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Posted by Sherman Whipple on January 13, 2000 at 19:01:45:
In Reply to: Why choose online survey companies posted by bill on January 13, 2000 at 12:19:20:
You know, this is a great question and the answer is near and dear to the heart of every research professional - not just those with a specialty in on-line surveys. In fact, this same answer applies to any professional practitioner whether it be a doctor, attorney, carpenter, writer or photographer. Why go to a professional and pay an arm and a leg when you can do it yourself and save all that money?
The answer is you shouldn't. It would be wasteful. If you can do it yourself, have the time, are confident in the results, and fully prepared for the consequences, then go ahead - Do it! You don't need our permission or approval. Nor, will any of us be offended, resentful or feel threatened or unwanted.
You will be in good company. The vast majority of businesses rarely, if ever, use professional researchers. They do it themselves, using secondary, in-house, canned survey packages, or simply subjective (personal) observation and experience. Not only is there nothing wrong with this, but in terms of the normal, day-to-day operation of their business, this is the very best practice. This is good management.
So, this being the case, why would anyone in their right mind spend thousands, or tens of thousands in the case of my company and others, to conduct professional research? The answer is quite simple, we are here when a business has a problem, or is faced with critical decisions where a mistake or inaccurate data could cost them their job, their businesses, or their stockholder's investments.
You hire professionals to eliminate risk, when the consequence of failure is unacceptable, when you need to leave nothing to chance, when your back is to the wall and its time to s**t or get off the pot. You hire us and pay our outrageous fees, in spite of all the abuses and misinformation about our work, because, as a profession, we are not only damn good at what we do, but we are the only reliable source for independent observation, objective external data and factual information. This level of research is beyond the reach of all but the largest businesses with an established range of multidiciplinary research capabilities, and even these businesses, more often than not, go to outside professionals for critical information.
The bottom line is that there is no reason to pay the high cost of professional research if it exceeds either the anticipated benefit, or the potential loss from inaccurate findings, but in those occasions where these circumstances do apply, professional research is not only the best value going, it is the only game in town.
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