Surveys

The survey and questionnaire interview are among the most effective tools for collecting objective information about consumer, customer or market reality, and other, related, matters.

Depending on the purpose and specificity of the project, PMR prepares measurements on behalf of its clients, taking data collected in the process into account:

  • a questionnaire interview – with interviewer participation
  • a survey – to be filled in by appropriately selected people on their own.

Surveys using measurements, including quantitative interviews and questionnaires, are prepared on the basis of larger samples – often being representative or allowing objective conclusions pertaining to a given group of respondents.

As part of its research services, PMR determines such samples and proposes an appropriate data collection scheme for them. We use proven data collection techniques for measurements with the participation of a trained interviewer: CAPI, CATI and PAPI. As part of the measurements based on a (stand-alone) survey, we use appropriately controlled internet surveys (CAWI), along with audit questionnaires (see Employees/Audit Groups).

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The implementation of interviews is based on an internally functioning CATI studio and proven interviewer networks which enable face-to-face interviews (CAPI and PAPI).

The implementation of independent surveys is supported by verified consumer panels or internal specialist and B2B panels. In basic terms, measurements based on quantitative interviews and questionnaires can be divided into the following:

  • Representative measurements (e.g., random) – used when a survey is also designed to provide information on a specific population (based on a sample) and measurements of targeted samples (unrepresentative) – used when the aim is to describe accurately a specific issue within a very specific/specific group.
  • Cross-sectional (i.e., one-off) and longitudinal/tracking measurements (i.e., measurements carried out several times)
  • Panel measurements – used when we need systematically to collect information from a specific group of units
  • Experimental/test measurements – used when we quantify a very specific set of hypotheses.

As part of our research and advisory services, PMR designs and conducts all forms of quantitative research based on surveys or interviews. Well-prepared and reliably conducted measurements based on respondents’ declarations (from various B2C and B2B market areas and groups) provide objective support in solving business problems and answer many questions which arise when operating on the markets.
Surveys and quantitative interviews are the fundamental (but not the only) tool for preparing the most frequent and standardised kinds of surveys, including:

  • U&A (Usage and Attitude) – focusing on behaviour and attitudes
  • Customer categorisation – related to the identification of groups (subdivisions) and their characterisation within the target group
  • Satisfaction and loyalty research – focusing on how a company, brand or phenomenon is evaluated by its recipients
  • Image and brand research – related to determining the profile and perception of a brand or company
  • Mystery shopper/client – used when, for example, the use of service standards should be verified
  • Price and demand perception studies

All of the research charts cited here are prepared by PMR on behalf of its clients.

Projects realised

Interviews with Key Opinion Leaders in the field of Head and Neck Cancer in Romania

Our long-term client, a New York-based consultancy, approached PMR with a project, which entailed conducting an interview with potential investigators. …

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In-depth interviews with doctors on orphan drugs

Challenge: How do doctors evaluate the tested medical product? An international pharmaceutical company specialising in the development of innovative lifesaving …

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Online interviews with cardiologists concerning the treatment of a rare circulatory system disease

Challenge: What does the local market look like? An international research company needed local support to conduct online interviews with …

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