Conjoint analysis – a quantitative research technique used to determine the combination of attributes which are the most important from the perspective of the potential buyer. It provides insight into customer preferences, allowing to develop a perfect product or to modify an existing one.
Market analysis – a study carried out as part of market research, which involves collecting information on a on-off basis and describing the current market situation.
Business-to-business survey – a market survey where both the ordering party and the target group (respondents) are businesses and their representatives, not private individuals.
Dedicated study (ad hoc) – a study conducted in response to a single order from a single customer, tailored to the customer’s particular needs and expectations.
Quantitative study – a research approach consisting in the collection of ‘hard data’, it involves objectively measurable market attributes which can be used as the basis to describe the magnitude and frequency of an occurrence. It answers the questions: What? When? How many? It is most often carried out relying on standard research tools (a questionnaire, survey).
Qualitative study – a research approach consisting in the collection and processing of subjective information. The purpose of this study is to gain an in-depth insight and produce a description of the market reality in order to shed more light on customer needs, preferences and behaviours. This study is carried out using non-standard research tools (an interview).
Marketing research – examination of the external environment (market research) and internal environment of an enterprise (study of marketing activity and its effects).
Brand study – a study aimed at describing the awareness of the product/service brand and the attributes ascribed to it by customers; for products such as industrial equipment, this study will usually involve brand loyalty, positioning, value and image.
Field research – a study that involves obtaining data from a group of respondents for the purposes of a specific research problem.
Market research – examination of the external environment of an enterprise aimed at gaining information on the processes taking place on the market and its current and projected situation. The goal of the research is to determine the size of the market, supply, demand, pricing, to describe and explain consumer behaviours, sales and distribution approaches, and to characterise the development trends. Market research forms part of marketing research. Satisfaction survey – a survey aimed at the assessment of the customer’s level of satisfaction with the purchased product, associated services and service quality.
Syndicated research – a study carried out on the initiative of a research company or several parties interested in a certain market sector. In other words, it is a single study carried out for multiple recipients. The research report is offered to interested companies from the industry. The cost of access to research outcomes is much lower than it would be for a company ordering an individual study. Syndicated research carried out by CEBARYD involves the lifting equipment industry.
Desk research – a study involving the retrieval, analysis and review of existing data from official sources (such as official statistics, governmental reports, industry studies etc.).
Research ethics – a set of rules governing the conduct of a study, such as informing the respondents about the purpose of the study and protecting their anonymity, ensuring that participation in the study is voluntary, guaranteeing the confidentiality of research results.
Questionnaire – a set of questions asked to the respondent by the interviewer during an interview. The questionnaire should not be confused with a survey form (which can be filled out by the respondent on his/her own).
Mystery shopping – a research method involving the interviewer/researcher playing the role of an undercover customer. The results are analysed with the aim to evaluate the quality of the services provided by the company and its customer service performance.
Research report – a written summary of a study which includes the indication of the objective and subject of the study, an overview of the methodology, presentation of results and final conclusions.
Product testing – a study verifying the quality and functionality of a product from the perspective of its potential buyers.
Interview – the most common method of market studies, involving a meeting between an interviewer/moderator and a respondent, asking questions and taking answers. In our practice at CEBARYD, we mostly deal with the following forms of interviews:
- Face-to-face interview – conducted during a one-on-one meeting between the respondent and interviewer.
- Expert interview – an interview with a highly qualified and experienced professional, an expert in a given field or industry.
- In-depth interview – a variation of the face-to-face interview in the form of a casual conversation following a predefined scenario, with the option to change the order or modify the questions, the respondent has the opportunity to demonstrate his/her attitude towards the problem. This form of study allows to obtain confidential information and personal observations.
- Telephone interview – an interview carried out during a telephone conversation, where the interviewer reads out questions from a questionnaire to the respondent and takes down the answers.