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Data Collection: Quantitative
Research Services
We offer clients
access to a
comprehensive menu of quantitative data collection methods designed to assure
survey information is collected from a cost-effective sample of respondents that is a valid
representation of the population of interest.
Telephone Surveys:
FPi has assembled a list of the
best, and most cost efficient, telephone survey research firms that we partner with for
most of our telephone studies. Our partnerships allow us to match skill sets to the
project and to find the best value for our clients. Each firm is required to follow
FPi quality control guidelines and interviewers are trained and under the direct
supervision of FPi project staff.
Internet Surveys:
FPi has been
conducting Internet
surveys for many years in both a business-to-business context, using internal corporate
"intranets" and consumer contexts using the World Wide
Web. We control the entire Internet/Intranet survey process, We
design and program questionnaires, manage email notifications and
electronic record keeping, host surveys on our own servers, manage data
cleaning, merging and processing, and offer online
reporting and presentations.
Mail Surveys:
FPi routinely conducts mail surveys for many
clients. Of critical concern with mail studies is obtaining sufficiently high response
rates (returned and completed questionnaires) to assure statistically valid results. FPi mail surveys include many special precautions to assure high response rates. This includes
using colorful and bold questionnaires to create interest and hold respondents' attention.
Using scannable "fill in the bubbles" questionnaires which make it easy for
respondents to complete the survey. Sending follow-up reminder post cards, and completing
follow-up reminder phone calls if necessary. In some cases, we do a pre-screening of
respondents over the telephone in order to get approval before sending the mail survey.
The pre-screening phone interview increases response rates, and demographic information
collected during the interview can be used to weight mail returns in order to remove any
response bias rendering a final sample that most accurately represents the population of
interest.
Mystery Shops, Consumer Intercepts and Pre-Recruit Interviews:
FPi has partnered with several data collection firms in order to offer clients a wide
selection of in-person interviewing options. In-person interviewing is often costly, so
our partnerships give use great flexibility finding the best possible value of our
clients. And, our partnerships allow us to cover a very large area of the country with
skilled in-person interviewers. Still, all in-person interviewers are trained and
supervised by FPi field personnel. All must follow FPi quality control guidelines (see
below).
Data Collection:
Qualitative
Research Services
Qualitative research is
an important part of many research projects. It is used to explore in-depth the feelings,
beliefs and experiences of consumers; to help in the development of hypothesis about the
reasons for consumer behavior; to help reduce a large number of ideas down to a manageable
few; and to help understand the language used by consumers when they talk about and use
your product or service. We have been conducting qualitative research for
more than 20 years.
Focus Groups:
Consists of 10 to 12 participants and
a moderator, and are the most ubiquitous form of qualitative research. Focus group
sessions typically last 2 hours. Usually, focus groups are conducted in research
facilities that allow clients to observe through one-way mirrors. Right at the end of a
focus group session, FPi consultants usually moderate an internal client discussion while
ideas are still fresh to help reach consensus on the results of the groups.
Mini-Focus Groups:
Consists of 6-8 participants and
a moderator. Mini-groups typically last 60 to 90 minutes. With fewer participants, the
FPi moderator has more time to probe in-depth, albeit over a smaller range of issues, than can
be done with traditional focus groups. As always, at the end of the discussion,
FPi consultants moderate an internal client discussion session.
Paired Interviews:
Consists of highly in-depth interviews with
two or three participants that typically last 45 to 60 minutes. The goal is to pit
consumers against each other -- users versus non-users, group member X versus group member
Y -- in order to simulate and uncover hidden emotions, beliefs and motivations.
One-On-One Interviews:
Consists of personal, face-to-face
qualitative interviews with one participant at a time, that usually last between 30
minutes and 1 hour. These interviews are typically used when the topic is very complicated
or sensitive; when participants need to use a product or service before and during the
discussion; or when furtive motivations are thought to be important.
©
2005 Flexo & Partners. Inc. All Rights
Reserved
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