Scope and subject-matter of study

The first step in designing a particular marketing study is definition of its scope and subject-matter. The Customer defines precisely the problem as well as questions they want to acquire answers to.

In order to acquire information allowing for taking proper decisions, it is not always necessary to undertake expensive study. It is quite often sufficient to examine data obtained from secondary sources (so called ‘desk research') or simple Internet surveys. In some cases, it will not be possible to go forward without face-to-face interviews with respondents in their homes, work places or specially prepared survey room in the city centre.

Study precision

Determination of the required study precision has critical importance primarily in terms of the face-to-face interviews. Precision of the study, and particularly the maximum allowed error, directly influences the sample size for the study, affecting also the study cost.

For example – assuming a population (size of the target group) at the order of 500 thousand people, the confidence interval equal to 95% and the maximum study error at the level of 5%, the minimum size of a sample group should be approximately 390 respondents.

For the same assumptions, though with the acceptable error range of 10%, the sample population size can be decreased to approximately 100 respondents. However, attempting to increase the study precision (assuming the study error range of 2%); the minimum sample population size (under the same assumptions) will be equal to 2400 respondents.

While in the case of Internet surveys, the sample population size influences the study evaluation only marginally, in the case of personal interviews realized by the surveyors even a small increase in the precision dramatically increases the study cost.

Study cost

Initially, it is always good to define the maximum quantity of funds provided by the Customer for such study. In case of limited funds, we always try to adapt the study methods to the Customer’s financial capabilities.

The least expensive study method is analysis of data acquired from secondary sources (so-called ‘desk research’). This method is useful for among the others branch analyses, which work very well in case of exploration of new markets, planning investments and represent a strong element in any business plans evaluated by people granting funds or credits for realization of investments.

With a few thousand €, it is possible to realize also comprehensive study comprising both ‘desk research’ and Internet survey. Internet surveys, apart from the basic advantage in the form of very low cost, are also characterized by substantially shorter realization time when compared with standard study methods.

The issue with representativeness in Internet surveys, which is one of the largest drawbacks of these methods brought commonly into attention, is typically solved by utilizing an amount-driven sample population selection method (with initial respondent recruitment allowing for selection of a representative population in terms of e.g. age, income, location or utilization of certain products).

In case of face-to-face study (personal surveys using surveyors); the cost depends mainly on the assumed maximum error ratio and the target sample population size. Such study is typically valuated anywhere between several thousand to several hundred thousand €.

Study realization time

Definition of the realization deadline, by which the Customer has to obtain study results, also determines the selected study method. In case of ‘desk study’ methods, it is possible to shorten the realization period to 14 days (in special cases, it is possible to further shorten this period); in case of face-to-face study, typically anywhere between 30 and 50 days is needed.

In order to determine particular applicable methods, study costs and realization time, please contact us by phone or e-mail. Sending us a brief outline, containing basic information regarding the goal(s) and subject-matter of the planned study substantially simplifies initial estimations. In such a brief outline, a Customer may also include their own proposals regarding applicable study methods, sample population size and error range for the study (in case of quantitative study) as well as the budget size designated for study. Poland polish