#@datadudegreg

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Advancing the state of survey logic

Advancing the state of survey logic

Every survey has some form of logic inherent to it. I posit the following definition: Surveys are an ordered, logical set of questions presented to respondents, who meet basic criteria, for the purpose of informing a broader set of decisions. As survey authors, we establish the logic used in our surveys. Platforms such as QuestionPro offer tools which allow us to advance the state of the logic…

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Down the Funnel

Following up on a previous post regarding measuring awareness and familiarity there are other questions that need to be addressed if we are to create a funnel. Why a funnel you ask? Funnels are commonly employed in brand tracking studies. This form of research requires a structured questionnaire that is deployed at specific intervals. They are often used to get a benchmark before embarking on an…

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Hey there…have you heard of me?

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 captured via an open-ended question. For…

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Employee opinions matter!

The cost estimates for replacing an employee vary widely depending upon the nature of the role. Regardless, it is an expensive and time-consuming task to recruit and onboard a new employee. Just as we are concerned with customer acquisition and retention the same thinking can be applied to recruiting and retaining top employee talent. Research shows that engaged employees, compared to their…

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Multiple 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 has 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 rapidly changing markets. Analytics, including the analysis of web…

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Statistical vs. Managerial Significance

Statistical vs. Managerial Significance

As market researchers, it is our task to sort the wheat from the chaff. Whether the data is from a survey or customer transactions it is our function to extrapolate meaning and educate those who can do something with it. When we dig into the details underlying our data we are often confronted with a fundamental question: What is significant and what is not? Statistical significance has a long…

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Working with Quotas

Since very few of us have the option to conduct a census of our customers, prospects or panelists we need to rely on the sampling process. For most consumer and B2B market research studies, one of our goals is to provide data that mirrors the population(s) of interest along the lines of these classification variables. There are two primary methods for meeting this goal – 1) use quotas to ensure…

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Review time for your ongoing questionnaires

Review time for your ongoing questionnaires

As we approach the start of a new year it is a perfect time to review ongoing surveys that you plan to use in the coming year. If you are planning to develop a survey panel, or have one in existence, then it is time to review your profile questionnaire (PQ). This is the first survey panelists will encounter, and the results it generates will be used throughout the year to profile respondents,…

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