I was pulled into an interesting online discussion recently in a PR forum that I participate in on LinkedIn. There are currently more than 100 responses to a question that initially asked whether participants hated cold-calling and eventually evolved into a discussion of whether Continue reading “Ask Before Acting: Why You Should Seek Input From Target Audiences”
A few years ago I was at a craft show—an annual outing where I sell beaded jewelry that I design and “dabble in” throughout the year. Unlike previous shows, that year I sold hardly any earrings, usually a high demand item both because of their uniqueness and low price, I think (I have to be honest with myself!). Instead, that year I sold Continue reading “Qualitative vs. Quantitative Customer Insights and How to Use Them”
Surveys and polls are two little tools that are widely used and often incorrectly. They’re tools that look easy enough to create and, after all, with apps like Survey Monkey, Zoomerang and others widely available they are vastly easier to prepare than in days gone by.
Yet, despite the ease and availability of tools to help in the process, far too many surveys and polls contain very easy to avoid errors that can cause the results attained to be of questionable value. I work with both students and clients on the development and use of marketing research instruments, and I often review and provide feedback on survey instruments. Some of the most common errors I see include: Continue reading “Common Marketing Research Survey Errors”
