Methods

Desk research

Desk research is processing of existing secondary information ("research at the desk"). Secondary information is data collected earlier for purposes irrelevant of the purpose under consideration. Desk research implies acquisition of information through available channels of secondary information: state statistics, data published by producers and trade organizations, printed and electronic mass media, published reports on research and information agencies etc. Primary advantage of desk research is its cost and promptness; however the information thus collected is frequently subject to additional expert estimation. Such estimation enhances the validity of data and can be obtained by different methods of palling. As a rule desk research present one of initial stages of complex market research. On the other hand, depending on the customer's purpose it can be performed separately and the information gathered may suffice for development of program of further actions or check-up of results of accomplished field research.

Quantitative research

Face-to-face interviews

This is a kind of questioning in the form of private conversation between interviewer and respondent. Face-to-face interviews are subdivided according to: the type of respondents: interviews with natural and legal persons, the location: at home, in the office, at the point of sale. Face-to-face interviews are made resort to in the following cases: if the research is carried out in towns or villages with insufficient telephone installations, if it is required to show demonstration materials to the respondent (goods packing, variants of logo, photos, advertisement materials etc.), if average interview duration is over 20 minutes, if complicated selection is used in research.

Phone interviews

This is an individual interview held over the phone. Telephone pall of natural persons is expedient only in those areas, where there is a high level of telephone installation. Otherwise the obtained information will be untrustworthy. The advantage of this method is promptness of data obtaining, relative cheapness, and ability to control the interviewer. Its disadvantage is the condition that the average duration of phone interview should not accede 15 minutes.

Qualitative research

In-depth interviews

This is an informal private/individual conversation carried out on the previously elaborated scenario in which moderator induces respondent to continuous and detailed judgments on the subject matter the researcher is interested in. This enables to get to the smallest details, to clarify all aspects of the respondent's behavior and reaction which may be crucial for successful research. In-depth interviews are conducted by a qualified psychologist (extreme skill upgrading of interviewer also admitted), whose task is to understand the real attitude of the respondent to the subject in question. Most often only one person at a time is interviewed, but there are modifications of the method when 2 or 3 respondents get involved in the conversation. The conversation is recorded on a video or audiotape. The record is subject to processing, the result of which is the text of the whole interview ("transcript"). Analytical report is based on the transcript. Video record is also used for study of nonverbal reactions of respondents.

Focus Group Interviews (FGI)

It is a collective interview, focused on a certain subject. 8-12 respondents selected according to certain criteria take part in the group discussion the latter being conducted by a professional moderator. The discussion is recorded on the videotape. Video materials are provided to the Customer together with the group report. In case the discussion reveals new surprising aspects of the problem, the questions are immediately corrected and supplemented. FGI is a rather flexible research method (owing to possibility to interfere and change the vector of discussion). FGI also enables the audience to test visual and audio materials (e.g. advertising posters, logos, packing etc.) with the use of project methods. As a qualitative method FGI (unlike quantity palls) is oriented at a deeper understanding of audience's motives and consideration of its emotional reaction. Whereas quantity palling gives response to the question "how many", focus-groups answer the question "why".

Expert interviews

Expert interviews is a means of accumulation of scientific knowledge and practical experience of professionals in matters directly related to the subject of palling. The interview with the respondent is carried out on the previously elaborated scenario of discussion of the researched subject. The interview is performed by a professional interviewer with high level of qualification. The discussion is recorded on the dictaphone, afterwards all records of the research process undergo deciphering and analysis. As a rule expert interviews supplement desk researches and enable to obtain a framed opinion of professionals.

Hall Tests

Hall Test is a special method based on survey of respondents on their perception of the goods, service, name, trademark, packing etc. In the course of hall test respondents are first of all familiarized with the object of testing, then they either fill in a special questionnaire including standard questions or give oral response to questions asked by the interviewer. Hall tests are applied in case it is necessary to test a new commodity, its packing or name in the course of its development, compare different variants of the commodity with one another or with competitors' goods, test an advertisement announcement in the course of a promo campaign development with the help of existing or potential consumers. The distinctive feature of hall test is the direct contact of the respondent with the tested object (e.g. taste test). The variation of hall test is a "blind test". The main difference of "blind test" is that the respondents have no idea of the product's name being tested. This is to forestall influence of a trademark on the research outcome if it is required for accomplishment of the test tasks. The objects of hall test may be: individual commodity characteristics (taste, design, material etc.), packing, trademark (name and logo), advertisement etc. Mystery shopping. The method under consideration is aimed at the assessment of quality of servicing with the help of specialists in the role of dummy buyers (customers, clients etc.). Professional auditors visit selected sites as ordinary clients. They pose different questions to the staff and can make control purchases of goods or services. Alongside the auditor establishes different parameters of the staff work: communication style, appearance, availability of this or that product, service quality and others. Such campaigns enable to get real estimation of service characteristics of sales points and monitor the quality of staff work. After a while the check-up is repeated (1 a quarter as orientation).

Retail research

Price and distribution check. The present study helps to get a clear notion of availability of various commodity groups and their price levels in all types of sales points. Research of prices and distribution is a more saving and faster alternative to a full cycle of retail audit.