The Research & Planning Group

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		Focus Groups
		Surveys
		Satisfaction Studies
		Branding Studies
		Competitive Benchmarking
		Individual Interviews
		Advertising concept & Copy Testing

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Whether you know exactly what answers you're looking for, or don't have a clue where to start, The Research & Planning Group has the expertise to get you from here to there.

Marketing research can be divided into two categories, problem identifying and problem solving. Exploratory research is used to diagnose problems, clarify situations, or prepare he way for conclusive research. Because of the relatively small samples used, exploratory research cannot be generalized to a population. Conclusive research, as the name suggests, draws conclusions. Conclusive research is used to solve problems and can be used to generalize to a population.

There are two fundamental types of research, qualitative marketing research and quantitative marketing research. Qualitative research is often described as answering the "why" of a given question, but actually it can provide much more than that, including what people need to hear in order to take action, i.e. to purchase a product or service. The most commonly used methodologies employed in collecting qualitative information are focus groups and in-depth interviews.

The other type of research is quantitative research. Quantitative research is used to obtain reliable statistical information that may be generalized to a population. It is often conducted after qualitative research in order to quantify the information gathered in the earlier study and to test hypotheses generated by that information.

Typically it involves the construction of questionnaires and scales that are then administered to a large number of respondents. The most common methodology used to gather quantitative information is surveys, which may be conducted through the mail, on the Internet, or over the telephone. Because this type of information may be generalized to larger populations, it can be used to develop strategies and marketing plans. The expertise and experience of The Research & Planning Group staff ensures that the information gathered is reliable. We get the right answers because we ask the right questions. The Research & Planning Group is highly qualified not only in developing questionnaires, but also in conducting interviews and interpreting the collected data using the most up-to-date techniques. All results are tested for statistical significance.

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