» methodologies

what do you need to know?

Are you looking for information from a particular population? How are you going to use that data? To develop more ideas or to plan a launch of a new product?

The answers to these questions are critical to the design of your research study. Once we’ve discussed what you need to know, we can then choose just the right methodology.

Primary marketing research techniques are either QUANTITATIVE or QUALITATIVE in nature. ABR is well-versed in all forms of primary research but has specialized interest and expertise in quantitative methods.

quantitative analysis

QUANTITATIVE analyses use precise sampling and research design methods to measure consumers' attitudes, opinions and behaviors. By surveying a large number of people (as few as 50 or 100 but often many more), we can gather enough data to use statistical techniques with confidence. As a result, the answers that the respondents give are seen as representing the answers that the entire population would give if we could ask them all. Therefore, a company that wants to know how an entire population would respond to a new product, for example, can survey a representative sample in order to find out.

The primary mechanism used to gather data is the questionnaire. ABR is able to gather data using questionnaires that are:

  • Custom designed to efficiently and effectively meet your project objectives
  • Fielded online, by mail, over the telephone, or via mall/in-store intercepts
  • Obtained through random sampling or from specific (sub-)populations
  • National, international or within specific geographic regions

Precision adherence to the standardized application of rigorous statistical procedures is essential to getting accurate results. This includes ensuring that a sample size is large enough to support the analyses undertaken and meets rigorous compliance standards.

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qualitative analysis

QUALITATIVE methods, often used as a preliminary step to quantitative research, are characterized by more dialog and interaction between researcher and respondent. This increased interaction means that we can explore consumers' opinions and attitudes in a much more in-depth way. These methods are especially useful for gaining feedback and insight on new products, services or marketing messages. The trade-off for the richness of insight offered by quantitative research is the results are not representative of the rest of the population because there are too few participants to apply statistical techniques.

The primary mechanism used to gather information and insight is the interview. Interviews can take many forms including:

  • Focus groups
  • In-depth, one-on-one interviews (IDIs)
  • Ethnographic research
  • In-home evaluations
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