Hendershot Research Consultants (HRC) is a marketing and advertising research company offering clients a full range of services from questionnaire design to final report. For 25 years, HRC has ensured that the data is collected according to research standards and presented in a comprehensive format easily used by managers and executives. HRC has assisted many corporations and organizations with their research objectives (i.e. to identify potential markets, to determine satisfaction with a product or service or to determine the best advertising media). HRC has the capability to conduct research studies using various research methodologies-on-site focus groups, online focus groups, online questionnaires, telephone interviews, in person interviews, direct mail and intercept interviews. Since 1987, HRC has been conducting research studies in both consumer and industrial markets. Specific research has been completed in the following sectors: banking, education, media, hospitals, retail, automobiles and government. Studies have also been conducted for associations to determine members' satisfaction. HRC believes in providing optimal service to meet clients' time frames while ensuring that the quality of the results are maintained.
Since associations rely on the support of their membership, it is very important that associations have an updated measure of members' level of satisfaction with the services provided, their current needs and awareness of issues relating to their profession. Other information obtained could be members' level of interest in attending a conference or event or suggestions for improvements. Surveys conducted with association members typically have a high response rate as a result of the level of involvement with the association. Therefore, these types of studies can be conducted with a higher number of respondents at a usually lower cost in comparison to others. Research has been conducted for associations in the dental, automotive, medical and managerial areas.
Studies have been mainly conducted for universities and colleges in comparison to the high school level. Opinions have been obtained from faculty, support staff and students towards the services provided by the educational institution. Specific factors such as tuition, residence costs, government grants, computer resources, class size etc. can be evaluated. Attitudes towards student services provided can be measured such as health services, recreation, fitness and counseling. In addition, corporate image research can be conducted with a random sample of residents in a specified geographic area to determine the perception towards the educational institution. Corporate image research could also be conducted with other outside groups such as the business community. Research has also been conducted to determine the reasons why some students are not returning to the educational institution.
HRC has conducted numerous research projects for clients in the area of manufacturing (e.g. boilers, workstations, computer technology, heating and cooling systems, vehicle paints). These companies can have locations and customers throughout North America. Research objectives include: unaided and aided awareness measures of competitors, satisfaction with current supplier and the reasons for their level of satisfaction, importance of specific factors in the decision-making process (e.g. price, warranty, delivery), roles of decision makers, likelihood to consider using another supplier and suggestions for improvement. HRC staff has extensive experience in conducting research with a variety of corporate personnel (e.g. Presidents, General Managers, Finance Directors, Human Resource Directors, Operations Managers).
Studies have been conducted for dealerships to determine advertising awareness and market share information. With the addition of the internet, potential vehicle purchasers have changed their methods of searching for information about vehicles. Both the new and used vehicle markets have been impacted by this technology. The consumer has an opportunity to become more informed about the vehicle they are purchasing and comparison shop for prices. HRC has on-line capabilities to measure changes in the decision process of purchasing new and used vehicles.
Numerous research studies have been conducted for municipal governments to determine their attitudes towards existing municipal services. Attitudes towards user fees have also been evaluated. Research has been conducted for the Economic Development department to determine the market potential for new businesses planning to relocate. HRC has conducted numerous election polls at the federal, provincial and municipal levels. This type of research is usually conducted in specific political geographic boundaries. Research has been conducted to determine which issues are most important to the community (unaided measures) and the importance rating of a list of specific community issues (aided measures). In addition, other research has been conducted to measure attitudes towards government restructuring and attitudes towards municipal taxes.
HRC has conducted research studies for newspapers to determine attitudes of their readers (e.g. single copy, subscription). For the past 10 years HRC has conducted election polls for The Hamilton Spectator which also addressed issues of importance in the community. Research has been conducted for several radio stations in Ontario. Radio research can include the following objectives: market share, number of hours listen to a particular station on a weekly basis and preference for specific styles of music. Research studies can also be addressed to potential listeners to determine their preference for specific styles of music and likelihood to switch to another radio station. HRC has conducted numerous research studies with advertising agencies to determine the effectiveness of an advertising campaign. Research studies have also been conducted with a series of advertisements to be tested prior to the advertising campaign.
HRC has conducted research studies for large financial institutions. The main objectives of the research studies were to determine attitudes towards financial products and services (e.g. mortgages, RSP). Research in the banking/finance industry can be conducted to assess customers' attitudes towards a product and to assess the level of satisfaction with their service representatives. Other objectives can be to determine whether respondents would recommend a particular financial institution, the reasons why they switched and their likelihood to continue using their current financial institution. Levels of satisfaction can also be measured for respondents who have used services such as telephone banking, internet banking, debit card, ATM. New banking concepts can also be tested as part of the research process. For past customers, research could be conducted to determine why they switched to another institution and the likelihood for them to return to their previous financial institution.
Given that health care is consistently one of the top three most important community issues, it is important to have research information from the community about the services provided by their local hospitals. HRC has conducted research for several hospitals in Ontario from random samples of residents in the surrounding community. Examples of the information obtained was awareness of the services provided, awareness of proposed changes in the system and attitudes towards user fees. Corporate image studies have also been conducted to determine the perception of the current health care services. Other studies have been conducted to address the major shortage of medical personnel
It is very important for Non-profit and charity organizations to understand the perceptions and intentions of their current and potential donors. Research studies have been conducted with random samples to determine awareness of the organization, familiarity with the services provided, likelihood to provide a donation, the reasons for their preference and issues that are important in the community. Past donors have also been interviewed to determine the reasons why they were no longer donating to the particular charity. Attitudes have been measured towards newsletters and promotional brochures to determine that the information provided was effective, clearly understood and complete.