Full
Service Research
We have been located in fully-equipped,
company-owned facilities since 1984. Our commitment is to assume direct
hands-on responsibility for every phase of the research process, from
project inception to project completion. This includes overall project
design, questionnaire development, sampling, interviewing, data processing,
and analysis.
-
All activities
are conducted in-house
for the highest quality control, and rapid turnaround.
-
Because
we are experts in design
with a full-range of methodologies available,
we customize every research strategy to meet the unique needs of each
client.
Quantitative
Survey Research
Quantitative Survey Research to be able to produce
statistically projectable results.
Full
range of services:
-
Design
-
Interviewing
-
Tabulation
-
Analysis
Full range of data collection options:
-
Phone
Surveys
-
Mail and
Self-administered surveys
-
Internet
(web-based) surveys
-
Intercept
(on-site) interviewing
Focus
groups
Focus groups for qualitative insight. Full design,
recruitment, moderation, and analysis.
Executive
focus group facility
-
-
Three-tiered
viewing room with seating for 15 behind a wall-to-wall floor-to-ceiling
one-way mirror
-
Comfortable
executive-style leather chairs in both rooms
-
Upgraded
sound system with built-in audio and video recording and monitoring
as well as operator-assisted video capabilities
-
Recently
remodeled
The
Research Process
A research project at O'Neil Associates
goes through several distinct phases: assessment, design, data collection,
data processing, and analysis.
Assessment
When approached to consider a particular project,
our first step is to assess the real needs of the project. We then design
a research plan that matches the project's methodological needs to its
objectives, considering time frame, available budget, audience, and other
relevant factors. Dr. O'Neil is always intimately involved in this process,
inasmuch as it draws upon his diverse training in both quantitative and
qualitative research methodology. The research plan is drafted, discussed
with the client, revised and then approved. The result of this multi-step
process is the generation of a research plan and a proposal that best
meet the project's objectives. This assessment consultation, usually offered
free of charge to serious clients, is a major feature of our customized
approach.
Design
Once an overall assessment and a research plan have been completed, appropriate
design materials are drafted. In the case of a survey, this is a draft
questionnaire. In the case of focus groups, this consists of appropriate
focus group screeners and moderator's guides. In each case, these documents
are sent to the client for interactive discussion, refinement and approval.
Our experience has been that the best results occur when our clients are
engaged in active collaboration with us: neither micro-managing precise
question detail (which would deprive them of our expertise), nor delegating
the entire process without comment to us (which would deprive the project
of the specific expertise which our clients usually possess). Our expertise
is in measurement. A client who attempts to circumvent our involvement
in question design would not get the full value of our expertise. At the
same time, it would be foolish to design our research plan without full
consideration of a client's knowledge, as our clients usually know much
more about the detailed requirements of their respective industries than
we do.
Data
Collection
Data must be collected under highly controlled
conditions, regardless of the method chosen. In the case of surveys, this
will most often consist of either centralized telephone surveys conducted
by experienced interviewers or intercept (on-site) surveys. There are
also applications for self-administered surveys through the mail or over
the Internet. Focus groups are assigned to highly trained moderators,
and the proceedings are usually audio and videotaped.
-
Professional
Research Interviewing: When we conduct
phone surveys, O'Neil Associates employs Computer Assisted Telephone
Interviewing (CATI) for the highest quality control. Our Field Supervisors
are responsible for training
interviewers, ensuring the quality
and consistency of the interviewing, and validating completed interviews
by making supervisory callbacks. Each interviewer is monitored randomly
by the Field Supervisors, whose desk is located in the center of the
phone bank allowing for direct, continuous observation of the entire
room. Monitoring is accomplished by use of a dual, silent monitoring
system that cannot be detected by either the respondent or the interviewer.
Supervisors grade their interviewers on procedures such as explanation
of the survey, reading questions verbatim, following skip patterns,
probing techniques, objectivity (not biasing), refusal conversion,
courteousness and overall voice and diction. Using this monitoring
system, the Supervisors are able to provide instant feedback to an
interviewer, offering positive suggestions and recognizing successes.
-
Data
Processing
Once a survey has been completed, we typically
run tabulations and nearly always cross-tabulations. Cross-tabulations
present not only the overall results, but also the breakdown of all questions
by relevant demographic and significant, substantive variables. In other
words, we will not only present the overall statistical results of the
survey, we will also explain how significant groups differ in their responses
to key questions. Increasingly, this data processing includes the extensive
use of graphs and charts, which we have found to be a highly efficient
means of communicating results in an ever more time-pressured world. This
graphically oriented presentation is particularly useful for clients who
may not be statistically savvy. The analogous process for focus groups
includes a review of audio and videotapes, full transcription of focus
group proceedings, and the sorting of text responses by topic.
-
Technology:
Our primary data processing is handled by
more than 25 networked personal computers. Data input mechanisms include
Computer Assisted Telephone Interviewing (CATI), programs for scanning
self-administered surveys, and for design and execution of Web-based
surveys. Much of our data cleaning and tabular processing is performed
with XTAB, an innovative piece of in-house proprietary software which
was engineered and tested to be as easy as possible for laymen to
read while still providing the comprehensive data needed for thorough
analysis. This in-house software is supplemented by a full complement
of commercial statistical packages, such as SPSS, Abtab, Stata, Scout,
and Kwikstat for specialized applications.
Analysis
A full research process at O'Neil Associates does not stop with the mere
tabulation of numbers. We are continually astounded by reports we read
that consist of nothing more than numbers or graphs. We typically recommend
engaging O'Neil Associates to undertake an analysis of results unless
there is a reason that is inappropriate in a particular instance. Our
analysis does not simply consist of a recitation of numbers, but rather
it draws upon our experience to carefully interpret their meaning and
place the results into context. We take pride in the production of highly
readable, insightful analyses. We believe that it is our duty to present
study results in a manner that is as clear, straight-forward and easily
understood by the reader as is humanly possible, given that many studies
are in and of themselves highly complex. It is in both the design and
analysis phase that O'Neil Associates' world-class training and twenty
plus years of experience in the field sets us apart.
|