PAPI - Paper And Pencil Interviewing is the most traditional of the survey techniques. It is based on physical paper questionnaires. This method of carrying out consumer surveys is currently one of the least used. This is due to the high costs associated with the need for the physical presence of the interviewer and the respondent, the need to transfer the data from the questionnaire to the computer system, but also the possibility of errors and omissions. Unlike computerized surveys, with PAPI it is easy for the respondent to skip questions or give incomplete answers. For this reason, this method is often used in combination with simple quantitative questions on a numerical scale.
These four research methods are the most commonly used, but there are other more comprehensive techniques for getting to know consumers. These include:
Experiments: Researchers manipulate a factor in the purchasing process
(e.g. price), observe the research group's reactions, and draw appropriate conclusions based on this.
Focus Group Interview (Focus Research): A form of research that involves a meeting of several respondents (usually 6-10 people) together with a moderator to generate a discussion on selected topics. This technique not only aims to find out about customer preferences, but also the basis and origin of those preferences.
Observation - A type of research in which consumer behavior is recorded in their natural environment and the factors that influence their behavior are identified. For example, a camera image in a store may indicate the routes most frequently used by consumers or the checkouts they are most likely to choose.
Each of the techniques mentioned is applicable in different situations and must be carefully selected for the area we want to investigate.