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Survey
Research FMM&A 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. FMM&A 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, FMM&A 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, FMM&A will track questions asked in previous surveys in order to assess changes in public opinion over time. FMM&A 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, FMM&A 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, FMM&A partners and staff are available for on-going consultation on putting the survey results to work in designing communications or outreach efforts. Focus groups are one of FMM&A'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, FMM&A focuses on the specific local issues, problems and opportunities that make each research project of this type unique. Through meetings and teleconferences, FMM&A 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 FMM&A focus groups live on-site, through two-way mirrors or closed-circuit television monitors. All FMM&A 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. c. Audience Response System Sessions The Audience Response System developed by FMM&A 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. FMM&A 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. FMM&A'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. FMM&A assures optimum value from the use of the Audience Response System by handling the complete process from start to finish. FMM&A's services include research design and research session logistics, including precise target audience recruitment. FMM&A 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. FMM&A performs quantitative and qualitative data analysis, some of it on an instantaneous basis, and delivers meaningful research results in a timely manner. d. Opinion Research Methods Consulting FMM&A provides consulting and strategic advice on all aspects of public opinion research. FMM&A 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 FMM&A consulting services can help you refine and improve your own opinion research projects. FMM&A 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 FMM&A's senior personnel or specially trained consultants. FMM&A 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. FMM&A 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, FMM&A employs experienced and specially trained consultants to coordinate and supervise the data-gathering process. FMM&A has on-staff Spanish-language capability that it applies to all research projects involving populations with significant Spanish-speaking segments. In addition, FMM&A 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. FMM&A 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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