Market Research Techniques: Qualitative and Quantitative Methods

Qualitative Research Techniques

Observation and Testing Methods

Observation involves counting, measuring, or tracking the subject without intervention from the investigator.

• The Experiment: Testing consumer reactions to certain actions or practices.
• Packaging Testing: Several prototype packages are tested to gauge consumer reactions.
• Tests on Advertising: Can be conducted pre- or post-performance of a marketing campaign.
• Abelson Test: An incentive is offered to consumers to stop using a specific brand, allowing investigators to observe brand loyalty.

Creativity Techniques

These techniques are based on technical cooperation within a group of people to express their opinions and free trials. They are often used in the creation of new products.

• Brainstorming: The intention is to remove barriers that hamper the development of creativity among participants.
• Synectics: A formal technique used for creative analysis and searching for solutions.
• Delphi Method: Developed in various stages, typically involving approximately 15 people in its preparation.

Types of Interviews

Structured Interview

Questions are prepared in advance as part of the survey.

Semi-Structured Interview

Similar to the structured format, but the interviewer has some room to adjust or add questions.

Free Interview

The interviewer has not prepared specific questions.

In-Depth Interview

A technique often used in clinical psychology. While a writer (or recorder) is present, there are no specific pre-prepared questions.

Projective and Association Tests

These techniques (also known as Motional Research Projects) are based on the principle that a person casts their personality onto a neutral stimulus, helping to discover motivations in consumer behavior.

• Controlled Association Test of Words: The interviewer must choose from a variety of words that have a designated meaning.
• Role-Playing (The Paper Game): Participants are asked to act out roles or personify others.
• Brand Personification (The Place): People are asked to become brands, products, or businesses.
• Free Association Test of Words: Used to search for brand names. This involves reading a list of words to find possible terms that associate with other brand names.

Quantitative Research Techniques

These are the most frequently used methods for collecting information. The aim is to draw conclusions about the total population based on statistical analysis.

The Survey Method

A survey involves asking a series of questions, included in a questionnaire, to people who constitute the sample. Since surveys provide both quantitative and qualitative information, they are considered a joint technique.

Types of Surveys

• Staff Survey: Usually conducted at the respondent's home or workplace.
• Establishment Survey: Similar to the staff survey, but conducted within a commercial establishment.
• Postal Survey: Often considered unwise due to a low response rate, unless incentives are provided.
• Survey by Computer: Can be conducted via CAPI (Computer-Assisted Personal Interviewing) and CATI (Computer-Assisted Telephone Interviewing).
• Omnibus Survey: Polls containing questions from different entities that share costs and receive results based on their specific interests.