Market Research Campaigns
Business market research is the process of collecting data to determine whether a particular product/service will satisfy the needs of your customers. With effective market research, your company can gain invaluable information about your competitors, economic shifts, demographics, the current market trends and the spending traits of your customers.
CATI (computer-assisted Interviews)
Interviews carried out by telephone are guided by a questionnaire displayed on the screen of a computer. The interviewer records answers via the keyboard to correspond with the pre-coded responses displayed on the screen.
CATI research has considerable advantages:
The interviewer is left free to concentrate on the interview itself as the routing instructions are taken care of
Data is entered directly and the subsequent transactions of data processing are eliminated – cost and punching errors are reduced
The whole process is speeded up because data is entered as it is obtained
At intervals during the survey, the researcher can interrogate the computer to examine the results
An analysis of results can be obtained immediately after the last interview has been completed
There are some disadvantages to CATI research. Getting a questionnaire set up and running, fault free, on a CATI system takes time. Coping with open ended responses presents some problems on CATI because, although the systems can accommodate open ended comment, capturing them requires interviewers to have good typing skills. If a respondent makes changes to an earlier answer when part way through the interview, it is more difficult to return and make alterations than is the case with paper questionnaires.
In general, CATI research is best suited to structured interviews carried out in large numbers, especially repeated surveys where all the possible answers have been worked out and can be listed as pre-coded responses.
In depth meetings now play a key part in market research. We hire individuals with previous experience in these exact areas. We guarantee that our meetings are scripted in a manner to guarantee that no point is missed in the structure of the meetings.
Our committed group of examination experts has been generally prepared on the philosophy of CAPI meetings. Our questioners are knowledgeable with the interesting subtleties and guarantee that the information is gathered appropriately and the target for your examination is satisfied.
Computer-assisted face to face interview. The interviewer uses his laptop screen to read the questions to pose and inputs the responses.
All types of questions can be used.
Material can be shown to the respondent.
Strong geographical constraint.
The CAPI is more adapted to reduced geographical areas.
CAWI (Computer Aided Web Interviewing)
The CAWI questionnaire appears in the browser as a web-page that respondents can reach in different ways depending on the sample design. The computerised environment enables great logical intricacy in the interviewing process. Filtering and the implementation of logical relationships happen in the background, out of sight, and only the questions to answer appear on the screen. The answers for the questionnaire get immediately to the main server so the data collection and the results can be tracked continuously. Even multimedia materials (pictures, audio or music files) can be integrated into the questionnaire.
We join enough pop-ups, drop-down or hyperlinks to guarantee the CAWI meeting is successful in assembling the reactions.
There are no print, interviewer and data input costs.
The collection time is reduced and there is no input time. Real time processing.
Real time data follow-up.
Better access to certain targets (Net surfers, working population…). No geographical constraint. CAWI is well adapted to broad geographical areas.
Suppression of skews due to the interviewer and input errors. The respondents have all the time they want to answer the questionnaire.
The target is not representative of the national population, the Internet equipment rate of households being 57% in the UK for instance. Senior citizens are poorly represented. Difficulty to check the validity of answers and the respondent identity.
Focus Group Discussions
The Focus Group is key in any Market Research campaign. But what is the Focus Group?
The focus group is a research technique used to collect data through group interaction on a topic determined by the researcher. Thus the Client determines the focus of the group and the data comes from the group. Essentially, it is a group experience. It comprises a small number of carefully selected people who are recruited to a group discussion based on their commonality of experience.
Focus groups have four key characteristics:
They actively involve people
The people have a commonality of experience
They provide in depth qualitative data
Discussion is focussed to help us understand what is going on
Primary and Secondary Data Collection at an affordable cost, within desired time lines, following best quality standards in strict accordance with market research code of ethics & conduct.
Field infrastructure well networked to carry out data collection across the country
Wide Network of local associate partner agencies across India and beyond territories.