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Яндекс.Метрика

Наши методы исследований
и сбора информации
по Молдове

We are the Center of marketing and information "Markconect" S.A. from Chisinau (The Republic of Moldova) offers its clients a complete package of research of various markets and spheres of society IN MARKET OF MOLDOVA besides the markets CIS of Russia, Belarus, Ukraine, Kazakhstan, Kyrgyzstan.

Our prioritizes: Ad-hoc research, Panel research, Focus-group, In-depth and Omnibus research.
Furthermore, MARKCONECT regularly carries out research projects in such areas as the Internet, social issues and mass media.


We offer our services in regional projects (which may include, and the Republic of Moldova as a state in South-Eastern Europe and CIS member).


Our research areas

  • Marketing research 
  • AD-HOC reseach 
  • Customer satisfaction study 
  • Package test 
  • Price studies 
  • Conjoint analysis 
  • Segmentation, lifestyle 
  • Positioning, brand image 
  • Product test 
  • Social and political research 
  • Concept test 
  • Copy Test 
  • AD Study 
  • Price and Distribution Check 
  • Tracking study 
  • Omnibus 
  • BUSINESS-TO-BUSINESS research
  • Desk research

Methods of marketing research

  • Quantitative research
  • Qualitative research

 

I. Quantitative research


Methods:

  • 1.Face-to-face interviews
  • 2.Telephone interviews
  • Questionnaires filled in by respondents
  • diaries
  • 3.Observations
  • 4.Experiments
  • 5.On-line studies
  • 6.Combined methods
    • diaries + telephone surveys
    • observations + face-to-face interviews

7.Sample design techniques:

  • Random route sample
  • Quota sample
  • Databases
  • In-street recruitment (including Hall Test)
  • Snow Ball

 8. Examples:

  • Company’s/brand’s image study
  • Brand’s market positioning
  • Product test
  • Package test
  • Name test
  • Ad concepts’ test
  • Advertising materials’ test
  • Ad campaign efficiency study
  • Consumer habits’ study
  • Purchase decision-making study
  • Customer satisfaction study
  • Consumer profile study
  • Segmentation of customers

  9. Quality control:

  • Control over the field stage, routes and quota tasks completion
  • 10-15% control of each interviewer’s work
  • 100% control of quantitative data massifs by basic parameters
  • Massifs’ plentitude and info logic analysis

 

II. Qualitative research


The qualitative research is usually carried out in order to:

  • formulate hypotheses or to find new ideas
  • test new concept, product, advertising trailer, package etc.
  • determine, specify brand image and positioning
  • specify tasks for quantitative research, to develop the questionnaire
  • specify and explain the results of quantitative research

Examples of qualitative research:

  • company's/brand's image study
  • testing new product's concepts
  • study of habits and consumption aims
  • evaluation of the key factors influencing purchase decision-making
  • evaluation of unconscious motivations in consumer behavior
  • study of consumers' colloquial dictionary
  • generation of ideas
  • testing advertising concepts
  • testing ready-made promotional materials
  • testing the product (product's characteristics, package, name, price, quality etc.)

The most adequate research method is chosen based on specific goals and conditions of each research.

Group methods:

  • standard focus-groups
  • mini-groups
  • extended groups
  • creative groups
  • brain storming
  • interactive innovation
  • recurring groups
  • groups with two moderators

Individual methods:

  • standard interviews
  • mini-interviews
  • half-structured interviews
  • interviews with two (three) respondents

Projective techniques

Projective techniques allow respondent to express opinion without identifying it with his/her personality by:

  • attributing opinions to other people
  • giving spontaneous associations
  • playing the given role
  • using non-verbal means of expressing opinions

Projective techniques are used to ascertain latent or concealed opinions and attitudes:

  • difficult topics for conversation (intimate, socially tabooed etc.)
  • opinions, which are hard to formulate, express by words
  • unconscious displays of emotions

Types of projective techniques:

1. Association technique

  • verbal associations
  • personification
  • associations on visual stimulus etc.

2. Completion technique

  • unfinished offers
  • uncompleted drawings
  • brand mapping etc.

3. Construction techniques

  • modified TAT (Thematic Apperception Test)
  • bubble drawing
  • collage
  • projective questions etc.

