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Qualitative research is a technique to acquire deeper understanding of an event, organization or culture. Depending on what type of phenomenon you are studying, Qualitative research can give you a broad understanding of events, data about human groups, and broad patterns behind events and people. It explores what people think, feel and do.
Qualitative research cuses non-statistical methods to gain insights into people’s attitude, perceptions, behaviors and motivations. In other words, you’re not dealing with the numbers that you find in quantitative research. It is typically based on the opinions and thoughts of a smaller sample and can provide micro view of whatever issues you are examining. It is more open, subjective and responsive to its subject. It often involves the views or internal worlds of respondents, and may include data generated through the use of interviews (Telephonic or Face-To-Face), focus groups, etc.
The focus is on meaning, transmitted through language and action, what people’s experiences are for a particular event and how they interpret their experiences. It attempts to expose problems, evaluate the problems and find their root causes. This type of research usually involves first hand note-taking. It may also include video footage, interviews with experts in the area being studied, conducting surveys etc.
In Qualitative research findings are judged by whether they make sense and are consistent with the collected data. Results are validated externally by how well they might be applicable to other situations. This is tough to do; rich, detailed descriptions can help to bolster external validity. Data is usually collected from small, specific and non-random samples.
Qualitative research is not part of statistical analysis. That’s because the results can’t be tested to see if they are statistically significant.
Qualitative analysis paints a wider, complete picture. In addition, phenomena that’s rare receives the same level of attention as more common phenomena. It’s useful for finding out more about complex situations and allows the use of an “insider viewpoint”. Data is based on the participant’s views of the world, rather than a world created by a researcher.
Services Includes: Focus groups (Online), IDI (Telephonic, F2F, Web based), Dyad, Triad, Ethnography (Online), Reflective Journey, Workshops, Diaries, Blogs, Online Communities, Bulletin Board, Eye Tracking (In Person, Online and Mobile), Home visits/Consumer connects, Family Interviews, Shop Along.
Quantitative research is about collecting and analyzing data to explain phenomena. It gives a measure of how many people think, feel or behave in certain way. Quantitative research is based more directly on its original plans and its results are more readily analyzed and interpreted. Information from a sample is used to make generalizations or predictions about a population.
Quantitative research designs are either descriptive or experimental. Descriptive designs are where you measure an association between two variables (independent and dependent variables). Sample sizes are typically large. It often provides a macro view. For e.g. You might survey thousands of local students. Subjects are usually only measured once. In an experimental design, subjects are usually measured both before and after a treatment and you’re looking for causality. Sample sizes tend to be small. For e.g. You might be analyzing a treatment for a small number of cancer patients. It is well suited for the testing of theories, hypothesis and cause and effects relationship.
It is normally based on the reported behaviors of a much larger and representative sample. Typical methods for data collection are surveys or questionnaires with closed-ended questions, using data from another source (for example, a government database) or an experiment with a control group and an experimental group.
Surveys are easy in theory but can be difficult to put into practice, mainly because of a typically low response rate. A questionnaire is given to each member of the sample and used to infer characteristics of the whole population. Surveys usually involve a representative sample of the population, using a technique like random sampling.
For Quantitative analysis, you might choose to report your results using confidence intervals and test statistics from t tests or f tests with significance levels (alpha levels) and p values. This also include descriptive statistics like mean, median and standard deviation and inferential statistics like ANOVA or multiple regression correlations.
Services Includes: Telephonic Survey (CATI), Online Survey, Products test, Gang Surveys, Shopper Research, Mystery Shopping, Shelf Test, In-Home User Test, Concept Test, Promotion Test, Pricing Test, Sniff Test, Employee or Customer Satisfaction Survey, Pre – Post Launch Survey, Usage and Attitude Survey, Intercept studies (in malls, in airports etc.), Exit Surveys, Central Location Test (CAPI, PAPI, CAWI), Car Clinic
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Services Includes: Data Cleaning, Tabulation, Customized Data Delivery (Excel, SPSS, ASCII, SSS format), Weighting, Coding, Questionnaire designing, Survey programming, Transcription, Translation, Report writing, Charting, Full time employees (FTE), Data Entry.