Methodologies

With ever increasing penetration of the internet, Incite adopts online surveys as much as possible because of its efficiency, elimination of data entry errors and absence of any (unintentional) influence interviewers exert on respondents.

There are of course circumstances under which online surveys are not suitable because of the screening profile of respondents or complexity of the questionnaire. In such cases, and where suitable, we often adopt the use of hybrids, combining online data collection with the more conventional methods. The more common method are:

• Computer or web-aided telephone interviewing.
• Computer or web-aided personal interviewing.
• Computer aided web interviewing (offline-recruit-to-online-complete or panel).
• Face-to-face personal interviewing using paper questionnaires and pencil.
• Mystery shopping/calling/mailing.
• Home usage tests.
• Central location tests.

Learn more about our quality control standards for quantitative research by clicking here.

Most quantitative surveys require some element of secondary research to develop a (disproportionate) sample frame, as well as other services such as sample sourcing, data mining and special statistical analyses.

Qualitative research requires a more natural, artless level of interaction and doing so online is more cost effective, but can lack the spontaneity upon which this discipline relies. Typical qualitative surveys we contact are:

• Focus group discussions (on- and offline).
• In-depth interviews (on- and offline).
• User accompaniment.
• Ethnographies.
• Bulletin boards/blogs.

Learn more about our quality control standards for qualitative research by clicking here.

The role of secondary research is indispensable in practically every study. Often proportionate sampling is not cost-effective, impractical and in some countries impossible. Desk research furnishes the required demographic profile data of the target audience for a study, which allow the research team to develop the sample frame. Equally, secondary research provides the understanding of the market a survey is dealing with to help consultants develop an effective questionnaire.

Secondary research essentially involves the scrutiny of existing published data in the public domain. Nowadays sources are mostly found through the internet, such as government statistics (e.g. census data), press releases, published reports and company websites.

Over the years, Incite has accumulated a wealth of secondary findings across the regions it operates in and updates the data at regular intervals.

Not only does this information help consultants develop sample plans and questionnaires as well as to corroborate research findings, it also supports Incite’s activities in preparing market feasibility surveys and its MarketStats reports. Just to name a few examples.

• Census data and allied demographic information.
• Population data of retailers, wholesalers/distributors or manufacturers.
• Macro economic data.
• Incidence rates of a particular respondent segment.
• Market sizes and shares (if available).
• Market trends.
• Company profiles of industry stakeholders.
• New products.
• Technical specifications.
• Pricing data for raw materials and other commodities.
• Import and export regulations/duties.
• Government policies affecting the availability of products or raw materials.