Versta Research Blog

Versta Research Blog

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Versta Research is a marketing research and public opinion polling firm that helps you answer critical questions with customized research and analytical expertise.

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Versta Research Blog

Explore industry trends, research methods, and tips for your own research projects in the Versta Research Blog. All opinions are our own, and some may change over time.

First time reader? Check out the Best of the Blog for the most popular posts from almost 10 years of blogging. We’re glad you’re here.

Versta Research Post

Bridging the Quantitative-Qualitative Gap

The summer 2010 newsletter from Versta Research focuses on how to bridge the gap between quantitative research and qualitative research, whether it be market research or academic research.  Both methods give rich insights, and both offer compelling ways to summarize and communicate data.  But rarely does each method draw upon the strengths of the other.…

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Versta Research Post

Cross Cultural Survey Guidelines

We are currently engaged in a research project for a client in South Korea, so issues of cross-cultural communication are top-of-mind for us right now.  Whether we rely on translations, or whether we speak the same language as our clients and respondents, it is important for researchers to understand differences in how people think and…

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Versta Research Post

Can Tweeting Replace Polling?

The idea that online panel surveys can replace telephone surveys ruffles feathers among my colleagues at the American Association of Public Opinion Research (AAPOR). So what would they think of using Twitter posts as a substitute for phone surveys? The idea seems crazy, but as reported in Science, researchers at Carnegie Mellon University have found…

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Versta Research Post

Trouble for Phone Surveys: Nobody Talks

In the old days (decades ago), phone surveys had limited utility because many people had no phone service in their homes.  When that changed, phone surveys became ubiquitous because they allowed researchers better control over the process.  Data quality improved.  Now increasing numbers of people have moved to cell phones only, which has been a…

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Versta Research Post

Of Lust and Tracking Studies

Today, an industry colleague (another owner of a market research firm) said to me, “We all lust after those big tracking studies.”  For most market research firms, tracking studies are attractive because they involve big samples, multiple ongoing deliverables, and multi-year commitments, all of which means predictable, ongoing (and usually substantial) revenue. At Versta Research,…

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Versta Research Post

More Research on Phone vs. Online Surveys

Another article was just published in the Spring 2010 issue of Public Opinion Quarterly exploring data quality differences between online surveys and phone surveys. The findings were based on a lab experiment in which subjects completed survey questions either on a computer or over an intercom system with an interviewer. Doing the study in a…

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Versta Research Post

Don’t Do Research in Your Sleep

A colleague in market research once complained to me that he felt bored and unchallenged by all the client satisfaction and loyalty research he was doing, claiming he had mastered it to the point that he could do satisfaction and loyalty research in his sleep. I was struck because I could not think of any…

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Versta Research Post

How Long Should a Survey Be?

Asking people to fill out long, tiresome, and boring surveys is a scourge of the research, polling, and survey industry.  (Another is asking them to fill out a survey every time they interact with you — see There Are Too Many Surveys.)  Asking people to fill out long surveys teaches them to avoid surveys in…

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