RESEARCH FAQ
1.- Why is research important to me?
2.- Why was I contacted by a research company?
3.- Why should I participate in a research project?
4.- How do I know it's research when I pick uo the phone?
5.- Who sponsors research studies?
6.- Who has time for research?
7.- How was my phone number obtained?
8.- How do I know that the information will be kept confidential?
1.- Why is research important to me?
It is not practical, of course, that companies survey every person in your area. We have to select a cross-section of households that represent all the other households like yours that won’t be called. Therefore, your 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. Won't you take 10-15 minutes of your time to be that representative that is heard?
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2.- Why was I 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 legal 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 your opinions on what you like in your viewing, reading and listening. Research studies like this are your chance to give your input on what you read in the paper, listen to on the radio, and see on TV.
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3.- Why should I participate in a research project?
Your household has been randomly selected by our computer program to represent thousands in your 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 your chance to express your preferences on what you 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 uo the phone?
Yours is a good question: many telemarketers start their calls by asking questions, then switch to selling a service or product. A legitimate PICK ONE: (survey / consumer / consumer survey) research company will always start be telling you who they are and why they are calling. If you want to make sure at the beginning of a call whether you are talking to a telemarketer or a research company, 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 we are a research company and not a telemarketing company, let me suggest that you visit our website, www.Scarboroughsurveys.com, or call our toll-free consumer number, 1-800-753-6043. Both places will give you information about the research we do. You can also call Research Industry Hotline at 1-800-887-2667 or visit their website at www.cmor.org.
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5.- Who sponsors research studies?
Our clients are media companies such as newspapers, radio and TV stations, and your answers are merged with hundreds of other peoples' answers. Only your answers at a group level are released to clients.
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6.- Who has time for research?
Your time is valuable, but equally valuable are your opinions about what’s available to consumers. That is why we ask you to take time out of your hectic schedule to talk about what in newspapers/radio/TV is of interest and value to you.
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7.- How was my phone number obtained?
Your phone number was 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 your area to produce the numbers we dial.
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8.- How do I know that the information will be kept confidential?
Your responses are combined with those of other people in your 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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