What's new

What's new?

As market researchers, Derham Marketing Research staff analyse data from their surveys and research projects and draw appropriate conclusions from that.

But as curious market researchers, Derham Marketing Research staff constantly review what they have done in undertaking each research project to see what could have been even more efficiently undertaken.

This curiosity , this "why is is so" often leads to vigorous internal discussion but also leads to a strengthened understanding of respondent motivation, and subsequently, better research and then better research outcomes for Derham Marketing Research's clients.

The intellectual effort in identifying improvements may be Derham's but it is the respondents, the people who choose to participate, or choose not to participate in market research, who provide the grist for the "why is it so" analyses.

It then seems a fair exchange to the community in which it operates for Derham Marketing Research to publish the findings from these identified improvements.

Recent such papers include:

Improved sampling by pre-segmentation. Australasian Journal of Market & Social Research, Vol. 15, No 1, 2007 (summary available here).
Self completion surveys – relevance is necessary to strengthen reporting capacity! Quirks (USA) Marketing Research Review, October 2006 (summary available here).
The impact of space and survey format on open ended responses. Australasian Journal of Market Research, November 2004, Vol. 12, No. 2 (summary available here).
Cracking the customer code. Connexus, Spring 2004 (summary available here).

Currently, in seeking to strengthen marketing research methodology, Derham Marketing Research has reviewed the impact of email sender's gender on responses to online surveys and will be publishing its findings shortly.

satisfaction - a predictor of future business or evidence of contentment with the status quo;
internal validation of survey findings;
response differences or similarities to word, number and picture scales;
satisfaction with the surveyed organisations as indicators of likely answer rates to sensitive questions; and
incentives, survey length and response rates.

Comment and discussion from any interested in these issues is most welcome.

Derham Marketing Research publishes its findings from time-to-time in its enewsletter - the Derham Marketing Researcher and in paper formats, to provide a wider dissemination of research-strengthening practices across the marketing research industry to ensure the best practices are used more widely.

For more information,

When knowing will strengthen your decisions...^TM

please email Philip Derham today at derhamp@derhamresearch.com.au

or call him on 03 9897 3011.