The objective of most primary research studies is to enable decision making, which in turn is entirely dependent on data collected on field. Post defining a right approach for data collection, next comes quality check of data before finally putting it to analysis. It is extremely important to have a basic understanding of the respondents surveyed before performing quality check on the data.
Every primary research project includes several integral aspects like problem statement, approach & methodology finalization, field execution, data analysis & finally insight generation. The objective of most of the researches is to enable decision making, which in turn is entirely dependent on the data collected on field. Hence, there needs to be a rigorous validation of data and it should be one of the most integral elements of all research projects. Channelplay’s Market Research vertical ensures that all the collected data goes through several checks before it is finally put to analysis. Some of these checks/processes are:
Most consumers go through a buying process in making their purchases. Starting with problem recognition, the consumer passes through the stages of information search, evaluation of alternatives, purchase decision, and finally post purchase behavior.
Today is the world of “connected consumers”- thanks to multiple channels and devices that have made each aspects of life easier. This development has however also intensified challenges for brands, as now they need to implement more integrated and focused approach to track shoppers behavior on different channels.
If we focus on the retailing of high involvement goods, interaction with in-store sales staff is arguably the most pivotal element of the shopper journey. It is also important to realize that not all shoppers visit the stores with same objectives. As soon as we understand this, it becomes clear that a standard approach will not suit interaction with different types of shoppers.