Research

Preface

The experienced, professional, multi-cultural and bi-lingual caliber at 360 Consultancy positioned the company as a preferred supplier for many local and international clients.

One of the main objectives of 360 is to provide a clear direction that customers need to make their most important marketing decisions.

The Marketing Research Process followed at 360 includes the below steps:

1- Providing insights & determining research design

The research team at 360 assists managerial figures by transforming their decision problem into a market research problem. They formulate several scenarios of the research and determine the information that is required and then they share it with decision makers to prepare them for future plans and actions.

2- Identifying data types and sources

Before going through the process of collecting primary data, 360 checks all secondary data that previously have been collected for other studies but can be relevant to the project.
After that the research team decides what are the primary data required to complete the study and how the data can be collected.

Some common types of primary data include:

Behaviors, lifestyle, attitudes and opinions
Brand awareness and product knowledge
Psychological, demographic, economical and social characteristics
Other predictors like intentions, motivation and willingness

Methodologies of collecting primary data:

Interviews (Telephonic, Face to Face, Online, Door to Door)
In-store Observation /Interviewing
Central Location Tests
Mall/Street Intercept
Mystery Shopping
Observation
In-depth Personal interviews
Executive Interviews
Focus Groups
Desk Research

3- Designing data collection forms and questionnaires:

Data collection forms and questionnaires are properly constructed to validate the research data and minimize errors. Prior to conducting any survey the research department provides testing to the questionnaires to ensure each question is relevant to collect the data required to answer the market research problem.

To guarantee that the research is accurate and reliable, the research team sometimes uses various procedures to measure attitudes, it includes:

Indirect techniques like metaphors and word association tests
Body language and physiological reactions
Observation of behaviors

4- Determining sample plan and size

In survey methodology, the research team is responsible for the selection of a subset of individuals from with a population or group. The subset of individuals will be the targeted segment of the study.

360 team cautiously defines the sampling plan and size to assure that the cost of the research meets the budget allocated, collect the data in a timely manner and improve the accuracy and quality of the data.

5- Validating the data

Accompany Interviews

10% of the sample will be accompanied by our field supervisor to ensure understanding of the questionnaire, following routing instruction and proper usage of stimulus materials.

Editing

100% of questionnaires will be edited in our offices to ensure following routing questions and adhering to sampling instructions.

Call Back

40% of the sample is back-checked to ensure correctness of answers recorded and validity of the contact made.

6- Preparing a research report

The format of our marketing research report is designed based on the needs of the client. Generally, all the reports we generate contain the following sections:

Table of Contents
List of illustrations
Executive summary
Research objectives
Methodology of data collection
Findings or results
Limitations and obstacles
Conclusions and recommendations
Appendixes