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Frequently Asked Questions

How much does a survey cost?

The cost of conducting a survey depends on a number of factors. These include the number of interviews required, type of interviewing (ie telephone interview, intercept, executive, in-depth interviewing etc) as well as the expected difficulty in completing the interview. Each project is unique and advice regarding the most cost effective way to undertake quality research can be obtained by contacting one of SKH's Consultants.

How do I compare quotes from different market research companies?

Fieldwork costs are based on the expected achievement rate (ie the expected number of completed interviews in one hour). This rate allows us to determine the total number of interviewer hours required, to which an hourly cost is applied resulting in a total fieldwork cost.

The actual achievement rate is affected by a number of considerations, including the interview length, difficulties contacting the appropriate respondent and difficulties seeking agreement to conduct the interview. Accordingly, higher achievement rates usually indicate shorter interviews, less difficulty contacting respondents and a lower rate of refusal. Expected achievement rates may differ from quotation to quotation due to the assumptions applied by the researcher. SKH will gladly provide additional estimates based on achievement rates that differ from those we may have outlined in proposals.

How many interviews do I need to do?

Before you can decide on the sample size you need to first consider whether you can afford a large enough sample to get meaningful results. The larger the sample size the smaller the margin of error associated with the results is. For instance, if you have a sample size of 50 respondents and half (50%) are dissatisfied with a particular service aspect, you may be 95% certain that this percentage lies between 36.1% and 63.9% of the total population of interest. In contrast for a sample size of 400 respondents, if half (50%) are dissatisfied with a particular service aspect, you may be 95% certain that this percentage lies between 45.1% and 54.9%.

Furthermore, the sample size you finally choose needs to be large enough so specific findings for each of the important subgroups (eg men and women) in the population of interest can be analysed. Generally speaking, the more subgroups you want to analyse the larger the sample required. To help work out what size sample you require try listing down all the subgroup analysis you would like to do, for example each question by gender, age, and employment status. Once you have done this, it is much easier for us to recommend a sample size to suit your specific requirements.

What is the best time to conduct telephone interviews?

This depends on who the research is targeting. For example, if you are wishing to survey a random sample of the general population, the best time to phone would be after business hours on weekdays and during the day on weekends. A larger proportion of the general population will be home at these times which means the final sample you obtain is more representative. The response rate is also better at these times as it is usually most convenient for people. Obviously other target groups can be contacted at more appropriate times depending on the research objectives.

How do I know I am getting quality information?

SKH undertakes all fieldwork in accordance with its Interviewer Quality Control Australia (IQCA) accreditation. IQCA is an industry initiative which ensures that clients buying research from IQCA companies receive quality interviewing and verified recruitment for qualitative research. This accreditation is reviewed through an annual on-site audit.

In addition, all members of the Australian Market & Social Research Society (AMSRS) abide by the "Code Of Professional Behaviour" which covers areas such as confidentiality and professional conduct. SKH also maintains 'in-house' quality control procedures that provide a means whereby critical points of the research process are reviewed and where appropriate 'signed-off' by the client. For example, fieldwork can not commence until the client has approved the questionnaire. In addition, all draft reports prepared are proof read by at least two consultants.
(Click to AMSRS Web site)

Why should I do market research at all?

Market research enables businesses to better understand their customers and can provide valuable information for marketing and decision making purposes. In a dynamic business and economic environment, understanding your customers is an excellent way to maintain service standards and increase profits. Companies who truly want to understand their customers realise that sound research is an investment in the future of their business rather than an expense.

How long does a research project take?

There is no easy answer to this question as the duration of a project depends on the type, scale and depth of the research involved. A project involving a complex and detailed research design will obviously take much longer to complete than one which entails a more straightforward approach. SKH prefers to establish realistic timeframes in consultation with clients rather than "promise the world" and fail to deliver.

I have just graduated, how do I get into the Market Research industry?

This is a commonly asked question and like all industries the answer is not simple. There are a number of entry points into the industry.

For graduates it is essential an appropriate tertiary qualification has been completed. This usually includes Commerce/Business, Psychology, or any other qualification that includes research, analysis and strong written and verbal communication skills. Positions are infrequently advertised and it is important to pro-actively approach market research companies to enquire if there are any expected openings. A well set out resume, which details your industry relevant skills, is an advantage and previous experience in interviewing is considered very favourably.

What is the difference between quantitative and qualitative research?

Quantitative methods use statistics to count and measure occurrences. In contrast qualitative methods use more fluid forms of data collection (such as focus groups) to gather and understand occurrences, attitudes and perceptions. The similarity between quantitative and qualitative research is that both approaches collect information which will assist in finding solutions to the research problem. Often research projects use both quantitative and qualitative methods to strengthen the outcome of the results.

What is a focus group?

Market Research is not always conducted by using questionnaires. Sometimes we conduct research by talking to people in small friendly groups called 'Focus Group Discussions'. It is a very informal session with a trained moderator who guides the conversation. There are no wrong or right answers, we are just interested in your honest opinions. These groups last for about 1 to 1½ hours. Snacks and drinks are usually provided during the group. For coming along and joining us we will reimburse you for your travel expenses by paying you a cash incentive or similar. People are usually recruited, to participate in focus groups, from our database. If you are interested in more information about focus groups or would like to go onto our database please email SKH at skh@skh.com.au.

How do you decide which research approach to use?

The nature of the population of interest, the type of information sought, the complexity of the research problem (and therefore questions) and financial as well as other resources (eg time) all need to be taken into consideration when determining which research approach is best to use. For instance, the respondent needs to meet certain criteria then a telephone survey would be more appropriate than a mail out survey. A mail out survey approach is beneficial when respondents are required to consider their responses in great depth. Our aim is to select an approach which will provide reliable information from a representative sample within a reasonable time period. SKH also aims to provide our clients with an approach which represents value for money.