Everything You Need to Know About MR in 140 Characters or Less
Posted by Vovici Blog on Wed, Jan 12, 2011
Kathryn Korostoff of Research Rockstar organized a 16-hour “Twitterversity” yesterday and invited me and many others to share research tips under the hashtag #MRXU. It was similar to a conference, but instead of people tweeting about the presentations they saw, the tweeters presented through Twitter, as it were.
Here are the three “presentations” I gave. You can sign up with Research Rockstar to receive a mailing of all the other course materials presented.
Market Research Glossary
Voice of the Customer: wants & needs of customers expressed with the customer’s own language. http://t.co/oFWaET9
Affective commitment: the emotional pleasure your customer takes in doing business with you. http://t.co/PllyIYZ
Calculative commitment: the rational explanation for why your customer has a business relationship with you. http://t.co/PllyIYZ
Employee engagement: a positive cognitive, emotional & behavioral state directed toward organizational outcomes. http://t.co/VWIzwpC
MROC: "a captive interactive group of people online, joined by a common interest, harvested for MR over time." http://t.co/KizZjzX
Panel: A list of potential respondents an organization has explicit or implicit permission to invite to surveys. http://t.co/6hkRDQb
Panel engagement: the average response rate across all surveys fielded to the panel. http://t.co/ICS5bLG
Response rate: the percent of invitees who start and/or complete the survey. http://t.co/WL1Htug
Likert scale: a measure of agreement and disagreement. (Rewrite using another scale where possible.) http://t.co/OwDBsXp
Unipolar scale: a rating that measures the presence or absence of a quality or attribute. http://t.co/j4cLseW
Bipolar scale: a rating where each endpoint is an opposite of one another. (Use a unipolar scale where possible.) http://t.co/j4cLseW
Multi-item scale, summated scale: a series of ratings combined into a single value. http://t.co/qq5DMDT
Firmographics: the characteristics of an organization, especially when used to segment markets in market research. http://t.co/0Qws9Xe
Survey Research
Be precise about what information you need to gather and what you plan on doing with it. http://t.co/wil4MbI
Don't just measure customer-service satisfaction; design your research to improve service and empower employees. http://t.co/INo7e7v
Don't write your survey so that it sounds like a questionnaire. Write simply, clearly, conversationally. http://t.co/UyJSGRR
Don't write your own rating scales; reuse common scales like these instead: http://t.co/APO5Z1w
Avoid numeric rating scales, label each choice, lead with the negative choice first and omit "Don't Know". http://t.co/4Rz9A1Z
End your survey with a few standard demographic questions to help you understand differences in your respondents. http://t.co/PKrfK0C
Ask respondents birth year rather than age. Don't use ranges, which are arbitrary, offensive & limiting. http://t.co/5f0EfZo
Don't assume that your online survey looks the same to other people. Check it in multiple browsers; it may look quite different.
Shorten perceived questionnaire length thru skip patterns, by using fewer pages and making the topic interesting. http://t.co/JiAPEyI
Compelling invites to online surveys are short, attractive and show the link as soon within the email as possible. http://t.co/0odeewp
Send out invites shortly after the event being measured to improve response rates. http://t.co/WL1Htug
Personalize email invitations to improve response rates. http://t.co/nZXlbOu
Send out one, two or more reminder emails to increase the response rate to your online survey. http://t.co/7WQegpH
Optimize rather than maximize response rates; for many circumstances, a 20% response rate is sufficient. http://t.co/5oEC96s
To maximize survey completion rates, minimize the number of open-ended questions and matrix questions. http://t.co/GzJYCio
Qualitative Research
Qualitative research provides narrative, the story behind the story, illuminating the perceptions of a population. http://t.co/a8OUAkI
Quantitative and qualitative research are the yin and yang of MR, complementing one another. http://t.co/vLsXaVV
Image-based projective techniques include exercises like photo decks, collages and picture or video diaries. http://t.co/dq56A9h
Language-based projective techniques include storytelling, completing sentence stems & writing letters. http://t.co/dq56A9h
Technology is enabling a tremendous expansion in the types of qualitative research that can be conducted online. http://t.co/phW5UXr
Six types of online research communities include insight communities, community panels, idea voting, idea jams, BBFGs and OLFGs. http://t.co/U2uH1vC
Market Research is a rich, promising field, going through a period of tremendous growth. Consider it as a career! http://t.co/B02Ibvg