Qualitative
Qualitative research provides an understanding of how or why things are as they are. It will provide impressions, views, theories, responses to proposes concepts, products, advertising, etc.
Definition provided by ESOMAR
Quantitative survey can be conducted:
- face-to-face
- on-line
- over-the-phone
Often qualitative techniques are used as a preparatory step for the quantitative research. Researcher conducts in-depth interviews with experts for understanding the specifics of each sector. More flexible topic guides are used instead of sets of structured questions.
Main goal of qualitative research is to uncover the deep motives and drivers of respondents’ purchase behavior.
Besides classical qualitative research methods (focus-groups and in-depth interviews) Bazis IG uses following unique methods:
 | Projective Techniques |
- word associations,
- sentence and story completion
- artoon test
- thematic tests
- role playing
- third-person technique
- collages
- brand personifications
|
| Semiological analysis (for understanding and interpretation of signs which are presented by a trade mark: packaging and advertising tests for decoding and interpreting of meaning which is attributed to a particular visual by respondents) |
| Ethnographic methods (customers are surveyed in day-to-day real-life settings) |
Bazis IG also conducts syndicated studies (quantitative and qualitative combination). Information about the latest projects which used this method can be found here
