dii Multi Step Approach

Our general approach involves an integrated combination of quantitative and qualitative market research aspects to serve the needs of our clients. The main motivation behind this approach is that any market research methodology – regardless of whether it is quantitative or qualitative, telephone or personal interview – has the potential to deliver much more data than the lone questionnaire format. It is our philosophy to make full use of all data obtained during the market research process in order to increase the quality and thus value of our work.

Step: Market Landscape Definition

Need:

• The correct interpretation of market research outputs depends on an exact understanding of which target population (universe) is represented by the sample.
• To obtain absolute figures, it is necessary to project proportions found in the sample onto the universe.

• The sample may not be reflective of the universe due to the application of screening criteria or definition of sample splits,
• Secondary data that defines the universe may be incomplete, outdated, incompatible with project specifics or simply not available.

• Detailed knowledge is available from our in-house knowledge database, which is constantly expanded and updated by ongoing secondary and primary market research.
• The systematic assessment of sample contact data, complemented by a few additional questions (snapshot interviews) is a simple and efficient solution.
• Snapshot interviews allow for coverage of a large proportion of the universe by limiting the length of the questionnaire to a maximum of 3 minutes. With this methodology, a statistically relevant number of respondents can be assessed systematically to deliver the basis for exact projections.
• The sample population includes every potential respondent contacted for the research. The snapshot interviews are simultaneously used to select the most suitable respondents for further primary researchmarket research.
• This step is also applicable to projects with primarily qualitative objectives, for example, the recruitment process for focus groups with ten participants can involve contacts with about 50 potential targets, all of which may supply responses to a small number of explorative questions.
  
  

Case Study - Market Landscape Definition: Imaging Census 2006

Step: Market Quantification

• The quality of any projection-based quantification of market research aspects depends on a reliable basis for projections and a clear understanding of what exactly the sample represents (dii Solution = Step 1).
• If no projections are required, quantification is solely based on statistical values calculated from responses derived from the sample.

• The sample is clearly defined and oriented on the total target population together with the required level of reliability, statistical relevance, and expected suitability of respondents.
• In addition to closed questions, ratings, rankings, and multiple choices, we encourage open qualitative comments to be systematically evaluated to help interpreting statistical findings.
• The evaluation method depends primarily on the sample size, but also on the complexity of the market research questionnaire.
• Large samples (>100): use of statistical software; custom-programmed, often automated evaluation and tabulation:
  1. creation of statistical output data by Stata or SPSS,
  2. programmed transfer into Excel or Access files, showing all quantitative questions at segment level, including all volume projection scenarios and their basis
  3. generation of tabulations and charts
• Medium samples (<100): semi-statistical evaluation using Excel or Access; calculation of basic statistical values such as minimum, mean, median, maximum and shares of the sample population
• Small samples (<10): few tabulations; mainly qualitative evaluation; presentation of number of responses of the sample for reference (e.g. 7 in 10)
• Comments: systematic evaluation by matrix-method, which allows for quantification of qualitative comments.
• Secondary market research is used to verify and complement findings, e.g. regarding products, manufacturers, market participants, and new developments, etc.

Step: Market Qualification

• Market Qualification can be a project in its own, but may also be used to complement Market Quantification, covering topics for which quantification is not possible or necessary.

• Selected respondents can contribute highly qualitative input, questions are generally open and encourage in-depth explanation. Topics often include motivations, process descriptions, influencing factors, etc.
• A small sample, beginning with five respondents, can deliver valid results.
• Qualitative data refers to:
  • responses to open questions or free comments in a structured market research tool
  • transcripts from moderated discussions (e.g. face-to-face interviews, focus groups or workshops), when possible supported by forms of quantification, such as ratings or rankings
  • primary market research input from explorative conversations with regulatory bodies, professional associations, etc. without the use of a structured market research tool (e.g. questionnaire)
  • secondary market research materials such as clinical guidelines, laws, recommendations by professional associations, tender documents, etc.
• Evaluation methods include:
  • open responses / comments / discussion transcripts: systematic evaluation by matrix-method, allowing for quantification of qualitative comments; verbatim selections are presented to underline quantitative findings with examples or to show the breadth of opinions
  • ratings / rankings: presentation of means under consideration of the minimum, median, and maximum in order to draw conclusions on the overall direction of opinions, but without any claim to statistical relevance or representative ability
  • secondary market research: presentation of translated abstracts or relevant passages, extraction of key information, discussion of implications in the context of other market research findings