Your Strategic Research Partner for Decision-Making


Market & Opinion
Research Services
The North Mark Group




Scope of Services

Home

About Us

Services

Philosophy

Market
Segments

Research
Ramblings

Research
Resources

Management

Contact Us



NorthMark's customized services are provided in three major areas:
 
 Market Research and Analysis


Clients have benefited by improving various aspects of their marketing efforts or decision-making through the custom design and implementation of market research studies.  Some of the most typical assess:
    New Product/Service Marketing Opportunities - These studies typically focus on various aspects of measuring the size and nature of demand for new products or services.  They generally involve surveying customers or potential customers to determine needs/requirements, level of interest in new products/services, buying decision criteria, price sensitivity, etc.
     
     Image/Perception or Marketing Effectiveness - Using the marketing axiom, "Perception is Reality", these studies measure the general image of a company, organization, product, etc. in the marketplace compared to its major competitors.  Others measure the awareness and the effectiveness of advertising or promotional programs.
     
     Customer Satisfaction - Organizations are increasingly implementing customer satisfaction measurement programs which typically involve establishing a benchmark followed by regular, periodic surveys monitoring changes over time.  Topics typically include sales personnel, product features, service and support, training, and customer communications.
Public Opinion/Policy Research


In the field of public policy and opinion, NorthMark's resources can be applied to research social, economic, environmental, tax, and education issues for school and municipal boards, political candidates, as well as various advocacy groups by conducting:
    Public Opinion/Voter Surveys
    Tracking Studies
    Political Polls
Focus Group Moderating


Stephen Thurston, Principal of The NorthMark Group provides professional focus group moderator services for its own clients as well as for other research firms. Services include developing a moderator guide for the topic(s) of discussion, moderating the discussion group(s), and preparing a written report with summary of key findings. Information on Steve's professional and educational background is included in the Management section.
 
 While our services are customized to meet the specific needs of individual clients, most assignments utilize our complete project capabilities outlined below:
    Research and Questionnaire Design - Initial client meetings will stress the importance of specifying Research Objectives to keep the project focused on key issues.  Also important is to know how the information will be used and identifying the key decisions to be made.  Once Research Objectives are specified, a list of Information Needs will be developed.  At this point, NorthMark will determine which type of research (quantitative, qualitative, or a combination of both) is best suited for the project and develop or provide assistance with the survey instrument or questionnaire itself.
     
     Consultation is also provided on the various aspects of sampling - determining the sources of contacts to be interviewed, sample size, and selection procedures.
     
     Data Collection/Survey Administration - NorthMark manages the data collection phase from start to finish whether it involves telephone interviewers or using a mail house.  As a member of The Marketing Research Association, NorthMark full subscribes to its Code for Professional Ethics/Data Collection Standards and a Recommended Best Business Practices for Market/Public Opinion Researcher.
     
     Data Tabulation/Analysis - An analysis plan is developed in accordance with the research objectives.  Examples may include:
    • Univariate Analyses - frequency distributions, measures of central tendency, tests of significance, etc.
    • Bivariate Analyses - cross tabulations, correlation analysis, etc.
    • Multivariate Analyses - regression analysis, etc.
     
     SPSS software is typically used for data tabulation and analysis.
     
     Reporting - Again, depending on the needs of the client, methods of reporting may vary.  Typically, however, a written report is prepared which would include an Executive Summary of major research findings presented graphically along with Conclusions and Strategic Recommendations based on the findings.  In addition, a detailed discussion of the findings would include data tables summarizing the responses to each question in the survey accompanied by narrative describing the findings.  An Appendix may include detailed banner and stub cross-tabulations.  If desired, a personal presentation using PowerPoint software, for example, may also be prepared.
     
     All projects are conducted on a proprietary basis for individual clients.
 
 

Home | About | Services | Philosophy | Research Ramblings
Research Resources | Market Segment | Management | Contact



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



© 1999-2002, NorthMark Group.  All rights reserved.