About Penn and Associates, Inc.
Brief overview of services
Penn and Associates provide full-service marketing research. We offer
verifiable mixed-mode (online, postcard-to-website invitations, email
invitations with embedded survey link, and on-site intercepts) data
collection for probability-based sampling. Our research methodology
provides our clients with statistically significant results where
recommendations can be quantifiably projected onto the study
We are committed to providing relevant and reliable marketing
research information to all kinds of organizations. When so much
depends on the truthfulness of honest, accurate, marketing research,
rely on the full-service resources of Penn and Associates, Inc. to
benefit you and your organization.
We conduct marketing research that is free from bias and carefully
designed to better link our clients with their customers.
Areas of expertise
Data collection: Web surveys, intercept interviews, one-on-one
in-depth interviews, focus groups, and secondary source research
services are all available. The methodology that we recommend is
always custom designed, developed, and controlled to ensure a
statistically significant random sample is achieved for our clients.
Evaluations: Many organizations have a wealth of data, but little
or no interpretation of what their information really means. Penn
and Associates provide analysis and trending for such data. We
recommend methods, criteria, and systems for ongoing information
Web survey considerations
Responsive design means that respondents can access web
surveys from any device (desktop, laptop, tablet, and smartphone)
and complete questionnaires at their convenience. With effective
language, logo/name recognition, and effective delivery of survey
invitations, we achieve statistically significant response rates for our
Penn and Associates observe that web-based data collection
achieves a higher percentage of larger organizations than was the
case using traditional methods.
Evolving technologies provide new and exciting platforms that
match the communications preferences of research participants
and, for interested stakeholders, live reporting. Penn and Associates
research analysts are set up for success to write reports from
statistically significant data such that they can make actionable
recommendations and anticipate outcomes of implementation.
Study design begins with problem definition and secondary research.
Penn and Associates design research studies that best meet the
informational needs of our clients. Our clear, understandable
questionnaires encourage and motivate respondents to complete
Penn and Associates provide both quantitative and qualitative
Quantitative research requires large samples. It is more
conclusive than qualitative research and can be used in decision
making. If done with integrity, these data will combine well with
secondary sources and published research reports. Quantitative
research results can be projected onto populations with a specific
degree of confidence (depending on both the sample size and the
percentage of respondents responding the same way to a question)
such that the results would be the same if the entire population had
Penn and Associates' focus group moderators are ethical and
trained to extract insights and details from participants. We
consider that focus groups conducted after quantitative research
provide detailed clarification of any issues raised from quantitative
Penn and Associates recommend sample sizes to achieve appropriate
confidence levels and confidence intervals. A 95% with +/-4
confidence interval is our preference; however, a decision about
sample size is typically based on factors such as time, budget, and
necessary degree of precision.
Penn and Associates can weight single variables or multiple variables
to make answers count the same, even though a variable is over or
under represented in the sample. Weighting can also be used to alter
numbers on rating scales; for example, converting a single-digit rating
scale to a 100-point scale.
Survey data is always checked to identify incomplete, inconsistent,
and/or ambiguous responses. During data analysis, we conduct
extensive statistical testing, such as correlation and comparing "each
response to all," to ensure a random sample has been achieved.
Achieving a true random sample is an essential part of the initial
research design plan that is developed prior to any data collection.
A frequency distribution produces tables of counts, percentages, and
cumulative percentages for all the values associated with all variables.
Measures of central tendency and the normal distribution is assumed in
describing the variability of the distribution. Other statistical tests
utilized by Penn and Associates include regression and correlation
Reporting and presentation
Penn and Associates provide detailed reporting and full interpretation
of research findings. Reports include the following deliverables:
Full report with tables, graphs, quotations and insights from
answers to verbatim questions
Projections for implementing the recommendations
High-level Power Point presentation and discussion of research