Marketing Research

  • Survey Method
  • Research Model
  • Research Specialty
  • Research Category

Intercept-Test

Intercept-Test is to choose an appropriate place in bustling downtown when an interviewer holds questionnaires to look for qualified passers-by, and then collect information face-to-face.

Include finding a certain place, featured by mobility.

Easy to manipulate, and controllable.

Pre-recruit-CLT

Pre-recruit in advance the qualified interviewees to a proper fixed place, and then collect information.

HUT

HUT is one of the methods to have assessment of products in researching. Put the products to-be-tested in customers' home or other natural environment for utilizing, and let consumers use the product according to their habit. Then have re-visits, get to know the feedback of consumers.

Door to door interview

Door to door interview is to interview individually at the interviewee's home (if the target is an enterprise, then it is in the enterprise). According to requirement of sampling plans, the interviewer goes to the target's home or enterprise. And through the predetermined methods, interviewees are chosen and to be interviewed directly according to questionnaires or survey outlines. The questionnaires could be divided into interviewing ones and self-filling ones. The questions could be either close-ended or open-ended.

Online survey

Online survey is a brand-new data-colleting and researching method. When compared with traditional ones, online survey saves time, labour and cost.

Telephone interview

Due to the problems that interviewees are more likely to reject the home visit, telephone interview is created. The original telephone interview is performed by an interviewer on telephone to make calls according to questionnaires. The difference from traditional ones only lies on that one is face-to-face, and the other is through telephone.

CATI

Computer-assisted telephone interviewing (CATI) uses a computerized questionnaire administered to respondents over the telephone. The interviewer sits in front of a cathode-ray tube (CRT) terminal and wears a small headset. Upon command, the computer dials the telephone number to be called. When contact is made, the interviewer reads questions posed on the CRT screen and records the respondent's answers directly into the computer memory bank.

CAPI

In computer-assisted personal interviewing (CAPI), the third form of personal interviewing, the respondent sits in front of a computer terminal and answers a questionnaire on the CRT screen by using the keyboard or a mouse.

Consumer FGD

A focus group is an interview conducted by a trained moderator in a nonstructured and natural manner with a small group of respondents. The moderator leads the discussion. The main purpose of focus groups is to gain insights by listening to interest to the researcher. The value of the technique lies in the unexpected findings often obtained from a free-flowing group discussion.

Personal FGD

It is different from consumer FGD in that the people present at the meeting is professional. Their suggestions are more typical and representative.

In-depth interview

It is similar to the interviews done by journalists. A interviewer talks freely with interviewee who is professional in that field, so that information related to the researching theme is obtained.

Home visit

Through interviewing at customers' home, we can have a thorough “deconstruction” for the enterprise of customers. So that one learns more about all sorts of information like the living environment of customers, the utilizing environment of products, family status and etc.

Ethnography

Ethnography is the most typical explanatory researching method. Ethno means “a nation”, “a group of people” or “a group of people sharing the same culture”, while graphy is about picture and graphs. Therefore, ethnography is the “picture of human beings”, and is about the picture of “direction or life” of people in one group. It is an interactive research between interviewers and interviewees. The researchers have to participate, observe, record, describe on him/herself, so that he/she learns more about the content and the modes of the social progression. It is also different from the researching cut-point of positivism, because the product is the target of research, and typically be shown within the length of a book. And to the process, it is observed for a long time in one group, and the researcher observe people's life day after day, or chat with group members one by one, studying the intention of behaviour and the interactive relationship within the group sharing the same culture.

Mystery Customer

Mystery shoppers is to have strictly trained surveyors to pretend customers in pointed time, and assess the predetermined a series of problems including hardware, software and employees.

Second-hand info collection

To collect and study relative information by legal means such as surfing the Internet, referring to media information, buying data in the industry, searching yearbooks and documents, visiting related enterprises, and etc.