Importance of question sequence in MR questionnaire design

One of the most important aspects in designing a market research (MR) questionnaire is the sequence of the questions. Each question that you ask poses a potential danger to sensitize or condition the respondent, and thereby bias the respondent in the subsequent questions. One example is that asking a question like ‘Have you heard of Brand …

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Inferential Statistics

Suppose you have the task of adding up long list of numbers - perhaps your daily expenditures over a month. You do your sum and get a particular result. But you're not sure whether you got it right. You may have made a mistake in adding or punching in the numbers if you were using a calculator. What do …

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Qualitative Market Research – Book Review

The Book: Qualitative Market Research by Wendy Gordon and Roy Langmaid About the Authors: Wendy Gordon and Roy Langmaid run successful qualitative research practices in London. Roy Langmaid is one of Europe’s leading consumer psychologists and Wendy Gordon is the co-founder of brand consultancy The Fourth Room. One of the authors has a psychology degree, and …

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Akihabara – The Japanese Test Market

Japan is the mecca of electronic products. Experts say, people don't buy products based on their income but on their taste. This variation in taste leads to a huge variety of products in the market, brutal competition, and lots of experimentation. Tokyo is a vast market for new commercial ideas. Tokyo's great diversity, size, and …

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