Conducting Market Research
Questions and their Structure Matter
What can be easier than asking a whole bunch of questions? Often, clients believe that it is dead easy to create a questionnaire. Earlier, we had[…]
Defining the Research Problem
The comments by the Minister of Social Development re the ‘inaccuracy of the Poverty Report 2014’ highlights an important but often overlooked issue in research: the definition[…]
Margin of error
All polls have ‘error’ since one never interviews the entire population but only a sample. One sample may vary from the other and so the[…]
The Size of the Sample
Size matters in drawing samples. The larger your sample is – up to a point – the smaller the range of variability there is in[…]
Selection of the Sample
How many times have you heard someone say “I have never been asked to take part in a survey? How can it be true if I[…]
The Variability of the Answers
This area is a very tricky one. Most pollsters have a theory of how people will tend to answer a particular issue. But the actual[…]