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Frequently Asked Questions

Below are common questions you may have regarding marketing research and how it can benefit your company. If you can't find the answer you are looking for below, please feel free to contact us with your questions.

Q: What is quantitative research?

A: Quantitative research involves collecting data from a relatively large number of respondents (sample). This sample can consist of consumer/residential or business-to-business respondents. Done correctly, the findings from this sample are representative and projectable to the population from which they are drawn.

Quantitative methods are especially well-suited for:

  • Satisfaction studies

  • Community attitude surveys

  • Public opinion polls

  • Market segmentation

  • Brand image and positioning studies

  • Advertising and brand awareness studies

  • Usage and preference studies


Quantitative projects typically involve one or more of the following means of data collection:

  • Telephone interviews

  • Online/Internet surveys

  • One-on-one/intercept interviews

  • Mail surveys


Q: What is qualitative research?

A: Qualitative research methods are typically undertaken when the research goal is to obtain more detailed knowledge or explore ideas rather than to obtain findings that are “scientific” or projectable. Given the depth and involvement of these methods, data is collected from a much smaller number of participants than when conducting quantitative research.


Studies utilizing qualitative methods often include:

  • Advertising/campaign message development

  • Ad testing

  • Brand image and positioning studies

  • Product concept evaluations

  • Pilot testing/exploratory idea generation


Qualitative projects typically involve one or more of the following means of data collection:

  • Focus groups

  • In-depth interviews

  • One-on-one/intercept interviews

  • Observational/ethnographic research


Q: How do I know what kind of research is right for me?

A: That’s where the partnership between our experienced professionals and our clients begins. Together, we will work to determine exactly what you want to achieve through research and will design a study around those objectives. We don’t believe in “pre-packaged research,” that is, trying to serve our clients’ needs by molding them around a template. Each study is custom-designed by the project director, with the guiding thought being “what research/design will most effectively provide the information my client is seeking?”


Q: How much will it cost?

A: Since every project is customized to meet the client's needs, TRIAD does not have a standard pricing list. We strive to provide our clients with high quality research at a reasonable cost. While most times, we see a study through from initial project design to final report, we also offer the “bits and pieces” approach -- completing selected tasks or portions of a research study. We work with our clients to provide the research services that best fits their specific needs and budgets.

If you know what kind of study you want to do or just want to discuss different options or solutions, please call us or send us an e-mail. We will be happy to talk about the approach that is right for you. And, if we can not provide you with the kind of research you are interested in, we will try to point you in the right direction.

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