Review of Research Firms

Review of Research Firms (1) Identify two research firms, list them by name, and include the URL address for both firms.

Research Firms I.

IPSOS: https://www.ipsos.com/en

II.

Westat: https://www.westat.com/

(2) Complete a thorough review of the services offered by each company individually.

The services these firms offer include data collection, analysis, report writing, and marketing. Data collection is based on specific topics of study using the right methodologies and tools. The collected data is then compiled and analyzed for the sake of drawing findings and conclusions about the relationship between the variables under study (Westat, 2018). In essence, the firms can carry out full research projects.

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The research firms deliver data about various study findings to the public, as well as clients. This can be seen through regular poll releases by IPSOS, as well as the publication of the research by the companies. The information shared helps the targeted audience to understand the various phenomenon and make the right decisions ( Ipsos, 2018). Consequently, the research firms carry out survey management, data collection, data delivery, and data analysis.

Moreover, the two firms offer marketing services to their clients, which make them useful to the business sector. For instance, IPSOS uses BrandStretch tool to assist marketers in identifying business opportunities that can allow them to expand market areas, as well as forecast the effect of such a move on the image of the business (Ipsos, 2018). All these activities are backed up by research work, which enhances the reliability of IPSOS in serving its clients.

(3) Identify the research tools used by each company IPSOS uses the following tools: a. Questionnaires b. Surveys c. PerceptorPlus d. BrandStretch e. Interviews f. Focus groups On the other hand, Westat uses: a. Surveys b. Questionnaires c. Focus groups d. Interviews

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(4) The services and tools provided by two research firms The services these firms offer include but not limited to: 

Data collection

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Data analysis

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Marketing

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Making reports

(2) The specific advantages or using these research firms The use of IPSOS or Westat firms for research is advantageous in several ways. First, they have experienced data collectors and analysts, who ensure that quality work is done. In essence, if one uses these firms, they will get quality work (Bradley, 2013). A serious research work ought to be done by highly qualified personnel; hence, the advantage of using these firms.

The two firms also have a good reputation, which makes the research projects work done by them valuable among the stakeholders. Companies that have a bad track record taint the research findings.

(3) Identify and analyze specific in-house options as opposed to hiring an outside research firm The in-house options ensure that the quality of the data collectors and data analysts is controlled and maintained more than when an outside research firm is used. Internal research work is highly controlled by the company, which allows it to make informed decisions on issues that may emerge during the study. Moreover, subcontracting an outside research firm is more expensive than in-house, which implies that one must set aside enough financial resources for research when using an external firm than in-house.

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The in-house option can be easily controlled, especially about who will collect data, when, and how it will be handled. External firms operate on a timeframe that is not easy to change once they begin the exercise. However, the in-house option can be affected by lack of enough qualified and quality experts than the outside firm because the former has not specialized in research whereas that latter has.

The use of the company’s employees to research their operations raises the risk of bias.

The data collectors may cook information to hide aspects that may have a negative implication on their performance at the firm. The management too may not want to allow capture of information that paints it negatively or affects their interests.

(5) Analyze and explain how the tools identified could help companies complete their own (internal) research.

A questionnaire is a tool that can be used to gather data in an organization and analyze it to come up with findings and conclusion about a particular issue. For instance, employee satisfaction can be studied by administering questionnaires to the targeted employees to get their views on various issues that relate to their workplace. The information gathered is then compiled and analyzed to identify key findings and arrive at conclusions.

A survey tool can similarly be used to collect data for analysis within a company. This can be done by the management when it wants to research various issues that affect its internal operations. The survey tool entails questions that the participants have to respond to, which are structured according to the objectives of the research study. Surveys are effective for any research; internal or external.

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5 References

Bradley, N. (2013). Marketing research: Tools and techniques (3rd ed.). Oxford, UK: Oxford University Press.

Ipsos. (2018). Survey management, data collection & delivery: Ipsos Observer. Retrieved from https://www.ipsos.com/en/survey-management-data-collection-delivery-ipsos-observer.

Westat. (2018). Retrieved from https://www.westat.com/.