The Research Playbook

Introduction
Market research is a powerful business tool that helps to ensure you will make well-informed business decisions about everything from the direction of your corporate strategy to your product or service sales tactics to your packaging colors, but only if it’s done well. To reap the full benefits of reaching out to customers and prospects, you need to be prepared. The following are dangerous pitfalls encountered during the course of a typical market research project. Although experienced market researchers are less likely to make these mistakes, reviewing this list every time a market research initiative is launched could save your company time and money.                  

Avoid these major pitfalls to yield results you can draw on with greater confidence.    

Research Objectives that Are Poorly Defined or Unrealistic – Dangerous Pitfall               

Best Practices Series

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More Dangerous Pitfalls:     

Not Knowing How the Research Will Be Used – Dangerous Pitfall              

A Questionnaire that Doesn’t Meet Your Objectives – Dangerous Pitfall            

Poor RI Design – Leading and Misleading Questions Another Dangerous Pitfall           

Using an Ill-Suited Data Collection Methodology      

Sampling Essentials – Talking to the Wrong People Another Dangerous Pitfall     

Scary Matrix Questions    

Don’t Overlook Interviewer Training or Web Respondent Instructions    

Using an Inappropriate Analytical Approach   

Inability to Translate Results into Action

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