The following are some common questions and/or concerns that we often
hear from respondents. If there is a specific question and/or concern that
you did not find listed, please contact us.
Q. What is Nichols Research, Inc.?
A. We are an independent marketing research company. We conduct focus
groups and market research studies to collect public opinions.
Q. What is a focus group?
A. A focus group is a qualitative marketing research technique where a
small group of people participate in a discussion that is lead by an
experienced moderator. It is an opportunity to express ideas, or
concerns, in an open forum without the tight structure of a
questionnaire. "What would you like?" and "What are your needs?" are
types of questions you might hear.
Our clients, from major corporations to advertising agencies, request
us to assemble groups and individuals to participate in a wide variety
of research projects. The information gathered from these projects
impacts future decisions and product introductions, as well as
influencing policies and social issues. No proprietary information will
At no time during this discussion will any attempt be made to sell you
anything, nor will you be contacted for a sales call as a result of
your participation in this opinion research.
Q. So what's in it for the focus group participant?
- Normally participants receive a gift or an honorarium to offset any expenses incurred as a result of volunteering to participate.
- This is an opportunity to meet others in your field or people
who share your interests.
- You will be able to discuss issues of shared concerns.
- Respondents repeatedly tell us that they find our research
groups to be interesting and enjoyable.
- You can make your opinions count for something.
Q. What is a market research survey?
A. Market research surveys are the best way for manufacturers or
service organizations to learn consumers' attitudes or opinions on
Q. How do you conduct a survey?
A. By contacting people just like you, usually by phone.
Q. Why do you ask for my name, address, and phone number?
A. We need this information so that a supervisor could, if necessary,
call or write to confirm that the interview was done correctly. To be
sure that our information is correct and valid, we must ask for your
name and address. We also use this information to mail you a letter of
confirmation and a map for the project that you are to be involved in
and to ensure good demographic representation. This information will
be kept in the strictest of confidence.
Q. Why do you ask personal questions about family and work?
A. Your background has a lot to do with your choices of products and
services. We ask questions about these things to help us determine who
is buying or selecting certain products.
Q. What's the gimmick? What are you selling?
A. There is no gimmick. We unconditionally guarantee that no one will
ever try to sell you anything as a result of taking part in one of
our surveys. We only want your honest opinions.
Q. Do my opinions really make a difference?
A. Definitely! Many new products/services and product/services
improvements are a direct result of our research with people like you.
Most people that participate in our surveys tell us that they really
enjoyed themselves and that they appreciated the opportunity to make
their opinions count.
Q. Why do I need to tell you my age or income?
A. We simply need to obtain a cross-section of people so that we are
certain to represent each age and income group of the general public.
This information is compiled strictly as a statistic and never
associated with your name. We often have quotas by age, gender,
income, etc. to ensure adequate representation of various groups.
Q. What is the study about and what will I be doing?
A. Many times our clients do not tell us the subject matter so that we
may obtain your unbiased opinions.
Q. What will I get out of it?
A. Because we realize that your time is valuable, you will receive an honorarium or gift to offset any expenses incurred as a result of volunteering in the research.
You will also directly influence better products and services by giving your opinion.
Q. Who are you doing this for?
A. We are an independent marketing research firm. We conduct research
for manufacturers, service organizations, advertising agencies, as well
as many other types of companies and industries. Our clients usually
request anonymity to ensure that the research remains unbiased.
Q. Where did you get my phone number?
A. There are several ways that we obtain phone numbers. You or your
spouse may have filled out a database form indicating that you would be
interested in doing marketing & opinion research projects with us or you
may have been referred to us by someone. We also use random computer
generated lists of phone numbers and we occasionally use numbers from
the telephone book.
Q. I'm on a do-not-call list. Can I report you?
A. Congress has exempted marketing research companies from the laws that
regulate telemarketers because they recognize the value of your opinions.
Your opinions are important to us.
Q. What's the difference between you and a telemarketer?
As researchers, we simply want to ask your opinions about products and
services you use. Telemarketers attempt to sell you something.
We never sell anything.
Would you like to see some more information? Your participation in a
legitimate marketing or public opinion research survey is very important to
us, and we value the information you provide. Find out more about your
as a respondent and what a focus group is all about.