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for BX Leaders

Optimal Scale Labels: Why They Matter

Last week, we discussed how many scale points to use and when. We also noted that you’ll get the best data when you verbally label every point. So, how should you go about labeling them?

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Sources of Error in Survey Research

Survey errors reduce, but don’t necessarily eliminate, our ability to accurately make inference to the larger population. Consequently, understanding survey errors is key to understanding survey data quality.

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The timing question type may be the most underutilized feature that Qualtrics offers, but it delivers unbeatable insight and control of the online survey experience.

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Small business ownership presents a variety of challenges, and one of the most daunting can be formulating an effective marketing strategy. Do you utilize paid advertising avenues? Do you stick strictly with free social media marketing? Regardless of your platform, doing thorough market research can help you ensure that your efforts are worthwhile and highly […]

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Market Research Example: How Coca-Cola Lost Millions with This Mistake

In the mid-1980s, the Coca-Cola Company made a decision to introduce a new beverage product (Hartley, 1995, pp. 129–145). The company had evidence that taste was the single most important cause of Coke’s decline in the market share in the late 1970s and early 1980s. A new product dubbed “New Coke” was developed that was […]

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9 Key Stages in the Marketing Research Process

I talked earlier about 20 different types of marketing research studies. Once you’ve selected one that you find interesting ask yourself two questions: first, how can you conduct your own marketing research for this study? And second, what research process are you going to follow in order to complete your project? In this post, I […]

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