4. Expressive techniques

  • psycho drawings
  • role player games

5. Choice-ordering technique

Technical provision for qualitative research:

  • premises: one-way mirror (spy-glass)
  • video link
  • audio and video recording (analog and digital formats)
  • simultaneous translation to foreign languages
  • opportunity for imposing simultaneous translation on the recording
  • opportunity for conducting focus-groups with installation of our equipment in different premises

More information about specific services: 

Omnibus

Omnibus - a syndicated quantitative study for several Clients: the questionnaire is formed through adding exclusive questions for each Client to the standard social-demographic block. Based on the representative sample.

Parameters of the study:

  • Regional coverage by Client’s choice
  • Criteria of representativeness
  • Criteria of respondents' selection
  • Sample size
  • Frequency of data collection
  • Method of data collection
  • Structure of the social-demographic block

Standard presentation of results:

  • Data file
  • Technical report with the sample description
  • Linear distribution of responses

 In addition:

  • Cross-tabs
  • Brief report
  • Additional analysis

Advantages of the method:

  • Low expenses
  • Efficiency
  • Representativeness
  • Opportunity of monitoring

Our offers:

  • National representative Omnibus (urban and rural population)
  • MilliOmnubus (in large cities over a million population)
  • Regional Omnibus

 

All-Moldova omnibus

An omnibus survey is a method of quantitative marketing research where data on a wide variety of subjects is collected during the same interview. Usually, multiple research clients will provide proprietary content for the survey, while sharing the common demographic data collected from each respondent.


The advantages include:

cost savings (because the sampling and screening costs are shared across multiple clients)

timeliness (because omnibus samples are large and interviewing is ongoing).

MARKCONECT’s Omnibus is conducted monthly:

at the respondent’s domicile by means of a personal interview

representative sample of population of 18+, 1500 face to face interviews

representative sample of city population of 18+, 1000 face to face interviews

in 7 federal districts, 45 Russian regions, and 107 settlements in Russia

12 districts in Moldova

Social-Demographic Block (free of charge):

  • Sex;
  • Age;
  • Education;
  • Social status;
  • Family status;
  • Income level;
  • Occupation;
  • Size of the city;
  • Federal district.

 

Ad-Hoc Research

Market research accounts for 65% of the total number of MARKCONECT projects. Client requirements and objectives are the basis of all of our research projects.
U&A (Usage & Attitude) is a tool for complex market research that helps study the attitude of consumers to various goods and brands, to evaluate the image of the Client’s and competitors’ brands, to carry out consumer segmentation and to solve other tasks linked with consumer behaviour and habits.
The U&A method implies a quantitative survey of a random representative sample that helps our Clients to receive trustworthy information about the market and consumer preferences.
The results of U&A studies help obtain the most detailed information possible about awareness, consumption and brand image of products of Clients and competitors and to study factors that have an impact on consumer behaviour.

Brand image study is aimed at detecting the perception of emotional and physical attributes of the brand by respondents. The strong and weak points of products and brand position in a competitive environment are studied and every component part of image is subject to thorough analysis.
The most efficient way to carry out these tasks is to combine qualitative and quantitative research methods. MARKCONECT takes advantage of both its own and quality western developments adapted for the CIS environment.
The most detailed results can be obtained by wave research that tracks the situation dynamically. The data received allow companies to make decisions on brand repositioning and to map out a long-term marketing strategy.

Testing of concepts and products is conducted before launching a new product, or when an existing product needs modification or improvement.
Such testing helps to single out the strong and weak points of a product, or to point out how to modify the product, so as to satisfy the needs of the final consumer and avoid useless expense on a product which will not be in demand.
MARKCONECT has all the necessary methodological and technical resources for testing any type of product.
MARKCONECT’s specialists have experience of applying complex testing methodologies, e.g. the methodology for organoleptical tests and tests among children.

Price research

The price of a product or a service influences the preferences of consumers, brand image and as a result purchasing behaviour and company profits. That is why pricing research and pricing strategy are significant components of the majority of projects by MARKCONECT.
Based on the Client’s requirements, MARKCONECT researchers apply one or more methods which best suit the particular tasks of the research.

Advertising research

MARKCONECT specializes in two main types of advertisement research: evaluation of efficiency of ad campaigns and testing of advertisement materials.The valuation of ad campaigns implies tracking of advertising activity and brand health, pre- and post-testing and diagnostics tests.
In order to forecast the efficiency of an ad campaign before it has been launched MARKCONECT tests ad materials (finished advertisements or concepts) and then works out recommendations on what may be changed or improved.
MARKCONECT has technical resources for efficient evaluation and testing of any type of advertising materials both static (samples of outdoor and printed advertising) and dynamic (TV and radio commercials).

