Research Tips

When You Ask Can Be As Important As What You Ask

Market research is often conducted about specific events. The event could be making a purchase or viewing a seminar, a performance, or a TV program. Or the event could be receipt of a service such as dinner in a restaurant, getting a haircut, or obtaining medical treatment. When research focuses on a specific event, data should be collected as soon as possible after the event (or during the event if that’s feasible) so that the event is fresh in people’s minds. Doing so will make them more motivated to participate and more likely to be able to accurately recall their attitudes and perceptions about the event.