]. This review found that ChatGPT could contribute to improving a wide range of skills among students. However, it found that frequent use of ChatGPT may result in a decrease in innovative capacities, collaborative skills and cognitive capacities, and students' motivation to attend classes, as well as could lead to reduced higher-order thinking skills among students [ 22 , 29 ]. Therefore, immediate action is needed to carefully examine the long-term impact of chatbots such as ChatGPT, on learning outcomes as well as to explore its incorporation into educational settings as a supportive tool without compromising students' cognitive development and critical thinking abilities. In the same vein, the review also found that it is challenging to draw a consistent conclusion regarding the potential of ChatGPT to aid self-directed learning approach. This finding aligns with the recent study of Baskara [ 8 ]. Therefore, further research is needed to explore the potential of ChatGPT for self-directed learning. One potential solution involves utilizing learning analytics as a novel approach to examine various aspects of students' learning and support them in their individual endeavors [ 32 ]. This approach can bridge this gap by facilitating an in-depth analysis of how learners engage with ChatGPT, identifying trends in self-directed learning behavior, and assessing its influence on their outcomes.

Turning to the significant concerns, on the other hand, a fundamental challenge with LLM-based chatbots, including ChatGPT, is the accuracy and quality of the provided information and responses, as they provide false information as truth—a phenomenon often referred to as "hallucination" [ 3 , 49 ]. In this context, this review found that the provided information was not entirely satisfactory. Consequently, the utilization of chatbots presents potential concerns, such as generating and providing inaccurate or misleading information, especially for students who utilize it to support their learning. This finding aligns with other findings [ 6 , 30 , 35 , 40 ] which revealed that incorporating chatbots such as ChatGPT, into education presents challenges related to its accuracy and reliability due to its training on a large corpus of data, which may contain inaccuracies and the way users formulate or ask ChatGPT. Therefore, immediate action is needed to address these potential issues. One possible solution is to equip students with the necessary skills and competencies, which include a background understanding of how to use it effectively and the ability to assess and evaluate the information it generates, as the accuracy and the quality of the provided information depend on the input, its complexity, the topic, and the relevance of its training data [ 28 , 49 , 86 ]. However, it's also essential to examine how learners can be educated about how these models operate, the data used in their training, and how to recognize their limitations, challenges, and issues [ 79 ].

Furthermore, chatbots present a substantial challenge concerning maintaining academic integrity [ 20 , 56 ] and copyright violations [ 83 ], which are significant concerns in education. The review found that the potential misuse of ChatGPT might foster cheating, facilitate plagiarism, and threaten academic integrity. This issue is also affirmed by the research conducted by Basic et al. [ 7 ], who presented evidence that students who utilized ChatGPT in their writing assignments had more plagiarism cases than those who did not. These findings align with the conclusions drawn by Cotton et al. [ 13 ], Hisan and Amri [ 33 ] and Sullivan et al. [ 75 ], who revealed that the integration of chatbots such as ChatGPT into education poses a significant challenge to the preservation of academic integrity. Moreover, chatbots, including ChatGPT, have increased the difficulty in identifying plagiarism [ 47 , 67 , 76 ]. The findings from previous studies [ 1 , 84 ] indicate that AI-generated text often went undetected by plagiarism software, such as Turnitin. However, Turnitin and other similar plagiarism detection tools, such as ZeroGPT, GPTZero, and Copyleaks, have since evolved, incorporating enhanced techniques to detect AI-generated text, despite the possibility of false positives, as noted in different studies that have found these tools still not yet fully ready to accurately and reliably identify AI-generated text [ 10 , 51 ], and new novel detection methods may need to be created and implemented for AI-generated text detection [ 4 ]. This potential issue could lead to another concern, which is the difficulty of accurately evaluating student performance when they utilize chatbots such as ChatGPT assistance in their assignments. Consequently, the most LLM-driven chatbots present a substantial challenge to traditional assessments [ 64 ]. The findings from previous studies indicate the importance of rethinking, improving, and redesigning innovative assessment methods in the era of chatbots [ 14 , 20 , 64 , 75 ]. These methods should prioritize the process of evaluating students' ability to apply knowledge to complex cases and demonstrate comprehension, rather than solely focusing on the final product for assessment. Therefore, immediate action is needed to address these potential issues. One possible solution would be the development of clear guidelines, regulatory policies, and pedagogical guidance. These measures would help regulate the proper and ethical utilization of chatbots, such as ChatGPT, and must be established before their introduction to students [ 35 , 38 , 39 , 41 , 89 ].

