A truly effective research report is both parsimonious and richly nuanced. In other words, (1) it is short and to the point, and (2) it captures the complexity of reality. But how do you do both? (more…)
Archive for March, 2010
This quarter’s newsletter from Versta Research focuses on the art of asking questions. We suggest that the importance of business questions far exceeds the importance of survey questions or focus group questions. You can’t do the latter without the former, at least not very well, and research that is not specifically designed to answer clearly articulated business questions usually falls flat.
Here are some great quotes we found to keep in mind as guiding principles: (more…)
When multiple surveys about the same topic give different results, consider yourself lucky. It provides an opportunity to dissect and understand the question you are trying to answer in a way you might not get otherwise. A recent New York Times article provides a nice example when it comes to polls about health care. (more…)
Nearly every survey begins with screening questions to ensure that only the people you are trying to reach are included in the survey. For example, if you are conducting a survey of women, you need to ask about gender and kick out the men. And because every question costs money, you want to qualify respondents quickly and terminate those who do not belong.
Here is a helpful hint: Do not actually terminate respondents until after you have asked all screening questions. (more…)