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Qualitative Research

Quant versus Qual: No longer meaningful?

Are the categories of quantitative and qualitative research still meaningful?

Many market researchers refer to the categories of quantitative and qualitative methods when describing our profession. Some specialize in one or the other, some equally cover both. It’s a perfectly fine categorization that is universally used.

But is it time for a refresh? Our profession has changed in recent years; shouldn’t our way of defining it?

September 22, 2015 3 Comments
Don't put all your eggs in one basket.
Data Analysis

“Mission: Possible”: A Structured Approach to Qualitative Analysis

Structured analysis also minimizes the risk of researcher bias. Don’t think it exists? There are actually several known forms of researcher bias, including Positive Bias and Inattentional Blindness.

Our recommendation is to use both approaches. Using both an unstructured and a structured approach…

September 17, 2015 No Comments
Market Research

Meet Me in St. Louis

I’ll be attending the MRA’s Corporate Researchers Conference. If you have never attended CRC before, I encourage you to check out the agenda and speakers. This event is high on content and low on sales pitches. In my totally biased opinion, it is a great event for professional market researchers and market research managers.

September 11, 2015 No Comments
Best Practices

Cleaning the Clutter for Market Research Impact

by Debra Mascott, Director of eLearning Curriculum, Research Rockstar, LLC This summer I tackled an arduous task: cleaning out my garage. I found no shortage of baskets, boxes, barrels, half-empty

September 3, 2015 No Comments
Brand Awareness

What Market Researchers Need to Know About Irrational Consumers

Consumers may be irrational in their decision making, but according to behavioral economist Dan Ariely, they’re predictably so. For marketers, the implications are fairly straightforward. Consider the advice from Oliver

August 26, 2015 No Comments