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  • Writer's pictureKristin Harper

Creating Quantitative Surveys in 2023

Creating Quantitative Surveys

What is a quantitative survey?

A quantitative survey is a research method that seeks to gather numerical data to answer a research question. It involves the use of structured questionnaires or interviews designed to elicit precise responses that can be quantified and analyzed. This type of research is typically based on a representative sample size and statistical techniques are used to analyze the information obtained. This approach is particularly useful for identifying relationships between different variables and for making generalizations about large populations. In fact, it is widely used in social, medical, educational, marketing, and other fields. By using a quantitative survey, researchers can accurately and objectively measure attitudes, opinions, behaviors, and preferences of respondents, thereby enabling them to draw meaningful conclusions that can inform decision-making.

Understanding its importance in market research

Quantitative surveys play a critical role in market research, providing businesses with valuable insights into customer preferences, buying behavior, and general market trends. This approach typically uses closed-ended questions and standardized response options, enabling researchers to quantify answers and analyze data statistically. This is an effective way to collect large amounts of information from a diverse group of respondents quickly. However, designing quantitative surveys that are effective, unbiased, and relevant to the strategic question at hand is a challenging task. That’s why engaging expert market research firms is so important. When executed well, this research provides businesses with a wealth of information to inform decision-making, gauge customer satisfaction, and achieve a competitive edge.

What are quantitative survey questions?

Quantitative survey questions generate numerical data in the form of statistics and percentages. They are designed to measure and quantify a respondent's experiences, preferences, and attitudes toward a particular topic. The information obtained is usually obtained through close-ended questions that require the respondent to select from a list of predetermined answers, also known as closed-ended responses. They are a valuable tool for researchers and businesses to gather measurable data to make informed decisions. It also provides faster, more conclusive analysis than open-ended questions and responses. By utilizing this type, we can better understand from their answers, the opinions, preferences, and behaviors of your target audience, whether it be customers, employees, or the general population.

Knowing the difference between qualitative and quantitative research

When it comes to conducting surveys, it's essential to understand the difference between qualitative and quantitative research. Quantitative research deals with numerical data and statistics, while qualitative research focuses on non-numerical data, such as opinions, feelings, and perceptions. Knowing which method to use is crucial when designing a survey that accurately reflects your research goals. For instance, if you're looking to collect definitive information, quantitative research would be the way to go. But when understanding or analyzing human behavior or opinions, qualitative research is more effective. Regardless of which approach you plan to take – quantitative or qualitative – remember to keep your survey questions clear, concise, and well-structured to ensure accurate results.

Benefits of quantitative survey questions

Quantitative survey questions offer numerous benefits over other types. They provide a structured approach to gathering information, allowing for easy analysis and comparisons of responses. Additionally, quantitative questions allow for larger sample sizes and more precise statistical analysis. By utilizing closed-ended questions, researchers can acquire specific information from participants that can be easily interpreted and quantified. The information collected through quantitative survey questions is also more objective, providing an accurate representation of participants’ responses. In addition, quantitative surveys are often more affordable because they require less time of respondents and therefore have a lower recruiting and incentive expense. All of these advantages make quantitative surveys an indispensable tool for researchers seeking an evidence-based approach to gathering information.

Types of quantitative survey questions

Quantitative survey questions are an important tool used in gathering information and insights related to specific topics. They are designed to elicit responses that can be categorized and analyzed statistically to provide information that is reliable and actionable. The three main types of quantitative survey questions are closed-ended, open-ended, and scaled questions. Closed-ended questions require respondents to choose from a set of predetermined responses. Every research study includes at least two variables— 1) an independent variable of what is being tested or measured, and 2) a dependent variable which is the result. There are numerous variables in closed-ended questions, including polar opposites (i.e., male or female), categories with a logical sequence (i.e., definitely would buy, might or might not buy, definitely would not buy), and categories with no logical sequence (i.e., apartment, single family home, condominium, duplex). On the other hand, open-ended questions allow for more free-form responses. Scaled questions ask participants to rate their level of agreement or disagreement with a statement on a numerical scale. Understanding the differences and using the appropriate type to achieve the intended outcome, can help researchers create surveys that are more effective in gathering information quickly and accurately.

