Resources for the Research Community
How the Customer’s Path to Purchase Has Become More of a Winding Road For years now, the customer journey has been discussed via the model of a funnel, through which customers would travel through various stages (awareness, consideration, evaluation, and purchase, generally). Using a funnel model meant that marketers accepted that customers traveled in a […]
Portions of the following are excerpted from, The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions, by David F. Harris. The Framework for Writing Questionnaires My purpose in writing this book is to provide a user-friendly, comprehensive guide for planning and writing questionnaires. This book offers a framework for writing […]
When you analyze and report survey results, focus on the story you want to tell – don’t assume the questionnaire’s structure is the best for analysis. A properly designed questionnaire provides a narrative thread that conversationally moves the respondent from one question to—if possible—another closely related question, abruptly changing topics as few times as necessary. […]
Portions of the following are excerpted from Qual-Online The Essential Guide: What Every Researcher Needs to Know about Conducting and Moderating Interviews via the Web by Jennifer Dale and Susan Abbott. Published under license from Paramount Market Publishing, Inc. This post is an edited extract from Chapter 10, “Extended-Time Moderating Online.” No matter how good your online discussion […]
Not since the invention of online surveys has something sparked the imagination of our industry like Infographics. Sure, we haven’t mastered the art of making them, and we aren’t quite sure how to define them. Yet most of us know a good infographic when we see it (or think we do). I want to take a few […]
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 […]
This post might be a little outdated for some of you, but I know that there are many small marketing research agencies out there that are still maintaining their client and prospect lists in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 […]
On March 19, 2015, the esteemed Annie Pettit of Peanut Labs led us through a brief but insightful presentation on data quality lessons from the survey design perspective. As researchers who are actively engaged in survey implementation, we want to ensure that the responses we are collecting are as accurate as possible. This requires a […]
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 […]
As project timelines and budgets shrink, outsourcing some research operations to lower cost providers becomes more and more attractive. I experienced this first hand a few years ago as I developed a relationship with Annik in India. What I learned from that experience is that creating a successful outsourcing relationship takes time, as there can […]
