Staying on Point: The Art of the Invite Part 2

If you have crafted a subject line that is compelling and mitigates any potential trust issues, then it is up to the invitation to convert them from prospect to survey respondent. Opening the invitation is the job of the subject and from lines. Getting the prospect to move forward and click on the...read more

Getting to Know You

I heard a recent episode on NPR that referred to the importance of social media for promoting “mom and pop” businesses. It has been a long held belief of mine that smaller organizations, even solo practitioners, can benefit from the analytics practices that larger organizations. After all data is...read more

Getting the Clickthrough: The Art of the Invite – Part 1

Let’s face it, qualified respondents who have nothing better to do than to complete our survey accurately, truthfully and in a timely fashion are a rare breed. In today’s crowded email inbox our survey invitations are competing for attention – of course that assumes they didn’t receive a one-way...read more

Merging the Streams of Market Research and Business Analytics

As a trend watcher in the IT space I have noticed a consistent drumbeat over the last few years. CIOs and their interest in analytics and business intelligence has been consistent if not increasing. This makes perfect sense as companies realize they need to leverage both internal and external data...read more

Scales Based on Multiple Response Questions

Not all scales in market research need be of the Likert, Semantic Differential, or Constant Sum variety. They don’t have to involve Bayesian theory like the extensions of Maximum Difference Scaling do. In fact, sometimes the simplest approach truly is the best. The multiple response format is a...read more

The Final Four: Ways to Collect Data in Survey Research

When we strip away the glamor, the surveys we create and administer are nothing more than data collection platforms. Novice researchers may focus on basic question types, but as we expand our skills the more astute researcher realizes there are many ways to capture data through the questions asked....read more

Sorting the Wheat from the Chaf: Determining Significance in Survey Data

As market researchers it is our task to sort the wheat from the chaff. Whether the data is from a survey or customer transactions it is our function to extrapolate meaning and educate those who can do something with it. When we dig into the details underlying our data we are often confronted with a...read more

Uncovering the Sins of the Top Box Score

There comes a time when a direct marketing piece catches your eye. I was cleaning out some files recently and came across a white paper that covered one of my favorite topics - the use of the top box as a measure for conveying scale scores. If you are not familiar the top box score is the sum of...read more

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
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