Gilmore Research Group

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Gilmore Research Group

• July 13, 2007

Presented by Jeanne Wintz, Ph.D., Executive
V.P.Patricia Glazer, V.P. and Senior
Moderator Gilmore Research Group
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About the company

• Full service marketing research firm
• In business over 50 years
• In-house data collection assures quality control
• Telephone
• Internet
• Mail
• In-person
• Focus groups
• Mixed-mode
• Data entry / tabulation specialists
• Full range of analytic techniques
• 500 studies annually over 250,000 quantitative
  interviews and qualitative participant recruits

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• Headquarters and two branch locations

Seattle, Washington - Headquarters Professional
staff Custom Research Division
Focus Division Support Staff (HR, IT,
Accounting) Three focus suites Telephone
center Survey data collection Focus Group
Recruiting
Portland, Oregon Professional staff Custom
Research Outside Field Research Focus group
suite Bremerton, Washington Telephone
interviewing center
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Industry Challenges
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Technology challenges

• Caller ID
• Call blocking
• Call screening via answering machines
• Cell Phones (13 cell only Households)
• Voice over IP (internet phones)
• Portability of phone numbers
• Call forwarding

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CASRO response rates on-going telephone study
ElectronicBlockingGrowth
DNC List
TelemarketingGrowth
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Society changes

• Telemarketing/DNC Registration
• Privacy and confidentiality issues
• Increasing non-English
• Company policy no interviews
• Hard to reach young adults
• Professional respondentspanels and focus group
  databases
• Stress / lack of time / apathy

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Methodological Concerns

• Sample selection
• Response Rates (Increase in Ring-No Answer)
• Non-response bias who is not responding?
• Hard to reach vs. Never reach
• Cooperation Rate (importance of first 9
  seconds)
• Weighting data

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How to counter challenges?

• Professionalism, quality control
• More opt-in and advance notice
• Short interviews
• Mixed mode
• Salient topics, well-constructed questions
• Multiple attempts on same number

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Questionnaire Design

• After the question or problem is identified, the
  client and research company design the
  questionnaire.
• Each question is carefully worded to ensure that
  it is understandable to all respondents.
• The wording and order of the question is designed
  to obtain specific information from the
  respondent.

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Confidence LevelsHow likely is it that the
results of the sample group are similar to the
entire population?

• A 95 confidence level says that these results
  would be similar in 95 out of 100 random samples
  from the same target population
• A confidence interval of / 5 percentage
  points means that the results of a sample will
  not vary by more than 5 percentage points from
  the true opinion of the entire population
• A confidence level of 95 with a confidence
  interval of / 5 points is a generally accepted
  standard for survey precision, but variations can
  be made depending on the project needs

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Confidence LevelsSample Size?

• When sample is randomly selected from the
  population, sample size can determine confidence
  level.

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Sample Size for Subgroup Analysis

• To be able to confidently report results for
  subgroups, sample size for each subgroup must be
  adequate

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Segment Groupings for Analysis
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Questions?

• 2324 Eastlake Ave. E.
• Seattle WA 98102 206-726-5555
• 2701 NW Vaughn Street, Suite 780Portland, OR
  97210 503-236-4551
• www.gilmore-research.com