ARCHIVED Annual Report 2001-2002

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Details of Public Opinion Research

Research Methodology

Research Methodologies Utilized for Public Opinion Research

Public opinion research projects utilized a variety of research methods. Quantitative research methods (telephone surveys in the vast majority of cases) accounted for nearly $10 million and represented 46% of the total number of custom research projects. Projects that utilized qualitative research methods, such as focus groups and in-depth interviews, represented 35% of all research projects but only 25% of total costs. It is worth noting that, for the most part, qualitative research techniques tend to be less costly compared to quantitative research methods, although the results of the former cannot be extrapolated to the general population. Another 15% of all custom research projects, in terms of the number of projects, utilized both quantitative and qualitative research methods.

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