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Origins

Decision Resources Ltd. (DRL) is a full-service market and research firm. DRL was incorporated in 1983 in order to fill a void in the market and research industry that left many suburban municipalities and school districts, as well as corporations with few resources for understanding the opinions of the markets they served. Since its inception, DRL has served clients across the nation in the private, public, and political sectors, including corporations, municipalities and state governments, financial institutions, religious organizations, business organizations, school districts, and non-profit organizations. The firm's main offices are located in Minneapolis, Minnesota.

Serving & Servicing

As a full-service firm, all word processing, duplication, printing, sample selection, interview tabulation, and computer analysis are undertaken on-site. All telephone surveys are conducted at the DRL phone bank located in Saint Paul, Minnesota. Local in-home and elite/specialized interviews are administered by company personnel. Computer analysis is obtained from our in-house MENTOR computer system, augmented with SPSS for Windows, to insure both access to the most current statistical analysis programs and confidentiality of the data set.

In large part, DRL owes its success to a commitment by President Bill Morris and his partner Diane Traxler to understand each market they serve by maintaining personal contact with clients and custom forming surveys to meet the specific needs of the community, corporation, or organization. With almost 40 years of combined experience in market and opinion research, Diane and Bill know the industry inside and out, and they know how best to serve their clients efficiently and effectively.

In order to complement their demonstrated research and statistical experience, Morris and company increasingly commit themselves to educating the public about surveys and dispelling common myths about their validity. In order to make numbers reflect the opinions of real people, Morris thinks of data interpretation as "the art form behind the science." Thus, when the Star Tribune or Pioneer Press asks him to interpret some numbers for them, he provides a commentary that any reader can understand but that does not gloss over the complexities of the issue.

Staff

The company is composed of forty full-time and part-time employees. The main principals of the firm possess extensive backgrounds in marketing, public affairs, survey research, and statistical methods. This cross-disciplinary background allows DRL to approach research problems from many different perspectives, and to evaluate potential strategies from a myriad of theoretical bases.