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Know the Difference Between Qualitative and Quantitative Market Research Companies

Some marketing research firms specialize in qualitative research, such as focus groups, in-depth or one-on-one interviews, intercept research, mystery shopping and brainstorming sessions. Other market research companies specialize in quantitative research, utilizing methodologies such as telephone, Internet, mail and interactive voice response surveys. Larger marketing research firms such as Polaris offer both qualitative and quantitative research services. Often referred to as full-service market research companies, these particular marketing research firms have the capability to handle most research projects in-house.

Click on marketing research firms for the pros and cons of in-house or contracted research facilities.

How To Choose Market Research Companies

Most quality-focused market research companies belong to one of several national organizations. One leading industry organization, The Council of American Survey Research Organizations (www.casro.org) holds all member market research companies accountable to its Code of Standards and Ethics for Survey Research.

Another leading industry organization, The Council for Marketing and Opinion Research (www.cmor.org), keeps all member market research companies updated on the legal issues that affect our industry.

Better quality market research companies may also be members of other relevant industry associations. For example, Polaris Marketing Research maintains membership and is actively involved in the American Marketing Association, American Society for Quality, and the Business Marketing Association. Another characteristic of better quality market research companies is a desire to professionally publish, speak, and present. One place many marketing research firms choose to publish articles is Quirk's Marketing Research Review, which has been the industry’s leading magazine since 1986. It is a free directory of marketing research companies, focus group facilities, marketing research articles, jobs and events.

Click here for links to other organizations representing market research companies.

Contact us if you have questions choosing among market research companies for your next project.