Fieldwork Department


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Types of researches

Social:

Essence of conducting social surveys for our Clients is their utility function arising from civil-humanistic effect on social consciousness. Citizens familiarising themselves with surveys results, broaden their horizons, get better understanding of problems brought up in surveys, more easily can develop their own standpoint in specific case. Popularising survey results encourage public discussions with simultaneous rationalisation. Secondly and even more important for our Clients, public surveys also have a practical-utility function. Thanks to them, social phenomenons, positions and opinions are better understood and it is easier to take proper steps toward well-developed explantation of them. It plays an essential role both for individual, decisive persons and public institutions. As an example due to social surveys, local government has greater discemment how to communicate with community in order to increase citizens contribution in deciding about allocating financial assets. Social surveys in this way contribute to improve realisation of public services. They help to understand behaviours better and to plan campaigns promoting desirable changes in issues such as health policy. They allow to acquire knowledge about current situation on labour market, condition of education, tourist potential or condition of economy.

 

One of primary social research methods are survey researches in other words, quantitive, conducted with questionnaire interview or survey techniques. To survey researches belongs for example main technique used in DRB Institute researches - CATI.

 

In survey researches is assumed that society is a collection of individuals, and conclusions from survey on given sample may be transferred beyond studied group of people on remaining part of population. Survey researches can be split into public opinion polling - conducted systematically, concerning opinions about current events, attitude to public persons, political parties, survey researches of behaviours, academical survey researches (to verify general hypothesis, to formulate statements with high level of generality), longstanding research programmes for describing society. As part of survey researches, are also conducted market surveys for acquiring knowledge about assets and ways of making use of services depending of social status, and also discemment in tastes and preferences. This researches may serve to predict consumer behaviours and to prepare effective advertising campaigns, which cause that in this aspect social surveys become foundation for marketing researches. On the other hand, sometimes for prediction of citizen behaviours it is useful to apply tools characteristic for marketing researches: examination of customer satisfaction (petitioner), examination of brand value (city or region) and also positioning and modelling. Quantitive researches are often integrated with qualitative research. For the latter,  smaller group is examined but also survey results are deeper.

 

How well, explantation, description and prediction powered by result of social surveys are effective?

 

Measurements themselves are as much accurate and reliable as proper methods and techniques were selected. Research tool must be professionally set, respondents  properly selected, and persons conducting research, analysis and reports, experienced and prepared.

 

Depending on target of researches, DRB Institute specialist in cooperation with Client, select most appropriate methods and techniques to commissioned social survey. You can read more about techniques in Research techniques bookmark.

 

 

 

Marketing:

 

Marketing researches (market) are for every management fundamental source of knowledge about companies environment and changes happening in it. They also help to understand consumer and competition behaviours, recognise means which will be useful to affect effectively, and to predict tendencies of their future behaviours and processes happening on the market. Thanks to this it is possible to determine potential of both single product and whole branch. Marketing surveys results contain hints to managing wallet of products and to implement proper marketing campaign. In a straight line they show the way to increase companies incomes, because informations gathered during surveys are fundamental to draw conclusions about what and when should be produced and released on the market, how to attract customer to product and which distribution channel should be selected. Systematising  these informations it is possible to indicate areas of applying marketing researches: strategic researches (strategic analysis of company), environment researches (sector and macroeconomy analysis), researches connected with segmentation/product (researches about new product, existing product and its market position, brand awareness, adverts tests), price sensitivity surveys, marketing communication surveys, satisfaction and loyalty of clients (B2C), service quality researches - Mystery Shopping, distribution researches (B2B).

 

Strategic researches (strategic analysis of company), are used in situation of necessity to undertake important for company decision, such will decide about future of company, its success or failure. Results of this researches are hint to appoint course of company’s development. As part of strategic researches are performed analysis of company assets, competition and macro-environment. Strategic analysis helps to create development strategy for company, expertly using strengths and weaknesses and with respect to all opportunities and threats.

 

Environment researches (sector and macroeconomy analysis) cover analysis of closer and further company environment in order to identify tendencies dominant on market which shape the demand. Analysis is necessary for investor new on market, and also in situation of implementing operations and expansion on new markets. During sector analysis ratings of market attractiveness and investments risk in given sector, branch and area are performed.

 

Segmentation research allows to determine factors of brand attractiveness and find proper targets for products and services. Analysis from segmentation researches contains informations about positions, habits, preferences and clients motivations to buy certain type of product or service. Conducted with segmentation research Retail Audit allow to observe, what is happening with products within given product range, in selected location.

 

Research of new products consist in selection of ideas for product/service and create such, which has a big change of success on the market, in other words it will respond on customers needs and expectations better than existing and competitors products/services. Research concerns product attributes and characteristics as well as name, package and method of implementing it on market.

 

Research of existing product and its market position is make for adjusting product or service to clients needs and expectations, now and in future taking into account competitors offers.

 

Research of brand awareness is used to rate awareness of brand existence among clients and level of brand recognition among competitor products/services.

