One resource that we give far too little thought in market research are the people who offer their time and thoughts about the stuff we are researching. They are truly the lifeblood of market research.
An article in the spring 2011 issue of Public Opinion Quarterly looks at trends over the last thirty years in Americans’ view of polling and market research surveys. The news is mixed. While the vast majority feel that public opinion polling is generally a good thing, fewer feel that market research surveys serve a useful purpose, and trust in the industry is not so great. The most worrisome news (but not surprising, given the number of truly bad surveys flooding our lives nowadays) is the steady decline in people saying that participating in research is interesting and in their best interest:
In addition to the chart above, key statistics outlined in the article include: (more…)