FMR Associates, Inc.

FMR’S QUALITY RESEARCH CHECKLIST

FMR's Quality Research Formula

Objective, Innovative, Affordable methods

Clear, Insightful, Actionable reports

Objective Research

Use the Checklist below to see how FMR’s Objective Research compares to other companies you are using or considering:

		FMR	"The Other Company"

1.	Is the company owned by a (potentially) competitive broadcast company, consultancy, advertising agency or other competitive business?	No	?

2.	Does the company offer other services (such as programming consultation, advertising or telemarketing services) to sell, pitch and/or promote?	No	?

3.	Does the research company have other clients in your market targeted toward your same demographic audience?	No	?

4.	Does the company "farm out" much of its fielding operations so reliability is difficult to control?	No	?

5.	Does the company’s research method “sacrifice” objectivity (to save the company money or headaches) using the rationale that it is “just like Arbitron” (i.e., self-administered music tests)?	No	?

If the answer to any of these questions is “yes,” then the “other company” you are considering may have an Research Objectivity problem and is not equal to FMR’s Quality Research formula.

[ Objective Checklist ] [ Innovative Checklist ] [ Affordable Checklist ]
[ Clear Checklist ] [ Insightful Checklist ] [ Actionable Checklist ]
[ EARS® Quality Checklist ] [ Back to Top ]

Innovative Research

Use the Checklist below to see how FMR’s Innovative Research compares to other companies you are using or considering:

		FMR	"The Other Company"

1.	Did the company actually invent and pioneer the technology (like the EARS® system in 1983 -- the original "dial" system), or just come up with a "recent alternative"?	Yes	?

2.	Are the company’s research "innovations" actually a better way of gathering data (see the EARS® Quality Research Comparison) and not just a "cheaper"/easier way for the company to collect data?	Yes	?

3.	Is a recommended methodology the best for your needs (not the only thing the company really knows how to do)?	Yes	?

4.	Does the company know how to use multi-research platforms to ensure the most valid and reliable results, yielding both qualitative and statistically-projectable results?	Yes	?

5.	Does the company have a track record of service-marked research innovations (like Behavographic® Segmentation, EARS® Music Research or PPM-like real-time content testing)?	Yes	?

If the answer to any of these questions is “no,” then the “other company” may not be as “Innovative” as they would like you to think and is not equal to FMR’s Quality Research formula.

[ Objective Checklist ] [ Innovative Checklist ] [ Affordable Checklist ]
[ Clear Checklist ] [ Insightful Checklist ] [ Actionable Checklist ]
[ EARS® Quality Checklist ] [ Back to Top ]

Affordable Research

Use the Checklist below to see how FMR’s Affordable Research compares to other companies you are using or considering:

		FMR	"The Other Company"


1.	Does its apparent “lower price” sacrifice a “controlled” testing environment - and true projectability - such as “take home, self-administered tests,” self-directed phone or Internet surveys, and/or individually-administered “headphone” tests?	No	?

2.	Does the company require you to commit to a long-term expensive program, including services you may or may not need (or want)?	No	?

3.	Are the company's call-out respondents comprised of a pre-recruited panel of continually re-used respondents (not fresh and randomly-recruited each wave)?	No	?

4.	Does the fee quoted for a project seem “too good to be true”? (And probably is.)	No	?

If the answer to any of these questions is “yes,” then the “other company” may be offering “Affordable” research by taking “shortcuts” that are dangerous for interpretation, can be sabotaged by competitors, and/or are services that are “too expensive” or “too cheap” for your needs; and are not equal to FMR’s Quality Research formula.

[ Objective Checklist ] [ Innovative Checklist ] [ Affordable Checklist ]
[ Clear Checklist ] [ Insightful Checklist ] [ Actionable Checklist ]
[ EARS® Quality Checklist ] [ Back to Top ]

Clear Research

Use the Checklist below to see how FMR’s Clear Research compares to other companies you are using or considering:

		FMR	"The Other Company"

1.	Are reports clearly written with analysis and insight provided for every question, and not just a lot of tables?	Yes	?

