1. What Is Research Methodology?
Research methodology is a collective term for the structured process of conducting research. There are many different methodologies used in various types of research and the term is usually considered to include research design, data gathering and data analysis.
There are two main types of research methodology, 1- Quantitative methodology, 2- Qualitative methodology.
2. When is a qualitative research methodology appropriate?
A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer.
A highly subjective research discipline, qualitative research is specifically designed to look "beyond the percentages" to gain an understanding of the customer's feelings, impressions and viewpoints. Such intuitive, highly subjective personal input can only be obtained through qualitative research.
Strengths:
• Small samples, sharp focus: Qualitative research is laser-focused, dealing only with smaller samples.
• Probing interviews: Expert moderators, unencumbered by the time constraints of a quantitative survey, use a multitude of techniques during lengthy interviews to obtain in-depth information.
• Rich responses: The interviews, which last as long as two hours, allow the moderator to elicit extremely candid, highly complex responses.
3. When are both quantitative and qualitative methods beneficial?
Certain types of projects benefit from the strategic application of quantitative and qualitative methodologies. A recent study we completed for a computer monitor manufacturer illustrates this point.
4. How can I determine product demand after a change in price, features and/or distribution channels?
Research's simulation software is designed to analyze and answer these types of "what if?" scenarios. By changing the product's price or features, the simulation software will automatically show the resulting price share of your company's product and all competing products. The simulation software is custom written based on the results of a choice modeling survey.
With the simulation software, we can see the incremental change in share gained from a change in product, as well as which competitors' products lose the market share your company gains. This is quite valuable in assessing possible competitor responses.
5. Why use a conjoint methodology?
Conjoint or choice modeling is the most accurate and projectable methodology available to collect information on what is important to customers. Why? Choice modeling derives rather than asks customers to tell directly what is important to them.
To derive this information, we would implement a conjoint study where respondents are asked to choose between several products. This way, we never ask a respondent to tell us how important price, brand or a particular feature is when they make a purchase.
The resulting conjoint "utility scores" tell us relative importance. We do not recommend directly asking respondents to rate importance (for example, asking them to rate the importance on a 1 to 10 scale where 1 = "Not at all important" and 10 = "Very important"). Many times, direct ratings of importance result in everything being important, thereby obscuring those few issues that clearly delineate winning products.
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Research methodology is a collective term for the structured process of conducting research. There are many different methodologies used in various types of research and the term is usually considered to include research design, data gathering and data analysis.
There are two main types of research methodology, 1- Quantitative methodology, 2- Qualitative methodology.
2. When is a qualitative research methodology appropriate?
A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer.
A highly subjective research discipline, qualitative research is specifically designed to look "beyond the percentages" to gain an understanding of the customer's feelings, impressions and viewpoints. Such intuitive, highly subjective personal input can only be obtained through qualitative research.
Strengths:
• Small samples, sharp focus: Qualitative research is laser-focused, dealing only with smaller samples.
• Probing interviews: Expert moderators, unencumbered by the time constraints of a quantitative survey, use a multitude of techniques during lengthy interviews to obtain in-depth information.
• Rich responses: The interviews, which last as long as two hours, allow the moderator to elicit extremely candid, highly complex responses.
3. When are both quantitative and qualitative methods beneficial?
Certain types of projects benefit from the strategic application of quantitative and qualitative methodologies. A recent study we completed for a computer monitor manufacturer illustrates this point.
4. How can I determine product demand after a change in price, features and/or distribution channels?
Research's simulation software is designed to analyze and answer these types of "what if?" scenarios. By changing the product's price or features, the simulation software will automatically show the resulting price share of your company's product and all competing products. The simulation software is custom written based on the results of a choice modeling survey.
With the simulation software, we can see the incremental change in share gained from a change in product, as well as which competitors' products lose the market share your company gains. This is quite valuable in assessing possible competitor responses.
5. Why use a conjoint methodology?
Conjoint or choice modeling is the most accurate and projectable methodology available to collect information on what is important to customers. Why? Choice modeling derives rather than asks customers to tell directly what is important to them.
To derive this information, we would implement a conjoint study where respondents are asked to choose between several products. This way, we never ask a respondent to tell us how important price, brand or a particular feature is when they make a purchase.
The resulting conjoint "utility scores" tell us relative importance. We do not recommend directly asking respondents to rate importance (for example, asking them to rate the importance on a 1 to 10 scale where 1 = "Not at all important" and 10 = "Very important"). Many times, direct ratings of importance result in everything being important, thereby obscuring those few issues that clearly delineate winning products.
More Questions & Answers :-
Part1 Part2 Part3 Part4 Part5
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