Smith, B. K., Jensen, E. A. & Wagoner, B. (2015). Quantification. In K. B. Jensen, R. T. Craig, J. Pooley & E. Rothenbuhler (Eds.), International Encyclopedia of Communication Theory and Philosophy. Wiley-Blackwell. DOI: 10.1002/9781118766804.wbiect201
Counting has long been a major tool in social science research methodology. In many fields, to understand a phenomenon is to quantify it, to represent both observed and latent qualities through numerical quantities. Yet the process of quantification is not easy or simple: It requires careful thought, planning, and a skeptical mind-set. The quantification process involves converting qualitative phenomena into numbers, operationalization, and the application of aggregate analysis to individuals. First we provide a simple definition of quantification, then a brief history of quantification in the social sciences. This is followed by a discussion of the appropriate use of quantification, and in turn aggregation, as they apply to social science research. We conclude with two critical case studies that exemplify the misapplication of quantification in the context of rating scales and big data.
