marketing research surveys for strategy, new products development, advertising positioning, & customer satisfaction decisions
March 11, 2010

Quantitative Market Research | Survey Design & Consulting | Power Decisions Group, Inc.
Marketing consulting and marketing research

Market Research Tools:
Quantitative Market Research

See also ...Branding Research Studies & Tracking | Product Research | Market Surveys

Marketing Research Tools

Focus Groups
Quantitative Research
MROC -- Online Communities
Qualitative Research
Depth Interviews
Market Research Panels
Executive Surveys
Photo-ethnography
Data Mining
Marketing Surveys
Online Web Surveys
Motivational Research
Competitive Intelligence
Idea Generation
Site Location Analysis
Demographic Analysis


Strategy Consulting Services

Marketing Strategy Blog
Research Resources


Market Research Applications

Quantitative market research for companies to quantify, measure, estimate and segment markets. Capabilities in online surveys, phone surveys, mail, in-person, and intercept surveys.

Quantitative market research studies are designed to assess, predict, and estimate buyer attitudes and behaviors, used for market sizing, market segmentation, and uncovering "drivers" for brand and product preference.

Quantitative marketing research designs gauge, describe, and forecast quantity.  Using a range of sampling strategies, quantitative market research studies often project results of quantitative market surveys to the entire marketplace.  Popular quantitative market survey methods include online surveys, personal quantitative interviews, mail surveys, intercept studies, and phone surveys. At Power Decisions Group, we recommend the data collection technique -- phone, personal interviews, online web interviews, mail -- according to the research objective, time requirements, and quality control issues at play.

 

Quantitative Research Data Collection Methods -- Key Strengths

Online:

Fast implementation for complex measurement constructions.

Phone:

Top-of-mind brand awareness and first reaction attitudes.

In-person:

Hybrid quantitative/qualitative; depth probing of attitudes and beliefs by skilled interviewers.

Mail:

Allows time for respondent to think about complicated issues without pressure or interviewer influence.

Intercept
Central Location Testing (CLT):

For both quantitative questions and for choice exercises in mock stores, and for physical product examination and concept testing.

Quantitative Market Research -- Details
Market Survey Types
Type 
Description
Strengths
Weaknesses
Quantitative Market Surveys
Phone Surveys

Random probability samples can be generated from firms such as Survey Sampling, Inc. (SSI)

Best for mostly close-end questioning, when dimensions and ranges of issues are known.

Success depends highly on filtering sample to those consumer or business users who find topic or category relevant.

10-12 average interview length is maximum target unless highly specialized population or incentives paid.


Optimum use is for top-of-mind awareness, branding and brand comparisons, and perception studies.

Response rate is critical, especially with growing privacy issues and phone screening among consumers and business executives alike.

Low relative cost 

Generally, fast implementation.

Skilled interviewer can extract more information than a self-administered method (mail, online)

Critical to monitor response rate to ensure sample is representative of target sampling frame.

Personal Interviews
and
Central Location Interviews

 

Random probability sample -OR- convenience sample, depending upon design.  (Central location usually use a convenience sample, i.e. mall traffic)

Used where a face-to-face environment is desired.

In B2B market research, personal interviews may be done by appointment where interviewer goes to respondent's office.

Some special consumer studies may be done in-home by appointment.

Often respondents are recruited to come to a central location, or recruited from mall traffic to a nearby office to conduct interview.

Used for complicated or sensitive issues, B2B market research environments, or where extensive physical or visual display requirements exist along with need for specialized interviewing skills (depth probing, time for evaluation and reaction.)

High cost. 

Can provide good hybrid method combining features of qualitative and quantitative research by asking quant-type questions first, followed by in-depth probing questions and projective techniques.

Skilled interviewer can extract more information than a self-administered method (mail, online)

Online Surveys
(Web Surveys)

Can employ true random probability sampling

Complicated survey questionnaire formats can be used. For example, piping, rating, rankings, constant sum questions, etc.

Easy to display visual information previously available only in a face-to-face interview format. (advertising copy, concept statements, projective stimuli, etc.)

Allows deployment of complicated respondent tasks. (card sorts, conjoint ratings, etc.)


Low relative cost 

Generally, fast implementation.

Sampling control is critical.

Large pre-recruited panels allow quick access to willing respondents, although sampling validity must be carefully assessed.

 

Hybrid Surveys -- Methods
 

Hybrid methods combine two or more techniques to optimize response or measurement validity. 

Examples:

>Mail or phone invitation to online surveys.

>Online surveys with phone follow-up to permit depth probing of key market research questions by expert interviewer.

>Quantitative surveys from which participants are selected based on their answers for a follow-up qualitative phase (focus group, depth)

>Panel recruited from a one-time quantitative survey. (see Panel Research FAQ)

Higher cost  

More time required for implementation.

Enhances quality through higher response rates, and better response quality or validity.

 

Marketing Consulting Services Summary Overview

Marketing Strategy Consultants

As marketing strategy consultants, our consulting firm will work with you and your company and management team in a professional engagement one of several ways according to the nature of the consulting project: monthly retainer, fixed project fee, or daily rate. Since each client company or firm is unique with its own set of issues and opportunities, we often begin our relationship with a Decision Mapping engagement. This identifies the problems, opportunities, and issues most relevant, and serves to clarify the decision agenda. We believe this is a crucial step to ensure as consultants to your company, that an expert, professional engagement meets your specific management requirements. Further, Decision Mapping saves both time and money as it sharpens focus as to the exact work which needs to be accomplished in our remaining consulting or market research work for your company.

Experts in Marketing Strategy

As experts and specialists in marketing and market research, we are well qualified in these strategy arenas: positioning, segmentation, advertising strategy, corporate and product naming, company branding, brand name development, naming research, brand equity measurement, pricing, sales systems and research, product development, brand development, brand strategy, product concept testing, identifying opportunities, positioning, customer satisfaction research and customer loyalty building.

Functional Marketing Research Experience

Our consulting company has deep experience working with large and small firms, although typical clients include Fortune 500, Fortune 100, or middle market companies. Our team members have been involved as executives and board members of technology venture start-ups, conducting research and assessments used by venture funds, and venture capital firms.

Industry Consulting and Market Research Experience

First, we are not industry specialists or experts. Our philosophy is that we bring a tool kit of analytical and management skills to the table. You bring deep industry knowledge of your business. The blending of our functional and management expertise, and your knowledge of your own business and industry, makes for a productive decision-focused engagement.

Services Example:

Customer satisfaction research is a path to building customer loyalty in both consumer and B2B business markets. Our customer satisfaction research survey approach -- with two core components -- is focused on understanding and building customer loyalty.  

An actionable and action oriented approach, our customer satisfaction research engagements help build customer loyalty, market share and competitive advantage.