An Introduction to Quantitative Methodologies

1. The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media Partner
Festival Supporters
• Q – Research Software
• CreaMetrix Research
• TapestryWorks
• Keen as Mustard
• CrowdLab
• L&E Research
• Schlesinger Associates
• Focus Forums
• eCGlobal Solutions
• Revelation

2. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Quantitative research
Dirk Huisman
SKIM, chairman

3. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Business Issues
1. What should be the capacity of the new plant for this new
device we are developing?
2. What proportion of people suffering from xxxx will consult a
doctor?
3. What will the impact when we increase the price wit 10%?
4. Which claim should we use in our campaign and resonates
best?
5. What proportion voters will vote in favour of…..?
6. What will be the impact if Tesco delists our premium product?

4. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Quantitative Research
Entities
Data(points)
1 . . . . . . . . . . . . . . Many
Many
.
.
.
.
.
.
.
1
Information can be expressed numerically

5. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Data Sources
• Internal vs external
• Web scraping / social media data
• Transaction data / process data / scanner data
• Store audit data
• Diary data
• Observation data
• Interview data
BIG data

6. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Collecting Data
• Automatic recording
• Survey data collection
– Online
– Phone
– Face to face
– Mail
– Other

7. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Population vs Sample
• Population: the total group of entities (people) you want say
something about / you are interested in.
• The definition of the population is critical
• Sample: a subset of the population

8. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Sampling & “representative”
• Sampling types
– Random probability sampling
– Quota samples
– Convenience samples and snowballing
• Panels and sampling
• Representative and weighting data

9. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Significance & Validity
• Significance testing
• Calibration
• Validity

10. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Context and logic
Mood
Temperament
Disposition    Behavior
Motivation
Emotional
Rational Behavior  

11. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
THANK YOU
Dirk Huisman
SKIM, Chairman,
d.huisman@skimgroup.com

12. Dirk Huisman, SKIM, Netherlands
Festival of NewMR 2013 – Training Day
Q & A
Ray Poynter
The Future Place
Dirk Huisman
SKIM