In summary, our review has delved into the utilization of ChatGPT, a prominent example of chatbots, in education, addressing the question of how ChatGPT has been utilized in education. However, there remain significant gaps, which necessitate further research to shed light on this area.

7 Conclusions

This systematic review has shed light on the varied initial attempts at incorporating ChatGPT into education by both learners and educators, while also offering insights and considerations that can facilitate its effective and responsible use in future educational contexts. From the analysis of 14 selected studies, the review revealed the dual-edged impact of ChatGPT in educational settings. On the positive side, ChatGPT significantly aided the learning process in various ways. Learners have used it as a virtual intelligent assistant, benefiting from its ability to provide immediate feedback, on-demand answers, and easy access to educational resources. Additionally, it was clear that learners have used it to enhance their writing and language skills, engaging in practices such as generating ideas, composing essays, and performing tasks like summarizing, translating, paraphrasing texts, or checking grammar. Importantly, other learners have utilized it in supporting and facilitating their directed and personalized learning on a broad range of educational topics, assisting in understanding concepts and homework, providing structured learning plans, and clarifying assignments and tasks. Educators, on the other hand, found ChatGPT beneficial for enhancing productivity and efficiency. They used it for creating lesson plans, generating quizzes, providing additional resources, and answers learners' questions, which saved time and allowed for more dynamic and engaging teaching strategies and methodologies.

However, the review also pointed out negative impacts. The results revealed that overuse of ChatGPT could decrease innovative capacities and collaborative learning among learners. Specifically, relying too much on ChatGPT for quick answers can inhibit learners' critical thinking and problem-solving skills. Learners might not engage deeply with the material or consider multiple solutions to a problem. This tendency was particularly evident in group projects, where learners preferred consulting ChatGPT individually for solutions over brainstorming and collaborating with peers, which negatively affected their teamwork abilities. On a broader level, integrating ChatGPT into education has also raised several concerns, including the potential for providing inaccurate or misleading information, issues of inequity in access, challenges related to academic integrity, and the possibility of misusing the technology.

Accordingly, this review emphasizes the urgency of developing clear rules, policies, and regulations to ensure ChatGPT's effective and responsible use in educational settings, alongside other chatbots, by both learners and educators. This requires providing well-structured training to educate them on responsible usage and understanding its limitations, along with offering sufficient background information. Moreover, it highlights the importance of rethinking, improving, and redesigning innovative teaching and assessment methods in the era of ChatGPT. Furthermore, conducting further research and engaging in discussions with policymakers and stakeholders are essential steps to maximize the benefits for both educators and learners and ensure academic integrity.

It is important to acknowledge that this review has certain limitations. Firstly, the limited inclusion of reviewed studies can be attributed to several reasons, including the novelty of the technology, as new technologies often face initial skepticism and cautious adoption; the lack of clear guidelines or best practices for leveraging this technology for educational purposes; and institutional or governmental policies affecting the utilization of this technology in educational contexts. These factors, in turn, have affected the number of studies available for review. Secondly, the utilization of the original version of ChatGPT, based on GPT-3 or GPT-3.5, implies that new studies utilizing the updated version, GPT-4 may lead to different findings. Therefore, conducting follow-up systematic reviews is essential once more empirical studies on ChatGPT are published. Additionally, long-term studies are necessary to thoroughly examine and assess the impact of ChatGPT on various educational practices.

