This paper is about the fusion of quantitative with qualitative research. It showcases how quantitative segmentation (and the resultant prime target market identification) and qualitative prime target market motivators can be undertaken in a single source study. The fusion of Stage 1 Quantitative Segmentation with Stage 2 Qualitative Motivators enables costs to be reduced by approximately 25% compared to traditional two staged research. In essence, the result is quantitative segmentation, qualitative motivator, single source data and qualitative insight with quantitative numeracy.
Innovation of qualitative/quantitative fusion, evidenced through a case study. Envisage a segmentation study that also identifies psychological motivators: deep qual insight with quant numeracy. But wait, there's more, costs down 25% and time down 50%!
Gary Ellis, COO and co-Founder of Remesh, in this piece outlines key advantages of AI in market research resulting from work with a number of organisations facing the challenge if transitioning from traditional market research to modern representative intelligence; intelligence capable of engaging, understanding and authentically representing massive groups of stakeholders (customer, employees, citizens, etc.). Readers will learn how new capabilities in market research, such AI-powered tools, enable researchers to combine quantitative methods with qualitative research. Furthermore, the piece will deliver a better understanding of how AI can deliver insights in a digestible format in real time, uncover hidden truths and increase efficiency within and among organisations.
This paper describes the learnings and insights gained by the novel use of mobile instant messaging app (WeChat) to collect consumer data. Snacking behaviour was recorded to learn how a combination of qualitative, quantitative and observational techniques can be administrated via WeChat to provide powerful method to record real-time consumer consumption behaviour. This paper will share the findings as well as the benefits and challenges of using an instant messaging app to better understand drivers of choice.
Two streams of online research have developed. In the first (largely adopted by traditional research agencies), traditional survey and/or question-based techniques are undertaken across digital media (rather than face-to-face or by phone). The second (largely adopted by new economy companies) uses techniques based on observation and measurement uniquely possible in digital media and is often based on census measurement of activity and linking of events separated by time and location. Combining the two streams offers marketers a level of detail and certainty in their research that has never previously been possible. This new research empowers the marketer to make decisions based on knowledge, and hence escalates the importance of research in the marketing mix. Traditional research companies should establish where they add value in this process or risk being disinter-mediated. New economy companies should integrate the relevant expertise from established research and analysis techniques. Two case studies are provided.
With the increasing use of the Internet as a medium for survey data collection, survey program managers might be encouraged to transition programs to the Internet that have previously been conducted using the telephone. They might also consider using a mixed-mode approach, combining data collected from both the Internet and telephone. Some caution, however, should be exercised. This paper describes a study designed to isolate differences in responses to Internet surveys and phone surveys relating specifically to differing survey methods. Results indicate that scale usage can vary considerably between the two methods, with phone respondents more likely to use endpoints of scales in which all response alternatives are verbally labeled. By contrast, responses are much more similar when a numerical scale is used and only the endpoints are verbally labeled. The study did indicate, however, that surveys can take less time for respondents using the internet and that internet respondents express more willingness to participate in future survey projects.
There has been growing interest in recent years in the tracking of advertising effects on sales and brand awareness through the use of econometric techniques. Typically, however, these approaches using Koyck transformations suffer from the problem of autocorrelation within the data. This paper presents an alternative approach, commencing with the removal of systematic variations in the dependent variable through the use of ARIMA modelling techniques. The combined approach is termed ADTRAC. This paper presents three examples of ADTRAC modelling for a major national UK retailer.
Marketing research techniques and methods are useful in an enterprise provided it is marketing oriented. The paper presents a brief review of the main prototypes of models for research in comparative management, challenges some of the assumptions on which models have been built, and states reasons why a European researcher could not use literally these models - developed by Americans - to compare management in enterprises in different socio-economic systems. The combined model for research in comparative management rests upon the earlier innovation, but it introduced the elaborated functional areas development of which are rather decisive for survival of an enterprise in a market economy, and redefined the management group and its "philosophy", which, for European situation and different socio-economic systems, should be treated in a wider sense. The combined model consists of five research fields.
The authors are not in agreement as to the possibility of combining on one graph a correlation between two variables and the evolution of the former in time, in other words putting three variables on a plane graph. We shall not enter into the details of the question, and this modest contribution is only designed to make known our experience in this field and the satisfaction we have derived from this method. The method consists in establishing a relationship between two data on an international,, interdepartmental, inter-community level, etc., but instead, of being limited to a photograph of the respective positions of the spaces under consideration, a film is presented, in other words the notion of time for each country, department, community, etc. is introduced into the graph. These areas are no longer represented by a point, but by a line which interprets the evolutional tendency of a country and whose curve can thus be compared to that of the line of lessor squares.
The authors are not in agreement as to the possibility of combining on one graph a correlation between two variables and the evolution of the former in time, in other words putting three variables on a plane graph. We shall not enter into the details of the question, and this modest contribution is only designed to make known our experience in this field and the satisfaction we have derived from this method. The method consists in establishing a relationship between two data on an international,, interdepartmental, inter-community level, etc., but instead, of being limited to a photograph of the respective positions of the spaces under consideration, a film is presented, in other words the notion of time for each country, department, community, etc. is introduced into the graph. These areas are no longer represented by a point, but by a line which interprets the evolutional tendency of a country and whose curve can thus be compared to that of the line of lessor squares.