Survey research is the most widely applied methodology for measuring public opinion among populations too large to observe directly. Through the use of representative samples, surveys allow researchers to infer opinions, attitudes, and orientations of large populations based on findings from much smaller samples. ORA provides clients with high quality survey research characterized by carefully constructed questionnaires that clearly represent research objectives, thorough and thoughtful data analysis, and readable reports detailing findings that are actionable for the client.
With more than 30 years of experience as our guide, we have come to appreciate both the strengths and limitations of survey research and can help the client tailor application of the methodology to best suit his or her particular needs. In market research especially, one size does not fit all, so it is imperative that the research design is appropriate for the research objectives at hand. At ORA, we pride ourselves on working in close consultation with our clients to produce findings that are genuinely helpful.
Because Opinion Research Associates works with a variety of clients from different market sectors, we are able to maintain a level of methodological flexibility that enables us to adapt to a range of clients’ research needs.
Understanding the “why” and “how” of consumer decision making is the major objective of qualitative research. Utilizing focus groups and in-depth interviews, among other approaches, we are able to recognize and understand the reasoning for particular behaviors and attitudes.
Qualitative research methods can also complement survey research in that they can highlight and clarify trains of thought while uncovering how individuals came to their conclusions. For example, in some cases, focus groups can be used to assist in the developing of survey questions. In other cases, attention may be turned to delving more deeply into understanding the reasoning that underlies broader public opinion as determined from survey research.
Focus groups in locations where there are no focus group facilities are conducted in hotels or other available facilities. These groups are recorded with audio and video with observation available via televised feed to a nearby observation location.