Concept Testing: Which Path to Choose

Testing 1,2,3 Online survey platforms have enabled both B2B and consumer market researchers the ability to conduct concept tests with a greater degree of ease than found in previous generations. Gone are the days of filling auditoriums to test commercials embedded between pilot TV shows. This more

Avoiding the Yes Men

As market researchers, and survey researchers in general, it is our job to ensure the instruments we create are as free of potential bias as possible. This is accomplished through diligence in survey and sample design. Yet, as hard as we try it is often difficult to avoid all forms of 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 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 more

Question: Are Your Samples Representative?

For both B2B and consumer market researchers the question that lies in the back of our minds is to what degree is our sample a reasonable measure of the population(s) we are interested in? All aspects of our projects can be spot on, but if the respondents do not form a representative sample then more

Running Out of Time

The sands of time are running low or so they say. When it comes to time we as consumer and B2B market researchers are being asked to do more with less. This must be the new normal. However, do you spend much time thinking about our respondents and the time commitment we ask of them? I would more

Q and A is Every Researcher's Job

Incentivized panels are a fact of life for consumer and B2B market researchers. As we look for new and innovative ways to meet our sampling needs many of us have turned to panels to fill our project goals. The majority of these panels incent their members for response. Research bodies such as more

Using Invitation Forwarding to Grow Your Responses

As winter winds its way down and spring looms on the horizon, I was reminded recently of a sampling technique used in the old days that has taken on a new spin. It used to be called snowball sampling. Just as a snowball gets bigger as it rolls down the hill, this form of sampling builds up more

Charting a New Direction with Research

One the primary purposes of marketing research (both for consumer and B2B market research) is to mitigate risk. Often I am asked what I do for a living and invariably my response is I quantify executives gut feelings. This is exactly where market research as a function needs to be. When we bring more

How representative is my sample?

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 more
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