Qualitative Research Services
Focus Groups
A comprehensive research study usually begins with focus groups to ascertain the general feelings of the customer. The findings are also used to develop subsequent phases of research.
Focus group respondents are generally contacted by telephone, asked qualifying questions and invited to attend a discussion concerning various products and services. A moderator leads the discussion to give all of the respondents an opportunity to voice their opinions and to keep the group focused on the topic at hand. The moderator is also responsible for covering numerous areas of discussion generating a variety of ideas from the respondents. There are usually eight to ten respondents in each group. Focus groups are video taped and clients are invited to observe the groups behind a one-way mirror. Respondents are compensated for their cooperation.
MRK has extensive experience in creating effective discussion guides for focus groups. The guides are designed by the entire research team - the research analyst, the moderator, and most importantly, the client. The research analyst reviews the results of the groups and submits a written summary of the findings to the client.

Quantitative Research Services

Mall Intercepts
In this type of research, interviewers approach shoppers in an enclosed mall to determine if they qualify and are willing to participate in a marketing research study. Typically the respondents are escorted into an interviewing area where they are shown a product prototype, watch a test commercial or taste a food product. MRK's mall facility contains enclosed interviewing stations and a test kitchen.

In-Store Interviewing
This method of interviewing is very similar to mall intercepts, except the surveys are conducted at a location specified by the client. Some retail or service clients may choose this type of research when they want to obtain opinions directly from their own customers.

Telephone Interviewing
Respondents are contacted by telephone from a central interviewing location. This type of research is designed to reach a large number of respondents. The telephone calls can be made in the Louisville market or any long-distance market using random digit dialing, the telephone directory or a client supplied list.

Additional Research Services

Mystery Shopping
Many service and retail clients rely on mystery shopping to determine how their employees and/or services are viewed by the customer. This research technique provides the client with an unbiased observation of the performance of their employee.

Executive Interviewing
This type of research is conducted with business people in various sized companies. Generally, an appointment is made over the telephone at the convenience of the respondent and the interview is conducted over the telephone, at their office, or at MRK. The interviewing venue is at the discretion of the client and/or the respondent.

Survey Design
MRK has designed surveys for a variety of clients. The creation of each survey depends on the objectives of the research project. Our primary goal in this phase of a research project is to ask the right questions in the best way possible so that we obtain effective and usable results.

Statistical Analysis and Reports
After editing and validating the collected data, MRK tabulates the surveys using Survey System or SPSS quantitative analysis software. These software packages create tables of the survey results that are easy to understand.

The final results are thoroughly analyzed and then summarized in a formal report. Each report contains an executive summary, detailed findings, a complete set of data tables, graphs and any additional documents that support the findings.

 

 
Marketing Research of Kentuckiana

1250 Bardstown Road
Louisville, KY 40204
502•458•4159 (v)
502•456•5776 (f)

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