CREDIBLE MARKETING RESEARCH SERVICES ::
Market surveys include marketing research methods such as online surveys, phone surveys, focus groups, executive interviews, depth interviews, or photo-ethnography. Market research surveys are often designed for companies to assess buyer attitudes and behaviors for building or revising a marketing strategy, and creating a marketing plan. Market surveys can be either qualitative or quantitative.
- Type 1: Qualitative Market Research
- Type 2: Quantitative Market Research
- Chart: Market Survey Types
Credible Group has conducted hundreds of professional market surveys, both qualitative and quantitative, using expert market survey research controls to ensure accuracy, relevance and power for corporate or marketing strategy development.
The primary classification groups for market surveys are qualitative and quantitative market surveys. Understanding their distinction is vital to planning a successful marketing research or public opinion study.
Type 1: Qualitative Market Research
Qualitative market research means "quality." It does not mean "quantity." Qualitative research methods are designed to talk to a relatively few people in the target audience of interest. The purpose of qualitative research is to plumb the depths and range of buyer attitudes and beliefs, not to measure incidence, project, or forecast quantity.
Popular qualitative market research methods include focus group studies, depth interviews triads (one interviewer, two respondents, and dyads (one interviewer, one respondent,) and observational techniques such as ethnography and, popular in marketing research, photo-ethnography.
We include qualitative market research methods as "market surveys" because they offer a way to measure the market, again, in terms of depth and range of buyer perceptions and needs rather than quantity. Often market researchers and clients succumb to the temptation to inappropriately impute quantitative implications and projections based on this type of market survey.
The level of professional quality and validity of results in Type 1 market surveys is driven by the design, interviewing experience of the moderator or principal interviewer, and the interpretation of results by the market research consultant or marketing analyst.
Type 2: Quantitative Market Research
Quantitative marketing research designs gauge, describe, and forecast quantity. Using a range of sampling strategies, quantitative market research studies often project results of quantitative market surveys to the entire marketplace. Popular quantitative market survey methods include online surveys, personal quantitative interviews, mail surveys, and telephone surveys. At Credible Group, we recommend the data collection technique -- phone, face to face interviews, web interviews, traditional mail -- according to the research objective, time requirements, and quality control issues at play.
Marketing Consulting Services Summary Overview
Marketing Strategy Consultants
As marketing strategy consultants, our consulting firm will work with you and your company and management team in a professional engagement one of several ways according to the nature of the consulting project: monthly retainer, fixed project fee, or daily rate. Since each client company or firm is unique with its own set of issues and opportunities, we often begin our relationship with a Decision Mapping engagement. This identifies the problems, opportunities, and issues most relevant, and serves to clarify the decision agenda. We believe this is a crucial step to ensure as consultants to your company, that an expert, professional engagement meets your specific management requirements. Further, Decision Mapping saves both time and money as it sharpens focus as to the exact work which needs to be accomplished in our remaining consulting or market research work for your company.
Experts in Marketing Strategy
As experts and specialists in marketing and market research, we are well qualified in these strategy arenas: positioning, segmentation, advertising strategy, corporate and product naming, company branding, brand name development, naming research, brand equity measurement, pricing, sales systems and research, product development, brand development, brand strategy, product concept testing, identifying opportunities, positioning, customer satisfaction research and customer loyalty building.
Functional Experience
Our consulting company has deep experience working with large and small firms, although typical clients include Fortune 500, Fortune 100, or middle market companies. Our team members have been involved as executives and board members of technology venture start-ups, conducting research and assessments used by venture funds, and venture capital firms.
Industry Consulting and Market Research Experience
First, we are not industry specialists or experts. Our philosophy is that we bring a tool kit of analytical and management skills to the table. You bring deep industry knowledge of your business. The blending of our functional and management expertise, and your knowledge of your own business and industry, makes for a productive decision-focused engagement.