Despite these limitations, this systematic review has highlighted the transformative potential of ChatGPT in education, revealing its diverse utilization by learners and educators alike and summarized the benefits of incorporating it into education, as well as the forefront critical concerns and challenges that must be addressed to facilitate its effective and responsible use in future educational contexts. This review could serve as an insightful resource for practitioners who seek to integrate ChatGPT into education and stimulate further research in the field.

Data availability

The data supporting our findings are available upon request.

Abbreviations

• Artificial intelligence

AI in education

Large language model

Artificial neural networks

Chat Generative Pre-Trained Transformer

Recurrent neural networks

Long short-term memory

Reinforcement learning from human feedback

Natural language processing

Preferred Reporting Items for Systematic Reviews and Meta-Analyses

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The paper is co-funded by the Academy of Finland (Suomen Akatemia) Research Council for Natural Sciences and Engineering for the project Towards precision education: Idiographic learning analytics (TOPEILA), Decision Number 350560.

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YA contributed to the literature search, data analysis, discussion, and conclusion. Additionally, YA contributed to the manuscript’s writing, editing, and finalization. MS contributed to the study’s design, conceptualization, acquisition of funding, project administration, allocation of resources, supervision, validation, literature search, and analysis of results. Furthermore, MS contributed to the manuscript's writing, revising, and approving it in its finalized state. NP contributed to the results, and discussions, and provided supervision. NP also contributed to the writing process, revisions, and the final approval of the manuscript in its finalized state. MT contributed to the study's conceptualization, resource management, supervision, writing, revising the manuscript, and approving it.

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See Table  4

The process of synthesizing the data presented in Table  4 involved identifying the relevant studies through a search process of databases (ERIC, Scopus, Web of Knowledge, Dimensions.ai, and lens.org) using specific keywords "ChatGPT" and "education". Following this, inclusion/exclusion criteria were applied, and data extraction was performed using Creswell's [ 15 ] coding techniques to capture key information and identify common themes across the included studies.

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Albadarin, Y., Saqr, M., Pope, N. et al. A systematic literature review of empirical research on ChatGPT in education. Discov Educ 3 , 60 (2024). https://doi.org/10.1007/s44217-024-00138-2

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Artificial Intelligence vs. Human Coaches: A Mixed Methods Randomized Controlled Experiment on Client Experiences and Outcomes

Barger, Amber

The rise of artificial intelligence (AI) challenges us to explore whether human-to-human relationships can extend to AI, potentially reshaping the future of coaching. The purpose of this study was to examine client perceptions of being coached by a simulated AI coach, who was embodied as a vocally conversational live-motion avatar, compared to client perceptions of a human coach. It explored if and how client ratings of coaching process measures and outcome measures aligned between the two coach treatments. In this mixed methods randomized controlled trial (RCT), 81 graduate students enrolled in the study and identified a personally relevant goal to pursue. The study deployed an alternative-treatments between-subjects design, with one-third of participants receiving coaching from simulated AI coaches, another third engaging with seasoned human coaches, and the rest forming the control group. Both treatment groups had one 60-minute session guided by the CLEAR (contract, listen, explore, action, review) coaching model to support each person to gain clarity about their goal and identify specific behaviors that could help each make progress towards their goal. Quantitative data were captured through three surveys and qualitative input was captured through open-ended survey questions and 27 debrief interviews. The study utilized a Wizard of Oz technique from human-computer interaction research, ingeniously designed to sidestep the rapid obsolescence of technology by simulating an advanced AI coaching experience where participants unknowingly interacted with professional human coaches, enabling the assessment of responses to AI coaching in the absence of fully developed autonomous AI systems. The aim was to glean insights into client reactions to a future, fully autonomous AI with the expert capabilities of a human coach. Contrary to expectations from previous literature, participants did not rate professional human coaches higher than simulated AI coaches in terms of working alliance, session value, or outcomes, which included self-rated competence and goal achievement. In fact, both coached groups made significant progress compared to the control group, with participants convincingly engaging with their respective coaches, as confirmed by a novel believability index. The findings challenge prevailing assumptions about human uniqueness in relation to technology. The rapid advancement of AI suggests a revolutionary shift in coaching, where AI could take on a central and surprisingly effective role, redefining what we thought only human coaches could do and reshaping their role in the age of AI.

