Frequently Asked Questions

  1. What is marketing research?
  2. What is a focus group or group discussion?
  3. What is the role of Herron Associates, Inc. in the marketing research process?
  4. Who is the client?
  5. What is the difference between marketing research and telemarketing?
  6. Is my information shared with others?
  7. What are my responsibilities as a research participant?
  8. What if my contact, demographic, or usage information changes?
  9. Why are there restrictions regarding how often I can participate?
  10. Why am I asked a “standard security” question or questioned about the occupation of my family members?
  11. Why can’t my family and friends participate with me?
  12. Can I call in to participate in a research study?

What is marketing research? Back to Top

Marketing research is a profession that provides information and opinions on products and services to manufacturers and service providers.

Researchers are the link between the users of the products and services and the companies who provide the products and services. This process aids in the development of new products and services, and provides helpful information for improving existing ones.

What is a focus group or group discussion? Back to Top

Typically, it is a group of 8 to 10 individuals with certain usage traits in common. These individuals, along with a leader or moderator, discuss their opinions and experiences about a given topic. The session is interactive; each person is given the opportunity and is expected to share their opinions and experiences.

Example traits in common for participants include users of generic dish soap, all owners of “X” make of vehicle, visitors to quick service fish restaurants, or decision makers for office printers.

What is the role of Herron Associates, Inc. in the marketing research process? Back to Top

We recruit individuals to participate in the research and provide facilities necessary to complete the process.

Our clients typically conduct the actual research in facility. Respondents are typically talking with a representative of the client during the research.

Who is the client? Back to Top

Most client sponsors are not revealed. They are typically large corporations with the desire to include their customers and/or the general public’s opinions in the design or improvement process of their products and services.

Comments and ideas discussed or discovered during the group discussion or interview become the property of the client. They may use this information in the decision making process, advertising, packaging, or product design.

What is the difference between marketing research and telemarketing? Back to Top

There is a big difference! The only commonality is the name “marketing”.

  • Opinion and marketing researchers simply want to ask your opinion. Marketing research is gathering information and you will NEVER be asked to purchase an item.
    For certain research methodologies, you may be asked to make a purchase as part of the research process. In these cases, you will always be reimbursed.
  • Telemarketers want to sell you something.

Laws pertaining to the Telemarketing Industry:
Congress has passed laws that regulate the telemarketing industry. These laws regulate the activities of telemarketers while exempting most types of research.

Unsolicited Fax Laws:
Marketing research is exempt from laws pertaining to unsolicited faxes.

Is my information shared with others? (i.e. Privacy information) Back to Top

All personal information obtained is ONLY for the purpose of selecting you for possible participation in an opinion research study. It is NOT shared with anyone not involved in the research project. We value our respondents and appreciate your willingness to participate. It is not in our best interest to betray your trust.

We set guidelines with our clients and request they not ask you for contact information during the process of the interview or group discussion, and that they not contact you independently of Herron Associates, Inc. We encourage you not to provide this information to clients in facility if asked.

What are my responsibilities as a research participant? Back to Top

Our job is to provide our client with respondents who meet the specific criteria they seek. Participants are required to meet the following conditions to be eligible for participation:

  1. Be honest and answer truthfully to the best of their ability.
  2. Participate in the group discussion or interview by engaging in conversation or answering questions.
  3. Arrive on time, no later than the agreed appointment time, or call us to cancel or reschedule.
  4. Enjoy the activity and information sharing process, and receive monetary compensation for doing so.

It is important to note that individuals do not have a “right” to participate in a research project. Our clients contract us to provide them with individuals who meet specific criteria for them to make informed decisions. Research participation is voluntary and individuals are compensated if they meet the above criteria and complete a study at our office.

What if my contact, demographic, or usage information changes? Back to Top

Complete the research participation form on this Web site or contact our Corporate Office at (317) 882-3800.

Note: if you complete the changes on the Web site form, you will need to enter responses to every question. This record will override your existing file.

Why are there restrictions regarding how often I can participate? Back to Top

Some projects include restrictions regarding frequency of participation. This is decided by our client and can be driven by their desire to include those familiar with the research process and/or those who are not.

Why am I asked a “standard security” question or questioned about the occupation of my family members? Back to Top

It is important to include general opinions and those who are not biased. That is someone who has a favorable or unfavorable opinion based on their occupation.

For example, we would not want to include a fast food restaurant employee if we are evaluating a new sandwich that is coming out at another fast food restaurant. We would not want to include a bank employee if the topic is bank mergers. These individuals’ occupations would impact their opinions or how they view the topic.

Why can’t my friends and family participate with me? Back to Top

Most studies have the requirement that respondents are not related or known to one another. This allows a larger segment of the population to be represented and prevents bias in comments made by respondents due to personal influence by others in the room.

Can I call in to participate in a research study? Back to Top

We do not accept call-ins for research participation unless you are responding to an advertisement, email, or phone call and have a reference/project number. This is a quality control check to ensure that we are meeting our client’s participation requirement and limiting the frequency of participation by individuals.

If you have not been contacted recently, contact us at (317) 882-3800 to be certain we have your most updated information in our database.

“Thanks, Herron. Your dedication and perseverance on our study really made a difference.”
– Maddy Wolf, Premium Solutions