What’s What with Who’s Who
Find out what it takes to be a
in Lehigh Valley Business
about this time every year it happens.
Billboard announcements start popping up all over the Lehigh
Valley. And they’re not just any billboards. They look alike in
some way, signifying something very special to the business owners
displayed on them. Well, it’s that time of year again, that time
when we find out Who’s Who.
The Who’s Who in Business Program is in its 21st year of announcing
just who the leaders in Lehigh Valley business are. It’s a fairly
simple concept, yet behind the scenes much is done to ensure the
statistical integrity and accuracy of its results.
How It Works
Each year approximately 600 random and geographically dispersed
telephone surveys are conducted. The respondents are asked who they
feel the leaders are in some 50 different business categories, such
as pharmacies, florists and travel agencies. The respondents are
then asked a series of specific questions about themselves to
provide a demographic analysis for just who is choosing these
Integrated Marketing Concepts of Whitehall, an independent market
research firm, conducted these surveys to ensure the results are
objective and unbiased. Integrated Marketing Concepts specializes in
research for both manufacturing and service-based industries
throughout the United States.
data collection itself is the key to everything,” says Integrated
Marketing Concepts President, Robert Williams. “We use a
standardized set of interview techniques.” Williams says that all
the questions are asked the same way every time. If a respondent,
for example, does not know the name of the business and queries the
surveyor for it, the surveyor will record the question as a
non-response. “There is no prompting,” says Williams, who commented
this is done to help ensure the accuracy of the results.
says they are also very careful to select respondents at random, not
allowing bias to play a role in who is queried and who is not.
is careful to point out that this survey is purely based on the
perceptions of the respondent. “And sometimes perceptions do not
necessarily equal reality,” says Williams. In other words, it has
more to do with recognition of the business, than balance sheets
issues, like which business has the highest annual profits.
The Pay Off
data collection is completed it is edited for accuracy and then
compiled. During the compilation process all the data is run through
what Williams called a cross tabulation process, which matches the
responses up with the demographics. These statistics become a
valuable resource for the category leaders, who receive a detailed
analysis of the demographics. Having this resource in turn helps
these businesses market and manage themselves to their best
So who do you think
the leaders in Lehigh Valley business are? Take a moment to go over
our category list and make your own projections.
The Categories are...
Auto Parts and Supplies
Door and Window Replacement Store
Financial Service Provider
Fine Dining Restaurant
Fuel Oil Dealer
Heating & Air Conditioning Contractor
Home Improvement Center
Home Security System
Temporary Employment Service
Wireless Phone Service