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 population.

Our pledge
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.

Our objectives
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 extraction.

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 clients.
  • 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
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 interviews.

Penn and Associates provide both quantitative and qualitative marketing research.
  • 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 been interviewed.
  • 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 research.

Sample Size
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.

Quality Control
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.

Data Analysis
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 analyses.

Reporting and presentation
Penn and Associates provide detailed reporting and full interpretation of research findings. Reports include the following deliverables:
  • Executive summary
  • Full report with tables, graphs, quotations and insights from answers to verbatim questions
  • Recommendations
  • Projections for implementing the recommendations
  • High-level Power Point presentation and discussion of research