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Survey
Research
Focus Groups
Audience Response System Sessions
Opinion Research Methods Consulting
Executive Interviews
Intercept Surveys
Multilingual Research
a.
Survey Research
FM3 regularly conducts
random-sample telephone, mail and Internet surveys to measure public
opinion; in total, the firm conducts as many as 300 such surveys each year.
FM3 has conducted survey research in virtually every U.S. state, as well as
western and eastern Europe, Mexico, Central America and South America. The
firm is adept at conducting surveys among a wide variety of specialized
target audiences, ranging from registered voters to employees of an
organization to consumers of a given product or service.
In all its survey
research, FM3 works closely with the client to develop a detailed
understanding of their research needs and custom-designs a survey
questionnaire tailored to address those specific needs. In designing the
survey questionnaire, the firm's staff draws on its knowledge of public
opinion survey methodology as well as past research conducted among the
target population. Where appropriate, FM3 will track questions asked in
previous surveys in order to assess changes in public opinion over time.
FM3 provides the
topline results of every survey, showing percentage responses to each
survey question, immediately upon completion of the survey. Within 24 to 48
hours following the final interviews, FM3 provides the client with a
comprehensive set of cross-tabulated results, including tables for each
question in the survey, with a series of up to 200 columns indicating how
numerous demographic, geographic, and attitudinal subgroups of the survey
population responded to each individual question. Additional relational and
comparative statistics follow as required by the nature of the survey.
Results of the survey
are presented in the formats desired by the clients, which can range from
informal, in-person briefings supported by graphs to written memos and
full-scale reports. Written reports and memos present key data in tabular
and graphic form, as well as analysis and recommendations based on the
survey results. In addition, FM3 partners and staff are available for
on-going consultation on putting the survey results to work in designing
communications or outreach efforts.
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b.
Focus Groups
Focus groups are one
of FM3's particular specialties, and the firm conducts as many as 150 focus
groups each year.
As a technique in
public opinion research, focus groups do not measure directly the frequency
by which opinions and attitudes may exist within a particular universe of
people. Only a random sample survey can provide that type of statistically
reliable data about the number of persons holding an opinion. However,
focus groups can guide and "focus" thinking about the subjects
under discussion.
Focus groups provide
information and guidance about a particular issue through the use of group
dynamics. A relatively small group of interested people can, by talking
among themselves and with a group moderator, produce more valuable thoughts
and insights than if each participant were interviewed separately, filled
out a questionnaire or testified in a hearing before a governmental
authority. Focus groups dig deeply into mind-sets, customary action or
belief and encourage responses to new ideas or concepts.
In designing focus
group research, FM3 focuses on the specific local issues, problems and
opportunities that make each research project of this type unique. Through
meetings and teleconferences, FM3 works closely with the client to make
sure all pertinent issues are included in the focus group discussion
guides. The firm also works closely with the client in developing the
recruitment criteria to be certain that focus group participants represent
characteristics of the target group whose opinions are of interest.
Clients are welcomed
to watch all FM3 focus groups live on-site, through two-way mirrors or
closed-circuit television monitors. All FM3 focus groups are also video-
and audio-taped, and verbatim transcripts are provided to the client in
electronic and hard copy form shortly after the completion of the groups.
Results of the focus groups are presented both through in-person briefings
and written reports shortly after the focus group project concludes.
Reports typically include an executive summary; a description of
methodology; and a summary of results, findings and conclusions. In
addition, an immediate "de-briefing" for client observers on-site
usually follows each focus group session.
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c.
Audience Response System Sessions
The Audience Response
System developed by FM3 collects and analyzes public opinion data with
state-of-the-art "Perception Analyzer" technology provided by
MSInteractive.
In research calling
for the testing of active visual and audio materials, such as television or
radio programming, this electronic data collection and analysis system
makes precise, moment-by-moment, measurements of the reactions of
individual test session participants while participants are in groups of as
few as 10 to more than 100. Further, the ARS can integrate this testing and
analysis capability with survey type questioning and follow-up, focus group
style discussion to make a complete program of quantitative and qualitative
inquiry in a single session.
In many instances,
the ARS is the best research method for measuring the specific strengths
and weaknesses of visual or audio materials or for questioning about
sensitive subjects.
FM3 has successfully
used the Audience Response System in applications as diverse as gauging the
persuasiveness of election campaign advertising, assessing the impact of
commercial advertising and public policy messages for major corporations,
eliciting the perceptions of potential users of a transportation system,
ascertaining the attitudes of a company's employees on multiple subjects
and exploring public reaction to the features of a municipal solid waste
disposal project.
The perception
analyzer hardware used in the Audience Response System is very
user-friendly. ARS session participants register their responses to active
or static test materials by turning a dial pointer on a simple hand held
device about the size of a TV remote control. The hand-held device's dial
is calibrated with numbers from 0 to 100, and respondents turn the dial
pointer to calibrated positions to instantly register their responses. The individual
hand-held devices relay the test session participant's responses
instantaneously to a laptop computer at the test site, either by wireless
radio signal or by hard wire hook-up. The computer's software immediately
compiles and displays responses to research questions. The simple dial
device permits respondents to communicate their attitudes and perceptions
without having to divert their attention from test materials and without
the potential bias and annoyance of surrounding conversation.
