Get richer responses from your online surveys with a "Qual Survey" from MRQual!
What is a Qual survey? It is a completely new way of conducting online research that combines some of the best features of quant and qual research.
Why was the Qual Survey developed?
Online surveys are a great way of getting quick, cost-effective consumer feedback on advertising or marketing ideas.
However, a key drawback is that, with self-completion questionnaires, the response to open-ended questions can often be brief and superficial.
What does a Qual Survey offer?
It allows you to have large sample sizes of 50 – 100 respondents, but using mainly open-ended questions. Furthermore, the open-ended questions generate a much richer response than with conventional online surveys. It is like conducting a large number of depth interviews, with all the responses framed in consumers’ own language.
How does a Qual survey work?
At MRQual we have developed a unique software system that acts as a ‘Virtual Moderator.’
Our software is designed to carry out ‘adaptive probing’ of each respondent’s answers, prompting them to give fuller responses in the same way that a face to face interviewer would.
Qual survey questionnaires also incorporate ‘dynamic routing’ to serve different follow-up questions to respondents depending on their responses to previous questions.
This creates a more interesting and engaging experience for the respondent, with less risk of ‘interview fatigue.’
As a result, Qual surveys deliver answers that are much more detailed and informative than those you would achieve with standard online surveys.