Market Directions provides full-service market research and consulting. They have an extensive survey process to ensure accurate data collection and analysis. This involves developing questionnaires, administering surveys, and analyzing both quantitative and qualitative data. Their goal is to understand customer and market needs to help clients develop strategic direction.

1. MARKET DIRECTIONS
SURVEY PROCESS
White Paper Contents
Surveys completed by the correct respondents and the correct
sample size are still one of the most valuable tools in collecting
information and feedback about your products, services and
your market.
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Market Directions
Boston
www.marketdirectionsmr.com
617-323-1862
mary@marketdirectionsmr.com

2. [MARKET
DIRECTIONS
SURVEY
PROCESS] www.marketdirectionsmr.com
Boston 617-323-1862 info@marketdirectionsmr.com
MARKET DIRECTIONS SURVEY PROCESS
DEVELOPMENT
QUESTIONNAIRE DEVELOPMENT
Research is motivated by a problem or an opportunity for an organization. To begin the questionnaire
development, we will first consult with the Connector to make certain that the real issues will be addressed as a
result of the questions developed for the research instrument.
ISSUES AND TOPICS COVERED
In developing questions for the research project we assure the questionnaire will consider:
• Attitudes – knowledge, feelings and expectations regarding need.
• Images – the mental picture developed by respondent of “subject”
• Decisions – the perceived benefits vs. burdens endured
• Behavior – how does the “subject” influence?
• Demographics – indicating the make-up, who, what, where, etc.
TYPES OF QUESTIONS AND SCALES
Open ended--- Multiple Choice, Demographics etc., what types of questions are appropriate for our audience
will be determined once we meet with Connector staff.
SCALES
The most common scales used to marketing surveys are classical “Likert” scales. These scales have five values
that describe the range of possible attitudes about something --- from “very dissatisfied” to “very satisfied”---
or very likely to unlikely in order to determine if the respondent will take action. Since these scales are what
the respondents expect we would recommend their use in this survey.
SURVEY LENGTH
With the ease of on-line surveying many surveys today are too
long and, ask too much information. Therefore, abandonment
by the respondent is a result. Our experience helps you set
concise objectives by asking only those questions that are
related to the objective. We keep you from asking "nice to
know" questions in hopes that someday you will use this
additional information. The shorter the survey, the better the
response rate, as the graph demonstrates.
ADMINISTRATION
Our administration of your survey project consists of quality control throughout the process; we will communicate
with the MOO throughout on progress and interim results. We will also make available a website address where
you can view on-line results as they are happening.

3. [MARKET
DIRECTIONS
SURVEY
PROCESS] www.marketdirectionsmr.com
Boston 617-323-1862 info@marketdirectionsmr.com
EXPERIENCE AND ENGAGEMENT OF THE RESPONDENT
Our process ensures that research participants – and the data they provide – are treated with care and respect.
We can personalize the survey experience for respondents through the use of existing profile information or
responses to questions answered earlier in the survey. During the development process we work to identify issues
with language, culture, logic, and length.
Our survey process meets the needs of people completing surveys, regardless of their technical skill level. Our
surveys are attractive, efficient, and easy to use. Some highlights of the respondent experience include:
• Universal Access - Our respondent interface works with all common web browsers.
• Stop/Continue Later - While completing a survey, a respondent can stop at any point and receive an
access code that allows him or her to continue the survey later.
• Change Answers - If a respondent wants to go back to review or change a response, this can be done at
any time while he or she is completing the survey.
• Progress Monitor - Respondents can see what percentage of the survey they have completed at any
point.
• Response Summary - After completing the survey, respondents can download a summary of their
responses.
IMPLEMENTATION
Once the questionnaire design is finalized, the database is formatted and timeline determined, we begin the
survey implementation process with a Survey Invitation. The email invitation consists of information about the
“who, why and how “of the survey. It is concise but gives respondents enough information to make them want to
fill out the survey including an estimated time for completion. The invitation also describes any benefits the
respondent may receive for their participation.
Additionally, depending on the amount of field time allotted for the survey, we send the appropriate number of
follow-ups to those who did not fill out the survey after the first invitation was sent. We monitor the process daily
to determine if we are achieving the response rates expected. If response rates are low, we then recommend
tasks for increased responses. These tasks include: Increasing the respondent monetary incentive; implementing
a call campaign to encourage participation or; get completed surveys over the phone.
ANALYSIS AND MEASUREMENT
Gaining an accurate understanding of your survey results is the final step in the survey process (excluding any
action taken based on those results).
QUANTITATIVE DATA
We start by looking at the numbers. Generating a report for all respondents and determining the following:
• Overall Average Scores
• Standard Deviations
• Frequency Distributions

4. [MARKET
DIRECTIONS
SURVEY
PROCESS] www.marketdirectionsmr.com
Boston 617-323-1862 info@marketdirectionsmr.com
REPORTING
MEAN ANALYSIS — FREQUENCY DISTRIBUTION
The frequency distribution serves as a summary of all of the data. Standard deviations indicate the level of
agreement amongst respondents. A low standard deviation means people generally had a higher level of
agreement and higher standard deviations mean less agreement.
One pattern in particular we look for is a bi-modal distribution where there are clusters of responses on both the
high and low ends of the response spectrum. This report also provides of through summary of the weighted
average of the respondents.
DATA FORMATS
We can deliver data in .xls, .csv or SPSS. formats, in case our clients with to use the data for their own analysis.
OPEN ENDED TEXT REPORT
Every research project typically involves verbatim responses. The open ended text report allows you to view the
open ended responses.
INDIVIDUAL RESPONSE VIEWER
From any point in the process, individual surveys can be viewed. The data includes the IP Address, Date/Time, and
the respondent’s answers.
CROSS-TABULATION AND GROUPING REPORTS
To better understand how two different survey items inter-relate, crosstabs are used a common requirement is to
compare the results of the survey for different groups of survey respondents. For instance, how did males answer
vs. females on a given question?
ABOUT MARKET DIRECTIONS
Market Directions is a full-service market research and consulting firm that provides insight to establish strategic
direction. With exploration, we’ll help you discover the make-up of your customers, market and competition to
position you for the future. This insight helps you develop new products, improve customer retention and increase
profit margins— establishing competitive advantage.