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 […]

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 […]

Are Your Customer Relationships Sticky?

There has been a lot of buzz and spin about “customer experience.” Is it just another trendy management fad that helps sell consulting time? Does it apply to my company? Peter Drucker says it best in his landmark book Management: Tasks, Responsibilities, Practices: “There is only one valid definition of a business purpose: to create […]

Paying Employees to Leave

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I am sure many of you have read by now that Amazon pays employees $5,000 to leave.  Technically they borrowed this idea from Zappos.  The idea is once a year you basically have a buy out period and the amount goes up each year by $1,000 with a cap of $5,000.  So after five years, […]

How to Set Up and Manage an Online Research Community

An online market research community (MROC) is a private online space for customers to discuss research related topics on a regular basis. The benefit of a research community comes from the ability to gather constructive, qualitative feedback from a self-regulating, evolving pool of participants. An effective MROC will deploy collaborative tools that allow the community […]

Visualizing Complex Relationships

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The graphic above has been called the best statistical graphic ever drawn. It is Charles Minard’s infographic of Napoleon’s failed invasion of Russia in 1812-1813. It is ultimately a map overlaid with key facts about the campaign. Amazingly, it was published in 1869 – well before the term ‘infographic’ was created. The beige line is […]