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Types of research

Quantitative studies

vid1 Personal interviews

The most common method of quantitative studies is a survey. The basis of this method is a personal interview using a template questionnaire. This method is used both in social surveys and in marketing ones as well.

Depending on specificity of objectives and goals a survey can be conducted in the street, in trade or other establishments and at a respondent’s home as well.

The advantages of this method are:

  • representativeness, especially for social and political projects;
  • possibility to use supporting materials – cards, photos, pictures;
  • possibility to interview specific population categories;
  • data collection in different locations, in particular in remote and small communities; possibility to cover rural locations where telephone connection is absent.

 

 

vid2CATI-surveys (Computer Assisted Telephone Interviewing)

Telephone interviewing – an optimal decision for many short interviews where there is no need in visual demonstration of questionnaire cards or products. They give the possibility to study main consumer characteristics of one or another product or service, to conduct a public opinion survey, to determine consumers attitude towards a product or an advertisement, etc.

САТІ-surveys are conducted by means of modern communication equipment and specialized software.

The advantages of the method are:

  • cost effectiveness;
  • operational efficiency – in a day operators in a call-center can conduct several hundred interviews;
  • access to a hard-to-reach audience;
  • possibility to process research results in a short term.

 

 

 

vid3Online surveys

Online survey – is quite efficient with practically unlimited geographical coverage method of data gathering. It is most often used for the Internet audience and also for an audience that composition can be controlled (e.g., survey of corporate employees). This method considers completing an e-form of a questionnaire by a respondent that is located on special resources, websites, and also can be sent to a respondent via e-mail.

The advantages of the method are:

  • cost effectiveness;
  •  operational efficiency;
  • possibility of demonstration of visible materials (pictures, photos, video).

Our resources – our own online platform that gives the possibility to conduct a study quickly and qualitatively.

 

 

 

Qualitative studies

vid4Focus groups

Focus groups study – is a group discussion on some issue. This method is based on a free discussion on pre-arranged scenario (guide), but, if in the process of discussion appear important and interesting variations from a guide, a moderator can correct it and develop a theme for the benefit of a study.

Focus groups allow to understand people’s attitude to some issue, one or another product or service, to understand their opinion, expectations and to get new ideas.
Depending on the format of a focus group, quantity of participants can be from 3-4 (mini-groups) to 20 people. But traditionally there are 8-10 participants.

The advantages of the method are:

  • tools flexibility;
  • possibility of demonstration and testing of visual materials;
  • possibility to generate new ideas (creative groups);
  • possibility to get an extensive answer to a question “why?”.

 

 

vid5In-depth interviews

In-depth interview – is a data gathering method in the process of which an interviewer and a respondent have face-to-face conversation. The discussion is not structured and splitted into key items, that’s why during an interview some corrections can be made.

This method allows to determine needs and motives that underlie consumers behavior, to get data about strategy and principles on which consumer choice of products and services is based, their expectations and values.

The advantages of the method are:

  • possibility to establish more trust-based relations with respondents, due to what one can get unique information;
  • possibility to conduct an interview with hard to reach respondents for other methods;
  • getting qualitative information on wide range of issues;
  • possibility to get information of personal character and find out subjective attitude to the issue.

 

 

 

Other studies

vid6Mystery shopper

Mystery shopper – is a method for studying weak and strong sides of work or keeping corporate standards by trade, service staff of a company or its competitors in sales outlets or servicing point. This method is based on simulation of buying a product or a service. Acting according in advance developed scenario, a mystery shopper evaluates all necessary criteria of service process. After visiting an establishment a researcher records his/her marks in a report.

A sub-type of this method is Mystery Calling – secret check of keeping service standards via telephone, where the objects for checking can be call-centers or client’s offices. In the course of a study one checks quality of managers work that deal with consumers via telephone (e.g., offices of tour-operators or service centers).

 

 

 

 

vid6Desk Research

Desk Research – is a research method where secondary information is used, that is the information that is already collected from different sources for other goals. Secondary data give the possibility to get acquainted deeper with a situation in an industry, with tendencies of changing sales volume, with competitors activities, with target groups, with actual free rooms for some products, etc.

Data collecting is conducted by means of accessible resources, that’s why this method in comparison with primary studies are characterized by smaller expenses.

Usually statistical data are accompanied with expert data.

The advantages of the method are:

  • possibility to track main market tendencies;
  • possibility to compare data from several sources;
  • work with statistical data.