Research Methodologies

Quantitative Methodology


Quantitative methodology:

Face to face interviewing (F2F) / Paper And Pencil Interviewing (PAPI):

  • Most common method used in Iran
  • Direct meeting between interviewer & respondent
  • Ability to use visual materials
  • Ensure accurate data
  • Body language and facial expressions are more clearly identified and understood

Computer Assisted Telephone Interview (CATI):

CATI is a telephone surveying technique in which the interviewer follows a script provided by a software application. It is an economic way to collect data in big cities especially when you are facing a tight deadline.

  • high quality of collected data
  • Complete control on interviews progress.
  • The program can be placed on a web site, potentially attracting a world-wide audience.

Door to Door Interviewing (D2D):

  • Respondents to be interviewed at their homes
  • All D2D interviews are F2F, but not all F2F interviews are D2D
  • Controlled environment
  • Ability to see the products and brands used by consumers

Central Location Test (CLT):

A Central Location Test or CLT is a face to face data collection method which respondents are invited to some convenient place.

  • ideal way for respondents to ‘get to grips’ with products or concepts
  • effective evaluation
  • involves hiring a venue and recruiting respondents on an adjacent street

Computer Assisted Web Interviewing (CAWI):

CAWI is an internet surveying method in which the respondent answers a Pre-prepared questionnaire in a website or application. CAWI methodology has several advantages but requires all respondents to have an email account and a basic knowledge of computers to correctly complete the questionnaire.

  • Cost efficiently
  • Fast result
  • easy to analyze data
  • Real time data follow-up
  • No geographical constraint

Computer Assisted Personal Interviewing (CAPI):

CAPI, or Computer Assisted Personal Interviewing, is a simple idea. Instead of collecting data on paper questionnaires, interviewers use portable computers to enter data directly via a keyboard.

  • opportunity to interview everybody
  • Guarantees a better quality of the data collected
  • Minimizes Potential Error

Mystery Shopping:

Mystery shopping, sometimes referred to as secret shopping, is a form of research designed to assess and track operational and behavioral performance. Mystery shopping is a term that describes a field-based research technique of using independent auditors posing as customers to gather information about product quality and service delivery by a retail firm.

Face-to-Face Interview:

A face-to-face interview is the method most widely used in the research in Iran of any topic and based on a direct meeting between interviewer and respondent. By personal communication it is possible not only to obtain much more information, but also to use visual materials (cards, pictures, packages, logos, etc.) to encourage response. A face-to-face interview does not bore a respondent and ensures full and accurate data. The choice of optimal interviewing method depends on research objectives and is agreed upon with each Client.

Useful links


Information: emrc@emrc.info
Ad-hoc Department: ad-hoc@emrc.info
Retail Department: xpos@emrc.info
Media / Advertising: adx@emrc.info, xtirm@emrc.info
Consumer / Brand: tgi@emrc.info
Human Recourse Department: job@emrc.info

Emrooz Marketing Research Company

No. 7, Sheikh Bahaei Sq, Tehran, Iran

Tel: 021 88620500
Fax: 021 88054753
P.O. Box: 1991815583

IMRA Company Win company kantar company مرکز آمار ایران esomar company