B2B studies

 The most popular B2B studies deal with obtaining information about new products and services, the dynamics of a company image in both internal and external environments, client satisfaction with various parameters of cooperation, and the regional attractiveness of business development.

 

Industrial research

To provide a comprehensive view and evaluation of market prospects we conduct surveys on market volume, its dynamics and structure, on the key players, market opportunities, segmentation and other relevant parameters.
The main way of collecting this information is desk research, which implies collection and analysis of secondary data, such as that provided by institutions of official statistics, open publications, archive documents, legal documents, etc.

Research of social issues

In addition to market research projects MARKCONECT conducts public opinion studies in the following spheres:

1. Social-economic research
Analysis of a whole set of economic issues in society.
This branch of sociological research focuses on people’s adaptation to the market economy; on the socio-political and legislative conditions for the work of small, medium and large businesses; on regional social-economic problems; on the activity of local business communities; and on issues of business’ social responsibility and corporate image.
Social-economic research may incorporate:

· Research into problems impeding development of small business;

· Research of corporations’ development strategies;

· Research into regional problems;

· Research into corruption.

2. Social-political research
Analysis of a whole range of issues relating to changes in the social structure of society and in public conscience.
Social-political research may be divided into four types:

· Monitoring of the social-political situation in the country;

· Sociological support for political and social projects;

· Study of the structure of society;

· Electoral research.

3. International cross-cultural study
MARKCONECT has wide experience in organizing international and cross-cultural studies, including those conducted in cooperation with the research networks/

 

Research Methods:

MARKCONECT carries out research projects using a broad spectrum of research tools. This helps us to find optimal solutions for our Clients to meet their goals and objectives.
We never limit our Clients by strict frames of our “branded” products, each method described in this section may be adapted to specific needs with observance of all professional norms and standards.

 

Face-to-Face Interview

A face-to-face interview is the method most widely used in the research of any topic and based on a direct meeting between interviewer and interviewee. By personal communication it is possible not only to obtain much more information, but also to use visual materials (cards, pictures, packages, logos, etc.) to encourage response. A face-to-face interview does not bore a respondent and ensures full and accurate data. The choice of optimal interviewing method depends on research objectives and is agreed upon with each Client.

Focus Group Discussions

Focus group discussion is the most widespread research method used in qualitative studies.
FGDs are used for:

· In-depth study of consumer motivation (brand choice, product or service usage, for instance);

· Generating ideas for communication strategy, product or service positioning;

· Package, advertising, brandname and slogan development;

· Measurement of consumer and purchase behavioural patterns.

In addition to focus groups, depending on the research objectives, MARKCONECT researchers also efficiently apply other qualitative techniques, as follows:

 

 

 

· Mini-groups with 4-5 participants, providing more intensive discussion;

· Dyads, triads (e.g. family couples, families, colleagues);

· Peer-groups (homogeneous groups by interest, colleague groups, etc.)

· Super groups (group surveys with 15-25 participants, combining qualitative and quantitative elements) FGDs are held in a MARKCONECT office.


Our facilities include three special rooms and an observation room with one-way mirror and video link. If a Client is not able to be in our office during a focus group, they may observe discussion via online TV transmission system or receive a digital record of a focus group discussion. It is also possible to conduct focus groups in the offices of our regional partners.

 

 

In-Depth Interview

 

Hall-tests

A hall-test is a face-to-face interview conducted in special venues. If you need to measure consumer perception of a product’s properties, to test an ad or ad concept, or measure brand image, a hall-test is one of the most effective ways to do so.

Hall tests are conducted in special venues to enable a relatively large number of respondents to see and test the products under study. Respondents are screened and recruited from high streets adjacent to the venues.

Ethnographic Research

Ethnographic research implies studying and monitoring consumers’ way of life in their “habitual” environment, but not in a laboratory atmosphere. 

The results of ethnographic studies are applied to the development of new products and services, to obtain a comprehensive understanding of consumers’ lifestyles, habits, and preferences.

Such research provides our Clients with the most accurate and comprehensive information about consumers’ opinions, intentions and preferences, which is especially important in situations when conventional methods are less efficient or cannot be used, in particular in exploration of highly competitive markets.
During ethnographic studies we use inter alia video and audio records, pictures, and diaries.

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