Old Marketing Poltergeists: They’re Ba-a-a-a-ack!

Old Marketing Poltergeists: They’re Ba-a-a-a-ack!

A couple of weeks ago we highlighted the top tier marketing research priorities identified by a select group of corporate executives who are members of the Marketing Sciences Institute, and who represent the corporate-user side of marketing research.  Every two years they vote on where to direct the institute’s research funds for academic research. Not…

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Finding Insights in Virgin’s Data

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…

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Top 5 Picks: Best Articles on Market Research

Versta Research just hit a magic number: 100.  That’s the number of articles we have written to help our clients and their colleagues keep abreast of important trends in market research.  If your market research supplier is not providing ongoing thought leadership in design, methods, and analytics, then what are the chances they are bringing…

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Entrepreneurial Advice: Rethink Your Research

Executives who lead entrepreneurial firms have dramatically different attitudes about market research from their counterparts at larger established firms, according to a recent study from Saras Sarasvathy, an associate professor of business administration at the University of Virginia. The study suggests that entrepreneurs are more focused on immediate and practical questions that will help them…

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Sampling for Concept Testing and Innovation

Many assume that rigorous market research always works with random samples or probability samples.  This assumption is not true.  There are many studies that require purposive sampling instead.  Purposive sampling involves finding people with specific characteristics or qualities, even if they do not fully represent the whole population, because these specific people can provide unique…