High quality standards are critical to the success of a research project. But as a moderator friend of mine recently discovered, the best service doesn't always come from the highest-priced facility. 

My friend was hired to conduct focus groups in a major Midwestern city, so he gathered cost proposals from seven facilities. After we discussed the hard figures, I asked him for his opinion of each of the facilities.

The numbers and my friend's assessments proved beyond a doubt that it pays to shop around when booking a focus group facility. In the market we looked at, the highest-priced facility wasn't the best choice. 

The chart compares the seven facilities' rates for room rental, recruiting and videotaping, in addition to their overall rates. The lowest rate in each category is represented by the figure 1.00; the other numbers reflect each firm's rates in comparison. So, for example, facility D offers the cheapest room rental; facility B is twice as expensive.

Clearly, the cost differences among the facilities are considerable. As we had expected, room rental fees varied widely. The oldest facility in the market had the cheapest room rental, but the highest-priced units were neither the newest nor the best appointed. The most expensive facility charged almost double the fee quoted by the one my friend ultimately chose to use (C).

Recruiting rates also varied considerably. The highest-priced recruiting weighed in at more than double the price charged by the cheapest. Recruiting is critical to the success of a project, but my moderator friend has found marginal correlation between cost and quality.

As for videotaping, my friend noted, the more expensive facilities did not explain why they charged more. Nor did they detail the additional benefits. If any, clients received for their money. 

In this instance, the moderator chose to hold the groups at facility C because, quite simply, he felt that it was the best in the market - despite its relatively low price. The facility was of excellent quality, his previous recruiting experience with the facility was positive, and he believed the videotaping would be adequate.

As the example shows, it's important for those seeking research services to thoroughly evaluate as many providers as possible. Here at QMRR, we try to help you do that by providing comprehensive directories that list all of the research providers we can find. With the exception of our directory of moderators, there is no charge for listings in any of our annual directories. The upshot is that readers have more choices when looking for research providers. And as my moderator friend's experience shows, having more choices usually means you get better value for your research dollar.

We are proud of the information we provide, and we will continue to produce the best possible directories. As always, please let us know if there are ways we can improve them.