Market segmentation and customer satisfaction are very different market research projects, but they have a lot in common: High-visibility projects. These tend to be projects where the results are highly… Continue reading Is Market Segmentation or Customer Satisfaction Research in Your Future?
Most folks will agree there are some essential life skills we all should learn, from tying our shoes to learning how to swim. In our industry, there are some essential… Continue reading Essential Quant Skills for Success
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?
As simplistic as it is, market research is often defined as either “qualitative” or “quantitative.” In conversational use, most researchers use and define these categories fairly similarly. But this is changing. While “qualitative” use and meaning is fairly consistent, we are seeing a notable fragmentation in what the phrase “quantitative research” means to market research practitioners and related professionals.
Getting a lot of people applying for a quantitative research job? Want a fast way to weed out those that lack basic quant knowledge? Here are ten interview questions you… Continue reading 10 Simple Questions for Interviewing Quantitative Research Job Candidates
If you need to set expectations with colleagues about the quantitative market research process, here you go (see bottom of post): the key steps layed out in a simple flowchart.
I have used this diagram to walk market research newbies through the process many times, and it always gets rave reviews. While the chart is pretty self-explanatory, a few items are worth pointing out…
