AboutAlex J. Caffarini Expertise I can answer questions on any of the following:
* Determining the best marketing research method for your needs;
* Conducting surveys (including questionnaire design);
* Measuring the effectiveness of marketing promotions;
* Determining market size or market share;
* Data analysis;
* Statistical modeling;
* Sales or business forecasting; and
* Market segmentation.
Experience I have 15 years of marketing research experience across several different industries, including banking, insurance, retail, and non-profit.
Organizations American Marketing Association
Education/Credentials M.B.A. in Marketing and Quantitative Methods, and B.B.A. in Economics, both from Loyola University Chicago.
Question hi Alex hope you doing good, my question is how can we conduct post market research techniques to test the reliability of the study conducted using different market research techniques.
thanks
Answer Sarz,
I see two approaches you can use.
The first approach is to take a sample of some of the research questions from the past marketing techniques, and then contact a random sample of the respondents. Tell them you're just doing a quick follow-up to the survey they took. See how their answers to the follow-up questions compare to their equivalent questions on the survey they took previously. Test for statistical significance. If the differences between the pre and post are significant, then those survey questions may not be reliable. The drawback to this process is that it can be time-consuming.
Another approach would be a "split-half" reliability test. In this approach, you separate your survey respondents into two groups and compare the responses of one group to that of the other. While this approach is much more expedient than the approach above, it is also much more prone to error, as dividing the group into two does not have the ability to reveal differences within subgroups. In this case, I would recommend stratifying the sample so that demographically, both groups look identical. At that point, you would proceed with your split-half test.