Since each test
session participant responds individually but simultaneously with others in
the test session audience, the perception analyzer eliminates the potential
for bias from respondent interaction while producing immediate results.
The ARS provides
researchers with four types of data collection formats: moment-by-moment,
categorical, continuous and trade-off. Each has its unique purpose and
method of displaying results.
In the
moment-by-moment mode, respondents react in a free flow fashion to test
material — for example, a television or radio commercial — by
turning their individual dial pointer right for a positive and left for a
negative response. The computer reads the dials once every second and
displays the cumulative response in the form of a real time, moving line
graph and a final mean score.
Used in this mode,
the Audience Response System perception analyzer not only tells you whether
people like or dislike the test material overall, but also what images and
features in particular elicit negative or positive responses.
The categorical
format offers respondents a question and a choice of answers just like a
survey. The dial pointer is simply turned to the appropriate numerical
value that is designated for the answer. For example, 1 on the dial can
represent "yes" while 2 can represent "no" and 3 can be
"don't know." This is ideal for basic demographics, frequencies
on "yes/no" type questions, and it is also an excellent method
for testing pre and post reaction to advertising materials. The resulting
bar graph on the ARS computer provides an instant visual impression of the
response patterns to facilitate quick analysis.
The continuous format
allows respondents to dial anywhere on the 0 to 100 scale to reflect the
intensity of an opinion or attitude. For example, 20 can be "very
important" while 40 can be "somewhat important." The
resulting graph displays the mean and standard error for the total and the
data for up to four subgroups.
The trade off
configuration presents the respondent with pairs of options. Respondents
record their preferences and the strength of those preferences by turning
the dial pointer left or right starting from the neutral position of 50.
The more a dial pointer is turned in either direction, the stronger the
preference. The resulting bar graphs show the response to each individual
test and the total of all the tests.
The four data
collection formats -- moment-by-moment, categorical, continuous and trade
off -- provide access to a range and depth of information that is
unattainable from either survey or focus group research alone. The ARS
bridges the gap between qualitative and quantitative research methods by
providing the stability of a larger sample size with the opportunity for
discussion. And this theater style system allows a large group of
respondents to participate simultaneously, thereby improving research
economics on a per capita basis.
The client, as well
as being able to see and hear the session in progress, can view test
results as the ARS on-site computer tabulates and displays responses
instantaneously in graphic form. If clients feel more information or
clarification is needed, they can instruct the moderator to initiate
discussion or prepare another question for computer input.
ARS data collection
is often integrated with other form of data collection in the same session,
including "write-down" of thoughts or impressions and
interspersed open-ended, "focus group" style discussion. FM3's
staff and team of experienced special ARS support consultants can code and
report "write-down" comments in Excel spread sheets within hours
of completion of an ARS session. This is particularly important as part of
the analysis process for identifying effective commercials in a fast-paced
election campaign.
FM3 assures optimum
value from the use of the Audience Response System by handling the complete
process from start to finish. FM3's services include research design and
research session logistics, including precise target audience recruitment.
FM3 finds the right people, gets them to the session, has them participate
as respondents in a well thought-out research process and sends them home
with a positive and interesting experience. FM3 performs quantitative and
qualitative data analysis, some of it on an instantaneous basis, and delivers
meaningful research results in a timely manner.
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d.
Opinion Research Methods Consulting
FM3 provides
consulting and strategic advice on all aspects of public opinion research.
FM3 has provided custom-designed advice, including training, to dozens of
businesses, public agencies, and non-profit organizations seeking guidance
on how to design and administer their own focus groups, surveys, or other
forms of public opinion research. Contact us to find out how FM3 consulting
services can help you refine and improve your own opinion research
projects.
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e.
Executive Interviews
FM3 regularly
conducts focused, detailed interviews of opinion leaders whose views of
critical issues may have a decisive impact on program or policy
initiatives. Depending on the circumstances, interviews may be conducted by
FM3's senior personnel or specially trained consultants. FM3 understands
the importance of designing clear, concise, and creative research
instruments that will make it possible to develop a thorough understanding
of the views of leaders in the fields of business, government, or other
types of organizations.
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f.
Intercept Surveys
FM3 regularly
conducts in-person intercept surveys on behalf of clients interested in
obtaining the opinions of those who regularly congregate in specific
locations, such as a business, the office of a public agency, or some other
focal point of community activity. When intercepts are needed, FM3 employs
experienced and specially trained consultants to coordinate and supervise
the data-gathering process.
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g. Multilingual Research
FM3 has on-staff
Spanish-language capability that it applies to all research projects
involving populations with significant Spanish-speaking segments. In
addition, FM3 also has pre-qualified expert consultants for translation of
research instruments and support materials, as well as Spanish language
focus group moderation and telephone bank services. FM3 can provide
qualitative and quantitative research in several other languages as well,
including Vietnamese, Cantonese, Mandarin, Tagalog, Japanese, Russian,
Belarusian, Polish, Finnish, Danish, Swedish, Lithuanian and Hebrew.
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