It is hard to resist the temptation of asking “just one more question” when you’ve got an engaged respondent answering your survey questions online or on the phone. But it is crucial to do so because plenty of research shows that longer surveys result in bad data. Survey respondents may be willing to answer just…
If there is a downside to the success of research in helping organizations make smarter decisions, it is the belief among some business colleagues that research is needed all the time, everywhere, and for everything. It is manifest in an obsessive focus on dashboards, KPIs, analytics, customer satisfaction surveys, pop-up website surveys, net promoter scores,…
One lesson I have learned serving on the board of the American Marketing Association in Chicago is that for most companies, research and marketing can no longer be separated. Why not? Because marketers now deal with immense volumes of data. If they want to make smart decisions and execute campaigns effectively, they need to use…
Election years are a perfect time to learn about (and brush up on) the fundamentals of survey research. Not only are the airwaves inundated with public opinion polling, but methodological experts are called upon to talk about developments and current best practices as new technologies and methods become central to measuring consumer and public opinion…
Many of us in marketing research have been deploying web surveys for over ten years, and web surveys are, by far, the dominant mode of data collection in our industry nowadays. But our techniques and methods are an amalgam of practices adapted from other data collection modes, learned in part through trial and error, and…
In last year’s cliffhanger episode of “Can a Focus Group Save Spider-Man?” we pondered whether market research was powerful enough to save a Broadway show from doom and destruction. After crushing reviews from theater critics, the producers hired a market research firm to help them rewrite the show. Guess what? It worked.
Given how common mapping capabilities have become via the Internet and smartphones, it is surprising that we don’t see more geographic mapping in market research. Researchers nearly always look at customer demographics, and a key component of a person’s demographic profile is where he or she lives. This data is far more compelling if you…
Even if you are not involved in political polling, it is worth paying attention to the methods and best practices of political pollsters. One reason is that few other areas of research offer a way to completely validate one’s methods. Pollsters are using sampling and survey methods to predict the behaviors of a much larger…
If you have never done the hard work of interviewing your customers (or potential customers) by phone for surveys or in-depth interviews, you should. It will give you deeper insights into your critical business questions than any expert analyses about buyer behavior, marketing trends, or business best practices. If you HAVE done the hard work…
We recently received and reviewed an excellent book summarizing practical findings from academic marketing research. It is called Consumer Insights: Findings from Behavioral Research. It is published by the Marketing Science Institute and we highly recommend it. Why is it so good and useful for corporate researchers and marketers? It provides a quick overview of…