Merging market research data streams

As a trend watcher in the IT space, I have noticed a consistent drumbeat over the last few years. CIOs and their interest in analytics and business intelligence have been consistent if not increasing. This makes perfect sense as companies realize they need to leverage both internal and external data sources to better compete in […]

Latest Articles

Hey there…have you heard of me?

In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer. Awareness should be measured in two ways – unaided and aided. Unaided awareness is […]

Census Regions – What it means for Hispanic Sample

Census Regions

Census regions are probably the last thing you think about when procuring Hispanic sample. Language, acculturation, and country of origin are likely at the top of your list. However, census regions are linked to all of the above. The Hispanic population distribution in the U.S. is considerably different than the rest of the population. For […]

Sampling and Other Considerations for Mobile Research

In a prior post I highlighted an interesting statistic – for any given project market researchers can now expect up to 40% response on smartphones. This percentage will continue to increase. The question then becomes one of what do we know about mobile responders and can this be applied to our sampling plans? First and […]

Three keys for designing effective mobile surveys

mobile surveys

At the recent MRA Corporate Researchers Conference the training organization Research Rockstar presented a course on designing device agnostic surveys. The trend is clear that more and more surveys are being taken on smartphones and tablets. Desktop computers still account for the majority of responses, but for any given project market researchers can now expect […]

Top 2 Box Score – Avoid the Pitfall

Recently when giving my desk a much needed cleaning I came across an article by Jerry Thomas with the firm Decision Analyst. His whitepaper focused on the use of the top two box score as a measure for conveying scores to survey scales. The top box score is the sum of percentages for the top […]

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“How To” Posts

Alphabet - Antique Block Letters, Isolated on White. Letter Y.

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 […]

broken household light bulb isolated on a white background

Don’t Let a Concept Test Kill the Concept

A traditional concept test is often used to predict the success of a new product or service idea before going to market. Unfortunately, many really novel concepts would not have been well received if subjected to the typical “go/no-go” quantitative test. Think about some of the things we use today that were not immediately embraced: […]

Econometrics for Dummies book cover

Econometrics for Dummies

The following is an excerpt from Econometrics for Dummies. Published under license from John Wiley & Sons, Inc. Econometric techniques help you make estimates about economic relationships. For example, you can use your knowledge of economic theory to predict that having more disposable income leads to increased consumption for normal goods, but you need econometrics […]

Big Data

What is “Big Data,” and What Can I Do About It?

There are a lot of buzzwords out there in market research, and Big Data is one of them. I’ve been hearing that term everywhere. I’m proud to announce that Research Access is partnering with GreenBook to bring you a webinar to help you understand Big Data. This is the first in a series of webinars […]

Seven Moais looking towards sea in Easter Island

7 Secrets to Designing a Great Usability Test

Usability testing is a great way to get a close-up look at your audience’s perceptions and expectations, but if you don’t have a lot of experience setting up user tests it’s easy to make mistakes or simply leave things out. Doing so undercuts the value of your testing and wastes both your time and that […]

Steps

Missed the Discrete Choice Conjoint Webinar? Never Fear.

Today Survey Analytics held a very well-attended webinar entitled, “How to Run Discrete Choice Conjoint Analysis.” Missed it? Never fear. Click this link for a copy of the webinar video and slides. The webinar recording will help you understand: What discrete choice conjoint analysis is The theory and logic behind discrete choice conjoint analysis When to use […]

Touchscreen smartphone and Earth globe

Global Mobile: It’s Here, But Are Your Surveys Ready?

The ubiquity of mobile devices has opened up new opportunities for market researchers on a global scale. Think: biometrics, geo-location, presence sensing, etc. The emerging possibilities enabled by mobile market research are exciting and worth exploring, but we can’t ignore the impact that small screens are already having on market research. For example, unintended mobile respondents make up about […]

Ghetto

How to Increase Product Development Success with Ghetto Testing

In the movie Field of Dreams, Kevin Costner plays a farmer living in rural Iowa, who hears a voice while walking through his cornfield; “If you build it, he will come” (often misquoted “If you build it, they will come”) and sees a vision of a baseball field.  Kevin’s character Ray Kinsella plows under his corn […]

Novelist writing a book on a typewriter

Use Multiple Text Boxes for More Productive Respondents

A perennial problem with open-ended survey questions is that respondents are lazy. It takes time and effort to think of good answers. And if the survey is self-administered online or on paper, it takes time and effort to write them out. But there are several things a savvy researcher can do. One of them is […]

back-to-school

MR 101: Validity and Reliability in Surveys

Confession: I don’t have formal training as a market researcher. I came to market research late in life by way of my training in information technology and computer science, and it’s something I’ve had to study – and continue to study today. And trust me: I’ve studied a lot in my life, and learning about […]

OSLogos

Think Beyond iPad for Tablet Surveys

Researchers, when you read about companies equipping their employees with iPads, I know you’re dreaming about beautiful, feature-rich, touch-based surveys for the B2B market.  In fact, this type of tablet-based survey is already being done today by the likes of SurveyPocket and others. You need to start thinking beyond just the iPad, though.  The corporate […]