Full Service Market Research | Telephone | Online | Focus Groups | Intercept
Dave Roberts, PhD
From Questionnaire Design to Statistical Analysis, Dave
Roberts has personally designed and analyzed thousands of focus groups,
hundreds of survey studies and other specialized research projects, and
has guided clients in the implementation of findings.
Dave Roberts is a hands-on customer research consultant who is no
stranger to the needs of the enterprise—Dave is a former CBS Radio Vice
President, RKO Networks Vice President, and a Program/Marketing Manager
for numerous broadcast facilities.
Survey studies vary widely in terms of
mode: telephone, online, in-person, mail, and multi-modal combinations.
Choosing the right mode comes as a result of the clear definition of the
goals of the research and how the data is to be used.
Survey research typically serves to describe awareness, perceptions,
behaviors, and the like for a given population and its subsets (e.g.,
demographics). Carefully defining a target audience is critical and is
affected by the availability of sample for that audience.
Focus groups are a powerful qualitative method for exploring
attitudes and perceptions, pre-testing new products and advertising
creative, and "experiencing the consumer".
Dave Roberts leads the client through the process of identifying the
target and the issues on which to "focus". From there, he selects a focus
group recruiting/facility, crafts the screening questionnaire, moderates
the groups, and prepares a comprehensive report that includes verbatim
responses and evaluative data.
Surveys and to some extent other methodologies require
statistical analysis of the data. We utilize a number of special
statistical procedures such as regression, factor analyses, cluster
analysis, and others depending on the needs of the client.
One of the most basic analysis procedures is still the most
powerful—Crosstabulations. We are able to analyze awareness, perceptions,
behaviors, and the like, noting how findings differ among many variables
(e.g., age, gender, and other demographics.