PRIMARY MARKET RESEARCH

1. Quantitative Research

Quantitative research involves gathering data from a representative sample of a target population segment. The results obtained from that sample can then be applied to the overall population. This is usually accomplished through the use of surveys. Pan Atlantic SMS Group has extensive experience with all types of quantitative research methodology including telephone, online, mail, intercept (on-site) surveys, etc.

Our staff is highly trained in survey design, administration and analysis. We work with our clients from the project planning phase through final strategic planning.

Principal Methodologies Used

• Telephone Surveys
  Surveys are administered using randomly selected telephone numbers of citizens in a target area. Pan Atlantic SMS Group uses a Computer Assisted Telephone Interviewing System (CATI) to ensure quality control. However surveys are administered by live personnel. All project work is conducted at our state of the art in-house CATI interviewing center by an experienced interviewing team.

• Mail Surveys
  Though these may yield lower response rates and are sometimes less representative than telephone surveys, mail surveys are often used especially with target groups, such as organization memberships or company employee rosters.

• Online Surveys
  Online surveys are rapidly becoming a popular research option. Although there are sometimes sampling and demographic limitations, the appeal of quick results, lower cost, and the ability to reach large numbers of people are making online surveying a more widely used methodology in today's research world.

• Intercept Surveys
  Pan Atlantic SMS Group administers on-site surveys to randomly selected or targeted respondents when appropriate. Experience and interpersonal skills are crucial to achieving an optimal outcome.

• Data Mining and Database Manipulation
  Pan Atlantic SMS Group is frequently asked to analyze existing datasets or client data files to find useful behavioral and consumer patterns and information.

2. Qualitative Research

This type of research is generally used to gain in-depth insights on key issues, concepts and strategies.

Pan Atlantic SMS Group uses the following methodologies to conduct qualitative research:

• One-on-one strategic interviews
• Focus groups
• Mini focus groups
• Online focus groups

One-on-One Strategic Interviews are generally conducted with experts in a given sector, users of a specific product, or customers of a particular firm to provide insights that might otherwise be missed. Pan Atlantic SMS Group routinely uses this technique in executing project work, particularly in our B2B market research work.

Focus Groups are one of the most commonly used qualitative research techniques. This methodology involves a panel discussion with a small group (typically 8-10 people), designed to conduct an in-depth exploration of select concepts or ideas. Groups are led by a moderator who facilitates discussion and elicits useful feedback from participants. Focus groups are normally videotaped so that careful study can be made of participants' reactions, attitudes, perceptions, etc.

Pan Atlantic SMS Group has several trained moderators with extensive experience in conducting focus groups on a range of topics. While we hold many groups at our in-house state of the art focus group facility, we also frequently travel to various destinations to satisfy the varied demographic and geographic research needs of our clients.

Online Focus Groups
Held via the Internet, these groups allow for maximum flexibility in terms of reaching targeted individuals or groups.

Some common examples of the use of qualitative research tools include:

• Branding Focus Groups
• Mock Jury Focus Groups
• Product Testing
• Customer Groups
• Media Testing
• Industry-Specific Interviews
• New Product Development Analysis
• Pricing Elasticity Research
• Concept Screening and Testing
• Public Policy and Political Issues Groups