Methodology


Moore Information carefully chooses the most appropriate research methods to design a customized research plan to meet the needs and objectives of each project. The end result is accurate data in a timely manner, sophisticated strategic analyses and actionable results.

Telephone Surveys
Still the most popular quantitative data collection method, telephone surveys are a very useful research tool when designed properly and administered by trained interviewers. Phone surveys allow for the collection of a large quantity of data for a relatively low cost, while maintaining a high level of statistical reliability. MI utilizes CATI interviewing systems, predictive dialing techniques, and employs only the most skilled interviewing staff. Bilingual interviewers, particularly Spanish language interviewers, are also part of our telephone survey offerings. The increasing number of cell phone only households is complicating respondent cooperation for telephone surveys, and Moore Information employs strict quota management to ensure accurate representation of cell phone only groups, and incorporates cell phone sample into our sampling strategies when appropriate.

Focus Groups
Focus groups are a powerful tool in opinion research. While results of focus groups cannot be projected to a larger population in the way that survey research allows, focus groups can guide and “focus” thinking about the subjects being investigated. Through a guided discussion and back and forth group dialogue, a relatively small group of respondents can produce more valuable thoughts and insights than if each participant were interviewed separately. The purpose of a focus group is to gain a deeper understanding of participants’ views and experiences, their feelings, perceptions, beliefs, knowledge, and attitudes about the topic being investigated. The rich data elicited from these group discussions can be an important complement to quantitative research methods. Focus groups are particularly useful in evaluating advertising collateral, message refinement and probing barriers and motivators to behavior change.

Internet Surveys
Internet surveys are an excellent method for surveying employees, members of an organization or association and other targeted online groups. Internet surveys can also be used to gather quick snapshots of national viewpoints or more in-depth reactions from customized panels.

MooreVision Online Focus Groups
MooreVision is an online research technology that gives our clients yet another tool to engage public opinion. MooreVision delivers the vital, in-depth feedback associated with qualitative research, but with the added benefit of the substantial sample size often associated with quantitative research. MooreVision is best used for advertising testing, message testing or website testing. More Details

Executive/Opinion Leader Interviews
Executive or opinion leader surveys are a specialized method of research, and are typically conducted by phone or in-person. This type of research is often used to help clients focus lobbying efforts, marketing programs or business to business communications.

Intercept Surveys
Mall or special event intercept surveys are a method that allows us to invite “first” or “fresh” impressions to specific media or events. This kind of research is useful in obtaining in-depth and in-person reactions to advertising and other communications, as well as gathering specific reactions to an event.

Mail Surveys
Mail surveys are a traditional method of research that are typically employed to reach large audiences, such as with follow-up customer survey programs, or to reach audiences not accessible online or by phone.