Research that deals with the quality, type, or components of a group, substance, or mixture, whose methods are applied to advertising audience research in order to determine the quality of audience responses to advertising. Qualitative research is exploratory in nature and uses procedures such as in-depth interviews and focus group interviews to gain insights and develop creative advertising tactics.
Quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information about the world.
This research method is used:
to describe variables;
to examine relationships among variables;
to determine cause-and-effect interactions between variables.
Focus Group Discussion
A group of interacting individuals having some common interest or characteristics, brought together by a moderator, who uses the group and its interaction as a way to gain information about a specific or focused issue.
A small group selected from a wider population and sampled, as by open discussion, for its members’ opinions about or emotional response to a particular subject or area, used especially in market research or political analysis.
These span upto 4 hours or more with breaks in between to account for respondents’ fatigue levels. These require a longer time duration as they generally incorporate various projective techniques which are time consuming. Extended focus group discussions allow a greater in depth disclosure of participants’ opinions, preferences, associations, mental maps, latent demands, etc.
One to one interviews
A one to one interview takes place between the candidate and the interviewer.
Although it can be relatively informal, it is best to assume that it will be formal, and act and dress accordingly. In any case it will be more than a casual conversation, so prepare thoroughly and do your research.
IPOR has recently developed the more advanced and efficient way of data collection through telephone, Computer assisted telephonic interviews (CATI). Digital questionnaire and data base of sample makes the interview more easy and quick in CATI. This is a most efficient and economical way of collecting data in limited period of time. Our professional interviewing teams can handle any type of CATI project, no matter the size and scope of the study.
IPOR has a unique advantage of having a representative data base of active phone list of entire Pakistan also for phone lists of specific countries. IPOR’s expert interviewing teams are fluent in various national and international languages that include Urdu, English (with different dialects), Pashto, Punjabi, Seraiki, Balochi, Sindhi and Persian with both Iranian and Afghani accent. CATI is a most effective methodology which can help us to reach hard to get target population.
- Sri Lanka