Preventing Market Research Abuse
Business → Marketing & Advertising
- Author Kathryn Korostoff
- Published July 26, 2010
- Word count 414
Well, "abuse" may be a little strong… but market research results certainly do get misused. Sometime intentionally; twisting results to confirm existing opinions, or ignoring results perceived to be inconvenient. In other cases, the misuse is accidental—issues such as poorly labeled charts or unclear methodology documentation can easily lead to erroneous conclusions.
Unintentional misuse of market research is best avoided through effective quality assurance processes and well-documented (and communicated) methodologies. Making sure report readers understand what types of conclusions are appropriate to draw from a research effort, and making sure results are reported in a precise fashion, are both key parts of managing any market research project.
The harder challenge is preventing intentional misuse.
This is truly one of the biggest challenges for market research managers—preventing clients (internal or external ones) from purposefully manipulating results for self-serving purposes. But wait, is it the market research manager’s job to keep clients honest? Yes, at minimum, to point out inappropriate use.
Here are 2 tips to prevent market research abuse:
-
Find an executive advocate for the research. Having someone from outside the research function endorse the research does two powerful things. First, it sends a message that the research has value. After all, if an executive is taking the time to digest the results and be vocal about how they plan to use it, it must be important. Second, if the executive is associated with key conclusions from the research, it becomes harder for others to manipulate the results. It doesn’t prohibit the possibility of a constructive debate about how to interpret key findings—which is always to be encouraged. It just minimizes the risk that someone will hijack the project and make inappropriately self-serving conclusions from the data.
-
Include others in the analysis process. If you know the research is at risk of being abused, make a preemptive move by inviting a team of people to participate in the analysis process. If it’s a quantitative research project, host a meeting where you share a selection of key charts and facilitate an open discussion about their implications. If it’s a qualitative study, you can invite a group to view some video highlights or to receive a preview of selected verbatim quotes; again, to facilitate a group discussion. Including 4 to 8 people in an open discussion about research results and what they mean for the organization is a great way to keep everyone honest—and has the added benefit of promoting the research.
Have a market research question? Ask market research professional Kathryn Korostoff, president of Research Rockstar. Visit www.ResearchRockstar.com for more expert tips on market research and to subscribe to Research Rockstar's free newsletter.
Free Membership Pass: Get unlimited access to Research Rockstar's mini-courses, newsletters, ebooks, and RFP templates: http://www.researchrockstar.com/amember/signup.php.
Article source: https://articlebiz.comRate article
Article comments
There are no posted comments.
Related articles
- Do Compelling Marketing Pictures Unlock Sales Potential?
- Become an SEO Expert: The Benefits of Certification
- 8 Essential Steps for Hiring and Collaborating with Commercial Photographers
- Marketing Strategies for Mooncake Suppliers: Standing Out in a Crowded Market
- Discover The Hottest TikTok Trends Taking Over Your Feed!
- How Crypto PR Exists Beyond Traditional Marketing
- How To Automate Affiliate Marketing?
- Effective Marketing Strategies for Tradies: Boost Your Business in 2024
- The Dos and Don'ts of Creating Engaging Online Content That Keeps Your Readers Coming Back
- Unleash Your Inner Artist with Google's Mind-Blowing AI Generator!
- The Impact Of Social Media Algorithms On Marketing Strategies
- Redefining Success with a Holistic Approach to Marketing Measurement
- Dong Yuhui being accused of being racist against women because refusal to sell women's underwear.
- Creating Buzz in the Hallways: High School Advertising Techniques That Get Results
- How does social media marketing tie into a digital solution service?
- Custom DVI Cables: Everything You Need to Know?
- Diet Plan for Weight Gain
- Navigating the Dynamic Landscape of Hot Trends in SMM Panels
- Unveiling AI Brilliance: Leonardo Laboratories at the Fore of Innovation
- Unlock Your Career Potential: How Our Digital Marketing Institute Can Propel You Forward in Mumbai
- Social Media Marketing: Harness the Power of Online Platforms for Success
- Growing Your Business Online: How Gardeners Can Utilize Digital Marketing
- Measuring and Boosting ROI Across SEO, Email, & Social Media
- Navigating Challenging Business Conditions: The Power of Strategic Marketing
- Unlock Your Style: Fortnite Skins for Sale
- The Ultimate Guide to Color Grading: Techniques and Tools for Beginners
- Here Are Some Effective SEO Strategies For Startup Success
- How to Create an Effective Business Marketing Plan
- Traditional Direct Print Marketing Isn't Dead: Unveiling Its Untapped Potential
- New Age Student Recruitment: How AI is Revolutionizing International Enrollment