Know How to Conduct Market Research Surveys (Quantitative and Qualitative)
Surveys are one of the most frequently used methods of market research. While the majority of surveys emphasize either a qualitative or quantitative design, both can be used in the same survey. Are you still debating the merits of qualitative versus quantitative research methods?
Why choose quantitative research?
At the most fundamental level, quantitative surveys are designed to collect hard, numerical data about responses to research questions, such as their frequency, magnitude, and direction of change. Quantitative research methods must be somewhat rigid by definition.
The survey questions must remain consistent from person to person, day-to-day, and so forth. Any modifications to the interviewers’ research script, the written questionnaire, or the survey processes may result in data that is not a true measurement of the research question or data that cannot be statistically analyzed.
Why choose qualitative research?
Qualitative surveys delve into the softer aspects of research, such as open-ended “opinions” or the “why or why not” justifications people offer for their responses to quantitative questions that do not require a reason or rationale.
Interviewers are critical in qualitative survey research that is conducted in-person or over the phone. The way questions are phrased, the intonation with which they are spoken, and the rapport between the respondent and the interviewer can all have a significant impact on the quality and direction of the data.
When conducting surveys on complex subjects, the interviewer must have a thorough understanding of the subject to ask detailed questions and probe effectively if respondents demonstrate a reluctance to provide quality responses.
The importance of wording your questions right!
The quality of data obtained through a survey is highly dependent on the skillful construction and wording of the survey questions. Survey questions should be straightforward, relatively simple to answer, and concise. Conducting a pilot survey is beneficial for determining how respondents respond to the questions. What one person perceives as clear may appear as foggy to another.
Written or online questionnaires are typically more complex than face-to-face surveys in which all data is exchanged orally. This is especially true if respondents can easily return to previous questions or navigate an online survey site without losing their previous responses. As a general rule, survey respondents despise being asked questions specifically designed to elicit a particular response from them. Ascertain that the questionnaires used for market research cannot be construed as a sales pitch by respondents.
