||Qual and quant (Simalto grids)
BAA is the world’s leading airport operator and retailer, owning 7 major UK airports as well managing airports in Australia, Hungary, Italy and the USA.
In order to maintain and improve relationships with their leading retail concessionaires, BAA commissioned a market research study using a research tool designed specifically for measuring business to business relationships.
Protel was chosen to manage the fieldwork of this qualitative and quantitative study involving recruitment at head-office and retailer level, amongst senior executives and managers within retailers such as Harrods, W H Smith, Avis European, Tie Rack, etc.
The interviews were carried out using Simalto grids – a complex interviewing technique for which Protel has specifically trained interviewers.
The recruitment for the entire project was particularly challenging as sample was very limited and the recruitment needed to accommodate the shift patterns of the on-site retail outlets.
With some of the retailers/concessionaires operating airside, we were required to go through rigorous security checks.
No incentive for respondents was offered by the client, so we had to rely on the skill of our recruiters to secure the interviews.
In spite of the limited sample, security issues and the obvious challenges of recruiting at senior executive level, we completed the fieldwork within the given time period and met all of the required quotas.
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