Resources Related To Market Research Coding

Related Articles

There are 9 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

The value of verbatims

Asking open-ended questions and carefully probing for consumers’ insights can lead to valuable verbatim words and sentences from respondents. This article discusses how researchers have used verbatims from focus groups, telephone interviews and personal interviews.

A structured approach for qualitative verbatim analysis

Using examples of Net Promoter Score data from two studies - one of patients assessing their primary care physicians and the other from the consumer electronics industry - the authors explore strategies for extracting insights from large qualitative data sets.

A case study using the Heineken “Weasel” commercial

A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

The seven deadly sins of VOC research

Mismeasurement in voice-of-the-customer (VOC) research can often lead to mismanagement. When conducting VOC research, beware these seven deadly sins: vanity, provincialism, narcissism, laziness, pettiness, inanity and frivolity.

Cracking the code of social media data analysis

While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Using social media research to complement traditional methods

Using a study of coffee drinkers, Annie Pettit outlines how social media-based research can inform and enhance survey research methods rather than replace them.

A case study using the Heineken “Weasel” commercial

A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

The seven deadly sins of VOC research

Mismeasurement in voice-of-the-customer (VOC) research can often lead to mismanagement. When conducting VOC research, beware these seven deadly sins: vanity, provincialism, narcissism, laziness, pettiness, inanity and frivolity.

A structured approach for qualitative verbatim analysis

Using examples of Net Promoter Score data from two studies - one of patients assessing their primary care physicians and the other from the consumer electronics industry - the authors explore strategies for extracting insights from large qualitative data sets.

Cracking the code of social media data analysis

While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

See more articles on this topic

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