What are the rules to conduct a research?

Market Analysis abides by the codes of ethics and research procedures determined by ABEP (Brazilian Association of Research Companies) – of which we are members since 2001, and of ESOMAR (European Society for Opinion and Marketing Research) – of which we are members since 1998.
These organizations make all the codes that regulate our activities available for consultation, including data confidentiality, incentives practices, standards of quality and reliability, etc. For more information, visit:

ABEP website: http://www.abep.org/new/Default.aspx

ABEP codes and guides: http://www.abep.org/new/codigosCondutas.aspx

ESOMAR website: http://www.esomar.org/#

ESOMAR code – ICC ESOMAR: http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ICCESOMAR_Code_English_.pdf

How is the sample and margin of error calculated in a research?

To calculate a representative sample or its margin of error are activities that require the supervision of a professional statistician. However, nowadays there are websites, apps and tools that help in estimating these values. One that we recommend is http://www.raosoft.com/samplesize.html. .
Keep in mind, nonetheless, that the evaluation of a statistician is important to determine the level of reliability of a research sample.

How are socio-economic classes determined in Brazil?

The Criteria of Economic Classification Brazil (CCEB) was developed by ABEP, the Brazilian Association of Research Companies. It is an index consisting of a series of questions about the possession of durable goods and the educational level of the head of the household. Know more about the criteria
It is important to know, however, that the CCEB provides researchers with consistent evidences about the purchasing power and general situation of the households, but that no classification criteria designed based on statistical tests can be used as sole basis for individual analysis.

The CCEB is very effective to help the understating of differences between purchase power of consumers in the different regions of the country, but it should not be used as sole criterion to determine, for example, profiles of residential neighborhoods or recruitment for qualitative research. In these cases, the CCEB is an excellent support tool, but there are more suitable indicators depending on the objectives of each research.

How does the Omnibus research of Market Analysis work?

The Omnibus survey is a multi-client study conducted with general population of 9 large urban areas of Brazil. The study has a sample of 800 cases, and interviews are conducted with men and women aged between 18 and 69 years old, according to representative sampling of gender, age and socio-economic level of each city.

Data collection is held twice a year, and interested clients can insert questions or sections of questions into the questionnaire. The cost is calculated per question added, and the client also receives the answers of all demographic variables of the study.

This is an affordable option to solve research problems that can be clarified with simple questions and that need to be measured with national urban representativeness.

To know more about our Omnibus research, contact us via info@marketanalysis.com.br.

What is mixed methods research?

At times a research problem cannot be answered using only one specific methodology. It is actually very usual for researchers to recommend mixed methods to increase the level of certainty in the decision making.

The process of methodology design varies according to the objectives. The combination of qualitative methods, quantitative methods, desk research and mystery shopping, for example, can be conducted in sequence or simultaneous steps, complementing each other or as individual steps.

It all depends on the research, and our professionals are prepared to help you define the scope of a research according to your needs. To know more about mixed methods research, contact us via info@marketanalysis.com.br.

What is mystery shopping research?

The mystery shoppers are researchers that act like clients to observe the sales team or perform comparative shopping to find out prices of competitor stores.

This type of research is often used to verify if customer service procedures are being complied with or to understand marketing approaches and practices of specific market players.

The researcher, in this case a mystery shopper, is trained in the visit’s protocol and is chosen according to the consumer profile of the target establishment. For more information on mystery shopping research, or if you are interested in being a mystery shopper on one of our researches, contact us via info@marketanalysis.com.br.

What is desk research or secondary data research?

Better known as desk research, the research of secondary data is exploratory research done through the collection and use of information already published and available. Such information was, at times, collected for other purposes, by other organizations. This data can be internal records of a company (reports, sales history, previous research, etc.), data published in journals, books, trade associations or industrials reports, government or regulating agents’ data, etc.
Large part of this work is currently carried out via internet. For a valid and reliable research, it is essential to conduct a thorough analysis on the choice of sources to be used, particularly with regards to:

  • Reliability;
  • Availability;
  • Relevance;
  • Quality of the information;
  • Cost.

Whenever possible, the secondary data research must consider the validation of the information found through source crossing. For more information on desk research, contact us via info@marketanalysis.com.br.

What is quantitative research?

Quantitative research is of descriptive in nature, i.e., attempts to describe the characteristics of a population or phenomenon, testing and confirming hypotheses. It is the methodology that will enable data generalizations and representativeness of the findings.
The most common quantitative methods are:

  • Face to face in home interview
  • Intercept interview
  • Interview in central location
  • Telephone interview
  • Online research
  • Self-administered research
  • Home or central location/clinic test

For more information on quantitative research, contact us via info@marketanalysis.com.br .

Why do market research?

Market (or marketing) research is a tool used to improve the decision making processes in a business.
The need for a market research arises when essential questions to the success of an enterprise cannot be answered with a high level of certainty based on the information that the entrepreneur already has.
Some of the most common questions are:

  • Is my business viable? Is there a market for what I want to develop?
  • Where should I set up my business?
  • Is my company adequate to the market with regards to its competitors, services and prices?
  • Who is the target audience of my idea? What is the profile of my consumer?
  • What are the needs of my clients? Is he loyal? What does my client need to be satisfied?
  • Will my new product be accepted?
  • Will my new packaging succeed in the shelf?
  • How to communicate properly with my client? How do I get their attention?
  • How is my company perceived? What is our institutional image?
  • Is my brand remembered? Is it strong?
  • What is the best communication channel to reach out to my client?
  • What are consumer habits I search?

In general, market research is part of an optimization of human and financial resources to make a decision, taking into account what are the right answers to business success.

How much is it?

The cost of a study depends on its scope and requires a detailed analysis of the client’s goals. Only after understating this, Market Analysis can respond to your needs in the most effective way possible. Request a quotation and one of our consultants will take great pleasure in assisting you with all the necessary information for your decision about market research- that part is for free!

Contact us via info@marketanalysis.com.br.

How do I request for a quotation?

The clearer your request or research briefing is, the more efficient we will be in presenting you with a proposal. Keep in mind what you would like to assess and what you will do with the results.

The following questions can help you develop a good briefing:

  • What do you want to know?
  • What will you do with this information?
  • What is the product or service involved?
  • Who is the target audience of this product or service?
  • In which city/region should the research be conducted?
  • Are there any previous researches related to this?
  • What is the approximate budget you intend to invest in this research?

You may not have answers to all questions. These are just examples to help you develop your request for quotation.

The next step is to contact us: info@marketanalysis.com.br.

What is qualitative research?

Qualitative research is exploratory in nature, i.e., attempts to clarify and define the reasons of a problem, discover unknown variables, set priorities to be studied in more depth. It is indicated when there are undefined issues and to identify the reasons for a behavior or attitude.
Qualitative studies are also indicated to aid in the creative process, bringing the consumer in to contribute with ideas.

The most common qualitative methods are:

  • In-depth interview
  • Focus group
  • Mini-groups
  • Dyads or triads
  • Participative observation
  • Online forums

For more information on qualitative research, contact us via info@marketanalysis.com.br.