General types of researches

Qualitative researches: aims at obtaining information on certain topics from a small number of subjects. Qualitative research – under the form of focus group discussion, in-depth interview, observations or unexpected approach of certain categories of subjects – can be used in order to find out new ideas in communication messages and test them, to draft quantitative questionnaires and to assess certain programs. It is important to know that qualitative studies would allow making general conclusions about large segments of the population.

Basic methods:

  • Focus group discussions
  • In-depth interviews

Quantitative researches: aims at obtaining objective information from representative samples (national, local and regional) of subjects. The quantitative research is used in order to gain certain conclusions, which can be related numerically to the target population.

Basic methods:

Quantitative survey:

  • at the national level
  • at regional / local level
  • face-to-face
  • by phone/CATI – Computer Assisted Telephone Interview
  • on-line

Omnibus researches. Omnibus (multi-purpose) studies constitute one of the oldest methods of custom market research – that of surveying representative population samples at regular intervals. The distinct advantage this method offers is that clients from very different business sectors (hence “multi-purpose”) are able to come together in a study with their own individual questionnaires but sharing the fixed costs – which are the major portion of a study´s overall costs. Based on a large sample, the results are extremely reliable and provide ad-hoc quality that is exclusive and economically priced.

New respondents are chosen for every omnibus study and the data are therefore free from “panel effects”, where results might be influenced by respondents being surveyed too often.