by Bob Walker | Dec 7, 2017 | Analytics, Marketing research, Survey research
If you work in marketing management or marketing research you are no doubt familiar with customer satisfaction (CS) programs. Some CS programs, created in the hope of helping businesses become more customer-centric, fail to deliver against this noble objective. As a...
by Bob Walker | Oct 30, 2017 | Uncategorized
Data that’s really, really big No one goes around saying, “Gee, look at how big that data is!” Well, maybe some people, but they’re weird. At present, there is no unified definition of ‘big data’. Various stakeholders have diverse or self-serving definitions. A...
by Bob Walker | Sep 24, 2017 | Uncategorized
Let’s review some standard sales forecast inputs… When conducting a sales forecasting exercise, there are a number of fairly standard inputs that we have to feed into a forecasting model. In addition to the identification of a target population, and...
by Bob Walker | Aug 30, 2017 | Uncategorized
Yes, Virginia, “marketing research” is different With school back in session, my thoughts naturally turn to… etymology! No, not the study of bugs, the study of words and their meaning. Every so often, I find myself revisiting a question that seems to...
by Bob Walker | Aug 11, 2017 | Uncategorized
Sort of like an Eskimo tracker “Tracking” studies have been a staple of marketing research departments for decades, yet they still mean different things to different researchers and companies. Generally speaking, conventional thinking holds that tracking studies are...
by Bob Walker | Jun 27, 2017 | Uncategorized
An old trap From time to time I find myself getting into trouble when designing research and thinking about incidence, sometimes referred to as prevalence, or rate of occurrence. The trouble I find myself in relates to the the net percent of respondents who will,...
by Bob Walker | May 26, 2017 | Uncategorized
We’ve seen this before A recent review of tracking data with one of my e-commerce clients involved a discussion around NPS, or the “Net Promoter Score”, a measure that has been widely adopted in survey and customer satisfaction research. In research...
