People often say – our research tells us….
1. What is important is to realise when your sample size is correct and reflective of your target market
2. That the questions are being asked in an unbiased way that reduces conflict
3. That extreme responses at either end of the spectrum are not taken into account
4. That sample sizes are statistically correct in terms of numbers as a representative sample of the total
5.That a blend of different techniques is used to find threads of information coming through from different sources
Always find a company who are members of the MRS and more importantly adhere to their guidelines. Often we hear of untrained researchers undertaking work, perhaps as a project and then a company basing decisions on what has been found.