Quantitative Research

Quantitative Research is used to statistically estimate the viewpoints of a population providing estimates of percentages or averages. This research usually employs larger samples and takes less of the respondent’s time. Research tools for quantitative research include, but are not limited to: telephone surveys, online and web based research, mall intercepts, in-home surveys, taste test studies, and mobile phone research. Moore Research conducts quantitative research throughout the United States and globally.

Telephone

Telephone research allows for rapid contact with respondents, especially with the use of CATI (computer aided telephone interviewing) systems. Interviewers are able to get more complete and substantive answers from respondents as well as clarification and elaboration concerning responses.

Moore Research spends time encouraging, training and developing the telephone interviewers. Our interviewers understand the importance of respecting confidentiality, reading verbatim and data quality. Without exception, all information pertaining to the research is confidential. Test and interviewing materials are not accessible/identifiable to anyone not directly involved in that particular study. Also, the interviewers know consistency is important. The importance of asking questions word for word, exactly as they are written on the questionnaire, is highly stressed. Data quality is also internally monitored.

Monitoring is essential in order to ensure the proper execution and conduct of interviews (20% of interviews are subject to validation and quality control). When interviewers are first training, they are monitored very closely during their first month of conducting telephone interviews. In addition to internal monitoring, the client has the ability to call and listen to the interviewers on the telephone. This maintains proper understanding and communication between all levels of staff regarding the study.

Guidelines interviewers follow when conducting a telephone survey:

  • Interviewers stress the respondent’s confidentiality during the introduction.
  • When asked, interviewers disclose the length of the survey to the respondent.
  • If a respondent questions the legitimacy of the survey, they are given a phone number to verify the study.
  • When requested, we offer the respondent a more convenient time to conduct the interview.
  • Once an interview is completed, the respondent is always thanked for their time and cooperation.

Our ongoing interviewer training includes:

  • Review of monthly monitoring results
    • Number of call attempts made
    • Number of completed interviews obtained
    • Number of refusals
    • Average length of interviews
    • Monitoring scores
  • Discussion of problems and solutions with all interviewers
  • Potential respondent concerns
  • Dealing with hostile respondents
  • Refusal avoidance
  • Probing and verbatim importance
  • Survey review (role playing/practice interviews)

The maximum supervisor to staff ratio is 1:10. Interviewers have been working for Moore Research for an average of seven years and all work part-time.

Moore Research houses fourteen interviewing stations, learn more about our facility.

Mobile Marketing Research

With the ever-changing environment our respondent’s live in and the decline of land-line telephones, mobile marketing research can be advantageous for many projects. Respondents can be reached via cell phone to participate in studies, as well as participate in mobile phone surveys when connected to the Internet on their mobile device. Some advantages of using mobile to conduct research include:

  • Freshness of data, immediacy, richness of response (open-ended questions get fuller responses)
  • Ease of sending supporting materials, such as photos
  • Ability to let respondents trigger the interview
  • Speed – 80 percent of responses are received within 2 hours
  • Access – you can access more people than online or on land line phones

Online and Web-Based Research

Online and Web-Based services are a cost effective way to understand consumers’ opinions and perceptions about a product or service. This type of research receives a faster rate of responses while allowing flexibility to the respondent.

Social Media Monitoring

Moore Research has the ability to offer social media monitoring and analysis. Examination of social media data will allow you to understand how to engage with customers, through the communication channels they want, on the platform they prefer, and about topics in which they are most interested.

Sensory Testing

Moore Research’s “bread and butter” lies in sensory testing. Sensory research involves evaluation of a product, either absolutely or compared to something else, by the respondents. Generally, sensory tests are conducted at a central location. If the product(s) can be shipped or carried home, the test can also be conducted in the respondent's home. Respondents are often asked to evaluate the product or service on various attributes. Also, their likelihood to purchase or recommend the product and the reasoning behind that are determined. We have much experience in the following categories: Cosmetics, Health and Beauty products, Fragrance, Food, Beverage, and Clothing.

Moore Research has its own in-house taste test kitchen, learn more about our facility.

Mall Intercepts

Mall intercepts allow researchers to interview hundreds of potential respondents in various geographical locations. In many cases, qualified respondents are taken off the mall floor into a separate area where they answer questions about new or existing products/services. Moore Research has access to a spacious mall facility located at 605 Millcreek Mall in Erie, Pennsylvania. Professional interviewers are expertly trained in approaching the public and are successful in gathering information quickly and accurately. In addition, Moore Research can collaborate with mall agencies in select cities in the United States.

In-Home Product Placements

Product placements are when respondents try a product under normal usage conditions and then give their opinion about the product. After participants “try” the product for a certain period of time, they are asked to take a survey or speak to a trained interviewer to record their opinion.