Versta Research Post

Killer Quotes from Research Respondents

One way you can make a research report really pop is to carefully select and edit quotes from the people involved in the study.  For qualitative research, that means pulling quotes from transcripts of in-depth interviews, focus groups, online bulletin boards, social media, etc.  For survey research, it means pulling quotes from open-ended questions that…

Versta Research Post

Why You Need a Partisan Pollster

In an op-ed column two days ago, Stuart Rothenberg, a prominent political (and non-partisan) commentator argued that partisan pollsters (those who work directly for either Democratic or Republican candidates) do a better job than presumably objective third party pollsters.  Why?  Because they have to get it right.  Their campaign strategies depend on it.  Quoting Mr.…

Versta Research Post

Bad Decisions with Better Graphics

Does data displayed in charts and graphs, rather than tables, lead to better decisions?  Not according to the latest research reported in this month’s Journal of Marketing Research. The authors looked at various types of biases that creep into business managers’ decisions when based on data presented to them.  They did this by conducting experiments…