Methods
There are traditional
ways to accomplish research objectives, and
there are contemporary methods to complement and improve on those
strategies.
Over our 30-year history, Pioneer has acquired expertise in many
research methodologies, and the knowledge and experience to apply these
methods across a broad spectrum of industries.
When traditional methods were inadequate to provide the needed results,
Pioneer developed proprietary methods to collect and analyze
information. Today, we offer multiple
and hybrid research methodologies to capture the most relevant information
and provide insight that traditional means may overlook.
Our research team brings superior creative talent to
help our clients solve important business problems.
The ability to effectively collect opinions from homogeneous
and heterogeneous samples through focus group discussions is one of our
core skills.
Pioneer moderators design and conduct physical
and virtual, web-based groups for a host of companies. We are
also able to conduct focus groups in nearly any city across the
US.
Focus group research has been
effectively deployed for both customer and employee research.
Product design, advertising effectiveness, pricing, process
improvement, and diversity awareness are a few of the areas where focus
group research yields superior results.
Telephone interviews can be one of
the most effective methods to collect qualitative and quantitative
information. In B2B
research, peer-to-peer interviews with trained research associates who
understand the industry of the customer allow for more productive in-depth
discussions. Industry-relevant background and experience, along with Pioneer’s
intense interviewer
training, ensures that complete and accurate information is collected.
Pioneer uses experienced
professional interviewers to screen potential respondents and collect the
opinions of C-level executives and managers who do not normally respond
to telephone solicitations.
CATI Interviewing
Using the most current CATI
(Computer-Aided Telephone Interviewing) software, Pioneer conducts thousands of
interviews each year for cross-sectional (one-shot) and longitudinal
(ongoing/trend) studies.
With more than 100 CATI positions in our upgraded call
center - 32 on a predictive dialer - we have the capacity to complete
projects of any size.
In addition, our interviewing staff provides Spanish-speaking and
bilingual capabilities for
studies involving large Hispanic populations.
Pioneer’s comprehensive training program gives interviewers the ability to engage potential respondents and work
through gatekeepers as required.
Our
CATI systems allows supervisors
and clients to monitor phone calls during the data collection process.
As an alternative, our system allows us to record full interviews and
provide audio CDs, DVDs, or .wav files for our clients to review at
their convenience.
Web Surveys
The Internet has given researchers
a powerful tool for data collection.
Because of our experience in IT, Pioneer was one of the first
marketing research firms to enthusiastically adopt web technology for
research. With more than ten years
experience in Internet research, we recognize its advantages and
limitations, and we apply that experience to encourage respondent
participation.
Our web surveys are built using
Sawtooth Software's SSI Web package. The security levels available
to clients range from minimum security to very high security - allowing
invited respondents to complete a survey only once. Our password
system not only provides access security, but it also permits
respondents to leave the survey and return at a later time to continue
from where they left off. We are able to program surveys with
complex skip patterns, we can include interactive graphics with your survey, and we
can screen respondents into quota groups.
Mail surveys are a traditional,
tried-and-true method to collect information and very familiar to respondents.
Consumer
and user satisfaction is often measured through paper surveys either delivered
or mailed. Educational and
government organizations depend on paper surveys to provide feedback on
their services. The relatively low cost of conducting mail surveys,
particularly nationwide surveys, has secured the popularity of this method
for all types of research.
At Pioneer, we increase mail
survey effectiveness by working with our clients to design surveys
that encourage participation and reduce costs. Our experts can
help you target your mailing to make your survey more productive. Using
our scanning
technology for data entry and computer technology for coding when
appropriate, we also reduce the time from data collection to delivery of
reports.
Computer Telephone Integration (CTI)
Computer Telephone Integration (CTI) is the use of
computers to conduct
calls to potential respondents.
Our best interviewers are used to record the surveys with which
respondents interact. Questions
are answered using the phone keypad, and verbal responses to open-end questions are
recorded for further
processing.
This method of data collection is ideal for
sensitive subjects. With
access to over 900 outbound lines, hundreds of surveys can be completed
within just a few hours. CTI is
also a very effective way for calling and screening low-incidence
projects. Once a qualified
respondent is reached, the call is transferred to a live interviewer.
When inbound calling is an effective research approach, CTI is
exceptionally cost effective, offering 24/7 availability.
You can try out our short, 3-minute CTI survey by calling 1-866- 545-3220.
Most consumer, customer, and employee surveys can
be completed using the CTI methodology. However, there are some caveats
when considering this technique. The
longer the survey is, the lower the cooperation rate.
Survey lengths less than 15 minutes are preferred, although longer
surveys have been conducted. While
open-end questions can be processed, the recordings must be transcribed
and then coded for analysis. The
fewer open-end questions, the better.
CTI also requires a large enough sample to support the calling
process; a limited sample reduces its cost effectiveness.
While
the CTI methodology is not for every project, it is an excellent option
for many. Please consider
the advantages and stipulations of this method when deciding what type
of research best suits your needs.
Mall / In-store Intercepts
Intercepts
are a method best suited for, but not limited to the retail and fast food
sectors. Intercepts allow you to
question current and prospective customers about specific products and
services, or general consumer issues. Also, assessing store demographics
is sometimes easier to do on-site than by other research methods. This approach
to research can, for example, gauge awareness levels and
media usage for planning future events. Trained interviewers
conduct these surveys on-site in a discreet, professional manner.
When designed with an incentive such as discount coupons, this
methodology has proven benefits.
Recently, Pioneer has coupled the traditional mall-intercept methodology
with a web-based questionnaire to assess the appeal of new product
offerings. By doing this, the respondent is able to reply to
questions about their purchase preferences based on immediate first-hand
experience with the product. The information from this survey
format is more valuable to decision-makers than that which is obtained
from interviews alone.
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