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10 Reason why 12th Member should

be your choice.

Actually Conduct the Research

Sad to say, but some marketing companies masquerading as pollsters will take your money and not conduct any research at all. There are a number of prominent cases in recent years, and several additional cases where the research company owners thought they were in fact conducting research, but where the interviewers got tired of asking questions and just made up the answers. When you start with a reputable research firm, everything follows from there.

Are 100% Transparent

Honorable research companies have integrity, are 100% above board, 100% transparent in all of their dealings. At the highest level, you can find out who owns the research company, and whether the research company has a hidden agenda. On a project-by-project basis, you should insist that every aspect of the project be disclosed, so that once the results are known, other scientists can re-create the project and replicate the results.

Are Run by Scientists, Who Love Science

All science requires the research scientist to tell you exactly what he/she has done, so that if another scientist wants to re-create the project, he/she can. 12th Member discloses each step of its research process, so that others may examine our work to make sure it is free of bias, full of fairness. Others tell you next to nothing. 12th Member goes out of its way to make sure that all sides of a particular issue are able to answer the questions we write.

Are Beholden to None

12th Member is not just an independent research company, it is an apolitical research company — beholden to no cause or ideology, able to work for conservative and progressive causes with equal ease. Many competitors are aligned with one political party or the other, or are in business to promote themselves. These “agenda” pollsters see the world one way. If you want actually to learn something, hire us. If you want to reinforce preconceived notions, hire them.

Are Run by Scientists, Who Love Science

All science requires the research scientist to tell you exactly what he/she has done, so that if another scientist wants to re-create the project, he/she can. 12th Member discloses each step of its research process, so that others may examine our work to make sure it is free of bias, full of fairness. Others tell you next to nothing. 12th Member goes out of its way to make sure that all sides of a particular issue are able to answer the questions we write.

Do Not Make Up the Data

Opinion pollsters can “cook the books,” “put their thumb on the scale,” and in general, manipulate data to say whatever they want. The best research companies won’t do this, ever. The best research companies will show you unweighted data, if asked, and will show you individual respondent data, timestamped, to show the disposition of each “case” in the sample. There should be a clear, replicatable path from each interview to published results. Ask to see unweighted data.

Respect Respondents

The easiest mistake for a research company to make is to forget that research respondents are human beings, with busy lives, who are not sitting around waiting to be interrupted by a 20-minute to 30-minute “barge-in” unscheduled phone call. 12th Member works hard to keep respondents tied up just a few minutes, out of respect for a respondent’s busy life. The best respondents are “normal” respondents, not respondents with nothing else to do but talk to a pollster.

Are Not on One Side of Any Particular Issue

12th Member is fiercely independent. We are not associated with any particular cause or ideology, and this frees us to write fair and unbiased questions. “Garbage-in garbage-out” applies directly to how questions in a research questionnaire are drafted. 12th Member editors, writers and pollsters have combined 60 years of experience writing fair, unbiased, neutral, uncomplicated questions.

Include Hard-to-Reach Respondents

1/3 of American Homes, and more than half of young people, do not have a home telephone. Pollsters must make a special effort to reach these homes. If the pollster does not make a special effort, the survey will be undercounting the young. Ask your pollster point-blank if he/she includes hard-to-reach cell-phone respondents, and if so, how many cell respondents. Ask your pollster to contrast home phone and cell phone respondents.

Are Surgeons, Not Surgical-Supply Warehouses

There is a difference between hiring a surgeon to perform an operation and going to a surgical supply store and buying a scalpel. Many 12th Member competitors want you to operate on yourself. 12th Member is a full-service research firm that works from the first point of contact to ensure that you do not accidentally cut off the wrong limb. A full-service research firm is involved in every aspect of the project’s conceptualization and implementation.

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12th Member

12th Member can trace its roots to the late 90s when founder, Rick Garber, was instrumental in the growth of three investment firms.  During this time, the financial industry was heavily dependent on the use of telephones. Read More

Contact Us

Tel: 315-662-7450
Fax: 315-662-7198
info@12thmember.com
2123 Main St
New Woodstock, NY 13122

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