Polaris Provides A Variety Of Quantitative Research Survey Methodologies
Marketing research is essential to identify the changes you can make that will have the greatest impact. But it must be accurate.
Because quality is our number one concern, Polaris has invested heavily in state-of-the-art marketing research survey data collection technologies. We have partnered with top-quality marketing research survey data collection agencies in the country and enjoy the use of their fully automated telephone center. The CATI call center provides remote monitoring for our telephone survey programs, which allows for greater quality assurance. We also conduct online surveys in house via our full-function, web-based system, NetStar®. For certain types of marketing surveys, like call center survey programs, Interactive Voice Response technology (InterStar®) works best.
Telephone CATI Surveys
Our telephone interviewing center combines the latest Computer Assisted Telephone Interviewing (CATI) software with predictive dialing technology and automated call distributor capabilities.
Our Internet survey system provides an incredibly robust platform for programming and hosting web-based marketing research that gathers timely and insightful information in a fast and accurate format.
- IVR Surveys (InterStar®)
- Mail Surveys
- Intercept Surveys
Contact us for more information about our appropriate selection of data collection survey methodology for your project.
High-Tech Solutions Help Us with Creative Online Qualitative Research Design
New, online qualitative research techniques have a number of advantages, including:
- Significant savings in both money and time
- Provides an innovative platform for exploring opinions, attitudes and behavior that might not otherwise be possibile with traditional qualitative research methods
Our primary online qualitative research tool is 20|20 Technologies’ QualBoard, built around “Bulletin-Board” technology that allows our Moderators, Clients and Participants to log in from anywhere and at any time most convenient to each. The communication is asynchronous (that is, questions, responses, comments occur at different times at the convenience of each party), which increases participation and helps our researchers dig deeper and cover more ground than in traditional, in-person settings.
Watch the QualBoard video to learn more about this great online research tool that our experienced moderators use for our online focus groups:
Focus Groups and Other Types of Qualitative Market Research Helps You Understand “Why”
There are times when the “Why” is more important than the “How Many.” When that is the case, qualitative market research offers an excellent opportunity to:
- Understand decision processes
- Capture reactions
- Create a rich and deep record of the respondents’ reactions and thoughts
It can be used alone or as preparation for follow-up to quantitative market research. Polaris’s qualitative researchers have strong business and research backgrounds and years of experience in using qualitative research to meet clients’ needs.
In-depth interviews (IDIs) are one-on-one conversations between an experienced interviewer and a qualified respondent. IDIs are an excellent tool to use when there is concern about whether a focus-group setting is appropriate or even geographically feasible. IDIs can be completed at a central location or by telephone and are used in both consumer and business research situations. They can also be used internally within an organization to understand key issues and challenges.
For situations in which the interaction of a larger group of respondents is desirable, focus groups provide the ideal tool. Focus groups are conducted with all types of respondents for all types of topics. An important element of the focus group is ensuring that the correct respondents are in the correct mix. In addition to the focus group discussion, respondents can be asked to complete paper-and-pencil questionnaires before or during the focus groups to enhance and clarify the information gathered.
Polaris’ senior staff have extensive marketing research and business experience and can put their experience to work in facilitating sessions for your company. Our researchers are experienced in strategic planning, brand positioning, marketing communications, and new product development with many successful projects and facilitation sessions in their background.
Contact us to learn more about our qualitative research services.
Polaris’ Expertise Extends to Advanced Statistical Analysis
Polaris managers have experience across a broad range of methodologies, techniques and service categories. We have experience in all of the most popularly used statistical analysis procedures and how to design the survey instrument to optimize the benefits of those tools. We have successfully designed studies using multiple regression, discriminant analysis, cluster analyses, factor and principal component analyses, correspondence analysis, multidimensional scaling and perceptual mapping, conjoint analysis, MaxDiff analysis, structural equation modeling and a variety of data mining techniques. We know which technique is appropriate for the research task at hand, how to design the project and how to interpret the results clearly and concisely with little use of technical jargon.
|Multiple Regression (Driver Analysis)||Describes the relationship of each variable in a set (and the set of variables as a whole) to a single variable.||Determine key “drivers” of overall customer satisfaction with your service.|
|Cluster Analysis||Identifies homogeneous sub-groups within a much larger group of respondents.||Identify customer profiles or market segments, groups of customers or potential customers who make similar decisions and perceive products and services similarly.|
|Factor Analysis||Reduces a complicated data matrix into its more basic structural essentials.||Uncover basic dimensions employees use to evaluate how satisfied they are working for your organization.|
|Perceptual Mapping (Multidimensional Scaling)||Extracts multiple dimensions from a variable set and positions concepts within that space.||Visualize how customers mentally organize competitors in your product or service category and your brand’s position relative to your competitors.|
|Structural Equation Modeling||Tests how well observed data confirm an entire theoretical model.||Describe the process by which customer loyalty is built for your particular product or service category.|
|Data Mining||Detects useful and sometimes unexpected patterns among variables in a data set.||Increase revenues by cross-selling your products.|
Contact us to learn more about how Polaris can assist you with all types of advanced statistical analyses.