What is Research?
By answering the questions of legitimate survey researchers, you make your opinion known to the people who have the power to make the changes you want. You influence the type of products developed, the quality of customer service you receive and much, much more. Through your involvement, survey research has been able to make your life easier and more enjoyable.

CMOR has designed this portion of our website to inform you about the research process, your role in it, and of the various types of misuses and abuses of the research process that you may encounter. If you would like further information on any of the following issues, please email CMOR at information@cmor.org.

What is Survey Research?
Survey research is a legitimate and scientific process of acquiring data and opinions from the public. Researchers seek to determine the public's opinion regarding products, issues, candidates, and other topics. Such information is used to develop new products, improve services, influence policy, and is used by health care providers, the government, airlines, private businesses and others. The survey research process is key to improving or maintaining the quality of life.

Survey research provides the goods and services that you want. Since researchers cannot interview everyone, you may represent thousands of people like yourself that have similar opinions and preferences. This is your chance to be heard. Researchers are trained to listen to the voice of the respondent.

Researchers are respectful of the participants' right to privacy or non-participation. Survey research companies will never divulge your identity, personal information or individual answers unless you specifically give them permission to do so. Researchers may combine the data with other public sources of information, such as census data or motor vehicle registration, to view trends or relationships, understand attitudes or behavior, determine product or service awareness, or follow-up on customer satisfaction and loyalty.

Survey research is a complex task with skilled people trained in the many techniques. There are many ways that marketing research data can be collected: by phone, mail,
in-person and Internet.

Research clients are typically large national companies, government agencies, and institutions who know that listening carefully to consumers is important to their success. Typically, interviewers cannot divulge the client sponsoring these studies for several reasons. For example, researchers often help clients with new products that must remain confidential until these new brands are commercially introduced to the public. Also, knowing who sponsored the survey might bias your answers to our questions. Interviewers only reveal the sponsors of studies when they are instructed to do so.

These are exciting and changing times. How the products and services change is up to your participation in surveys. Your opinions do count!

If you would like further information on survey research, please email us at information@cmor.org.