An Introduction to Market Research Tables – Request for Feedback

Most market research textbooks (for example Malhotra) do not really cover the sort of tables we use in market research. The main reason being that there is almost no academic justification for the way we market researchers use tables. We tend to use data that ought not be in tables, frequently use the wrong types of statistical tests, and our tendency to cross everything by everything is more like a fishing expedition that a scientific evaluation of hypotheses. However, whatever the rights and wrongs of the issue, tables are probably the most widely used tool in commercial market research. A few years ago, I wrote some notes on how to use market research tables and I currently updating my notes with the intention of publishing them as a book or at least as an eBook. I have reached the first draft stage and would really appreciate some feedback. In particular I am looking for feedback from: People who are unsure how to use tables – do these notes help? What else would you like to know? People who use tables regularly – what have I missed? What is wrong or inadequately correct? People who supply tables – what have I […]

Having a look at 1Q.com – a mobile-based survey service

Last week I had was invited to have a play with the 1Q.com system, an innovative and new alternative for market researchers and marketers. 1Q.com is a panel, currently with a North American focus, that operates via consumer’s phones. Like a growing number of new survey and micro-survey options the 1Q.com platform is very DIY. You can log in, specify the sample, the questions you want to ask, pay with a credit card and launch a survey, all within a few minutes. The system also allows geo targeting. One feature of the platform is that it pushes clients, strongly, to use very short surveys in two ways: 1. The pricing model is per question, per participant. So, 1 question to 1000 people costs the same 2 questions to 500 people. This is likely to make people think hard about how many questions they need. Further questions can be asked in the future to people who take part in surveys, via the DIY platform – this can be done in a way that creates a virtual panel of your own. Market Research And Marketers? For a few years now I have been predicting that marketing and market research will become more […]