The Osborne Observer
How To Get Good Results From Market Research
Good results from market research depend on good preparation and good design. As a manager contemplating hiring or conducting market research there are design steps that will help you get the most for your money. Good design applies to any instrument you are going to administer. It doesn’t matter if it is on paper, online, phone, interview format, or experimental. If you do not design a quality instrument, you will not have good data to analyze. (If you are hiring a market research firm, rather than conducting the research yourself, look for these same steps). It is important to spend the time up front.

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