Customer Research International

Telephone Surveys — Perceptual Studies
(Quantitative Method)

Description

  • Awareness, perceptions, attitude and behavioral questions
  • Focus on one or more brands
  • Extensive demographic and lifestyle array
  • Sample sizes are typically large—allows analyses within smaller cells
  • Extensive analyses of data, including advanced statistical techniques
  • Typically a minimum of 20 minutes in duration

Applications

  • Major brand positioning studies for one or more products/services
  • Reveal market opportunities
  • Develop models of consumer/customer behavior
  • Awareness/recall of marketing efforts including media, messaging and overall image
  • Delineate demographic, lifestyle and market differences
  • Segmentation analysis

Limits

  • Relatively large investment
  • Requires purchase of reliable sample
  • Sensitive to subject cooperation rates
  • Requires multiple attempts at reaching each sample point
  • Survey length may cause break-offs
  • Lengthy time period for questionnaire development, programming and field work
  • Limited open-ended questions with probes

Value

  • Large, random sample allows for reliable estimates of population and sub-cell statistics
  • Capable of identifying important sub-cells such as lost and potential customers
  • Data lends itself to more extensive and advanced statistical analyses and modeling
  • Data allows for critical decision making with a high level of confidence