SEO Marketing Research

Questionnaire design is key to both qualitative and quantitative research. In the former, even small samples can be investigated using semi-structured (or in other cases, unstructured) questionnaires to elicit answers and to probe interviewees’ responses.
The questionnaire in quantitative research is used as a survey instrument with larger samples, normally containing structured questions for ease of [...]

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Every research problem is unique in some way, and care must be taken to select the most appropriate set of approaches for the problem at hand.
Nevertheless, although every research problem may seem unique, there are usually enough similarities among such problems to allow decisions to be made in advance, as to the best plan to [...]

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A challenge facing cross-cultural researchers is the development of scales that measure a construct in multiple countries.
In addition to all the issues related to achieving comparability and equivalence in the instrument, there is the underlying issue of whether the construct exists and can be measured using the same or similar instrument in more than one [...]

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Whenever items or individuals are measured, error is likely. Unintentional mistakes may
occur when something under investigation is measured and the true response is sought but not revealed.
This is common in research. Since virtually all research efforts are flawed. Marketing researchers must routinely measure the accuracy of their information.
Researchers must determine measurement error, which is the [...]

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Once a marketing researcher has a clear understanding of what he or she wishes to understand in a group of target respondents, the concepts of scaling and measurement should be considered.
These concepts are very important in developing questionnaires or instruments of measurement that will fulfill the research objectives in the most accurate manner.
The term scaling [...]

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The purpose of qualitative research is to find out what is going on in a person’s mind. Although focus group interviews are the most frequently used qualitative research methods, they are not the only type of non-structured research.
Frequently, decision makers need current information that can be obtained by directly asking people questions, i.e. making use [...]

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Focus group interviews represent an array of techniques and methods that have been used by social scientists for several decades.
Originally termed the “focused interview,” the method was quickly adopted in marketing research as a means of product testing and has become the predominant qualitative method in this field.
A focus group can be described as a [...]

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Observation is the process of watching actual human behaviour, phenomena or events and recording them as they occur.
Like many marketing research tools, modem observational research has its roots in anthropology and sociology.
The technique began as participant observation around the turn of the century when anthropologists began collecting data first-hand.
Observation does not often appear as a [...]

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 Secondary data is information that has been gathered by someone other than the researcher and/or for some other purpose than the project at hand.
This article is concerned with externally available secondary sources, for which the specification, collection, and recording of the data are done by someone other than the user.
This becomes evident when census data [...]

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The growing variety of market needs forces managers of global brands to run locally adapted strategies.
One such company, which is famous for practising globalization at its best, is running a more and more locally oriented strategy.
Nearly everyone thinks that Coca-Cola offers its soft drink Coke in an identical quality worldwide, but this is not true.
For [...]

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Formerly, marketing research was regarded as a staff-function and not a line-function. Marketing researchers had little interaction with marketing managers and did not participate in decision-making.
Similarly, external providers of research had little interaction with managers. However, this demarcation between marketing research and marketing, and thus the distinction between researchers and managers, is becoming thinner.
As the [...]

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