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When you need to know!

Bob has 27 years of business and market research experience. He previously worked for another research firm from 2004 to 2009 managing business development and client relations. His responsibilities included the development and design of market research programs and new business acquisition. Bob has extensive business experience with both for-profit and non-profit entities and has managed several multi-million dollar businesses, divisions and departments. He also has a background in market research, marketing, sales and technology. Bob founded and ran his own software development and consulting firm from 1985 to 1998.

Prior to joining his previous research company, Bob held the positions of Managing Director of Weekly Publications for Woodward Communications, Inc. (WCI) and Associate Publisher of the Dubuque Telegraph Herald. Previously he served as General Manager of Specialty Publications for WCI and held the position of Associate Manager of University Book Stores at the University of Iowa where he helped the operation grow four-fold.

Bob holds his Bachelor of Arts in Business from Loras College and serves on several for-profit and non-profit boards including:

He has also served on the board for:

He is currently President of the Rotary Club of Dubuque and serves on the Executive Committee of the Dubuque Sports Commission.


Perspective that only experience can bring

Information without perspective is just data. Our team and methods provide the important next step: context. This perspective puts the information in context and provides a more holistic environment in which to put the findings to work in your organization.

AVR research consultants offer a combined 160 years of research and business experience to apply to client projects and we look forward to doing the same for your next study.

Maude Dornfeld came to Alta Vista Research with more than 15 years of experience as a market research practitioner. Her specialties include new product development, brand tracking, customer satisfaction and loyalty measurement, program evaluation and direct marketing. She is skilled in advanced quantitative methodologies such as choice-based conjoint, logistic regression, and times-series analysis/forecasting. Her responsibilities at Alta Vista include technical oversight of proposal preparation, formulation of sampling plans, design of survey instruments, advanced data analysis, the development of research reports, and the composition of study recommendations and conclusions.

Previously, she worked as a research director at Vernon Research Group in Cedar Rapids, Iowa serving clients primarily in advanced engineering, building products and consumer goods. She also acquired extensive expertise in the automotive industry and targeted marketing while employed at marketing research firms in the Detroit, Michigan area.

Dornfeld earned her Bachelor of Arts in sociology from Macalester College in Saint Paul, Minnesota and her Master of Arts with doctoral studies in sociology from the University of Minnesota.


Jan is a communication and public relations professional with over 25 years of experience in public relations, advertising, marketing, corporate, employee and media communication, and training. She has taught communication courses at the college level and frequently speaks to area groups on communication-related topics.

She holds a bachelor's degree in speech communication from Iowa State University and a master's degree in public relations from the University of Northern Iowa.

Jan has led and been involved with community visioning projects, strategic planning, as well as marketing and business plan development.

Jan is a member of the Public Relations Society of America, and is involved as a volunteer with Junior Achievement, Hills & Dales Child Development Center, the American Heart Association and the Women’s Leadership Network.


Len Decker comes to Alta Vista Research with more than 20 years of experience as a manager of market research projects for a wide variety of clients including businesses, non-profit organizations, social service agencies, and educational and health care institutions. His expertise includes project development and management, survey design, and data collection. He is experienced in both quantitative and qualitative research methodologies and has strong organizational skills for executing projects in a timely fashion. His responsibilities at Alta Vista Research include oversight of ongoing projects and collaboration with appropriate research principals from beginning to completion of a study

Previously, he worked as director of the Center for Business and Social Research at Loras College in Dubuque, Iowa. Currently, he is also a member of the faculty of the Department of Criminal Justice at Loras.

Decker earned his Bachelor of Arts in sociology from Loras College in Dubuque, Iowa, his Master of Arts in sociology from the University of Nebraska at Omaha, and his Ph.D. from South Dakota State University.


Dr. Parks has extensive experience in social research, both for business and social topics. Kate Parks is trained in both quantitative and qualitative methodology, both through her graduate training at Texas A&M University and through numerous research projects since.

Kate is fluent in various statistical techniques including OLS regression, logistic regression, count regression (including Poisson models, negative binomial models, and zero-inflated models), hazard modeling, and multi-level modeling (including hierarchical linear and nonlinear modeling). She also has training and experience in survey construction. Additionally, she has studies demographic methods and related topics which provide an excellent background in research methodologies.

In addition to quantitative research, Dr. Park's training also includes qualitative methods including grounded theory, participant observation, and face-to-face interviewing.

Kate received her undergraduate degree from Loras College ('98) with majors in Sociology, History, and German. She completed her Ph.D. in Sociology from Texas A&M University in December 2007.



Morgan has a background in business and calling operations. She holds her B.A. in Business from Loras College and provides essential assistance in project management, secondary and primary research efforts.

Morgan has managed both quantitative and qualitative data collection, as well as recruiting and conducting focus groups - both in our facilities as well as others.

Previously Morgan was involved in a call center operation in the Chicago area and has excellent technical and analytical skills.

Morgan is actively involved in her church, is an avid, award-winning runner and, along with her husband Luke, just welcomed their first child in the spring.