Research

Qualitative Research is sometimes used as a precursor of Quantitative Research. Qualitative research methods include:

• Ethnographic studies, where researchers are embedded in the environments of their research subjects for a period of time
• Focus group discussions, where six to eight research subjects are brought together and given a space to express their opinion on a product or a topic
• In-depth interviews, where consultations and discussions are held with subject matter experts e.g. cancer doctors, industry experts, C-level executives etc.

The various phases of the qualitative research process include:

• Qualitative Research Design
• Recruitment of Research Subjects
• Design of Discussion Guide and Pilot Testing
• Facilitation of Discussion Dynamics / Anonymization
• Qualitative Research Analysis and Communication of Research Findings

Qualitative research methods can be applied for different research purposes. The purposes and techniques used include:

• Ad Concept Testing
• Brand Research
• Mystery Shopper Research
• Product Development and Testing
• Service Excellence Improvement

Quantitative research involves the use of offline or online platforms to obtain close and open-ended feedback from research subjects. A survey is typically focused on a targeted segment or sample of the population. These are selected using sampling methods to ensure that the final survey results are statistically representative of the population. A business or organisation may also specify their own criteria for the sample selection.

The various phases of the quantitative research process include:

• Formulation of Research Objectives
• Sampling and Data Collection Methods
• Questionnaire Design and Pilot Testing
• Data Editing and Coding
• Data Cleansing and Weighing

The deliverables of Quantitative Research include:

• Descriptive Statistics and Analysis
• Statistical Tests and Analysis
• Factor Analysis and Cluster Analysis
• Pricing Analysis Techniques
• Presentation of Report and Findings

Qualitative research may be conducted as a precursor to the survey to develop better objectives and methods for undertaking quantitative research. There are also businesses and organisations that choose to undertake both qualitative and quantitative research. 

Secondary research, or desk research as it is commonly known, involves the collection and analysis of data, information, reports, surveys and statistics which have already been published. It takes an expert researcher to know if such information exists and where they can be found. Sources of secondary information includes government departments, industry associations, public and university libraries as well as online databases and websites.

Deliverables of Secondary Research may be provided in either English or in local languages if they are obtained in their local countries.

They include:

• Company Returns and Filings
• Laws and Regulations
• Product Brochures / Company Literature
• Patent Applications and Fillings
• Trade Statistics in HS / SITC classifications