Research Trends

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Social Media has become a key part of how advertising and marketing is presented to the consumer, but it is also revolutionizing the other end of marketing; Marketing research.
Social media is especially a great way to get both quanitative and qualatative research.


http://nmincite.com/6-ways-social-media-is-revolutionizing-marketing-research/

Forrester Global Research

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Forrester is a global research firm that provides research servieces to various fields such as information technology professionals, technology industry professionals, and marketing and strategy professionals.

http://www.forrester.com/home


When I originally viewed their website, they invited me to take a survey. I took some pictures of the survey to provide information about the quality of service they offer.

forrester feedback2.png


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Survey Results About Surveys

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Logically, doing research on marketing research is one of the best ways to improve future marketing research techniques. Survey Monkey's Hackathon data mining project to find algorithims regarding wether questions are good or bad.

The results? People like saying yes. People like agreeing more than dissagreeing. In general, people will pick a more positive answer wether or not it is true.

This studies findings may change how research questions are worded in the future to prevent significant positive skew.


http://blog.surveymonkey.com/blog/2012/06/12/hackathon/

Shopping Infograph

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This Infograph is an example of being creative with data presentation, similar to the activity we worked on in class with our alcohol survey information. This visual representation is great because it refrences relevant information from muliple studies (and provides the links to the full information on the bottom). This is a grate example of "research with legs", or showing how research results can be taken and used to show specific significance. The "so what?" or the research is apparent. Why do we need to know all this consumer data? So we know how to best advertise to increase holiday sales is one example implied by this graph.



Crack the Holiday Shopping Code



by Anametrix.Learn about infographic design.




Sneak Marketing Research

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captcha research.png


A new method of consumer research is Captcha research. This technique takes the Internet security tool of a captcha, a test tool used to ensure that the respondent is a human and not an Internet bot, and changes it into a marketing tool asking viewers brand association and other similar forms of questions. This advertising method utilized by Solve media is innovative and taking off quickly.

However, it can be argued that captcha research is manipulative, it forces a consumer to respond in order for them to move on to viewing the video of page they are attempting to view. Will this new marketing technique be labeled as unethical or simply moderately annoying?

http://adage.com/article/digital/solve-media-launches-brand-research-tool-disguised-a-captcha/235174/

Brain Juicer, Innovative Research Vendor

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Brain Juicer is an innovative marketing research company. The company has received numerous awards in their 10+ years innovation and thought leadership.

They utilize their own company specific research tools such as "SatisTraction", "TracefFace", and "MindReader" to provide clients with research data.

https://twitter.com/BrainJuicer

http://www.brainjuicer.com/

Marketing Research Website

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A great source for marketing research innovation is Greenbook blog.

http://www.greenbookblog.org/category/market-research-innovation/

This site, edited by Leonard Murphy, provides articles on global marketing research and has a section specifically about innovation. This site is a great reference for articles and news on research technology and ideas.

Email Invitation for Surveys

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This is an invitation I received to participate in a survey through my student email account. It appears that the University of Minnesota gave it's students information out to this company as a potential research audience.

http://www.npdor.com/default.asp


Here is a description of the company taken from their website:

"The NPD Group, founded in 1967, is the leading global provider of integral market research data to Fortune 500 companies in a wide range of industries. Our research is an essential component in the strategic planning of over 1,700 manufacturers and retailers, and our insight into the marketplace enables them to make fact-based, profitable business decisions.
NPD utilizes two types of information in order to provide our clients with a comprehensive view of the marketplace -- point-of-sale (POS) data directly from retailers, and consumer data from members of the NPD Research team. POS data tells us what people are buying, and your survey input fills in the who, what, where and why. Combined, they provide NPD's clients with an unparalleled understanding of how to best succeed in a turbulent economy."


NPDOR (NPD Online Research) is a MRA (Marketing Research Association) member that follows the code of marketing research standards.
http://www.marketingresearch.org/

Bad Survey Example

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To continue with the topic of "Bad Surveys", here is an example of bad survey question. This survey was taken from the University of Minnesota umn myU homepage.

According to the survey it is physically impossible to have 5 finals.


This single question survey has poor question formatting. This is an example of an error of categories not being mutually exclusive/exhaustive. It is a closed question, forcing respondents to choose one of the offered responses. The problem is that the choices are not fully inclusive. They survey goes straight from "4" to "more than 5", excluding the option so simply choose 5.

UMN page survey.png

When Surveys are bad...

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Here's a great article about how research participants want to complete quality research.

One key point of the article are they importance of question hierarchy and how it effects a participants experience. As we discussed in class, the flow of questions should be logical. Screening questions should always be first. The article agrees, stating that the author was confused and actually angry about the main body questions being placed first.

Another point the author has an issue with is uneven scale and forced answer questions. They describe how they had an issue with "attitudinal questions using an agreement/disagreement scale without a neutral or "Don't Know" option."
What is being described here is an incorrect formatting of a Likert Scale. Excluding a neutral option forces a participant to answer with responses they don't actually believe.

Another interesting point discussed is the use of a progress bar. A lack of progress bar keeps participants in the dark about how long a survey actually is, and they may feel distrustful and decide to leave the survey early without completing it.

The article continues to list more insights from the perspective of a participant.

http://relevantinsights.com/how-bad-surveys-can-turn-respondents-off


The information in this article leads up to a great point; the quality of information you receive is based on the quality of the questions you create for respondents.