Research and Marketing Strategies

	This type of research elicits perceptions and opinions. Qualitative data is not analyzed by statistical means. Benefits of qualitative research include being able to hear the "voice" of the customer and receiving feedback to product/service ideas. [FOCUS GROUPS - EXECUTIVE INTERVIEWS - MYSTERY SHOPPING]

	Quantitative research produces data that can be expressed and analyzed in statistical terms. Benefits of quantitative research include being able to obtain statistically reliable information as it pertains to a "typical" customer. This allows for credible data for corporate decision making and strategic benchmarking. [SURVEYS - TELEPHONE - WRITTEN - ELECTRONIC]

	Target research can combine qualitative and quantitative approaches, as well as established sources (e.g. databases, websites, Census data, publications, etc.) to address an issue. Benefits of this research include being able to obtain information from a variety of viewpoints or to address multiple aspects of complex research questions. [COMPETITIVE ASSESSMENTS - FEASIBILITY STUDIES]
	In addition to our traditional research offerings, RMS offers products that are specifically tailored to meet some very common marketing challenges. Customer SatisFACTion Marketing Assistance Program (MAP) HCAHPS® Marketing Audit