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The Design and Analysis Process
The Design Process
Designing the study is one of the most important steps in the market research process. Research design requires expertise, time and experience – which is what sets Vernon Research apart from other firms.
Proper research design is as much about science as it is about art. At Vernon Research, we incorporate the two elements into a high-quality research process perfected from years of experience. Our research designs will draw a strong response rate while collecting accurate data that we can turn into actionable results for you.
Step 1: Research Objectives Definition
Accurately defining the key issues is important because it identifies the scope of the topics to be explored and defines the objectives you want to meet with your study. If you have made the decision to conduct market research, you may have already defined a specific problem or research goal. However, not all market research is conducted to address an existing issue.
Many successful companies come to Vernon Research proactively seeking market research. Whether they want to enter new markets, develop new products, or test original concepts, Vernon Research is able to give these companies the key information they need to allocate resources and make informed decisions.
Step 2: Research and Sampling Strategies
After we’ve defined your research objectives and developed the ideas and concepts to be tested, we will determine whether qualitative, quantitative or a combination of strategies is best for your study.
At the same time, we will address sampling. Developing an accurate sampling strategy for your project is crucial to successful research because the results gathered from the sample are indicative of trends in the total population. In quantitative studies, it is imperative that the sample produces reliable and valid data, which is why we strive to reduce sampling error and selection bias using tested sampling methods.At the same time, we will address sampling. Developing an accurate sampling strategy for your project is crucial to successful research because the results gathered from the sample are indicative of trends in the total population. In quantitative studies, it is imperative that the sample produces reliable and valid data, which is why we strive to reduce sampling error and selection bias using tested sampling methods.
For quantitative studies, you may choose a simple random sample, a systematic random sample, a stratified random sample, a cluster sample or another approach. We will help you choose the right sampling approach for your project and determine the appropriate sample size by estimating sampling errors against cost factors.
Criteria used to define a consumer sample often include:
- Geographical boundaries
- Age
- Income
- Psychographic characteristics
Criteria used to define a business-to-business sample often include:
- Geographical boundaries
- Industry/market niche
- Job title/function
- Decision-making role
Step 3: Survey Instrument Development
Another key element of your survey is a high-quality questionnaire. When conducting quantitative research, quality data relies on a fixed questionnaire that is administered identically (word-for-word) to each respondent. This helps to ensure reliable measures of the market information.
Qualitative questionnaires are developed after an in-depth, detailed discussion with our client to determine what information needs to be better understood about the sample. These questionnaires are used as a general guideline. The results of qualitative questionnaires/discussion guides provide a strong foundation for follow-up quantitative surveys.
Questionnaire designers will:
- Determine what information needs to be uncovered
- Determine the most effective survey methodology
- Identify individual questions
- Determine question structure
- Determine appropriate wording of questions and responses
- Properly arrange questions within the questionnaire
- Pre-test the survey among a small sample to ensure proper performance and feedback
- Address appropriate changes based on pre-test feedback
Step 4: Fielding
After we’ve designed your sampling strategy and developed a finalized questionnaire, your project will enter data collection. We understand the importance of data integrity in quality market research. To ensure accurate results, we will screen responses to eliminate unqualified respondents, using standard deviation tests and other quality measures. By subscribing to strict ethical and quality standards, we are able to ensure the integrity of your data and the superiority of our research.
Step 5: Analysis
Following data collection, our team of expert analysts studies and evaluates the data using precise analytical tools to address the questions and the data collection methods used. The results are examined question by question. Then, statistical tests are run to reveal significant relationships between variables and to identify data patterns.
Vernon Research doesn’t just hand you a big book of data. Using graphs, charts and other tools to provide powerful visualizations, we are able to communicate the findings of your study in an effective and understandable way.
Step 6: Application of Data
This step is really what sets us apart from our competitors. We take your research process one step further by synthesizing study findings into a set of actionable recommendations applicable to your business or organization.
Drawing upon our broad expertise in business, non-profits, government and marketing, we:
- Develop intelligent, creative suggestions for action
- Help you formulate realistic implementation plans that will affect your bottom line
- Show you how to use the information we have gathered to meet the objectives set at the beginning of the project
Over and over, our clients tell us that this application step is invaluable to them. We understand that the value of research is directly proportional to the degree to which findings are actionable.
Step 7: Design and Delivery of Reports
Vernon Research can deliver reports and presentations in the format that works best for you. Typically, we create a PowerPoint presentation, complete with graphs and charts, that visually communicates our analysis findings, including trends and preferences.
Our presentation reviews the:
- Goals of the study
- Sampling plan
- Methodologies used
- Findings
- Conclusions
- Recommendations
Throughout the report and presentation phase, we encourage you to ask questions to ensure that you fully understand what the data means for your organization and what you can do to fully utilize your market research results. We don’t disappear after the presentation. Vernon Research Group values its client relationships, and we are always available to discuss your study findings or other business concerns.
