They've provided me with a range of skills and understanding and a truly customer centric approach, nothing is too much trouble.
Consequently I'm pleased to say that I've been more than satisfied with the way they support our business.
Circulations Director – Newspaper Publishing

Quantitative Research

With this type of market research a business would gather data of a quantifiable nature i.e. it would focus on asking questions that related purely to frequency and instance rather than behavioural, attitudinal, emotional or the particular likes and dislikes of the individual.

Quite often you will see questions asked within surveys about frequency (quantitative):

  • How many journeys do you make by bus each week, and how many journeys do you undertake by car in the same period?

or

  • How often do you purchase a daily newspaper? Never / 1-3 per week / 4+ per week

Using this type of research makes gathering simple data quite straightforward as the responses are less intrusive. If the questions are appropriate and kept within the parameters set out by the researcher, there is a likelihood of a higher response than a similar length qualitative survey.

We use a number of methods for gathering research, either online or offline postal surveys, face-to-face or telephone research, but many different methods exist.

However, designing a survey and therefore deciding which questions to ask is a serious process which should be rigorously evaluated throughout. You will need to ask yourself many questions before commencing such a process:

  • What is my aim?
  • What level of insight do I need in order to achieve my aim, and how few questions can I ask to provide value?
  • What can I ask and in what manner can I ask it, in order to improve the likelihood of a response?
  • Can I expect a response from all segments of my database, or should we only survey particular groups to meet my aims?
  • What format should I use?
  • Should I incentivise the response?
  • How long do I need to retain the data?
  • How long should the survey be open for completion?
  • What idiosyncrasies exist within the survey group that could affect my analysis?
  • How will I capture the data?

If you have doubts about your ability to complete these tasks or simply to find out more about Insight, telephone us on 01788 815327, or email us at insight@genesisdm.co.uk.