A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at. ...
Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as impo ...
Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs s ...
Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in marke ...
The expert desk researcher can quickly and inexpensively dig out data from a wide variety of sources to answer many of the questions that need to be asked. So, what are the best and most effective resources to use? ...
Keeping your employees satisfied is crucial. This paper explores some of the theories about employee satisfaction at work and looks at approaches to measuring and addressing the issues raised. ...
This paper considers the subject of forecasting and scenario planning, one of the biggest challenges faced by marketers in this fast changing world. ...
Two key questions unlock the door for the strategic plans which marketing directors have to prepare on any product or division within their company. Where are we going (with the product/division)? How are we going to get there? Knowledge of market si ...
Focus groups have been refined over many years by consumer researchers, who in turn borrowed the tool from the social sciences. They comprise a small number of carefully selected people who, under the guidance of a leader, discuss a subject. ...
A successful postal survey is one which achieves an accurate and high response. The design of the postal questionnaire is the key to that achievement and this article looks at some ways of maximising the response of postal research - and its practica ...