Which type of research focuses on the amount or extent of a variable?

Quantitative research is centered on measuring and quantifying variables, allowing researchers to determine the extent, amount, or frequency of certain characteristics within a given sample. This type of research employs numerical data and statistical analysis to draw conclusions, making it an essential approach when the focus is on obtaining measurable and objective results. For instance, when analyzing customer preferences or behaviors, quantitative research can provide insights into how many people prefer a certain product, enabling marketers to make informed decisions based on solid data.

In contrast, qualitative research is more exploratory and focuses on understanding underlying reasons and motivations rather than quantifying responses. Descriptive research, while it can involve numerical data, primarily aims to describe characteristics of a population or phenomenon rather than explicitly measuring the extent of variables. Market segmentation involves dividing a broader market into distinct groups based on specific characteristics but does not inherently focus on quantifying those variables. Therefore, quantitative research exclusively aligns with the need for measuring the amount or extent of a variable in a systematic and objective manner.