Market Decisions' Commitment to Project Integrity
Data integrity is our top concern. We keep strict in-house supervision and control of every step of every project, never outsourcing data processing. We assure quality via the most stringent assurance system in the industry.
Our clients are our active partners and provide input throughout the research process. We invite their participation in project training and briefing. We encourage them to monitor interviewing, in person or virtually.
Data Collection Technology
We have a state of the art telephone center with a total capacity for 140 interviewing stations, running two to three shifts a day, 7 days a week.
We use the latest version of Voxco Software's Computer Assisted Telephone Interviewing software (CATI). CATI technology maintains tighter controls on quotas than possible with other techniques and improves sample management. CATI also automates the presentation of survey questions and maintains strict control of rotated questions and multiple response questions.
Using the Right Tools to Understand the Data
Raw data is never enough. It must be made meaningful, and that means choosing the most appropriate analytical techniques. So we put a lot of time and effort into planning, from beginning to end, not only which research methods will give you the answers your business or organization needs to know, but also the best tools for understanding those answers and turning them into actionable information.
• Analytical Hierarchy Process analyzes trade-offs made in comparisons of competing features of paired products or services.
• Cluster Analysis uses any of several techniques to classify people, objects or variables into more homogenous groups.
• Conjoint Analysis/Choice Modeling lets consumer preferences for a product or service to be broken down into trade-offs among its individual attributes within the context in which overall judgments are made.
• Discriminant Analysis examines how two or more groups - typically of respondents - differ on the basis of selected predictor variables.
• Factor Analysis identifes a set of underlying dimensions within a set of variables, revealing deeper structures in the data.
• The Kano Method is a statistically robust technique that provides a powerful way of visualizing product characteristics and stimulating progress for the design team.
• Perceptual Mapping/Multi-dimensional Scaling illustrates the relationships between variables or groups of objects or people by placing them in a multidimensional space or map.
• Price Sensitivity Measurement establishes "least resistance" price and the range of acceptable pricing.
• Regression Analysis studies the dependence of a single, interval scale variable (e.g., market share) on one or more other variables.
