Sample Size and Selection
We have found that the most important step in the research process is to clearly understand our client's needs and requirements. Karlamar Associates will work closely with your organization to fully grasp your business situation, understand your research objectives and then select the right set of tools to deliver the information that you need. We present the results of the study in the context of your business, making the results both meaningful and actionable.
Sample Size and Selection
We will help you understand whom you need to study in order to prepare a representative sample of this population. The size and make-up of this sample determines how well the population is represented in the results. Sample size trade-offs are often made based on how the results will be used, available budget, time constraints, the precision required, response and completion rates, and access to qualified participants.
Depending on the desired demographics, likely sources of contact are identified. These sources may range from your own customer contact lists, to published business listings. We take care to find the best source of qualified participants. Contact may be made through targeted email via list owners, through direct mail, the Internet, and / or by telephone via a tele-recruitment houses.
We feel strongly that pre-recruitment is required prior to conducting most surveys or interviews to ensure that the sample of respondents adequately represents the demographics required by the study. Participants need to be screened to ensure that relevant sub-groups within the population are adequately represented, and that the respondents are truly whom they say they are. We typically do not advocate using pre-existing, general-use online panels, since respondent demographics are often not verified, participants may not be whom they represent themselves to be, and respondents may be "professional" survey takers, all of which may compromise the quality of the resultant data.
There are many ways to conduct surveys and collect data, each with their own strengths and weaknesses. For instance, data can be collected in face-to-face meetings or by telephone, mail, email, or via the Internet.
The choice of method often depends on
- the client's timeframe and/or project budget
- the respondent's access to the Internet and/or e-mail
- the respondent's level of literacy and ability to express themself verbally and in writing
- the respondent's level of comfort with computers and various survey tools
- the respondent's desire for anonymity
- the respondent's sensitivity to specific topics.
It has been said that, "Market Research is a blend of statistics, psychology, information technology and art... there is a need to manage the blending of these disciplines in order to develop and organize a complete analysis of the data that satisfies the information requirements of the project." We agree and feel strongly that the analysis and communication of findings is key to the success of any market research project.
Once the analysis has been performed, it is important to communicate the results in a timely manner and client useable form. Our reports are structured such that information is concise, and is easy to read, understand and apply. You can quickly find what you are looking for since our reports are written with the intended reader in mind.
We will be more than happy to develop a custom presentation for your use in communicating the results of your research to others within or external to your organization. We believe that the findings should be formatted and presented such that they can be easily shared with and understood by others.