Research Process

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The main points of a research project by IMAS are listed below, beginning from receiving a Request for Quotation till the final discussion on the results. As an example, the research process of a Quantitative Survey Face-to-Face PAPI has been described:

I. Ordering

1. Request for quotation
2. Offer
3. Commissioning the Research
4. Agreement and Timing

II. Research Arrangements

1. Building the Research Instrument and Conducting the Pilot Interview
2. Approval of Research Instrument
3. Fieldwork Preparations

III. Conducting the Survey

1. Fieldwork
2. Questionnaires Validation, Editing, Quality Control
3. Data Processing
4. Results Analysis

IV. Delivery of Results

1. Report
2. Presentation of Results
3. Discussing Results with Client

 

Detailed description of a Research Process:
I. Ordering

1. Request for quotation

Request for quotation may be sent in any form. The most important is that it covers all the information that is essential for designing the research project. Below you will find examples of what should be included in your request for a research quotation (request/ contact). Including them means a quicker and easier contact with IMAS. Please consider the following list as a suggestion, you may add to it or remove points if they are not applicable.

Contents of the Request for Quotation:

  • Description of the marketing problem (market description, characteristic of your business, product category, general business strategy)
  • Research goals
  • Preferred type of research (quality vs. quantity, e.g. focus group interviews, telephone interviews (CATI), product test, opinion polls, etc.)
  • Sampling criteria (gender, age of respondents, usage of specific products, other requirements)
  • Sample size
  • Research area (international, national, local, big cities only, etc.)
  • Deliverables (report with commentary, statistical data, tables with results, presentation, etc.)
  • Timing (date of fieldwork start and end)
  • Expected budget
  • Other important information

2. Offer

The IMAS Offer is a well-thought-out methodological solution adjusted to an individual marketing problem. At this stage, we may contact you to further specify your requirements and to ensure our offer fully answers all your queries. The final contents of the offer may be set during a personal meeting at IMAS or your location (concerns Polish clients only)

3. Commissioning the Research

A Commission form can be found on our website (Commission Form). Simply fill it in according to the information in the Offer and send it by fax (fax: +48 71 3631318).

4. Agreement and Timing

After receiving the written commission, we send you two copies of the proposed Agreement to the address indicated in the Commission. The research description and timing are sent in the appendix.
II. Research Arrangements

1. Building the Research Instrument and Conducting a Pilot Interview

IMAS builds the research instrument (e.g. questionnaire) according to the research conditions. A pilot interview is then conducted with this instrument.

2. Approval of Research Instrument

The research instrument is presented to the client for validation and approval. For CATI and CAWI projects, we can provide a link to the programmed questionnaires.

3. Fieldwork Preparations

IMAS prepares research materials for fieldwork including auxiliary materials to the questionnaire, number of interviews, instructions for interviewers, and training for the fieldforce. In some cases (e.g. difficult industry), training for interviewers is carried out with the client’s participation.
III. Conducting the Survey

1. Fieldwork

The interviewers’ work is supervised by local coordinators or supervisors (e.g. CATI). In the case of quality studies and in hall product testing, it is possible to watch the interviews.

2. Questionnaires Validation, Editing, Quality Control (only PAPI)

After fieldwork, questionnaires are thoroughly verified and checked.

3. Data Processing

At this stage, data entry is performed and then the data are prepared for statistical analysis.

4. Results Analysis

Data are analyzed by using advanced techniques and statistical methods.

IV. Delivery of Results

1. Report

The report can be provided in different forms, depending on the client’s requirements. IMAS’s suggestions:

  • Full Report – report for quantity projects containing – tables with detailed results, charts, researcher’s commentary/ interpretation of data; for quality studies – detailed, categorized and pre-analyzed responses and researcher’s commentary. The report also contains marketing conclusions and is delivered in paper and electronic version. Tables with results are included in the appendix.
  • Topline – a written summary of the main results along with the researcher’s commentary.
  • Presentation of Results (concerns Polish clients only) –a presentation of results and conclusions along with a commentary, in MS Power Point presentation. It can be sent in the electronic version and/ or presented, in person, by the project manager.
  • Tables with Results
  • Statistical data in chosen format (SPSS, Excel, other)
  • Other form of report

2. Presentation of Results

At the end of the project, research results are presented to the client. During the presentation, the researcher explains the results in connection with the research goals, presents the results and suggested solutions for the marketing problem. The presentation can be a multimedia display and can take place at IMAS or the client’s location (concerns Polish clients only).

3. Discussing Results with Client

After presenting the results, suggested solutions for the marketing problem and further business actions are discussed with the client.