- Questionnaire research
- Mail interviews
- Telephone surveys
- Store checking
- Armchair research
- ClippingQualitative tools:
- In-depth interview
Questionnaire research. Respondents are interviewed in concordance with previously developed questionnaire using the method of self-completion, or by interviewing – interviewer reads questions to a respondent and records the answers.Mail interviews – questionnaires are distributed to respondents by mail, adding empty blanket with inscribed address where to send self-completion.Telephone surveys – personal interview conducted by phone. The method allows quick data collection about individuals (for example, townsmen, definite product customers etc.) as like as about juridical persons (CEOs or managers of organizations etc.)
Store checking – analysis of product lines, price characteristics of the goods in different sales outlets etc.; monitoring the presence and prices of various trademarks in selected retail and small-batch markets; studying of commercial offers regarding advertising or business-related mass-media.
Armchair research- information is collected from available sources of secondary data: government statistics, printed materials of manufacturers, trade organizations and associations, mass-media, reports of market research companies, news lines of informational agencies etc.
Clipping – set of mass-media materials about organization, product, trademark or person (usually information is delivered in the form of copies of printed materials and audio- or video-record fragments).
Focus group – it is specially organized by qualified market researcher (moderator) group discussion aimed at revealing reasons of customers’ behavior and their peculiarities of perception of advertising or other information distributed by manufacturer or seller.
In-depth interview – it is a private talk held at previously outlined plan and based on using (various) methods that induce respondents to long-lasting and detailed discussion concerning the problems researcher is interested in. Usually, in-depth interview lasts more than 30 minutes.
Monitoring – it is a primary data collecting by means of supervising the chosen people, actions and situations. At the same time a researcher directly follows through and registers all the factors concerning a subject or occurrence under study.
Mystery Shopping – it is an estimation of trade conditions, quality of provided services by specialists of market research company, when they make a purchase. Specially trained person under the guise of ordinary customer visits a company and according to predetermined scenario, that takes into account all interested aspects of the company’s activities, collects information.
We devote much attention to the quality of marketing information. Two-stage control over survey results is always made upon finishing a fieldwork. The first stage: controller rings around 10 percent of respondents to obtain more accurate information concerning the survey:
- observance of respondents selection method;
- quality of a survey, including:
- survey time and date checkup;
- verification of respondent’s social-demographic characteristics;
- screening the survey method (interviewing or self-completion);
- survey duration ascertaining;
- checkout of using cards and other image data during the interview;
- respondent’s rebukes regarding to the work of interviewer;
repeating 2-3 questions from the questionnaire.
Computer analysis of interviewer’s work is made on the second stage of controlling process. What to analyze is general resemblance and peculiarities in interviewer’s answers. In case of ”falling-out” beyond the scope of average measures – all questionnaires of this interviewer are inspected. If it is needed – excluded questionnaires are made over again by other interviewer.