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Process Guidelines
The following are flow charts which represent the general research process in four parts:
Backgrounders
Creating Concepts
S&F believes that, in its optimal form, a concept goes well beyond the statement of an idea. A concept must communicate a compelling end-benefit - or a solution to a problem - in language that a consumer can understand, internalize, and relate to emotionally. More Info »
Correspondence Maps
Surveys & Forecasts regularly integrates correspondence analysis (CA) into its work because it is so powerful. CA is a data reduction and mapping technique that utilizes cross-tabular (i.e., aggregate-level) data as its primary input. More Info »
TURF Analysis
TURF is an acronym for "Total Unduplicated Reach and Frequency". In a research context, TURF provides estimates of market potential (i.e., number of users reached and/or their frequency of usage). More Info »
Statistical Tools
S&F uses a comprehensive collection of commonly used statistical tools for consumer and industrial marketing research. More Info »
Services Home
Statistical Services
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