by April 17, 2013
Survey research can be used to assess the attitudes and opinions of
virtually any group or sub-group. Most of my work has been in the
areas of consumer and B2B market research, but from time to time my
focus has shifted toward surveying employees. This makes perfect
sense as our employees are the...read more
by December 3, 2012
The question that lies in the back of any researcher’s mind centers
on what degree is their sample a reasonable measure of the
population of interest? All aspects of the survey project can be
spot on, but if the respondents do not form a representative sample
then all bets are off for the quality of...read more
by November 5, 2012
When it comes to metric data you have the ultimate flexibility in
the analytical strategy you can employ. Examples of metric data
include population, age, years of education, income, monthly sales,
etc. Certain forms brand awareness and customer satisfaction
measures can also be considered metric....read more
by October 17, 2012
When we create a scale to measure consumer attitudes, be it for
consumer or B2B marketing research, we have a choice in how we
create the scale. One of the first questions to ask ourselves is
how many poles should be used? By poles I mean how we specify the
end points for the scale. The two common...read more
by October 16, 2012
We are a busy society. There seems to be less and less time for the
smaller things. This is one trend that is negatively impacting
survey response rates. This is a trend in both consumer and B2B
marketing research. Unless you are lucky enough to survey a rabid
fanbase then response rates will always...read more
by October 15, 2012
At one point we all learned our ABCs. With the pace of change
currently increasing in the marketing research world we are now in
need of a refresher. In this case the A and B refer to the concept
of A/B testing and the C is the outcome of that test, better known
as the Champion. A/B testing has long...read more
by September 7, 2012
Do you remember your first time? Well if it was your first kiss
then I hope you would remember. In this case I am referring to
first time you became a customer of (fill in the blank). How you
feel about your first experience with a new retailer, vendor or
other company plays a large role in...read more
by August 23, 2012
Summer is often thought of as the travel season with families
taking their annual vacations. Of course travel and tourism occur
throughout the year and are a significant input to the both US and
the broader global economies. The industries that make up the
tourism sector are keen at paying attention...read more
by August 20, 2012
Should we step to the right or step to the left? There are times
when questionnaire design seems a bit like a dance step. Every
researcher during his or her career has asked themselves if they
should start a series of scaled questions with the high number (or
most positive response) closest to the...read more
by August 8, 2012
As I was sitting in my acupuncturist’s office today it occurred to
me that as a business they need to market themselves in the same
fashion that a leading CPG brand or service provider. The adage of
“If you build it they will come,” may have worked in the movies,
but in today’s congested marketplace...read more
