by May 10, 2013
Ok so just what is a Likert scale anyway? If you have been in
market research, or any form of survey research, for any length of
time you have no doubt come across the ubiquitous Likert scale and
its strongly agree to strongly disagree framework. In the years I
have been involved in constructing...read more
by March 19, 2013
As consumer insight professionals we are often tasked with
assessing how our consumers and prospects make a choice when
selecting a product or service. This is not an easy task regardless
of whether your focus is consumer or B2B market research, but there
are several ways to reach the end. A recent...read more
by November 16, 2012
The world of B2B and consumer marketing research is filled with
horror stories of products that have gone into the market with a
name that could only be characterized as an anchor. In this case
one that weighs down sales potential. Numerous examples of naming
snafus have been documented, especially...read more
by October 15, 2012
Surveys, be they for consumer or B2B marketing research, are all
about choices. Sometimes it is best to force the respondent to pick
one choice, other times we as survey creators need to give the
respondent more room to breathe. This in short means allowing them
to select multiple options. The...read more
by August 27, 2012
One of the key roles researchers play in both consumer and B2B
marketing research is that of advocate for the voice of the
customer. We fulfill this role with both quantitative and
qualitative data collection, including social media analysis. Given
that the pace of information is increasing what can...read more
by July 5, 2012
I have spoken recently about the ills of multi-collinearity, also
known as having variables that are highly correlated with each
other. This happens quite often with survey data, especially data
generated through consumer or B2B marketing research. The primary
concern surrounding multi-collinearity...read more
by June 12, 2012
Recently we examined the nature of correlation. If you are involved
in consumer or B2B marketing research then sooner or later you will
examine the nature of the relationship between multiple variables.
In quantitative research, correlation analysis seeks to assess the
linear relationship between...read more
by May 18, 2012
The choice is yours as the survey creator. How we phrase a question
impacts our ability to gather feedback and conduct survey data
analysis. I was reminded of this recently when looking at a
question regarding annual spend per employee on training. There are
two basic options we as survey authors...read more
by May 10, 2012
There is a fine line between requiring respondents to answer a
question thus avoiding missing data, and pushing them to a place
where they decide to exit the survey before completion. As the
survey author you have the ability to specify whether or not a
question is ‘required’ or alternatively a...read more
by May 3, 2012
Last Friday, National Tell a Story Day, inspired this month's
Throwback Thrusday because survey reports and analysis is just
that: Telling a Good (Compelling) Story. Whenever you tell a story,
you have to start by setting the stage. The same is true with
research reports whether you're working on...read more
