QUANTITATIVE Overview of Role/Value   When larger, more projectable samples are required, MRI has extensive experience in the design and analysis of quantitative market research studies.   Quantitative research is appropriate for a wide range of needs. These include concept evaluation and product testing as well as measuring target audience awareness, attitudes and behavior. It gives clients the opportunity to learn how many people use a product or service or have interest in a new product concept. In addition, it is often used to measure the size and importance of segments that exist in the marketplace, to identify a potential opportunity, and to estimate product or service viability.   Methodologies   The selection of the most appropriate quantitative methodology is driven by many factors including the type of information needed, confidence level required, target sample availability/reliability, length of questionnaire, timing and budget restraints.                                      Quantitative methodologies used by MRI include:                               • Telephone                            • Online surveys/Internet panel surveys                            • Mail                            • Omnibus tracking surveys                            • Mall intercept In the end, good data analysis and report preparation is the most important piece of a quantitative study. All too often, research organizations prepare reports without any consideration of a client’s unique needs or preferences. The MRI philosophy is to prepare data analysis, reports, and presentations that are not only objective focused, but also insightful and relevant to the clients’ needs and wants.