Qualitative vs. Quantitative: Knowing When to Use What
Market researchers often face a key question: should we talk to a handful of customers in-depth, or survey hundreds with a questionnaire? The answer depends on your goals. Qualitative and quantitative research each serve different needs. Qualitative research gathers open-ended, non-numerical insights (people’s words, feelings and motivations). Quantitative research, by contrast, collects numerical data (ratings, […]
What Makes a Good Questionnaire?
The Importance of Quality in Questionnaire Design In market research, the questionnaire is the fundamental tool – it is our “instrument” that shapes the data we collect. A well-designed questionnaire can make or break a study’s success. A good questionnaire translates research objectives into clear, answerable questions; a poor one risks frustrating respondents and yielding […]
CAPI, CAWI, CATI, PAPI — Choosing the Right Data Collection Mode
Research teams have several ways to collect survey data. The four main modes—Computer-Assisted Personal Interviewing (CAPI), Computer-Assisted Web Interviewing (CAWI), Computer-Assisted Telephone Interviewing (CATI), and Paper-and-Paper Interviewing (PAPI)—each involve different procedures, tools, and environments. Each mode has trade-offs in cost, speed, data quality, and reach, and the best choice depends on context. For example, online […]
Mystery Shopping: The Method Behind the Invisible Customer
Mystery shopping is a research methodology in which trained evaluators pose as ordinary customers to experience and assess a brand’s service and operations. In effect, it lets companies see themselves through the customer’s eyes. For example, mystery shoppers may visit a store or call a service line under cover, then record detailed observations on staff […]
Product, Proposition & Pricing Evaluation in Market Research: Why It Matters
In a crowded marketplace, launching a product without solid evidence to back its appeal and pricing can be a costly gamble. Product, proposition, and pricing evaluation are vital elements of market research that help take the guesswork out of go-to-market strategy. By rigorously assessing what you offer, how you position it, and at what price, […]
