Carey Azzara

Questionnaire Design Problem - Mixed Mode Scales

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... (posted by Carey 1 year 273 days ago.)

Sales Cycle Analysis - A Powerful Tool

One of the most powerful approaches you can use to understand the market better is a sales cycle analysis. Gaining a strong appreciation for the good, the bad, and the ugly news about your market positioning in relationship to your competition is not always easy and if there is bad news it is typically difficult to hear. However, not knowing where you stand is at best dangerous and it could prove fatal. Sales... (posted by Carey 2 years 107 days ago.)

Analysis Plans - The Underdog of Market Research

Often when I recommend that a research team prepare a formal analysis plan the first 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's work that makes all the other project tasks flow efficiently. It will help you produce on-time project deliverables. Typically, you develop an analysis plan in parallel with your... (posted by Carey 2 years 114 days ago.)

Market Research Axioms - If You Remember Anything Remember This

The value of a strong questionnaire design when complemented by the task of high quality sample development is underappreciated. Often these two essential building blocks of market research are relegated to the back of the line on research projects. Research Axiom One: You can never fully recover from a poorly written questionnaire. No manipulation of the variables, regardless of how... (posted by Carey 2 years 119 days ago.)