Interpreting Marketing Research Information

The art of analysing and interpreting marketing research information

The use of questionnaires to gather marketing research information is standard practise among professional researchers. The design of a good questionnaire also happens to be fairly standard throughout the market research industry, because sooner or later, questionnaires of all types fall into market researchers' hands and they are able to pick up certain obviously good ideas to incorporate in their next questionnaires.

A Japanese questionnaire that came our way a short while ago - that is to say - the English translation of the questionnaire - fascinated us in its similarity of the South African type which is not all that different to the American, British, German and other types of questionnaire. In other words, marketing research questionnaires are fairly similar around the world no matter how unique certain researchers pretend theirs’ to be.

The questionnaire is the means by which the market researcher is able to gather information to pass on to his client. It is in the passing on or analytical phase of the market research process that market researchers differ a great deal. The interpretation of the results can make or break a marketing research survey and can leave a happy or a disgruntled client. This is where the real skill of the market researcher is brought to bear.

Market research report

It is relatively easy for a market researcher to devise a good questionnaire and to have it well administered by field staff who carry out a superb interviewing job but if, back at the office, time is not taken to interpret the relevant information, the resulting Report will be a mass of figures with very little interpretive information. 

Many companies that commission market research do not have a researcher on their own staff who has the time to spend hours delving into the figures; consequently, it is up the external market researcher to thoroughly interpret the results and give recommendations.

The few Reports that we have seen with poor interpretive results have been devised by non-professional researchers and this is probably one of the major differences between the professional and the amateur. This difference alone can result in considerable variance in the fee structure which the Client often does not appreciate until the Report lies on his desk.

George Klein and Associates offer a full range of market research services. Contact us today.

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