Services Offered

Our specialized services in Market Research include both quantitative and qualitative research as well as Customer Care Training.

 
QUANTITATIVE

The several areas of quantitative research offered include:
 

    1. Customer Satisfaction:  Evaluates how effectively a company satisfies its customers in terms of product and service quality.  This is usually achieved through Perception and Expectation Surveys where customers rate and/or rank a company's products/services based on various attributes.
    2. Media Choice:  Surveying and analyzing readers' and listeners' preferences for articles, programmes and personalities associated with the media.
       
    3. Advertising Effectiveness:  Research on the impact of advertising, promotion programmes and other marketing techniques used by businesses to generate market share.
       
    4. Brand Tracking:  Measures the familiarity and favourability towards a particular brand in the market to track customer changes in perception over time.
       
    5. Market Position:  Conducting market demand and supply surveys for commodities, manufactured products, raw materials and services including Healthcare, Automobiles, Banking and Telecoms in which we specialize.
       
    6. Market Segmentation:  Usually undertaken for a new product/service where the market is or needs to be segmented in terms of needs or attitudes, thus enabling specific targeting of consumers.  The segmentation is based on psycho graphic data more so than on demographic data.
       
    7. Ad Hoc Studies:  One-off campaigns or unusual market conditions sometimes merit individual ad hoc studies to examine advertising issues.  We can undertake this research at short notice, namely:
       
    8. Qualitative evaluation
    9. Needs analysis
    10. Full evaluation of the way ADS. work – ad tracking
    11. Pre and post studies, consisting of waves of interviewing of matched samples of respondents at points in and around a campaign
    12. Brand image/brand equity studies to establish the effect of the advertising on perceptions of the value of brand

 

  • Socio-economic Studies: Our clients include Governments, Community and Faith Based Organisations (CBO’s & FBO’s) who service the social, religious and economic needs of the less fortunate in our midst.

QUALITATIVE

The major areas of qualitative market research offered are:

  1. Focus Group Research: Focus Groups provide a flexible forum in which to explore customers' knowledge level, perceptions and problems, and required solutions.  These sessions are often very dynamic, allowing the participants to react to each other and interact with the moderator. 
  2. MKA offers the Client a videotaping or audio taping session and provides a summary report on the session. Closed Circuit TV can be arranged where client views the session.
  3.   In-depth Interviews:  Conducting detailed discussions with targeted respondents on all aspects of a specific topic or service.
  4. Mystery Shopper:  Mystery Shopping projects are customized to meet the special needs of individual clients.  Our assessment tools are designed to address areas of service which the Client needs to evaluate.  We offer several types of Mystery Shopping services, which include:

 

  • Service Evaluations – measure the delivery of customer service.  This may be used as a management tool for Awards Incentives.
  • Telephone Checks – Calls made to service personnel to evaluate telephone usage and customer service provided via telephone.
  • Comparative Shopping - evaluate and compare main competitors in all industries.
  • Operations Evaluations - determine if operation standards are being followed in keeping with Clients Agreed Customer Charters.
  • Retail Audits – a comprehensive audit of prices of competitors.
  • Process / Security Checks - determines if procedures are being followed correctly.