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FTU - FIELD & TABULATION
Field & Tabulation (FTU) plays a crucial role in field solution marketing research by ensuring that data is collected effectively and analyzed rigorously. In the field phase, researchers engage directly with target audiences through various methods such as surveys, interviews, and focus groups.
QUALITATIVE RESEARCH
Qualitative research is a vital component of field solution marketing research, focusing on understanding the underlying motivations, attitudes, and behaviors of consumers. Unlike quantitative research, which seeks numerical data and statistical significance, qualitative research delves deeper into the "why" behind consumer decisions.
QUANTITATIVE RESEARCH
Quantitative research is a cornerstone of field solution marketing research, focusing on collecting and analyzing numerical data to uncover patterns, trends, and correlations. This approach is particularly effective for measuring consumer behaviors, preferences, and attitudes in a systematic way.
CATI/CAPI
CATI involves conducting surveys over the phone using a computer system that guides interviewers through the questionnaire. This method allows researchers to reach a wide audience quickly and cost-effectively. The software not only facilitates real-time data entry but also enables interviewers to skip irrelevant questions based on respondents’ previous answers, ensuring a more tailored and engaging experience.
SOCIAL RESEARCH
Social research is a critical element of field solution marketing research, focusing on understanding societal trends, behaviors, and attitudes that influence consumer choices. By examining the social dynamics that shape markets, researchers can gain insights into how cultural, economic, and demographic factors impact consumer preferences and brand perception.
PHARMA RESEARCH
Pharma research is a specialized segment of field solution marketing research focused on understanding the dynamics of the pharmaceutical industry, including market trends, healthcare professional (HCP) behavior, and patient needs. This research is crucial for pharmaceutical companies as it informs product development, marketing strategies, and competitive positioning in a highly regulated and rapidly evolving market.