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How Neanderthal language differed from modern human – they probably didn’t use metaphors

Professor of Early Prehistory, University of Reading

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The Neanderthals ( Homo neanderthalensis ) fascinate researchers and the general public alike. They remain central to debates about the nature of the genus Homo (the broad biological classification that humans and their relatives fall into). Neanderthals are also vital for understanding the uniqueness or otherwise of our species, Homo sapiens .

We shared an ancestor with the Neanderthals around 600,000 years ago. They evolved in Europe while we did so in Africa, before dispersing multiple times into Eurasia. The Neanderthals became extinct around 40,000 years ago. We populated the world and continue to flourish. Whether that different outcome is a consequence of differences in language and thought has been long debated.

But the evidence points to key differences in the brains of our species and those of Neanderthals that allowed modern humans ( H. sapiens ) to come up with abstract and complex ideas through metaphor – the ability to compare two unrelated things. For this to happen, our species had to diverge from the Neanderthals in our brain architecture.

Some experts interpret the skeletal and archaeological evidence as indicating profound differences. Others believe there were none. And some take the middle ground .

Disagreement is not surprising when trying to infer such intangibles from material remains such as bones and artefacts. The evidence is piecemeal and ambiguous, providing us with a complex puzzle for how, when and why language evolved. Fortunately, recent discoveries in archaeology and other disciplines have added several new pieces to this language puzzle, enabling a viable picture of the Neanderthal mind to emerge.

New anatomical evidence indicates the Neanderthals had vocal tracts and auditory pathways not significantly different to our own, indicating that, from an anatomical perspective, they were as capable as us at communicating through speech . The discovery of Neanderthal genes in our own species indicates multiple episodes of interbreeding, which implies effective inter-species communication and social relationships.

The discovery of Neanderthal wooden spears, and the use of resins for making tools from separate components, have also enhanced our views of their technical skills . Pendants made from bird talons and the likely use of feathers as body adornments are claimed as examples of symbolism, along with geometric engravings on stone and bone .

Cave painters?

The most striking claim is that Neanderthals made art, painting red pigment on cave walls in Spain . But several of these cave art claims remain problematic. The evidence for Neanderthal cave art is compromised by unresolved methodological issues and is unlikely to be correct, in my view.

Rapidly accumulating evidence for the pre-40,000-year presence of modern humans in Europe challenges the idea that Neanderthals made these geometric designs, or at least that they did so prior to the influence of the symbol-using modern humans. However well-crafted, a wooden spear is little more than a pointed stick, and evidence of technological progress is absent throughout the entirety of Neanderthal existence.

While the archaeological evidence remains contested, that from neuroscience and genetics provides a compelling case for linguistic and cognitive differences between H. neanderthalensis and H. sapiens .

A 3D digital reconstruction of the Neanderthal brain, created by deforming that of H. sapiens and fitting it into a cast of the brain (endocast) from a Neanderthal, indicates significant differences in structure . The Neanderthals had a relatively large occipital lobe, devoting more brain matter to visual processing and making less available for other tasks such as language.

They also had a relatively small and differently shaped cerebellum. This sub-cortical structure, which is packed with neurons, contributes to many tasks including language processing, speaking and fluency . The uniquely spherical shape of the modern human brain evolved after the first Homo sapiens had appeared at 300,000 years ago.

Some of the genetic mutations associated with that development are associated with neuronal development and how neurons are connected in the brain. The authors of a comprehensive study of all mutations known to be unique to H. sapiens (as of 2019) concluded that “modifications of a complex network in cognition or learning took place in modern human evolution”.

Iconic words

While such evidence has been accumulating, our understanding of language has also changed. Three developments are of particular significance. First is the 2016 discovery via brain scanning that we store words, or rather the concepts we associate with words, throughout both brain hemispheres and in clusters , or semantic groups, of similar concepts in the brain. This is significant because, as we’ll see, the way these clusters of ideas are connected – or not – was probably different between H. sapiens and Neanderthals.

