Various interested parties such as customers, analysts, suppliers and consumers are involved in the execution of market research. Satisfying everyone’s needs is a great responsibility since in case of making a mistake, unnecessary expenses are incurred. Among the aspects to define when planning a study are the methodology and choice of techniques. To choose one of these, all the circumstances of the moment must be clear.
The greater the uncertainty about the field conditions before the execution, the greater the probability of committing rework. In general, there are some elements that weigh more than others when it comes to defining whether the qualitative or quantitative approach will be used. That is why we list four aspects that must always be well defined before starting a field project.
Time. The parameters that allow us to meet the objectives of an investigation can be registered in a matrix of variables. One of these is the number of days, weeks or months available to complete all operational stages. The more time available, the greater the number of options of methods and techniques to choose from. Otherwise, only the alternatives that do not require many days should be considered, such as some qualitative techniques.
Budget. In many areas of life, a general rule is fulfilled that dictates that the more price you pay, the better the product or service received. In Marker Research it can be extrapolated in the same way in some cases. For example, if time is short, but there is a sufficient budget, it is possible to increase the number of interviewers. It is also possible to develop simultaneous group sessions to shorten the field survey time.
Universe. The population that we are going to study also influences the path we can take to achieve a goal. The more accessible a population is, the lower the requirements and the greater the choice of methodologies. Among the characteristics of the universe that must be considered are its size, gender, age, psychometric profile, etc.
Incidence. There is not always a directly proportional relationship between the size of a sample or population and the response rate. If the incidence rate is not known before starting a study, it is best to run a pilot test with the methodology that seems to best meet the objectives. In case of a negative result, the necessary adjustments can be made before advancing the main phase.
There are more elements to consider such as the facilities available at each site, the experience of the analysis and field survey personnel, the degree of spontaneous knowledge of the category to be studied, to name just a few. By matching these characteristics with the objectives, market analysts offer their best proposal. If you quote or plan a study, it is well worth being open to the recommendations of experts to obtain valid and reliable findings.
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