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Qualitative Market Research:

Qualitative Research is a type of market research technique that is conducted to explore a phenomenon or experience in which the results are analyzed through subjective measures, words and discussions as opposed to statistical analysis. Offering a different insight into market opinion than quantitative research, it is extensively used in marketing and social sciences. It provides a deep understanding of how or why things are as they are. For example, a Market Researcher may stop a consumer who has purchased a particular type of chocolate and ask him or her why that type of chocolate was chosen.

In this type of research, there are no fixed set of questions. Instead, a topic or discussion guide is used to explore and analyze various issues in-depth. The discussion between the interviewer and the respondent is determined largely by the respondents' own thoughts and feelings. Moreover, it involves smaller groups of individuals to conduct and analyze.

Qualitative market research services provided by CRDS enable its clients in understanding a customer’s decision making process for a particular product or service, understanding the factors that govern a customer’s behavior towards a product or service and understanding a customer’s views regarding the brand image.

Uses of Qualitative Market Research:

  • For developing an initial understanding of an issue or problem
  • When finding a range of ideas or feelings about something
  • For understanding different perspectives between groups and categories of people
  • In uncovering the underlying motivations and factors which influences decision making and opinions
  • For providing information needed for designing a quantitative study
  • In explaining the findings from a quantitative study
Types of Qualitative Market Research Methodologies:

Market Research Depth Interviews

In this type of Qualitative Research Technique, a single respondent is interviewed based on various themes and topics which are either on a face to face basis or via telephone. It is one of the best methods for in-depth probing of personal opinions, beliefs, and values. Our group of skilled interviewers’ starts first by asking general questions and rapport building questions and then proceeds on to more purposive questions. Moreover, they are free from any sort of bias.


  • Provides very rich depth of information
  • High on Flexibility
  • Makes use of probing methods for uncovering hidden issues
  • Unstructured or loosely structured method

The various probing techniques used by depth interviewers are:

Laddering- This technique is used by depth interviewers wherein he starts the interview by first asking questions about external objects as well as external social phenomena. After that, he proceeds on to ask questions about internal attitudes and feelings.

Hidden Issue Questioning- Using this technique, the depth interviewer mainly concentrates on deeply felt personal concerns and pet peeves of the respondent.

Symbolic Analysis- With this technique the depth interviewer is able to probe into the deeper symbolic meanings of the respondent by asking them questions about their opposites.

Market Research Focus Groups/Group Discussions

A Focus Group is a form of Qualitative Research technique wherein questions are asked in an interactive group setting. The participants of the group can freely communicate and interact with each other and discuss their perceptions, beliefs, opinions and attitudes towards a product, service, concept, advertisement, idea, or packaging.


  • Interactive group discussion is led by a moderator
  • Unstructured/loosely structured discussion
  • Free flow of ideas encouraged by moderator
  • Comprises of 8-12 members who fit the profile of the target group or consumer
  • Consists of either two interviewees (a dyad) or three interviews ( a triad)
  • Group dynamics results in developing new streams of thought and introspecting thoroughly on an issue.

In the world of marketing, focus groups are seen as an important tool for acquiring feedback relating to new products, as well as various topics. In particular, focus groups allow companies wishing to develop, package, name, or test market a new product, to discuss, view, and/or test the new product before it is made available to the public. This can provide invaluable information about the potential market acceptance of the product.

Market Research Observation Method

This method involves observing a respondent in their 'natural' environment. In this Qualitative Research the consumer behavior is observed carefully. Nowadays, this kind of research is being supplemented by many cutting-edge fields like neuro-science where the observation is accompanied by measuring brain activity.

Ethical Practices in our Qualitative Market Research:

We are aware of the fact that implementation of qualitative market research raises certain ethical considerations. Ethical questions focus around protecting the privacy of the participant and the privacy of the research sponsor. For this reason, we execute the research ensuring that privacy is guarded throughout the process. We protect the privacy of participants by presenting the collected data to the sponsor either in aggregate or in a format which is stripped of any personally identifiable information. Likewise, we also protect the privacy of sponsors by serving as a liaison between the sponsor and the research participant. This, in turn, reduces the scope of deceit.

Quantitative Market Research:

Unlike Qualitative Research, Quantitative Research relies on scientific sampling, survey research methods and the overt translation of human actions, thinking and opinions into a numeric format for statistical analysis. Quantitative research is concerned with measuring a market and quantifying that measurement with data. Besides, customer awareness, attitudes, satisfaction, commitment etc towards different manufacturers and overall consumer behaviour in the market are also measured. This is done by taking statistical samples of customers for understanding the market as a whole. Great care has to be taken in the choice of the sample and also in the design of the sample questionnaire as well as the quality of the analysis of data collected.

Uses of Quantitative Market Research:

  • To recommend a final course of action
  • For finding if there is consensus on a particular issue
  • For projection of results to a large population
  • To identify evidence regarding cause and effect relationship
  • In describing characteristics of relevant groups of people
  • When testing specific hypothesis and examining specific relationships
  • To identify and size market segments

CRDS provides its clients with a wide range of quantitative research services which include data collection and statistical modeling using MS Excel, SPSS, SAS and MATLAB. Our quantitative research services enable our clients to gain scientific insights into various industry trends. Our quantitative data collection techniques include:

Types of Quantitative Research Methodologies:

Face-to-Face Interviewing

Street surveys
Door to door surveys

Telephone Interviewing

CATI services

Our Computer Aided Telephone Interviewing (CATI) system is a state-of-the-art software package that is versatile and provides you with all the tools needed to field the project and manage the data. The software is continuously being modified and enhanced in response to our clients´ needs and requests.

Our CATI software provides the following:

High-quality data that is stored in an industry-standard SQL database
The speed to get projects in and out of the field in a timely manner.
A complete set of data collection and project management tools.
An open architecture enabling inter-operability with your own programs

Web surveys

CRDS offers our clients the ability to gather information using the Internet as a response medium. The development of a stand-alone division was created within the company to handle the administration of all Internet based research. can be delivered over the Internet.

The system controls all questionnaire logic, skip patterns, answer checking, quota management, response randomization, and other similar constructs. This method allows you to conduct rigorous research on the Internet, which previously was only possible through more expensive telephone surveys. This system uses the Internet to deliver research results and information back to you in a timely and cost-efficient way.

We achieve this through the following ways:

Developing Customer Databases:

This system is a very effective way of capturing detailed information about "shoppers" visiting your (or your client’s) web site.

Controlling Stimuli and Responses:

The Internet is uniquely suited when the research calls for a more interactive approach between stimuli (e.g. advertising copy, product concepts, images/pictures, etc.) and responses. The Internet provides the ability to weave various stimuli that are followed by specific questions in a way not possible by telephone or mail methods alone.

Creating an Alternative to Mail Surveys:

This system provides the rigor and control of telephone (CATI) systems at the cost of mail surveys. This system is extremely cost effective for large sample sizes