What is Quantitative Market Research?
- When you are interested in feedback from a population that is sufficient in size to be quantified, a relatively large number of respondents must be obtained. In some cases this could be 300, in other cases a few thousand.
- Quantitative market research differs from qualitative research where small groups of individuals (8-12) discuss a product, a concept, or other “focused” topic. Other qualitative research involves one-on-one, or individual, in-depth interviews that are done in person, via online chat, or by phone, with the goal of uncovering insights or generating ideas that can be further explored with quantitative techniques.
- In quantitative market research, surveys are developed with a logical series of questions that may be asked via a traditional mailing, email, on the internet/a website, or by phone.
Quantitative Market Research Methods
Online and Mobile Surveys
As the world is increasingly connected to the internet, online and mobile surveys are a powerful tool as they are relatively cost effective, quick turnaround and highly customizable.
Computer Assisted Telephone Interview (CATI).
CATI surveys are conducted with the help of a computer where the interviewer follows a script and all questions and routing are programmed in advance. It is generally more helpful for more complex surveys. It requires a shorter time to administer than some other methods, and data is available for quicker download in a variety of formats.
Paper and Pen Interview (PAPI)
The conventional PAPI survey uses paper and pen to record data, instead of other methods such as telephones or tablets. This reduces the need for technical constraints such as an internet connection or power supply.
This method involves approaching consumers in a facility, event, store, street or other public environment and conducting surveys on-the-spot. Intercepting can help better reach certain types of participants and provide benefits in terms of cost and turnaround.
A gang survey is a survey session in which a sizeable number of respondents can participate at one time, and is typically conducted at a facility with a moderator. The number of respondents can be sizeable in a single session and can range from 10 to more than 25.
Central Location Test
A Central Location Test (CLT) is a face-to-face survey method where many respondents are invited, with or without prior notice, to some convenient place typically involving a public hall or shopping mall for a face to face interview. A large number of people can typically be interviewed in a short time. It can be helpful for short product and/or concept testing studies.