RESEARCH FAQ
1.- Why is research important?
2.- Why was this particular consumer contacted by a research company?
3.- Why should people participate in research projects?
4.- How do I know it's research when I pick up the phone?
5.- Who sponsors research studies?
6.- Who has time for research?
7.- How does Scarborough obtain people's telephone numbers?
8.- How do consumers know that the information will be kept confidential?
1.- Why is
research important?
It is not practical, of course, that companies survey every person in every area
of the country. We have to select a cross-section of households that represent
all the other households that won't be called. Therefore, consumers' answers are
vital to the study because they are the only voice of all those other households
as well. Once a household has been selected for a study, another household
cannot be substituted. It only takes 15-20 minutes to be that representative
that is heard.
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2.- Why was this particular
consumer contacted by a research company?
Americans have always given input to the various areas of their lives; it is what
we expect in our society. We let our elected politicians know what we want them
to do in the government area. We let our school boards know how we'd like our
children educated. And we let companies know what products or services we don't
like by not buying them. Well, newspapers, radio and TV stations need to know
people's opinions on what they like in their viewing, reading and listening.
Research studies like this give consumers a chance to give their input on what
they read in the paper, listen to on the radio, and see on TV.
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3.- Why should people
participate in research projects?
Each household has been randomly selected by our computer program to represent
thousands in that area as part of our yearly report on radio listening, TV
viewing, and newspaper reading. Once a household has been selected, we cannot
substitute someone else. This is the consumer's chance to express his/her
preferences on what they see on TV, hear on the radio, and read in the
newspaper.
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4.- How do I know it's
research when I pick up the phone?
This is a good question: many telemarketers start their calls by asking
questions, then switch to selling a service or product. A legitimate consumer
survey research company will always start be telling the consumer who they are
and why they are calling. If someone wants to make sure at the beginning of a
call whether they are talking to a telemarketer or a research company, they
should stop the caller and ask their ultimate purpose of the call. Ask the
person to explain what his or her company does, and what the outcome of the call
will be.
To confirm that Scarborough is a research company and not a telemarketing
company, please visit our website, www.Scarboroughsurveys.com, or call our
toll-free consumer number, 1-800-753-6043. Both places will provide information
about the research we do. You can also visit the Marketing Research Association
website at http://www.mra-net.org/.
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5.- Who sponsors research
studies?
Our clients are media companies such as radio stations, newspapers, and TV
stations, and consumers' answers are merged with hundreds of other peoples'
answers. Answers are only released to clients at a group level, and no one
individual's answers are ever identified.
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6.- Who has time for research?
Consumers' time is valuable, but equally valuable are their opinions about what's
available to consumers. That is why we ask people to take time out of their
hectic schedule to talk about what in newspapers/radio/TV is of interest and
value to them.
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7.- How does Scarborough
obtain people's telephone numbers?
Phone numbers are chosen randomly by a computer program. The program takes the
numbers 0-9 and makes random combinations which are then added to the telephone
exchange in specific areas to produce the numbers we dial.
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8.- How do consumers
know that the information will be kept confidential?
Individual responses are combined with those of other people in that area.
Individual answers are not given out to anyone. The overall information helps
companies understand which groups watch, read, and listen to certain types of
media.
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