Methodologies
Market Decisions Corporation is a broad-based, custom marketing research and data management firm. We are dedicated to providing our clients with the information and insights they need to make better business decisions. As a full-service firm, we can conduct all phases of your research project, from design to analysis and reporting. At Market Decisions, we tailor our services to suit your needs.
We routinely employ both traditional and contemporary methodologies:
- Telephone Surveys Quantitative surveys conducted with both business-to-business and consumers/general population audiences.
- International Phone Surveys Either using MDC's own native speaking interviewers, or for large scale projects MDC's web-based international CATI program, "Globe CATI".
- Focus Groups Market Decisions' services include study design, recruiting, moderation and analysis / reporting and, if desired, presentation of study findings to key audiences. See Focus Groups and Recruiting for a look at our facilities, descriptions of key qualitative research components and Portland area demographics.
- Web Surveys Market Decisions provides custom development and hosting services for advanced Internet surveys. Click the 'Web Surveys' link to go to our Web-Based Online Research page for a complete description of Market Decisions web survey product.
- Intercept Interviewing Intercepts may be conducted locally or at remote locations. Market Decisions generally prefers to send our own interviewing staff to ensure interviewing quality; we sub-contract fielding services, when necessary, with thoroughly screened research associates.
- Usability Research Market Decisions works closely with high technology manufacturers who conduct usability research / testing. We develop screeners, recruit respondents, and manage the logistics to ensure properly qualified test subjects show up at the right place, at the right time. When it is necessary to keep these studies "blind," Market Decisions' facilities can be utilized as the test site.
- Database and Information Management A direct spin-off of our data collection services, this service has become a key part of Market Decisions' business. Generally, projects in this category are long-term and involve verifying and updating dynamic, mission critical information. Information is emerging as corporate America's most precious asset; we provide the quality controls that insure its sustainable value.
- Panel Research This methodology takes many forms. Panelists are recruited for home-based and business-based studies and products / concepts, and related materials are delivered to respondents. Once participants have a chance to interact with the product or examine the materials, follow-up interviews are conducted using the appropriate data collection method: in-person, phone, email and / or online. Often, respondents come to a central location for a series of hands-on observable tests and interviews. Many of these projects are long-term where data is collected over 12 months, or longer.
- Mail Surveys Though you might think these are 'old fashioned', mail studies are still viable under the right circumstances. Market Decisions uses the Total Design Method (TDM) mail survey methodology with staff implementing all mail survey phases internally. (On large projects, we sub-contract some services to mail houses to leverage economies of scale and pass savings along to our clients.) Internet-based "Web Surveys" are the modern equivalent of the Mail Methodology. We recommend the use of this technology over mail whenever practical, but in some cases, mail surveys are still the best choice.
- Multi-phased Quantitative Surveys Sometimes it is necessary to present physical research materials to large numbers of respondents while they respond to surveys (e.g., marketing materials, photos, graphics, product concepts, product descriptions, beta products, documentation, conjoint card sorts, etc.). Respondents are typically recruited by telephone. Once they are screened and baseline data is gathered, research materials are sent to respondents. After an appropriate time interval, depending on the assigned respondent tasks, we re-contact them and conduct the "core investigative" survey over the telephone, or though another appropriate medium.
- One-on-one Interviewing Generally today's replacement for door-to-door surveys, one-on-ones may be conducted locally or at remote sites.
- "Discovery or Mini-groups" Similar to focus groups, but with fewer participants, mini-groups are employed when large amounts of time need to be devoted to each respondent. Mini-groups are particularly helpful when actual "hands-on" product testing is conducted.
- Quan/Qual Research This hybrid research methodology includes both quantitative and qualitative techniques. The technique incorporates a three-step process:
- "Key Question Analysis" Generally involves a telephone, or web survey, with a large sample of respondents.
- Exercise Booklet Materials are sent to qualified respondents, and these documents incorporate in-depth questions and exercises, or other accompanying research materials (e.g., photos, graphics, product descriptions, conjoint card deck, etc.). This phase is conducted via mail or web survey.
- In-Depth, Follow-up Survey The final phase is usually conducted by phone. Responses to the workbook are collected and (very important) specific research topics are probed deeply. Phase three is very similar to a qualitative one-on-one interview.
- Baseline and Tracking Studies
- Customer Satisfaction Studies
- Customer Profiling
- Marketing Strategy Development
- Product Development Research
- Product Design Testing
- Market Segmentation Studies
- Brand Positioning and Equity Assessment
- Product Messaging and Packaging Studies
- Corporate Awareness and Image Studies
- Usage and Attitude Studies
- Price Sensitivity Analysis
- Customer Retention Analysis
- Employee Performance Studies
- Public Opinion Measurement
- Database and List Maintenance
- Usability Testing, Recruiting and Logistics Management
- Customer Targeting and Demographic Profiling
Types of Research
For over a quarter century, we have employed traditional, emerging and proprietary research methodologies. Market Decisions has experience with every type of research imaginable, including: