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Vernon
Research Group offers a wide range of qualitative and
quantitative approaches to collecting and analyzing
data. We specialize in custom research design, and our
thorough post-collection analysis is focused on discovery
of strategic opportunities. We work closely with our
clients to design, execute, and analyze qualitative
and quantitative studies that produce results that are
useful and immediately actionable.
Vernon Research Group often conducts both qualitative
and quantitative types of studies, because we believe
the two approaches are not mutually exclusive. Generally
speaking, qualitative research is most appropriate for
identifying and fleshing out unknown issues. Quantitative
research is most appropriate for testing the issues
using a sample that is representative of the larger
population. We often opt to use the two approaches together
as complementary parts of a two-phase study.
Qualitative
Qualitative research is directed toward gaining an in-depth
understanding of participants’ perceptions and
behavior. Using these qualitative methods, we provide
our clients with the kind of detailed understanding
possible through less-structured open-ended questioning,
extensive probing, and observation of participant behavior.
Our typical qualitative methodologies
include:
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Focus
groups
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Ethnography
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xx |
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Tele-focus
research (unstructured, one-on-one,
in-depth interviews with selected respondents)
xx
xx |
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Elite
in-depth Interviews
xx
xx |
Quantitative
Our quantitative approaches are designed to gather hard
data that can be analyzed using the most advanced statistical
methods in the industry. The primary advantage offered
by most quantitative approaches is that the results
of these studies can be generalized to the entire target
population—something qualitative methods cannot,
by themselves, provide.
We use a variety of techniques in
gathering quantifiable data, including
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Face
to face surveys
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Telephone
surveys
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"Secret
Shopper" surveys |
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On-line
internet-based surveys
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Computer
Assisted Personal Interviews (CAPI)
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Voice
of the Consumer (VOC) panels
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Group
sessions using the Option Finder® Interactive
Keypad system
xx
xx |
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Choice-Based
Conjoint
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Paper and Pencil Administration
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CAPI Administration
xxx•
On-line Administration
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Adaptive
Conjoint Analysis
xxx•
On-line Administration
xxx•
CAPI Administration |
For
typical quantifiable studies, the interview process
is highly controlled to ensure that questions are
asked in the same way of every respondent. Questions
most often include response alternatives or request
scalar/numeric responses. The larger sample sizes
typical of quantitative studies ensure that results
accurately reflect characteristics of the target population.
Our analytic approach to all of
our quantifiable studies typically makes use of many
of the following
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Chi-square
and related tests of association for nominal data
xx
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Difference
of means tests and exploratory methods appropriate
to ratio-level data
xx
xx |
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Non-parametric
alternatives to difference of means tests
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Analysis
of Variance (ANOVA)
xx
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Multivariate
Analysis of Variance (MANOVA)
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Regression
Analysis
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Multivariate Linear Regression Analysis
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Multivariate LOGIT, PROBIT
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Conjoint
analysis
xxx• Hierarchical
Bayesian derivation of point estimates xxx• for
part-worth values
xxx• Price
Sensitivity
xxx• Market
Simulations
xxx• Importance
Analysis
xxx• Utility
Analysis
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Discriminant
analysis
xx
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Trending
and forecasting using
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xxx• ARIMA
xxx• Survival
Analysis
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