Market Surveys/Ghost Services

Reduce spend, increase the speed/visibility and control risk

Market Surveys

Our market surveys include marketing research methods such as online surveys, phone surveys, focus groups, executive interviews, depth interviews, and online discussion forums . Market research surveys are often designed for companies and firms to assess customer attitudes and behaviors for building or revising a marketing strategy, and creating a marketing plan. Market and customer surveys can be either qualitative or quantitative.

The primary classification groups for market surveys are qualitative and quantitative market surveys. Understanding their distinction is vital to planning a successful marketing research or public opinion study.


Qualitative market research means "quality." It does not mean "quantity." Qualitative research methods are designed to talk to a relatively few people in the target audience of interest. The purpose of qualitative research is to plumb the depths and range of buyer attitudes and beliefs, not to measure incidence, project, or forecast quantity.

We include qualitative market research methods as "market surveys" because they offer a way to measure the market, again, in terms of depth and range of buyer perceptions and needs rather than quantity. Often market researchers and clients succumb to the temptation to inappropriately impute quantitative implications and projections based on this type of market survey.

The level of professional quality and validity of results in Qualitative market surveys is driven by the design, interviewing experience of the moderator or principal interviewer, and the interpretation of results by the market research consultant or marketing analyst.


Quantitative marketing research designs gauge, describe, and forecast quantity. Using a range of sampling strategies, quantitative market research studies often project results of quantitative market surveys to the entire marketplace. Popular quantitative market survey methods include online surveys, personal quantitative interviews, mail surveys, and telephone surveys.

At MAC Group we recommend the data collection technique -- phone, face to face interviews, web interviews, traditional mail -- according to the research objective, time requirements, and quality control issues at play.

Ghost Services

A carefully constructed series of ghost calls and site visits are one of the best ways to evaluate the effectiveness of your training programs and to improve staff skills and professionalism.

The process works by having us call or visit your company posing as a potential customer. After the call or visit, we provide you with an audio recording of the conversation and a written evaluation that documents positive feedback and offers suggestions for improvement.

Our team works with you to structure each call and visit , so that your specific objectives are met. The process motivates your employee’s to consistently provide excellent customer service to all of your customers and prospects. Customer retention increases as each of your existing customers receives better service.

The audio recordings and our written evaluations provide a reliable source for more effective training. This additional training improves the skills of your staff and helps eliminate problems that result in lost sales. Staff morale increases as your employees become better trained and are rewarded for a job well done.


1. Significantly lowers your risk of lost sales because of poor communication, lack of customer service skills and timely follow-up
2. Motivates your staff to consistently provide great customer service
3. Makes you aware of problems you may have never dreamed were happening
4. Provides you and your staff the feedback they need to improve their skills and performance
5. Gives you a definitive way to evaluate your staff's customer service skills
6. Provides a system for rewarding superior performance and eliminating sub- standard skills and poor attitudes
7. Let’s you know what your customers and prospects already know about you, and helps you pinpoint areas for improvement.

Ghost Services is a tactic proven to increase company profits. The cost of this service is almost nothing when compared to losing lucrative customers. We encourage you to add this low cost, high impact service to your portfolio of wise marketing decisions.