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Home | About SIRS | FAQs

What is market research?
There are several definitions of market research – it defines the size, location, and/or makeup of the market for a product or service, finds out what your prospective customer wants in a product/service, or in the broadest definition it provides information about your current and potential markets. In most if not all cases, it should answer the question "What do I need to do to gain and maintain new and loyal customers?"

What type of research do I need?
There are many types of market research -focus groups, telephone surveys, mass mailings of questionnaires, analysis of secondary or internal information and many more. The type of research you choose will depend on the results you need. SIRS offers a wide range of affordable solutions to fit any needs.

What is Quantitative research?
Research used to statistically estimate the viewpoints of a population providing estimates of percentages or averages. This research usually employs larger samples and takes less of the respondent's time. Telephone surveys, mail surveys, intercept surveys, central location studies, in-home use and door-to-door studies are all used in quantitative research.

What is Qualitative research?
Qualitative research yields an in-depth understanding about an issue, product, or service. It typically focuses on a small number of people that are interviewed in-depth with interviews that are longer and often unstructured. An outline of discussion points, rather than a questionnaire is often used. This type of research also tends to be conducted in person by a moderator, either in focus groups or one-on-one interviews.

What about online research?
Online research is becoming a more viable option for gathering information. SIRS provides online research in two ways – recruiting respondents to go to a web site and complete a particular survey or make a survey available to a general population. The more specific the population you are trying to reach the less likely you would reach them in a general population survey. SIRS can do the pre-recruiting or give you the option of traditional telephone interviewing. See more about our online capabilities here.

Can one study reach both my current and potential customers?
Yes. Typically when doing research your company or product name is not mentioned, instead questions such as "Where do you shop for groceries?" are asked so that you get respondents who name you and others naming your competitors. This is how you measure how your customers view you with how competitors are viewed – gaining valuable comparisons and insight into what motivates the consumers in your market. Research should lead to ideas about action you can take to turn non- or potential customers into loyal ones.

How long are research results relevant?
Market research is a perishable commodity. Results represent consumer attitudes at a particular point in time and opinions change over time. Consumers are influenced by the media, national and current events, and possibly by your own company initiatives. The best users of research repeat it every year – gauging not only consumer changes, but determining if strategic plans have had a positive or negative effect on your consumers. SIRS develops research systems for our clients that over time build a learning organization.

Click here for a list of market research term definitions.