Second is the recognition that iconic sounds – those that provide a sensory impression of the thing they represent – had provided the evolutionary bridge between ape-like calls of our common ancestor of 6 million years ago and the first words spoken by Homo – though we’re not sure which species that was.

Iconic words remain pervasive in languages today , capturing aspects of the sound, size, movement and texture of the concept the word represents. This contrasts with words that are only arbitrarily related to the thing they refer to. For example, a canine can equally be called a dog, chien or hund – none of which provide a sensory impression of the animal.

Third, computer simulation models of language transmission between generations have shown that syntax – consistent rules for how words are ordered to generate meaning – can spontaneously emerge . This shift of emphasis from genetic encoding of syntax to spontaneous emergence suggests that both H.sapiens and Neanderthal language contained these rules.

The key difference

While it may be possible to join the puzzle pieces in several different ways, my long wrestle with the multi-disciplinary evidence has found only one solution. This begins with iconic words being spoken by the ancient human species Homo erectus around 1.6 million years ago.

As these types of words were transmitted from generation to generation, arbitrary words and rules of syntax emerged, providing the early Neanderthals and H. sapiens with equivalent linguistic and cognitive capacities.

But these diverged as both species continued to evolve. The H. sapiens brain developed its spherical form with neural networks connecting what had been isolated semantic clusters of words. These remained isolated in the Neanderthal brain. So, while H. sapiens and Neanderthals had equivalent capacity for iconic words and syntax, they appear to have differed with respect to storing ideas in semantic clusters in the brain.

By linking up different clusters in the brain that are responsible for storing groups of concepts, our species gained the capacity to think and communicate using metaphor. This allowed modern humans to draw a line between widely different concepts and ideas.

This was arguably the most important of our cognitive tools, enabling us to come up with complex and abstract concepts . While iconic words and syntax were shared between H. sapiens and Neanderthals, metaphor transformed the language, thought and culture of our species, creating a deep divide with the Neanderthals. They went extinct, while we populated the world and continue to flourish.

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NASA, IBM Research to Release New AI Model for Weather, Climate

By Jessica Barnett

Working together, NASA and IBM Research have developed a new artificial intelligence model to support a variety of weather and climate applications. The new model – known as the Prithvi-weather-climate foundational model – uses artificial intelligence (AI) in ways that could vastly improve the resolution we’ll be able to get, opening the door to better regional and local weather and climate models.  

Foundational models are large-scale, base models which are trained on large, unlabeled datasets and can be fine-tuned for a variety of applications. The Prithvi-weather-climate model is trained on a broad set of data – in this case NASA data from NASA’s Modern-Era Retrospective analysis for Research and Applications (MERRA-2)– and then makes use of AI learning abilities to apply patterns gleaned from the initial data across a broad range of additional scenarios.  

“Advancing NASA’s Earth science for the benefit of humanity means delivering actionable science in ways that are useful to people, organizations, and communities. The rapid changes we’re witnessing on our home planet demand this strategy to meet the urgency of the moment,” said Karen St. Germain, director of the Earth Science Division of NASA’s Science Mission Directorate. “The NASA foundation model will help us produce a tool that people can use: weather, seasonal and climate projections to help inform decisions on how to prepare, respond and mitigate.”  

With the Prithvi-weather-climate model, researchers will be able to support many different climate applications that can be used throughout the science community. These applications include detecting and predicting severe weather patterns or natural disasters, creating targeted forecasts based on localized observations, improving spatial resolution on global climate simulations down to regional levels, and improving the representation of how physical processes are included in weather and climate models.

“These transformative AI models are reshaping data accessibility by significantly lowering the barrier of entry to using NASA’s scientific data,” said Kevin Murphy, NASA’s chief science data officer, Science Mission Directorate at NASA Headquarters. “Our open approach to sharing these models invites the global community to explore and harness the capabilities we’ve cultivated, ensuring that NASA’s investment enriches and benefits all.” 

