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Carey Azzara's articles
The price you pay a panel provider versus the value received may not translate into best purchase decision. It’s your total cost of sample development (TCSD) that is at stake. It should be noted that the quality of your research project is directly proportional to the quality of your sample.
Posted: 2011-02-08
Category: Marketing
Data from mixed mode questions are hard, if not impossible, to interpret accurately. Here is an example of a mixed mode question and my problem analysis related to interpreting the results this mixed mode scale would produce. Notice how the double concept appears workable, but quickly gets the researcher into trouble as he or she tries to understand the result. In a follow-on article, I will provide a solution to the dilemma posed in the problem analysis provided here.
Posted: 2010-06-29
Category: Marketing
What one Social Media activity should business owners do every week? Perhaps, the one theme repeated most often among professionals I have talked with is that “There is no ONE thing.” In affect, the answer to my question is “the premise of the question is essentially flawed.” This is no doubt true.
Posted: 2010-06-29
Category: Internet Marketing
It is critical to align the data collection approach (e.g., telephone or web-based) with the questionnaire design. Implementing a web-based versus a telephone study questionnaire requires treating some design issues very differently. Ultimately, aligning the data collection method with the questionnaire design is a function of evaluating the strengths and weaknesses of each approach in relation to the goals of the study.
Posted: 2010-04-21
Category: Marketing
Obviously, the differences in cost structures between telephone and web-based data collection methods are highly dependent on the research requirements. However, web-based studies, when stratification requirements are modest typically have a lower CPC (Cost per Complete). Telephone lists are inexpensive to purchase, but the call-through cost to find the right respondent can be high.
Posted: 2010-04-21
Category: Marketing
Sample size is dependent on your need to detect changes of a specified order of magnitude for the topic you are studying. To achieve lower margins of error and/or a higher probability of being correct (i.e., a lower likelihood of being wrong) requires Your tolerance for risk with respect to how well you can accurately detect differences is a driving factor. However, cost will often prohibit you from the “perfect” sample size solution.
Posted: 2010-04-21
Category: Marketing
Checking bounce rates is like taking an x-ray of your website. It can tell you a great deal about the health of your site and point you in the direction of where to spend time making improvements. You may have less than 5 seconds to capture a new visitor’s attention. Does your site match up to this challenge?
Posted: 2010-04-04
Category: Network Marketing
Results from a recent study titled Market Research Customer and Prospect Requirements (N=253 purchasers of market research) sheds light on an important question. “When customers go to your website what features and functions would you guess they value most?” The answer to the question might surprise you. If you did not include robust search and navigation, you would be missing an important customer requirement!
Posted: 2010-04-04
Category: Network Marketing
Taking an eclectic approach to data collection ensures the strengths and weaknesses of each approach will be evaluated in the context of the research objectives. The issue is not whether a study using a specific data collection approach is superior or inferior to another approach, but rather whether the research objectives are served better by one approach over another.
Posted: 2010-03-22
Category: Marketing
Apparently, many people care about panel recruiting practices and with good reason. We recently posted a poll on Linkedin. The question was, “When you select a sample provider, how much importance do you place on their panel recruitment process?” Nearly seven out of ten (69%) prospective buyers voted “very and extremely” important.
Posted: 2010-03-06
Category: Marketing
The value of a strong questionnaire design when complemented by the task of high quality sample development is not fully appreciated. Often these two essential building blocks of market research are relegated to the back of the line on research projects.
Posted: 2010-02-16
Category: Marketing
Gaining a strong appreciation for the good, the bad, and the ugly news about your market positioning in relationship to your competition is not easy to do. Harder still is hearing bad news. However, a commitment to understanding sales cycle dynamics will pay dividends. If you and your company are serious about sales and the factors that are or will hinder or propel your sales, a sales cycle analysis can be a very powerful tool.
Posted: 2010-02-09
Category: Sales
Often when I recommend that researchers prepare formal analysis plans the response I hear is, “Why? The analysis isn’t due for weeks and I have too many other things to do.” An analysis plan is not extra work; it makes the project flow efficiently.
Posted: 2010-02-05
Category: Marketing
