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 11, 2012
Survey research principles can be applied to areas outside of
consumer or B2B market research. This should be no surprise to
readers of this blog. Trade associations are one industry vertical
that is tapping into the attitudes of its members. I recently
participated in a survey of market researchers...read more
by September 26, 2012
There isn’t a marketer out there who hasn’t at one time or another
questioned whether he or she was putting the right messages into
the market. After all it is all about how and what we communicate.
This is true regardless if we are in acquisition mode or focusing
on customer retention techniques....read more
by September 25, 2012
Measuring influence is a common practice in both consumer and B2B
marketing research. Understanding the dynamics of the purchase
process is critical to both effective messaging as well as the
overall design of your sales programs. With that said from the
perspective of questionnaire creation there...read more
by February 1, 2012
Two weeks ago we began to explore how the 7 Habits of Highly
Effective People can apply to the big, wide-world of
training. Today we continue the journey, starting with habit
four.(Curious about what habits one–three look like
through the eyes of training? Check it out!)HABIT #4—Think
Win/Win...read more
by September 15, 2011
Survey data has many uses. As a marketing research professional, I
believe my research is used to make strategic and tactical
decisions to better support our customer experience. However, there
are times when survey results can be used for purposes outside of
the 4Ps. For example, I heard a post...read more
by September 8, 2011
In survey research there may come a time when the problem at hand
requires the survey author to ask questions that are sensitive in
nature. There are many ways to present these questions which honor
both the respondent’s sense of privacy and the intent of the
project. Let’s look at a few of these...read more
by June 21, 2011
Quite often in survey research we will employ questions that are
ordinal or interval in nature. These variables are commonplace in
both consumer and B2B marketing research. Examples include: age,
years of education, income, sales, number of employees, number of
facilities, etc. If these questions...read more
by December 28, 2010
It's important to have a diverse workforce. But when it comes to
employee satisfaction, diversity alone won't suffice. For example,
a survey conducted by the Howard University Center for Accounting
Education (CAE) discovered that, at least in the accounting
industry, African-Americans don't feel...read more
by October 6, 2010
I have been creating surveys long enough to have seen opinions come
and go regarding how best to label scales. In these days of
usability, it is best to consider opening up your toolkit to allow
for different question formatting. We have all seen scales labeled
like: Satisfied ___
___ ___...read more
