Carey Azzara

A Method to the Madness of Reporting Results

Research results are usually delivered as a presentation and/or report per the requirements of the project’s stakeholders. However, the form factor is typically less important than how the information is organized. An executive summary is typically requir... Read >

Symbiosis a Best Practice Approach to Market Research

A symbiotic relationship exists between the consumers and practitioners of market research, especially when the research project is a proprietary study. If you have every asked for a quote on a large primary research study you know this work can be expens... Read >

Market Forecasts Are on Everyone’s Mind

It appears that Market Forecasts are on everyone's mind these days. A sample of over N=250 purchasers of market research put Market Forecasts on the top of their shopping list this year. Interestingly, customer satisfaction ratings for Market Forecasts we... Read >

Tips on Writing an RFQ for Web-Panel Sample

What do you want when you send out a request for quotes (RFQ) or a request for proposals (RFP) for web-panel pricing to panel providers, besides a price? If this question puzzles you it is probably because in our rush-to-get-it-done world we sometimes ... Read >

One Social Media Activity Business Owners Must Do

What is the one social media activity a business owner must do each day of the week? This question was recently posed to a select group of professionals on major social networking site and it generated a wonderfully rich set of answers. I will summarize s... Read >

Mixed Mode (double concept) Scales - The Problem

Data from mixed mode questions are hard, if not impossible, to interpret accurately. Here is an example of a mixed mode question and my problem analysis related to interpreting the results this mixed mode scale would produce. Notice how the double concept... Read >

Is My Sample Large Enough?

Sample Size Determination Often there is a sense of panic in the voice of the person who asks the following question. "Is the sample large enough to accomplish the goals of my study?" This is an age-old question, but it is relatively easy to answer if yo... Read >

Telephone versus Web-based Study Cost Structures

Differences in Cost The differences in cost between telephone and web-based data collection methods have generally narrowed over time. However, this is highly dependent on the research requirements. In general, telephone lists are inexpensive to purchase... Read >

Questionnaire Design and Data Collection Alignment

Design to Align Questionnaire or Research Instrument (RI) design for any data collection approach (e.g., telephone and web-based) must be aligned with the method selected. Web-based and telephone instruments share the major requirements for good design, ... Read >

Website Features and Functions Users Value Most

Most Valued Features and Functions When customers go to your website what features and functions would you guess they value most? Results from a recent AtHeath study titled, Market Research Customer and Prospect Requirements (N=253 purchasers of market ... Read >

Data Collection an Eclectic Approach

We will start with the premise that data collection methods should align with research objectives. No one methodology is the best approach for all research designs. The criterion for deciding on a method should relate directly to the research requirements... Read >

Have You Checked Your Bounce Rates Lately?

Web experts tell us that new website visitors decide whether to stay and look around or leave a site in about 3 to 5 seconds. If this is true, and we believe it is, you have to ask yourself, "would I stay on my company's home page or landing page more tha... Read >

Sales Cycle Analysis - A Powerful Tool

One of the most powerful approaches you can use to understand the market better is a sales cycle analysis. Gaining a strong appreciation for the good, the bad, and the ugly news about your market positioning in relationship to your competition is not alwa... Read >

Who Cares About Panel Recruiting Practices?

Apparently many people do and with good reason. We recently posted a poll on LinkedIn. The question posed was, "When you select a sample provider, how much importance do you place on their panel recruitment process?" Is it: 1. Not at all important 2... Read >

Analysis Plans - The Underdog of Market Research

Often when I recommend that a research team prepare a formal analysis plan the first response I hear is, "Why? The analysis isn't due for weeks and I have too many other things to do." An analysis plan is not extra work; it's work that makes all the ot... Read >