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Market Research
Good decisions require good information
What kind of information do you need?
What kind of research will work for you?
How do you decide what kind of research to do?
What can research tell you about your members?
Special topic: E-Research
What
kind of research will work for you?
If
you need answers from a lot of people so your data can help predict what
a larger group thinks or so the data can be divided into several groups
by age or membership or geography, you'll need research such as a large
phone or mail survey. That's called "quantitative" research.
If
you're looking for new ideas, reactions to ideas or some in-depth responses
to issues or challenges, focus groups, one-on-one in-depth interviews
or other research that gets more information from fewer people may fill
the bill. This kind of research is called "qualitative."
All kinds of research have their pluses and minuses and all vary considerably in how long it takes and how much it costs.
Next: How do you decide what
kind of research to do?
Previous: What
kind of information do you need?
