Creating Categories from Open-end Responses

It is an alchemist’s blend of art and science when it comes to qualitative marketing research. The analysis of open-ended questions found on most surveys is indeed a qualitative endeavor. At its core this is an iterative process, even with the use of text analytics tools such as OdinText. Where do...read more

Know Your Rows and Columns: How to do a Cross Tabulation Analysis

Data can be analyzed in numerous ways. There are a few go to methods that every researcher needs to be proficient with. The tool of choice for diving into survey data is the crosstabulation. There are fancier multivariate techniques, and those have their place, but for everyday use the crosstab is...read more

Keep it Short and Simple: A Guide to Respondent Engagement

My interest as of late as turned to surveys that support employee loyalty, however, today’s topic applies just as well to consumer or B2B market research. As a research professional I find it useful to keep my feet on the ground and participate in surveys where feasible. This keeps me grounded in...read more

Sliding Down the Funnel

Following up on a previous post regarding measuring awareness and familiarity there are other questions that need to be addressed if we are to create a funnel. Why a funnel you ask? Funnels are commonly employed in brand tracking studies. This form of research requires a structured questionnaire...read more

Awareness Questions in Surveys

Hey there…have you heard of me? In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to...read more

How Does My Sample Compare to Reality: Ensuring Representative Samples

When it comes to sample selection we want to ensure that our respondents are representative of or look like the population of interest. How do we make sure this is the case? A keystone method in market research is to use Census data as a point of comparison. This is especially true in consumer...read more

How to Make Your Survey Data Easier to Understand and Act On

Data is really having a moment right now. Not only has “big data” become a regular buzzword in business circles, data scientists are in high demand, and companies are becoming more reliant on analytics to make decisions. We're expected to know our consumer, employee, and attendee preferences better...read more

New School Ad Testing with Market Research Surveys

The old school for ad testing involved bringing large numbers of people of various demographics together and showing them ads embedded in pilot television show. This was coupled with two surveys, a pre-exposure survey and a post-test assessment following the programming and ad exposure. Enter the...read more

True Love? 3 Survey Questions to Measure Passion (from Customers and Employees)

This Saturday is Valentine’s Day, which means that obvious and sometimes expensive proclamations of love—greeting cards, roses, chocolates, jewelry—will be everywhere. Whether you celebrate the holiday or not, you can probably agree there are different levels of observation among those that do. Some...read more

Compare Your Survey Sample to US Census Data with Data Ferrett

The US Census is the go to source for data which allows us to compare our sample to larger populations to ensure representativeness. The Census Bureau has created a tool in Data Ferrett which will make this process significantly easier for market researchers to employ. Any discuss of...read more
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