Prithvi-weather-climate was developed through an open collaboration with IBM Research, Oak Ridge National Laboratory, and NASA, including the agency’s Interagency Implementation and Advanced Concepts Team (IMPACT) at Marshall Space Flight Center in Huntsville, Alabama. 

Prithvi-weather-climate can capture the complex dynamics of atmospheric physics even when there is missing information thanks to the flexibility of the model’s architecture. This foundational model for weather and climate can scale to both global and regional areas without compromising resolution. 

“This model is part of our overall strategy to develop a family of AI foundation models to support NASA’s science mission goals,” said Rahul Ramachandran, who leads IMPACT at Marshall. “These models will augment our capabilities to draw insights from our vast archives of Earth observations.”  

Prithvi-weather-climate is part of a larger model family– the Prithvi family– which includes models trained on NASA’s Harmonized LandSat and Sentinel-2 data. The latest model serves as an open collaboration in line with NASA’s open science principles to make all data accessible and usable by communities everywhere. It will be released later this year on Hugging Face, a machine learning and data science platform that helps users build, deploy, and train machine learning models. 

“The development of the NASA foundation model for weather and climate is an important step towards the democratization of NASA’s science and observation mission,” said Tsendgar Lee, program manager for NASA’s Research and Analysis Weather Focus Area, High-End Computing Program, and Data for Operation and Assessment. “We will continue developing new technology for climate scenario analysis and decision making.” 

Along with IMPACT and IBM Research, development of Prithvi-weather-climate featured significant contributions from NASA’s Office of the Chief Science Data Officer, NASA’s Global Modeling and Assimilation Office at Goddard Space Flight Center, Oak Ridge National Laboratory, the University of Alabama in Huntsville, Colorado State University, and Stanford University. 

Learn more about Earth data and previous Prithvi models:  https://www.earthdata.nasa.gov/news/impact-ibm-hls-foundation-model

Jonathan Deal   Marshall Space Flight Center, Huntsville, Ala.    256.544.0034    [email protected]   

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Pope Used Vulgar Italian Word to Refer to LGBT People, Italian Newspapers Report

FILE PHOTO: Pope Francis attends the weekly general audience, in Saint Peter Square at the Vatican, May 22, 2024. REUTERS/Guglielmo Mangiapane/File Photo

VATICAN CITY (Reuters) - Pope Francis used a highly derogatory term towards the LGBT community as he reiterated in a closed-door meeting with Italian bishops that gay people should not be allowed to become priests, Italian media reported on Monday.

La Repubblica and Corriere della Sera, Italy's largest circulation dailies, both quoted the pope as saying seminaries, or priesthood colleges, are already too full of "frociaggine", a vulgar Italian term roughly translating as "faggotness".

The Vatican did not respond to a request for comment.

La Repubblica attributed its story to several unspecified sources, while Corriere said it was backed up by a few, unnamed bishops, who suggested the pope, as an Argentine, might have not realised that the Italian term he used was offensive.

Political gossip website Dagospia was the first to report on the alleged incident, said to have happened on May 20, when the Italian Bishops Conference opened a four-day assembly with a non-public meeting with the pontiff.

Francis, who is 87, has so far been credited with leading the Roman Catholic Church into taking a more welcoming approach towards the LGBT community.

In 2013, at the start of his papacy, he famously said, "If a person is gay and seeks God and has good will, who am I to judge?", while last year he allowed priests to bless members of same-sex couples, triggering substantial conservative backlash.

Nevertheless, he delivered a similar message on gay seminarians - minus the reported swear word - when he met Italian bishops in 2018, telling them to carefully vet priesthood applicants and reject any suspected homosexuals.

In a 2005 document, released under Francis's late predecessor Benedict XVI, the Vatican said the Church could admit into the priesthood those who had clearly overcome homosexual tendencies for at least three years.

The document said practicing homosexuals and those with "deep-seated" gay tendencies and those who "support the so-called gay culture" should be barred.

(This story has been refiled to correct a typographical error in paragraph 2)

(Reporting by Alvise Armellini; editing by Jonathan Oatis)

Copyright 2024 Thomson Reuters .

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