Be confident when undertaking or buying market research
What is the Research Playbook?
The Research Playbook is a PDF reference guide for all the things you need to consider, plan and check for successful market research. Based on over 25 years of market research experience, it covers:
Goals and Objectives
Consider the business problem that requires evidence to support a decision of going one way or another.
Planning Your Research
Anticipate early issues and define basic parameters in a one-page research plan.
Design and Structure
Create a design plan for a questionnaire with suggested flows.
Strike the right balance between getting all the information you need, and keeping respondents engaged.
Learn about the different types of biases that can affect responses and plan strategies to minimise them.
Routing and Piping
Specify rules for hiding irrelevant or repetitive questions, resulting in better respondent experiences and cleaner data.
Timing and Testing
Ensure that everything you have planned and designed in the 'soft' version of your questionnaire is executed correctly.
Learn the difference between using BYO sample and sourcing sample from permission-based panels. Get tips for how and when to use each type.
Selecting and Controlling Sample
Consider how you will select and control the sample and sample size with our 5-point plan.
No data set is perfect. Learn what to check for and remove before declaring your data clean and ready for analysis.
Data Analysis and Reporting
Bring all your previous efforts to the final act of the research process. Get tips for developing your own approach to reporting or presenting.
Why this book is for you
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