Archive for the ‘market research fieldwork’ Category

Articles

Consumers aren’t computers

In customer insight,market research,market research fieldwork,questionnaire design on October 31, 2013 by sdobney

Looking through some data for an academic survey into American citizen’s beliefs in conspiracy theories the other day, it was striking that the academic in question had failed to screen out some odd or strange answers including some deep inconsistencies and some very dubious key pressing patterns. With everything online it’s easy to forget humans provide the answers.

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Articles

Combining telephone and web interviewing

In conjoint analysis,market research,market research fieldwork on January 30, 2013 by sdobney

We’ve become so used to web-based interviewing that it’s easy to forget that just a few years ago telephone interviewing was the major means of collecting data for market research surveys. The switch to web has been so rapid that many telephone fieldwork companies are now struggling. However, we’ve also seen situations where response rates to, say, email invites from a companies own lists have dropped dramatically. For some business-to-business research telephone has come back into fashion, but this time we can use combined phone and web (web-assisted telephone interviewing).

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Articles

Sampling for volume

In market research,market research fieldwork on May 7, 2012 by sdobney

In general, in market research studies the aim of the sample is to represent the market. That is we try and take a list of consumers or customers and ask a random sample of them to take part in the research. In practice, the ‘list’ may be people found on the street, or by door-knocking or from random digit telephone dialling, or from an online panel often with the aim of a 1 in N type sample. However, in markets that follow the 80:20 rule (and that could be most), sampling by volume could be more effective.

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Articles

Sample care and management

In market research,market research fieldwork on April 20, 2012 by sdobney Tagged: , ,

In consumer markets, the art of getting a sample is likely to be equivalent of trying to take a teaspoon of water from a lake. The size of the sample relative to the population is very small. So when using DIY survey techniques, the risk of disaffecting customers by a poorly designed research survey is relatively limited. If, as is the danger with internally designed questionnaires, you’ve run people through an overlong dull, internally focused set of questions with too much jargon, which fails to reflect respondent’s own needs and concerns you will only have annoyed a small proportion of your potential market, but in B2B…

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Articles

Respondent quality and consistency

In market research fieldwork on October 7, 2011 by sdobney Tagged: , , ,

Having just finished processing another survey, the issue of respondent quality came up again. This time with regard to an online panel, but it comes up on all types and modes of surveys and is a core part of checking data in (at least it should be). Read More »