NorthMark Group - NG News Online - Fall Newsletter 2001

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Fall Newsletter 2000

Research Industry's Vision for the Future
At the recent Marketing Research Associations Annual Conference, industry participants had the opportunity to share their vision of the future of market research in small group forums. At the conclusion of these discussion groups, the collective input was summarized in the Associations monthly newsletter as follows:

Whether its who is doing the research or how it is being done, the Internet will have an effect on a wide range of activities. The Internet is seen as both a blessing and as a bit of a curse. While enabling data to be collected faster and less expensively, it poses consumer privacy risks as well as providing easy access for the untrained to enter the industry with a troubling level of unearned credibility. Non-traditional researchers will become more of a threat to the overall credibility of research.
The future appears to be headed towards multi-mode data collection. The pressures on the consumers= free time will continue to grow and the likelihood of reaching respondents by a single data collection method will continue to decline. That means giving them the option of how and when they want to be contacted. Researchers therefore will resort to using outbound as well as inbound (IVR) telephone calls, the Internet, e-mail, the Web, and in-person methods to reach quota on a single study.
There will be an increased reliance on panels for conducting research. Even when not using panels, there will be a shift away from RDD samples and towards convenience samples.
Respondents will attach a value to their information and demand incentives for even a short telephone interview. To address the issue of decreasing respondent cooperation, an industry identifier will be developed and used in all interactions with respondents to promote the value and need for marketing research.

Despite these changes, and in fact because of them, there is a need to promote the value of a traditional research. Telephone data collection, focus groups, and mail surveys are all alive and strong. These methodologies have historically provided quality research and the opportunity to have valuable interpersonal interaction between clients and suppliers. As a traditional market and opinion research firm, The NorthMark Group has been providing professional services since 1986 and stands ready to meet your market information needs. We have kept current with industry trends and have alliances with other firms to provide more technology-driven research if required.

NorthMark News
Steve Thurston, Principal of The NorthMark Group, has been re-elected to the Board of Directors of the New England Chapter of the Marketing Research Association (MRA). He served as chairperson for the chapter=s annual research forum held at the Sheraton, Needham, MA in July. Entitled, "Technology and Time - Tools for the New Research Imperatives", the all-day session included presentations from 5 speakers on topics such as The Top 10 Voice of the Customer Tools, Intelligent Hardware and Software Selection, Competitive Intelligence, On-Line Surveys, and On-Line Focus Groups. For more information about the MRA, becoming a member, or the research forum, please contact Steve at NorthMark's office.

NorthMark's Services
Founded in 1986, on the principle of providing cost-effective information for marketing decision making, The NorthMark Group provides market/opinion research services to businesses, organizations, and individuals.

Projects have been completed for clients in a variety of industries including health care, financial services, utilities, tourism, retail, education, professional services, publishing, as well as several business-to-business and industrial segments including high technology, computers, and software.

Complete project capabilities include:

Research and Questionnaire Design
Sample Selection
Data Collection/Tabulation/Analysis
Reporting of Survey Results with Conclusions/Recommendations

Both quantitative and qualitative approaches can be provided using methodologies such as:

Review of secondary information sources
Personal/Executive Interviews
Telephone/Mail Surveys
Focus Groups

Clients have benefitted by improving various aspects of their marketing efforts or decision making through the custom design and implementation of market research studies to assess...

New Product/Service Marketing Opportunities
Customer Needs/Requirements
Company Image/Perception
Advertising/Promotion Effectiveness
Customer Satisfaction
Competitive/Market Position

A more complete description of our services and representative assignments is available by visiting our web site (www.northmarkgroup.com). How may we be of service to you? Please let us know by either returning the enclosed postage-paid card, calling us at 800.639.7803, or contacting us by e-mail: info@northmarkgroup.com. We=ll be in touch promptly to set up a no-cost, no-obligation consultation followed by a written proposal for your consideration.

The NorthMark Group
214 South Main Street, Concord, NH 03301
v: 603.226.2260 or 800.639.7803 f: 603.226.2675
w: http://www.northmarkgroup.com