Quan / Qual Research

Market Decisions Corporation pioneered this hybrid research methodology that incorporates the exploratory aspects of focus group research in a large sample, projectable framework. This technique "digs deeper" than traditional telephone methodologies and explores topics thoroughly to provide "between the lines" information vital for insightful data analysis.

The Three-Step Quan / Qual Process

The Quan / Qual methodology is designed to explore complex research topics and capture in-depth information. It allows respondents to consider issues fully and give thoughtful answers. The data it provides, and subsequent analysis it allows, are far richer than that provided by a single research technique approach. Here is why.

The most common Quan / Qual study is comprised of three phases: an initial telephone screening with a key question analysis, an exercise booklet (mail methodology), and a final data collection interview by phone. This three-step process is a highly effective strategy for attaining study participation from hard-to-reach decision makers, and is often combined with exploratory focus groups during project planning.

STEP 1 Key Question Analysis

This initial telephone contact is primarily limited to closed-ended probes of historical and behavioral data. The survey can be fairly long, but it must move quickly from topic to topic -- usually lasting 10-15 minutes in length. This initial research step "stands on its own" as a large sample statistically sound quantitative survey. It is also used to recruit respondents to complete STEPS 2 and 3 of the study. Market Decisions' experience is that 60%-70% agree to participate in the final two steps of the research process.

STEP 2 Exercise Booklet

The Exercise Booklet is designed in the Total Design Method (TDM) format for mail studies. The booklet puts respondents through the paces using a series of exercises -- Likert Scale trade-off analysis, conjoint card sorts, competitive analysis, custom designs -- NOT standard research questions. This step also provides a perfect opportunity to put product concepts, photographs, drawings, spec sheets, marketing copy, videotapes, etc. (any explanatory materials) into the hands of consumers. We encourage respondents to think and give them the time to do it. The primary goal of this step is to gain insight on how your consumers make decisions; how they might behave in a future situation. A web-based approach to step 2 is also a viable option in many cases.

The exercise booklet constitutes the heart of the three-step Quan / Qual process. It investigates respondents' decision making processes more thoroughly than traditional telephone interviews by using a number of custom-designed exercises and advanced analytical techniques such as trade-off analysis, conjoint, price sensitivity measurement and QFD feature importance/competitive analysis.

  • Trade-off Analysis: Market Decisions' trade-off analysis design combines a standard Likert scale analysis with most critical factor differential analyses and/or an optional attribute weighting. This technique identifies the "trade-offs" consumers make during the purchase decision process -- what they are willing to "give" in order to "get."
  • Conjoint Card Sort: In a conjoint card sort, respondents consider a range of total product descriptions (not just fragmented features) and rank them in order of their preference. Computer analysis of the preferences identified by the conjoint exercise enables the researcher to attach objective measures of utility to multiple levels of product attributes or features. These "utility" scores are additive and allow for iterative investigation leading to an optimum product definition.
  • Price Sensitivity Measurement: An insightful process which determines price elasticity by asking a series of "price boundary" questions. The technique uses price thresholds and consumers' perceptions of quality and value as an analytical basis.
  • Competitive Analysis: Competitive analysis calls upon respondents to rank key market competitors with regard to a range of criteria, e.g., product features, service attributes and image factors. This process isolates competitive strengths and weaknesses.

STEP 3 Data Collection Interview

The final phase of the research is again conducted by telephone. All data from the exercise booklet is collected and probed. This final questionnaire is very conversational in style. The interview explores why the respondent made specific decisions on the booklet exercises. Any open-ended wrap-up questions or interviewer-administered exercises are also part of this step.

The Results

We are not limited by this specific set of exercises. Market Decisions uses the most advanced analytical techniques and often custom designs exercises to meet special needs.

The Quan / Qual technique also provides a perfect opportunity to present product concepts, photographs, drawings, spec sheets, marketing copy, video tapes, etc. to inform respondents or as integral test materials. The final result is a closer simulation of "real world" decision making situations, and research conclusions everyone can trust.

Customized Quan / Qual

Methodologies
The three-step methodology is just one of many Quan / Qual approaches used by Market Decisions Corporation. For instance:

  • Less complex issues may be investigated using an exercise booklet/questionnaire combination with an option for a telephone contact employing extensive open-ended questioning and open discussion;
  • Very complex issues, new product concepts or markets, etc. may require the addition of another step -- focus groups -- as a precursor to the Quan / Qual study; or
  • Quick-turn projects may require a modified Phone-Fax-Phone or Phone-Web-Phone methodology.

Our Point. Market Decisions will customize the Quan / Qual methodology to meet your specific needs. We will also help you watch the bottom line while insuring we complete a thorough research process.