Market research : missing the wood from the trees?

Abstract

Market research is a balancing act where the researcher often has to deal with decisions that have conflicting consequences. Many devote much attention to sampling issues yet paper over questionnaire issues. A more relevant question to ask for sample size determination relates to the intended use of the findings. Different research issues or models will demand different statistical analytical tools and different sample size requirements to ensure the robustness of the analysis. A multi question procedure should be followed in questionnaire development to capture concepts like service, quality, loyalty, etc. Questionnaires must meet two basic requirements - they must be valid and reliable.