Russia: How to get maximum results from a marketing research?

Dmitry Shimanov, General Director of MAR Consult Research Agency

It is no secret what market research is conducted for. It is a universal tool to study market situation and consumer behavior, which is necessary for companies to efficiently develop and react to changing market conditions.

What is the best way to make research results reliable and effective for solving your company's strategic objectives?

Many problems emerge at the very beginning, as research tasks are developed. Customers are often willing to handle all their problems with a single research project. Such attempts to save budget funds may result in data error. First of all, it is necessary to define the range of research tasks and divide them into market and consumer tasks, so that each type of tasks would be covered by a separate research project. This way data error will be minimized. If there still remains a necessity to handle various tasks, it may be fulfilled by a full cycle research company offering market and consumer research. Analysts of such a company will be able to develop complex research. For instance, MAR Consult analysts work closely together with our Clients at all stages of research in order to understand specifics of their business and choose the appropriate methodology.

Another unobvious problem is calculating sample size, because many companies do not know their target audience. First of all, the target segment should be determined, so that the collected information would be relevant. Let us imagine a situation where a Client assumes that their target audience comprises women aged from 20 to 30, but research shows that this group hardly ever consumes their products. Thus, the money is wasted, because research results cannot be used. Another sample-related problem is that customers may be willing to maximize the number of respondents in order to improve research reliability or minimize it to reduce research costs.

Neither approach will ensure improvement of research results. In the first approach, it should be remembered that there is a certain dividing line, beyond which the increased number of respondents will not change statistical regularity. Contrariwise, a small sample will not be illustrative. One more problem is availability of the target audience. In other words, respondents may be unavailable for interviewers (by geographic parameters, level of income, sphere of activities, etc.). This problem is rather easy to solve for research companies with a wide network of interviewers in all Russian regions and the CIS, partnership agreements with key retail chains, automotive centers, chain restaurants, drugstores and other retail outlets as well as experience in specialized research and, as a result, contacts of "rare" experts.

Next problem that a Customer faces is choosing research methodology. Research agencies offer a wide range of qualitative and quantitative methods which may be aimed at handling the same tasks. A consultant from one of the research companies may explain specifics and limitations of each method.

During research the quality of incoming data should be ensured. Major companies offer complex data quality control. For instance, control may be carried out through several stages:

    •    development of research sample in exact accordance with Clients' tasks,

    •    instructions provided by project managers to interviewers,

    •    validation of research tools,

    •    collection of information controlled by supervisors at all stages,

    •    penalty and incentive scheme for interviewers,

    •    digital audio and video recording of interviews,

    •    intermediate collection of raw data,

    •    checkback of at least 30% of questionnaires (through telephone inquiry),

    •    usage of filter questions during inquiries,

    •    regional projects controlled by specialists from the central office.

 

The above-described complex method ensures maximum quality of incoming information. Apart from that, MAR Consult operates in accordance with ESOMAR quality standards, using principles of impartiality and confidentiality.

Research results are used as a basis for development of a report. Ay this stage, another problem may arise: some companies provide their Clients with bulky reports containing formulae, terms, graphs and tables, which are not easy to decipher or use. In order to avoid such problems it is necessary to discuss report form and media, on which it will be provided, with the research agency, and stipulate a presentation on research results by research company employees, if required.

Thus, if all difficulties are taken into account, they will be easy to handle. This will make research results really reliable and useful for making efficient business solutions. This is why Customers should approach a company which is experienced in this kind of research on the Customer's market, especially if it is a "difficult" market, such as special gas market, heating equipment market and so on.

Disclaimer: Views & opinions are solely those of the contributors and do not necessarily reflect SIS International Inc.'s opinions, views and methodologies. Under no circumstances will SIS, it affiliates, successors or assigns be liable for any loss or damage caused by anyone's reliance on information contained in this web site. Copyright (C) 2008.  All rights reserved.