Data collection methods
F2F interviews
Face-to-face interview is a data collection method which allows the interviewer to directly communicate with the respondent in accordance with a pre-prepared questionnaire (closed and semi-closed questions). This method enables to acquire factual information, consumer evaluations, attitudes, preferences and other information coming out during the conversation with the respondent.
Online survey – panel
An online survey includes questionnaire that the target audience can complete over the Internet. The respondents are signed in online panels that represent a big data base of people who have given their approval to participate in market research projects. They usually receive financial/material incentives for their participation.
Telephone interviews
Telephone interview is a data collection method in which the interviewer communicates with the respondent on the telephone in accordance with the predefined questionnaire.
Structured observations
Structured observation is a data collecting method in which a researcher observes objects, events, consumers and records information by filling in а predefined form.
Mystery shopping
Mystery shopping is a field-based research technique of using independent auditors posing as customers to measure product quality and service delivery.
CLT tests
Central location testing (CLT) is a qualitative market research technique in which research takes place in a controlled environment such as a shopping mall, restaurant, testing lab, or other suitable location. Respondents can test intangible concepts along with tangible goods.
Focus groups
Focus group discussion is used to gain an in‐depth understanding of social issues. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population.
In-depth interviews
The in-depth interview, also called unstructured interview, is in person interview, conducted by experienced interviewer and respondent, within 30 to 60 minutes, on predefined topic, which is explored with open-ended questions and various proactive techniques.
Desk research
Desk research is not about collecting data, it is reviewing, examining information that already exists in previous research findings to gain a broad understanding of the field.
Content analysis
Content analysis is a systematic, quantitative approach to analyzing the content or meaning of communicative messages. Using content analysis, researchers can quantify and analyze the presence, meanings and relationships of certain words, themes, or concepts.
Eye tracking
Eye tracking is a sensor technology that makes it possible to gain information on where a person is looking at. An eye tracker can also measure users’ interest, attention and focus.
Electroencephalography (EEG)
Electroencephalography (EEG) is an electrophysiological monitoring method to record electrical activity of the brain. In our case, it is examination of brain activity provoked by the influence of different marketing stimuli (brand name, logo, package, music, etc.) which aims to understand consumers perceptions and probable choices.
