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 […]

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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

Kano

Kano Surveys Explained

Looking for a way to identify must haves, delighters and don’t need to do requirements – and are Likert scales just not doing it for you? Try a Kano survey. There is a scene in the movie Fiddler on the Roof, when the Rabbi is asked who’s right about an argument between two villagers. One […]

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Using iPads to Survey Amusement Park Visitors

Like many companies, Cedar Fair Entertainment Company had traditionally done surveys the old-fashioned way – with paper, pencil and clipboards.  Mike Iott, Cedar Fair’s Market Research Manager, had to hand-create 12 reports monthly, one for each of Cedar Fair’s regional amusement parks. This year Mike successfully transitioned Cedar Fair’s in-park survey program from paper to […]

Van Westendorp Price Sensitivity Meter

How to Set or Adjust Pricing Using the Van Westendorp Price Sensitivity Meter

Few things are as important as setting the right price for your product or service. The Van Westendorp Price Sensitivity Meter is one way to hone in on the right price. The “meter” is actually a very clever survey method which consists set of four questions asked of members of your target market. The questions […]

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Review of Salesforce: Throw Away Your Prospect Spreadsheets

This post might be a little outdated for some of you, but I know that there are many small marketing research agencies out there that are still maintaining their client and prospect lists in Excel.  I know because I’ve been there, I’ve lived it, and I’ve talked to some of you who are still living […]

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 […]

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All Hail the Humble Median

At the 2013 Inbound Marketing conference, Nate Silver said, “The average is still the most useful mathematical tool ever invented.” I agree that it is powerful, but I would argue that in fact it is the median that is the most useful mathematical tool ever invented. This lesson was brought home to me as I […]

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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How to Use Facebook for Market Research Surveys

It’s an understatement to say that there’s tremendous interest in using Facebook for market research.  Indeed, among the most popular posts on Research Access is one written last year by Survey Analytics‘ CEO Vivek Bhaskaran, entitled “Social Media Research – Using Facebook for Survey Invitations and Market Research.” What not everybody realizes is that companies […]

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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 […]

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A Primer on the 4 Data Types You Can Collect in Your Market Research

Making a business research questionnaire is no big deal, but making one that successfully derives the information that is actually required by the business to improve its practices is something not every person can do. One of the things that help make an online survey more effective is the understanding of the different types of […]

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Recruit Your Own Survey Panel

Sometimes a survey panel is exactly what you need — and for that, you can use any number of panel providers such as Peanut Labs or EMI. But sometimes, a panel can be overkill and just too expensive for your project, in which case, it’s a good idea to have recruited a panel of your very own. […]