 

Adverts tests, allow to determine how existing or being in preparing for market release stage advert focus attention of viewers and how it embed in customers minds. Thereby determine effectiveness of promotional actions.

 

Research of price sensitivity is based on assumption of price elasticity which allow to determine, possible to accept by client price level. Client price sensitivity level is affected by his individual traits as well as brand loyalty. This research also helps to indicate factors shaping elasticity of price. This analyses are necessary to determine how much the price of product/service can be increased without risk of abandonment and loss of clients. They also allow to determine which marketing actions can increase price elasticity of product/service and thereby make possible to increase price in future.

 

 

Marketing communication research allows to indicate most effective channel of communication with current and potential client, depending of his traits, branch in which company is operating and range of activity, and also tendencies in communication throughout business environment.

 

Research of consumers preferences  is a source of knowledge about their needs and expectations. It helps at undertaking strategic decisions, determining company line of action and at planning actions to release product or service on market.

 

Research of clients satisfaction and loyalty allows to identify factors influencing satisfaction and loyalty of clients and determine its level. We gain not only rating of product, packaging and availability but also information about effectiveness of marketing action and marketing communication of company. Reports from satisfaction and loyalty surveys also contain information about customer experiences with product.

 

Research of service quality, enables evaluation of staff in agency of any branch (banks, restaurants, car showroom etc.) Analysis of results enables complex evaluation of service, from offer presentation, through attitude to client, dealing with problems even to look of service point.

 

Distribution research completes company and product/service researches about condition of distribution channel, quality service on every stage. Its quality, via availability of products influence satisfaction and loyalty of clients. Objects of analysis are sales models, quality of manufacturers work on different stages of distribution and also level of their satisfaction from cooperation and level of their loyalty.

 

In marketing researches we practices techniques of social researches (e.g.. questionnaires, CATI, CAPI or IDI and IFG), as well as techniques specific for marketing researches, i.e projection techniques (e.g.. personification, collage, sentence completion test), association techniques, categorisation questions, contrast questions, questions about experience and extraordinary experiences).

 

Depending on goal of researches, DRB Institute specialists in cooperation with Client will select most suitable methods and techniques to commissioned marketing survey. You can read more about techniques in Research techniques bookmark.

 

 

Evaluation

 

Evaluation researches are conducted not only to order of project teams, conducting projects financed by different EU funds and programmes, but also in case of every action based on strategy (communication strategy, marketing strategy, strategy of company or region development etc.) You can evaluate even Your own life, by subjecting to evaluation research plans, realisations and effects.

 

In evaluation research we evaluate certain action, by taking into account several parameters: effectiveness - targets and results collation; efficiency - expenditures and incomes collation; impact - influence on greater group/remaining part of population, relevance and sustainability. It serves to better understanding of whole project idea, improvement of strategy/plan/programme and its development. Thanks to evaluation we study needs, define direction and target of actions, find way to improve transparency of actions, identify their weaknesses, improve their effectiveness and life span, define level of compatibility with defined targets. Evaluation not only must be conducted but it is also worth conducting because it democratise managing process of project and increase team sense of responsibility. It also makes a source of information about how effective is communication of the team inside and with environment. It is rating of supervision and managing of project.

 

Evaluation is necessary in process of constructing development strategy for city, region and during every public intervention. Accompany primarily public programmes, for example these aimed to increase human and social capital (for example projects against social exclusion). Such kind of researches are inseparable elements of actions, which are aimed to gain added value which is not connected with financial income. Nevertheless we conduct evaluation also to order of companies which are planning to implement new marketing strategies or certain actions on products and services market in their branch.

 

We conduct evaluation before realisation of programme/project, implementation of action, strategy, studying every assumptions and evaluating need for certain actions. Evaluating  ex-ante we are making diagnosis which inseparable element is SWOT analysis which is in other words gathering of all strengths, weaknesses, opportunities and threats. We study whole context of project: social, economical, legal.

 

During realisation of project/programme or during implementation of development strategy, we conduct mid-term (on-going) evaluation. It allows to evaluate already achieved results and products, as well as adopted assumptions (targets, realisation indicators). In report from mid-term evaluation ,diagnosis from current context of undertaking is also enclosed. All context changes, low effectiveness, efficiency or utility are signals to change adopted assumptions and to modify strategy.

 

After finishing project/strategy implementation we realise ex-post evaluation researches. It allows to evaluate realisation of whole project/programme, implement strategy in regard to all five mentioned before indicators. Report from end evaluation is also very valuable source of information during planning next interventions.

 

We realise evaluation researches with:

 

A)   Quantitive techniques

 

-    computer aided telephone interviews (CATI)

-    direct, standardised, questionnaire interviews (PAPI)

-    internet surveys (PAPI)

 

 

B) Qualitative techniques

 

-    individual deep interviews (IDI)

-    focused group interviews (FGI)

-    Case Studies

-    Mystery Client

-    Mystery Calling

-    Desk research  



In case of evaluation researches repeatedly experts opinions are taken into account.

 

Evaluation techniques are every time agreed with Client,  considering type of project/programme, subject and context, branch and every other factors which have an impact on realisation of established goals.