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Step 1: Research Problem Definition

Defining the research problem can be one of the most critical and difficult steps in market research. Accurately defining the research problem is important because it:

	Identifies the scope of issues to be explored xx
	Determines the nature of the sample xx  xx
	Structures the questions to be asked of respondents during data collection xx  xx
	Determines the types of analyses required to answer the research questions xx  xx xx  xx

New Product Development

We are designing a new product, but are unsure which components to include.

Which product characteristics are most preferred by our potential customers?

At what price should our new product be introduced to the market?

How much of a market impact can we expect with the introduction of our new product?


Customer Service

We have noticed a slip in business that may relate to customer service issues. Can we pinpoint the problem?

What do people really think of our customer service? What are its strengths and what are its weaknesses?


Attracting New Customers

How can we increase our share of the market?

What do potential customers really want?

How effective are our current methods of marketing our product?

How can we improve advertising and communications approaches?

Who is our most effective target? What are their identifying characteristics, and how can we best market to them?


Employee Issues

We are having trouble retaining employees. Are there elements of company culture that can be developed to help attract and retain good people?

Our company is about to undergo a major transition. How can we ensure that employees' transitions will be smooth and how should we communicate to them what is going on?

Step 2: Sampling Strategies

After you have defined your research problem and developed the ideas to be tested in a survey, you must decide on the nature and size of your sample.

Sampling strategy is crucial to successful research because results gathered from the sample are indicative of trends in the total population.

At Vernon Research Group, we will develop a sampling plan for you that is both effective and cost efficient. We strive to ensure results that are valid and reliable, and to reduce selection bias or sampling error.

	First, we work with you to define the target of research–the population for the study. This definition most likely includes geographical or regional boundaries, as well as gender, age, income, or psychographic characteristics. This process ensures that the sampled population is the target population. ZZZ ZZZ
	Second, with your objectives in mind, we recommend a sampling approach aimed at producing reliable and valid data, with results that can be confidently extended to the population of interest. We will help define the specific sampling strategy, for example a simple random sample, a systematic random sample, a stratified random sample, a cluster sample, or another type of approach. xZZZ ZZZ x  xx
	Third, we will work with you to determine an appropriate size of the sample by estimating sampling errors against cost factors. We then recommend a sample size to keep sampling error within acceptable limits. ZZZ ZZZ xx  xx
	Fourth, we will assist with locating a list of contacts. We are familiar with the full range of sources of contact lists. ZZZ ZZZ

Step 3: Survey Instrument Development

Our next step is to design a survey instrument to collect the information you need, as framed by your particular research problem. Our surveys generally include a variety of question types. Each question is formulated to provide responses appropriate to the intended type of analysis.

In developing our surveys, we take particular care to minimize bias that can result from improper wording of questions (measurement bias). We use language that is simple and precise. We also field-test each and every survey prior to implementation to ensure that questions are clear and understandable and that the flow of the survey goes smoothly.

Some types of questions we often include are:

	Scalars/ratings to measure levels of importance, satisfaction, or interest xx
	Open-ended questions to gain top-of-mind insights xx  xx
	Multiple choice type questions with prompted responses xx  xx
	Numeric questions designed to gain continuous numeric data xx  xx
	Forced ranking where items are placed in sequence of order or preference xx  xx
	Demographics to retrieve information about the composition of the sample xx  xx
	Psychographics to retrieve information about respondents' values and motivations xx  xx

Step 4: Fielding

For each research problem, we will recommend the most effective fielding format. No matter which type is used, we take measures to ensure that data integrity is high on every project.

Vernon Research Group offers the following data collection methods:

	Focus groups: Recommended mainly for qualitative data to help flesh out the issues xx
	Telephone interviewing: Recommended for most quantitative research projects to reduce sampling bias and ensure collection of high quality data xx  xx
	Internet/Web surveys: Recommended for target markets with high Internet accessibility and use levels. Very effective for projects where visual props are necessary such as testing web sites or with a conjoint analysis approach that tests product preferences xx  xx
	Intercepts: Recommended for projects with extremely specific target samples linked to geographic sites such as malls, restaurants or movies xx  xx
	Mail out surveys: Recommended only for target samples with extremely high propensities to return surveys, for example, older respondents who are loyal members of a specific organization. xx  xx

Step 5: Analysis

Our analysis team draws from a variety of backgrounds including psychology, marketing, business and anthropology. This diversity enables us to view research issues from different angles which leads to collection of richer data and more creative analysis.

At Vernon Research Group, we pride ourselves on selecting precisely the right analytical tools to fully address the research questions at issue. While analysis procedures are unique to each study, there are some commonalities. Generally speaking, results are examined question-by-question. Then statistical tests are run to reveal significant relationships between variables or other data patterns. We frequently incorporate graphs to provide powerful visualizations of these key findings. We also take time to synthesize results and summarize top conclusions.

A full suite of statistical techniques are employed by Vernon Research Group including:

	Chi-square and related tests of association for nominal data xx
	Difference of means tests for integer data xx  xx
	Non-parametrics xx  xx
	Exploratory Data Analysis xx  xx
	Analysis of Variance and Covariance xx  xx
	Multivariate Analysis zz• Conjoint Analysis zz• Regression analysis zz• Discriminant analysis zz• Factor analysis zz• Cluster analysis xx  x

Step 6: Application

Application, rather than analysis, is the final step at Vernon Research Group. We take the research process one crucial step further by synthesizing study findings into a set of actionable recommendations. Drawing upon our broad expertise in business and marketing, we develop intelligent, creative suggestions for action, and help you formulate realistic implementation plans.

Our clients tell us that this application step is invaluable, and that it sets Vernon Research Group apart from other market research firms. So it bears re-stating: We believe that the value of research is directly proportional to the degree to which findings are actionable.

At Vernon Research Group, we partner with you to turn Data into Decisions.