Tips on designing effective surveys

When designing a quantitative survey, what you ask can determine the efficacy of the results. It's essential to use words that are clear, concise and focused on the information you want to gather. Avoid being vague or leading because it may skew the results. Think about the order in which you ask questions and how that may impact the responses. Ask the most important questions first, and keep questionnaires brief to avoid fatigue. Utilize scales and measurement tools to ensure your results are easily quantifiable. By following these tips, you'll be able to design a questionnaire that delivers accurate conclusions and insights.

Failing to carefully craft your questions can result in several issues. Firstly, it may lead to confusion among the respondents, causing them to answer incorrectly or skip some altogether, which will lead to inaccurate results. Secondly, it may lead to inconsistent responses, making it difficult to analyze and interpret. Thirdly, it may lead to bias, which can impact the accuracy of the results. Lastly, it may result in an incomplete survey, where respondents drop out or lose interest, leading to an inadequate sample size.

Tips on how to increase response rates

While surveys can be an incredibly valuable tool for any business or organization, getting a group of people to respond can be difficult. Fortunately, there are several tried-and-true tips for increasing response rates.

  • First, keep it short and sweet – your target audience is more likely to complete a survey if they feel it won't take too long.

  • Next, offer an incentive such as a paid incentive, discount, or entry into a prize draw to encourage participation. Make sure to use clear and concise language, and avoid wording that could be leading questions and could bias responses.

  • When there is no guaranteed incentive, determine how many responses you need for valid results. Then, send it to 3X to 5X that number to ensure you have a sufficient base size.

  • Integrate skip logic into the questionnaire, so that respondents are able to skip anything irrelevant based on previous answers in the survey

  • Finally, for unpaid surveys, consider sending reminder emails to encourage those who haven't responded to complete the survey.

By following these tips, you can increase your response rates and gain valuable insights for your business. Alternatively, working with a firm to recruit your specific target audience while providing a paid incentive will help to avoid low response rates, and enable analysis of various customer segments or similar groups . Sure, it’s more expensive, but the rich results will pay dividends.


Quantitative surveys are a valuable tool for market research and should be used as part of a comprehensive strategy. By understanding the various types of survey questions and how to create effective ones, you can more accurately collect and analyze information about your subject matter. At Driven to Succeed LLC we understand the importance of effectively collecting, analyzing, and presenting data, both quantitatively and qualitatively, which is why we provide comprehensive services in this field. Contact us today to learn more about how we can help you with all aspects of your survey needs.


Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to help Fortune 500 companies and high-growth brands uncover insights to innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

Answers to your Quantitative Questions

What is a Quantitative Survey?

A quantitative survey is a type of research method used to collect numerical data from a large number of respondents. This type of survey typically involves structured questions with predetermined response options, such as multiple choice, Likert scale, and ranking questions, among others. The data collected from a quantitative survey are usually analyzed using statistical methods, allowing researchers to draw conclusions and generalize findings to a larger population. Examples of quantitative surveys include market research surveys, customer satisfaction surveys, political polls, voice of the employee and voice of the customer surveys.

What is the difference between Quantitative and Qualitative Research?

Quantitative research is a method of collecting and analyzing data through numerical observations and statistical analysis. It involves collecting numerical data through standardized or structured questions, surveys, and experiments, and analyzing it statistically to develop results. The findings are objective and conclusive and can be generalized to a larger population.

Qualitative research, on the other hand, is a method of collecting and analyzing data that involves obtaining detailed and descriptive information about a phenomenon through open-ended and unstructured questions, observations, and interviews. It is used to understand people's perceptions or behavior towards a particular product, service, or situation. The data collected is subjective, and the findings are directional, not conclusive.

In essence, while qualitative research provides a deeper understanding of the subject matter, quantitative research provides precise numbers and statistical data.

What are Quantitative Survey Questions?

Quantitative survey questions are structured questions used to collect non-exploratory data that can be statistically analyzed. These questions usually have fixed responses, such as multiple-choice, rating scales, or yes/no answers. They are used to measure categorical or numerical data on a large scale, which can be analyzed using statistical methods. Quantitative surveys are useful for collecting objective data quickly, but they do not provide extensive or in-depth information or insights into the reasoning behind the answers. Therefore, they are ideal for collecting and validating general information about a population, target audience, or a particular topic.

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