Quantitative Market Research
Basically It is measurement of some proportion of population, so we can understand that how many people in a certain segment think or behave the way that they do. Quantitative research is based on counting – how many people buy a certain brand, or how many agree with a certain statement? From the quantitative data, we use statistics to draw conclusions, and we are able to segregate and aggregate the data by types and categories. Quantitative research is very useful, and we use it to understand larger patterns, but we always supplement quantitative data with qualitative market research so that we can understand opinions.
- Computer-Assisted Personal Interviewing (CAPI)
- Computer-Assisted Telephone Interviewing (CATI)
- Pencil and Paper Interview (PAPI)
- Telephone Surveys
- Observational research
CAPI refers to survey data collected by face-to-face interviews in this method interviewer uses a computer to administer the questionnaire to the respondent and captures the answers onto the computer.
Computer-Assisted Personal Interviewing method improves the quality of data collection in many ways, as below:-
- Routing problems within the questionnaire are eliminated
- Interviewers cannot miss questions or ask the wrong questions
- Questions are ‘customized’ correctly
- Mathematical calculations can be carried out within the program
- The computer checks for inadmissible or inconsistent responses
- Errors from separate data entry are eliminated.
In this CATI method, a kind of survey technique in where an interviewer follows a script provided by a software application, and the software can be customized so that the questions are based on the answers that a respondent provides.
This method gives researchers greater control over the number of responses that are collected by the interviewer. Responses are often collected ‘there-and-then’, meaning there’s no chance of surveys being misplaced or just forgotten about. Non-responses are often minimized by reconnecting individuals who are out or too busy to finish the survey.
There are various advantages in CATI method some of them are
- More efficient data collection, because the interviewer enters answers directly into the computer rather than sending a paper questionnaire for a separate data capture step.
- More efficient and more accurate questionnaire administration, because the computer delivers the questions to the interviewer in the correct programmed sequence, including any required rotations, randomizations, or insertions of information from a separate file.
PAPI is one of the most effective methods techniques for collecting data in market research. In this technique, the Interviewer asks question after question according to the questionnaire, and the respondent answers. The interviewer records the answers to the questionnaire. In order for the answers are representative; the respondents should be selected as a random or targeted sample.
TFC Consulting is having expertise using experienced interviewers for personal interviewing, where the interviewer holds the printed-out questionnaire, reads the question to the respondent and fills the answers into the questionnaire.
Observational research is without asking questions. It involves recording factual information as below:-
- Impression /Footfall of shoppers entering, or window-shopping without entering, stores at particular times of day, month, week, or year.
- Clients/customers ’ eye movements looking at a display to work out what attracts their attention.
- Rack/On-shelf availability of products and their price.
- Number/Volume of vehicular traffic to create models for areas of congestion.
- Differences in the provision of council services such as street lights, verge maintenance, and paving.
This is another type of survey which is done to collect the data from the specific target population Telephone numbers are utilized by trained interviewers to contact and gather information from possible respondents
This method is an in-between methodology serving because of the median between Face to Face interviews and surveys/panels. As a way of collecting primary, qualitative data, telephone interviews are getting the well-liked method as they deliver top-quality response with less timing and price commitments of Face to Face interview.
The major advantages of telephonic interviews are as below:-
- These interviews are more cost-effective and easier to conduct than F2F interviews
- These types of interview deliver similar quality data
- Multiple opinions can be gathered through multiple interviews
- These Interviews can be conducted over a wider geographic scope, even globally
- Answers to questions are equally as valid as Face to Face interviews.
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