Excerpts from the New Book: Web Survey Methodology

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Portions of the following are excerpted from Web Survey Methodology by Mario Callegaro, Katja Lozar Manfreda and Vasja Vehovar (2015). London: Sage. Web surveys appeared soon after the Web was launched, at the beginning of the 1990s, and today they are the prevailing mode of survey data collection. With them, it has become very easy to […]

Latest Articles

Buyer Journey or the Buyer Cycle?

Life Cycle on the Mechanism of Metal Gears.

According to many marketing posts and newsletters, one of marketing’s primary focal points is, or should be, the Buyer (or Customer) Journey. By focusing on the Buyer Journey, however, I think we may be making things much harder than they have to be. To be successful in following the Buyer Journey, marketers need to maximize […]

Survey Length vs. Data Quality

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What does survey length have to do with data quality? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. […]

Case Study: Do Cheap Swiss Watches Affect Attitudes Toward Rolex?

Branding Issues Brand managers for luxury brands such as Rolex often find themselves in tricky positions. When the C-Suite of a company decides that they want to expand their consumer base by offering cheaper versions of their flagship luxury products, it carries a huge branding risk. A brand manager is immediately tasked with maintaining the […]

The Qual Sandwich For Researchers Who Are On No-Carb Diets

A Ham, cheese, tomato, lettuce Sandwich

Once upon a time, when most market research projects took three to six months to complete, we would often sandwich large quantitative studies between two slices of qualitative research. First, we would do focus groups to understand the language of the customer and to learn their attitudes and behaviors in their own words. Then we […]

The Origins of Marketing Research

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Have you ever considered the origins of marketing research? Recently I’ve been pondering this. Some professions, such as construction, have been in existence since the dawn of civilization, meeting the basic human need of shelter. The (relatively) recent rise of the computer programmer marks its starting point in the early 1980s with the advent of […]

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“How To” Posts

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Data Visualization Lesson 1: Examine the Y-Axis

Editor’s Note: Today I am pleased to introduce you to a new regular contributor to Research Access, Dr. Dana Griffin.  Dr. Griffin will be starting off by doing a series of lessons on data visualization, beginning with today’s entry.  It is incredibly easy to draw erroneous conclusions from data that is presented visually. Nowhere has this […]

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Conjoint Analysis Myths

The use of conjoint analysis methods has increased over the years in different industries, and as Chris Chapman, from Google, indicated in his presentation at the 2013 Sawtooth Software Conference, this family of techniques has been successfully used to: Determine feature preference Predict market share Find unmet needs in product portfolios Determine likely response from […]

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Avoiding Confirmation Bias

One of the key skills in the sphere of market research and consumer insights is avoiding bias in the research. As we know, bias is a result of subjectivity. It’s the personal subjective lens used to view the world and is often based on certain intrinsic parts of character (gender, race, age, etc.) as well […]

Apple iPhone Dueling Samsung Galaxy

How Samsung Outflanked Apple Using Social Media Research

An excellent case study demonstrating the value of social media research has emerged from an unlikely source: the Apple vs. Samsung patent dispute. Documents shared as part of the court case reveal some fascinating information about how the two companies were thinking about social data in 2013. It shouldn’t still bear saying in 2014, but […]

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The N in Text Analytics: Text Mining with Different Sample Sizes

Each day we’re counting down our Top 12 blog posts of 2014. Coming in at #12 is this interview originally published April 17. I recently had the opportunity to interview Tom H. C. Anderson, the founder of Anderson Analytics, about his ongoing application of text analytics to market research. Q: What’s the process for optimally […]

How to Choose Among Market Research Conferences

How to Choose Market Research Conferences

Market Research Conferences are Proliferating It used to be there were just a few major market research conferences every year. The decision about which ones to attend was pretty easy. Not anymore. Market research conferences have proliferated in a big way. Why? In a word – money. The conference business is big business. Well run, […]

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Evaluating Survey Quality

Most of the surveys we analyze and report on are ones we planned and conducted ourselves. But what about when you are assessing surveys conducted by others? How do you evaluate their quality and filter the information they provide accordingly? I decided to ask that question of someone who evaluates others’ surveys for a living. […]

TURF Analysis

How to Do TURF Analysis

Springtime is here! What better time to dust off your tools, including a nifty but underutilized method called TURF Analysis? No, I’m not talking about something in your yard or garden. I’m talking about the market research analytical technique called TURF Analysis. TURF is an acronym which stands for “Total Unduplicated Reach and Frequency.” TURF […]

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What To Expect From A Focus Group

We asked some of our favorite bloggers to provide us a “lost gem” – a great article that deserved wider response than it received the first time it was published. We wrap up our series with this piece by Lisa Steckert, which was originally published here on May 3.   If you were to ask […]

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Rewrite Agreement Scales to Eliminate Acquiescence

Agreement scales, measuring how much the public agrees or disagrees with a particular idea, are one of the most popular types of questions. Unfortunately, they are also one of the least reliable types of questions. Since respondents tend to exaggerate their actual agreement, other scales should be used instead. In fact, over 100 separate studies […]

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Data Visualization Lesson 6: The Ultimate List of Dos and Don’ts

As part of this Research Access lesson series, we’ve explored best practices in the art and science of data visualization.  Here, I round out that discussion with the ultimate list of dos and don’ts: Dos: Start with purpose.  Before you select a data visualization tool, take a moment to put in words what you hope to show […]