Combined methods
Posted: Wed Jan 22, 2025 4:17 am
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition viber database of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153345
Combined methods
Combined field research in marketing includes several techniques that are used in parallel. This approach allows for more objective and reliable data. An example of combined research is a fairly popular method called "Mystery Shopper" (used to analyze the work of managers or competing companies).
Implementation of mystery shoppers
In this case, a legend is developed for the researcher, explaining why he applied for the product. The mystery shopper, playing out the invented scenario, conducts the necessary observations and secretly records the entire conversation on a camera or voice recorder. After the experiment, a special report form is filled out.
The list of combined research methods also includes purchase support, which allows analyzing the customer's behavior. Before visiting the point of sale and after the transaction, the buyer is surveyed or interviewed. The advantage of this method compared to a simple interview is the ability not only to observe the customer's actions, but also to find out their motives and learn about their impressions after the purchase. With the help of combined research, it is possible to analyze the overall impression of buyers about the company, the peculiarities of the perception of advertising campaigns, product displays, and the level of satisfaction with the service.
Stages of field marketing research
The primary data collection stage involves field and desk research. For marketing, the former are more important. Let's list the stages of field research:
Defining desired interactions
Field research requires contacts with both real (direct) buyers of the product, who are the object of analysis, and representatives of their environment (employees of banks, consumer organizations, insurance companies, etc.).
Identifying issues that need to be discussed
The list of topics to be discussed should be broader than just an analysis of product requirements. It is necessary to find out the financial situation of consumers, the level of satisfaction with the service of competing companies and a number of other issues. The definition of topics to be discussed takes place during a thorough discussion with the participation of marketers. This process requires a certain amount of time.
Formation of the questionnaire
The purpose of this document is to inform the object of communications about the existing interest in its problems. Taking this goal into account, we will define the requirements for the questionnaire:
brevity and clarity of wording;
use of closed-type questions that allow for unambiguous answers;
use of phrases that encourage the respondent to further discussion. Questions should not push the person away;
the presence of clarifications that the respondent is not expected to provide immediate answers on the topic being studied, but is asked to provide confirmation that the issues being discussed can form the basis for further conversation.
Forming a contact
Telephone numbers, addresses and other data of potential respondents are determined during desk research. There is not always a need for contacts with end consumers. Often, specialized ministries, chambers of commerce, professional associations, etc. are chosen for field research.
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition viber database of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153345
Combined methods
Combined field research in marketing includes several techniques that are used in parallel. This approach allows for more objective and reliable data. An example of combined research is a fairly popular method called "Mystery Shopper" (used to analyze the work of managers or competing companies).
Implementation of mystery shoppers
In this case, a legend is developed for the researcher, explaining why he applied for the product. The mystery shopper, playing out the invented scenario, conducts the necessary observations and secretly records the entire conversation on a camera or voice recorder. After the experiment, a special report form is filled out.
The list of combined research methods also includes purchase support, which allows analyzing the customer's behavior. Before visiting the point of sale and after the transaction, the buyer is surveyed or interviewed. The advantage of this method compared to a simple interview is the ability not only to observe the customer's actions, but also to find out their motives and learn about their impressions after the purchase. With the help of combined research, it is possible to analyze the overall impression of buyers about the company, the peculiarities of the perception of advertising campaigns, product displays, and the level of satisfaction with the service.
Stages of field marketing research
The primary data collection stage involves field and desk research. For marketing, the former are more important. Let's list the stages of field research:
Defining desired interactions
Field research requires contacts with both real (direct) buyers of the product, who are the object of analysis, and representatives of their environment (employees of banks, consumer organizations, insurance companies, etc.).
Identifying issues that need to be discussed
The list of topics to be discussed should be broader than just an analysis of product requirements. It is necessary to find out the financial situation of consumers, the level of satisfaction with the service of competing companies and a number of other issues. The definition of topics to be discussed takes place during a thorough discussion with the participation of marketers. This process requires a certain amount of time.
Formation of the questionnaire
The purpose of this document is to inform the object of communications about the existing interest in its problems. Taking this goal into account, we will define the requirements for the questionnaire:
brevity and clarity of wording;
use of closed-type questions that allow for unambiguous answers;
use of phrases that encourage the respondent to further discussion. Questions should not push the person away;
the presence of clarifications that the respondent is not expected to provide immediate answers on the topic being studied, but is asked to provide confirmation that the issues being discussed can form the basis for further conversation.
Forming a contact
Telephone numbers, addresses and other data of potential respondents are determined during desk research. There is not always a need for contacts with end consumers. Often, specialized ministries, chambers of commerce, professional associations, etc. are chosen for field research.