BACKGROUNDING
Backgrounding involves meeting with our clients to:
- 1. Determine the strategic uses of the information generated by the study
- 2. Define the characteristics of the individuals who should participate in the study
- 3. Develop a list of information needs that can be translated into a valid questionnaire:
KDR believes that the Backgrounding step is the most important step in the research process. We assist clients in focusing on strategically relevant information that should be translated into the questionnaire. We guide clients away from “wouldn’t it be nice to see if” research to topics that are relevant for our client's needs. Steps in the Backgrounding Phase are shown below.
Backgrounding Step 1: Refine study objectives | Discuss strategic uses of results
Meetings will be held with clients to finalize study objectives and to discuss how the study results will be used strategically to enhance the needs of the client. The main weakness with most market research is that the client is not ready or willing to make changes based on results. This first step and others throughout the Backgrounding Phase are designed to make sure that our clients are prepared organizationally and politically to act on results of the study.
Backgrounding Step 2: Define Research Targets/Prioritize Research Targets
We will discuss possible research targets with our clients and discuss how much of the research effort (dollars) should be allocated to each research target. For example:
* What percentage of research dollars should be spent on non-members?
* What percentage of the research effort should be spent on young members?
* Which potential segmentation characteristics are most critical for organizing and prioritizing the research effort?
While these decisions can be made in isolation by the researcher or our client, experience shows the our clients’ inside knowledge and KDR’s strategic thinking, marketing and strategy experience, and market research expertise combine to make better decisions regarding research effort allocation vis-à-vis strategic objectives and strategic uses of results. These and other research design issues will be discussed and resolved during this step in the research.
Backgrounding Step 3: Examine organizational priorities and constraints
Backgrounding will include discussions about political and organizational culture constraints that can affect study methodology and strategic uses of final results. KDR will also make it a priority to thoroughly explore previous studies and information generated by our client.
Backgrounding Step 4: Critique value of various data collection techniques
While telephone surveys remain the “gold standard” within the survey research world, online research is gaining favor. Kerr & Downs Research specializes in both types of data collection. We will discuss the advantages and disadvantages inherent in each data collection method and work with our client to select the optimal approach.
Backgrounding Step 5: Compare scope & sophistication of different data collection approaches / analyze cost-benefit relationship for different approaches
We will present alternative research designs during the final part of the Backgrounding Phase. We will ensure that our client completely understands tradeoffs that exist between cost and various elements of the research design such as sampling process, sample size, etc. During this discussion we will not lose sight of budget constraints, research objectives, organizational biases and constraints, and strategic uses of study results.
Backgrounding Step 6: Operationalizing Backgrounding
The Backgrounding Phase will include meetings with our client's staff at our client’s offices or other venues selected by our client. If necessary, some of the Backgrounding can be conducted via telephone meetings. The process normally takes one to two days.