Which research type is focused on generating numerical data to assess a campaign?

Quantitative research is focused on generating numerical data, which makes it particularly effective for assessing a campaign's performance and impact. This type of research employs statistical methods and analyses to quantify behaviors, opinions, or other defined variables, allowing for the collection of measurable data that can be used to draw conclusions or make comparisons.

In the context of public communication campaigns, quantitative research can involve surveys, experiments, or content analysis that results in measurable outcomes, such as increased awareness, changes in knowledge, or shifts in attitudes. This numerical data can then be analyzed to determine the effectiveness of various strategies employed within the campaign, providing clear evidence that can inform future decisions.

Other research types serve different purposes; for example, qualitative research focuses on understanding perceptions and motivations through open-ended questions and interviews, rather than numerical data. Descriptive research aims to describe characteristics or functions of a population or phenomenon but may not strictly focus on measurement. Exploratory research, on the other hand, is primarily used to explore new ideas or areas where little information exists and is not typically concerned with quantifying information.