2.	Are there specific, supportable recommendations, along with an Executive Summary of Findings?	Yes	?

3.	Is there a personal PowerPoint presentation summarizing the study and its findings?	Yes	?

4.	Do the company’s call-out reports clearly trend and track all previous results in an easy-to-use, clear format?	Yes	?

5.	Do program content studies (like EARS® Morning Show evaluations) offer specific positive and negative elements of execution and specific recommendations to improve appeal based on qualitative and quantitative evaluations?	Yes	?

If the answer to any of these questions is “no,” then the “other company” may not offer the clearest, succinct answers to your research questions and is not equal to FMR’s Quality Research formula.

[ Objective Checklist ] [ Innovative Checklist ] [ Affordable Checklist ]
[ Clear Checklist ] [ Insightful Checklist ] [ Actionable Checklist ]
[ EARS® Quality Checklist ] [ Back to Top ]

Insightful Research

Use the Checklist below to see how FMR’s Insightful Research compares to other companies you are using or considering:

		FMR	"The Other Company"

1.	Do the company’s Format Opportunity studies include projectable (and consistently reliable) Arbitron shares for each alternative tested?	Yes	?

2.	On each project, do you work directly with the company’s research principal who has more than 30 years of perceptual research analysis experience?	Yes	?

3.	Has the company’s focus group methodology been described as “the best in the business” by leading programmers and marketing professionals?	Yes	?

4.	Does the company’s format share projection analysis take into account not only audience appeal (potential tune-in), but also competitive factors and associations, as well as key competitor “vulnerabilities,” as part of its analysis and recommendation support?	Yes	?

5.	Does the company control all of its perceptual research functions, thus providing a complete Dial Analysis and Incident Rate factor that can reliably be used in its analysis?	Yes	?

6.	Are the company’s recommendations based on your project’s findings, including cross-validated questions and market-specific results (and not “gut feel” or “previous market” experience)?	Yes	?

If the answer to any of these questions is “no,” then the “other company” may not be able to provide you the most insightful research findings and is not equal to FMR’s Quality Research formula.

[ Objective Checklist ] [ Innovative Checklist ] [ Affordable Checklist ]
[ Clear Checklist ] [ Insightful Checklist ] [ Actionable Checklist ]
[ EARS® Quality Checklist ] [ Back to Top ]

Actionable Research

Use the Checklist below to see how FMR’s Actionable Research compares to other companies you are using or considering:

		FMR	"The Other Company"

1.	Do the company’s perceptual studies include a complete analysis of all key demographic and "behavographic" variables (such as Arbitron diary-keepers or PPM-panelist types) when suggesting recommended actions?	Yes	?

2.	Are the results of an entire library music test available the morning after the last session in an Excel file - sortable any way you wish?	Yes	?

3.	Can the company’s use of statistical techniques (such as Correlation Analysis) be explained and used in a way that is relatable for your goals and objectives (not just sound impressive or “academic”)?	Yes	?

4.	Can a complete perceptual tracking/music mapping and/or strategic market study be completed in three weeks or less?	Yes	?

5.	Is the company independently-owned with no agenda on how the research outcome or strategic direction will affect other co-owned operating units?	Yes	?

6.	Are the recommendations and insights provided in an Action Plan unique to your station and market (and not just one of the company’s “paint-by-numbers” programs)?	Yes	?

If the answer to any of these questions is “no,” then the “other company” may not be able to provide you the most Actionable research results and is not equal to FMR’s Quality Research formula.

[ Objective Checklist ] [ Innovative Checklist ] [ Affordable Checklist ]
[ Clear Checklist ] [ Insightful Checklist ] [ Actionable Checklist ]
[ EARS® Quality Checklist ] [ Back to Top ]

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