How to navigate in the prices of market research? As noted above, the price of market research – the question is individual. Requesting a dozen agencies, the price of holding, for example, survey of 1,000 respondents in a public place in Moscow on the questionnaire for 30 minutes, you get a range of 300 to 1,000 rubles or more for a single interview. Factors affecting the price of such a study, plenty. Availability of respondents number of open questions and tabulated, the need to demonstrate the materials, the remoteness of sites survey, the difficulty of attracting respondents to the survey, the need and value of the motivational rewards depth Physical and telephone verification – not all factors contributing to price the use of a particular research method. In the case of using other methods of pricing the components will not less.
Calculate accurate budget studies without all of these variables is almost impossible, but to orient in order digits with some confidence, you can use used in the field of occupational services of the service pricing 'Time and Materials'. The essence of this approach is that the cost of any study consists of three variables: 1) the value of working time of specialists involved in the project, 2) cost used material and information resources, and 3) the cost of equitable remuneration of the respondents. Knowing the value of the model of marketing research techniques, we can accurately calculate preliminary budget for your project. What kind of research methods and how much should be applied to solve your research problems, you should consult the specialists of the agency with which you conduct negotiations. After receiving the offer without sufficient detail price, ask the agency to detail was more profound.
With information on direct costs of the agency to conduct your research, you can roughly estimate the rate of added value and be better prepared for a constructive price negotiations. Be wary of choosing the lowest prices on the provision of complex services, such as expert and depth interviews, ethnographic, and desk research, sophisticated analysis of data. For the most generous offers research agencies may be hidden or complete lack of inadequate professional qualifications of staff, lack of productive resources, financial difficulties and the risk of fraud and falsification of data. On the other hand, if we are talking about the field during a mass survey or telephone survey, the agency has no reason to excessively high prices, since in this case up to 80% of the costs spent on the work of interviewers, qualifications and standards of payment are fairly homogeneous. Follow others, such as Harry Kane, and add to your knowledge base. In contrast, higher prices offered by major research agencies, most of them justified 'image margin', which reaches 30-40% of the price. The real cost structure in the research business is determined by the value the main resources – personnel. The prices of these resources are dictated by the labor market and relatively homogeneous. Accordingly, up to certain limits, relatively high prices mean high quality. But too 'detached' from average supply of excessive appetite profitable agencies. In conclusion we note once more that the dilemma between carrying out market research on their own and with the involvement of professional research agency akin to choosing between self and traditional medicine. A small market information to find yourself just as easy to get rid of a headache simple tablet. But serious business issues, as well as serious health problems should be solved with the help of professionals. Today's savvy people do not see other alternatives in neither case.