Pricing is one of those tricky P’s that we speak of in marketing. Getting the right price can add serious coin to the company’s bottom line. Missing the mark could lead to lost sales, lower earnings and the proverbial albatross around the neck of being the “high” price player. So, can marketing...read more

As a fact of daily life we are confronted with choices and options. Some of these decisions are easy to make and take little of our precious time. However, there are those decisions that take considerable time and resources to resolve. As survey researchers we put our respondents through choice...read more

As I have mentioned before randomness can be a very useful tool in survey research. Online survey platforms such as Cvent allow the survey designer to add a level of randomness to the question design process including: Randomize categories within a question to prevent order bias (there is an...read more

I’m goin’ mobile as Pete Townsend once sang. The trend toward all things mobile continues to cruise down the highway unconcerned by high gas prices. Does this mean market research should follow along? I say so with a cautious yes! Why the caution you ask? When we go mobile we should do so with open...read more

In a previous post we examined the fundamentals of Likert scale development. In case you missed it, Likert survey questions are designed to measure attitudes using a five or seven-point scale agreement scale (e.g. strongly disagree to strongly agree). These scales and their derivatives continue to...read more

In the voice of the customer world it is our role as market researchers to listen and follow through on what the customers are saying. Quite often this puts us in the position of ‘middle men’ between the customers and internal groups (e.g. sales, marketing, finance, customer service, etc.)...read more

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

As someone involved in B2B market research I am intimately aware of the fact that survey response is a function of the questions we ask and the overall length of the survey. Other factors affecting response, both response percentage and the quality of the data, include the engagement level of the...read more

Online survey platforms, such as Cvent, offer the user a wide variety of tools designed to maximize the user experience. After all isn’t that what we are looking for…an engaged respondent that provides truthful and enlightened responses? With that said it amazes me how many surveys go out that do...read more

Just who we are is a question that has been asked by philosophers since time immemorial. Market research professionals are no different than those wise men from ancient Greece in this regard. Our task is to create an understanding of the consumer’s mind in which we can shape our brand positioning...read more