Quantitative researches are intended to obtain accurate statistical information. They answer the question “how much?”. These researches present target audience in a structured fashion and provide well-defined estimation of popularity of a certain opinion.
Their feature is the fact that they represent the figures and proportions for the whole consumer group. It enables planning sales volumes, describing brand’s target audience clearly and defining other brand development parameters. Such researches require relatively big number of participants (respondents), so all the surveys are held according to simple formalized scheme (questionnaire).
Hall tests and mass surveys are used in quantitative researches.
Surveys
- Domiciliary interview is suitable for salvation of majority of market researching tasks connected with consumers study. Properly trained interviewer follows the given route (certain street) and selects houses and flats according to strictly established rules. Interview takes place in respondent’s apartment.
- Sidewalk interview (including in-store interview) is a rapid and cheap way of obtaining information. Sometimes it makes search of target audience easier than in domiciliary interview. In-store interview is one of the kinds of sidewalk interview. Interviews take place in the street, before stores or inside stores. The size of questionnaire is limited in such surveys, because people usually do not have much time to answer the questions for a while. Supervision capabilities are also limited, because respondents provide invalid phone numbers often. Besides, paid license is usually demanded to conduct a survey in a store.
- Telephone inquiry is implemented by properly trained operators (interviewers) with telephone databases. Telephone inquiry is especially helpful when you need to fix the situation at this very moment, e.g. in media researches. It is also widely used for gathering information about companies and organizations.
- Internet survey traditionally consists of 1 or 2 multiple choice questions. Quick results are its main advantage. Results of the Internet surveys are usually counted immediately, and they can be viewed at any time. Herein, cost and duration of the research depend fully on web site’s traffic. However the Internet survey disables fixing social and demographic characteristics of respondents as well as quantity of answers by a single respondent.
