For a high-quality achievement of the tasks in view and the research tasks we suggest to utilize the tested methods of collecting information.

• Quantitative researches - allow to get mathematic-statistical indexes, that characterize the distribution tendencies of the studied attributes. These methods of researches allow to get an answers to the questions «who?» and «how many?». On the basis of quantitative information it is possible to judge about intensity of their display of the studied attributes in the studied group of people.
  

Personal interviews /face-to-face/ are interrogations in the form of a personal structured conversation between the interviewer and the respondent, during which an interviewer fills a questionnaire or a form of interview. This method gives the most accurate information, when the polling tools are developed on the basis and with taking into account the results of «quality» methods.

A Holl-test is a method of research during which a rather large group of people (up to 100-400 people) in a special apartment tests a certain product and/or its elements (its packing, ad and etc.), and then answers questions (fills a questionnaire), concerning the probed product.

A Home-test is a method of research during which a group of users tests a certain product in native conditions (utilizing it on purpose), and fills a special questionnaire.

Telephone interviews - canvassing is accomplished during a phone interview on telephone bases, both in Kiev and in other large regional centers. It is one of the most operative and cheap survey methods, which allows to find out the opinions of different groups of the population almost on any question. The limitation of this method is the small volume of the questionnaire (up to 20 questions).

The expert survey is an intensive and detailed, unstructured interview during which the interviewer polls one respondent. Experts in different industries act as interview specialists. The expert survey supposes unfolded answers.

Mystery Shopping is a method of marketing researches that supposes the estimation of the quality of service by specialists in the role of «false» buyers (customers, clients and etc.). Mystery Shopping allows to estimate the work of the personnel from point of view of the user and to take measures on the improvement of quality of service in due time.

• Quality researches - allow to get deep descriptive information about the features of users behavior, to expose the motivations of their behavior, giving answers for to the question «how?» and «why?». The analysis of data in such research is fully based on the statements of the respondents and conducted with the use of special methods of text analysis. The realization of the quality research strategy gives information about the present «spectrum» of behaviorist reactions, reasons, preferences. The specificity of conducting focus-group discussions is also possibility to study group dynamics that allow to expose not only the opinions and reactions of the respondents but also to reconstruct the process of their decision-making, presence of orientation on the opinions and options of other people.
  

Focus-group discussions (8-12 respondents) is a group interview, conducted by a moderator in the form of a group discussion based on a previously developed scenario with a small group of «typical» representatives of the studied part of population. A focus-group passes as a group discussion of the question that is interesting to the client. During this discussion participants of the group, not constrained by the limits of a standard interview, can freely communicate with each other and express their feelings and emotions. A focus-group is usually carried out in a specially equipped apartment with a one-sided mirror (from which the representatives of the customer can watch the focus-groups, without giving out the presence). Everything that is going on is recorded on video. After completing the discussion the video record is analyzed, and a report is made. As a rule, within the framework of one research no less than 3-5 focus-groups are conducted.

A deep interview is a structured personal conversation of the interviewer with a respondent in a form that induces the last to give detailed answers to the asked questions. It is conducted based on a specially prepared plan, in a form of an informal conversation which is written down for the following analysis of the audio-carrier.

Brain storming is a heuristic method of receiving and generation new ideas. The primary objective of this method is the creativity of the formulating new visions of the problem, creating of set of new advertisement ideas. Feature – the collection of ideas takes place and is formulated during a mark less judgment.

The quality research strategy does not allow to capture a greater amount of respondents and, thus, research the results do not allow to obtain information about the quantitative distributing of the studied characteristics in the target group of users. Exactly to verify the prevalence of opinions obtained by a quality method to receive reliable information a quantitative estimation is usually conducted.