Multiple Measurements Outperform: A Right of Reply.
The article titled ‘The Juster 11-Point Probability Scale’ featured in the February 2008 edition of Research News. As a result Wollongong academic John Rossiter responded to the article with a letter to the editor. In essence, what Rossiter proposes as the ‘correct’ approach is to take a single measure (in this case the Juster scale) and re-weight the response in order to better predict business outcomes.
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Peripheral Vision: Detecting the Weak Signals That Can Make or Break Your Company - Client Briefing
One of the world’s top marketing minds, Professor George S. Day, visited Australia to present his recently completed work at a breakfast presentation hosted by Forethought Research. His topic “Peripheral Vision: Detecting the Weak Signals That Can Make or Break Your Firm”, was an important new perspective for anyone with the responsibility for generating or applying market insight.
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Value Speaks Louder than Words - Client Briefing
The management folly of adopting the Net Promoter Score as the 'one measure' and why value-for-money provides greater insight...
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Brand-Building Based on Verified Drivers of Market Share - Client Briefing
Applying contemporary marketing science to assist in identifying brand drivers.
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Marketing Led Organisations
This paper centres on the various performance-measurement orientations a firm might adopt. Should an organisation's measurement focus have a production orientation, a customer orientation, a market orientation or a combination of these?
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Leveraging Research to Generate Publicity
There is a growing trend amongst Forethought clients to leverage their research projects for the benefit of generating publicity for their organisation. Research projects that involve a substantial number of market and/or customer interviews provide the avenue in which to do this.
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MetaFore™
A tool for tracking the effectiveness of brand communications.
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Validity in Marketing Research
Perhaps nothing separates qualitative from quantitative research more than this single word - validity. But as researchers know, there are many forms of validity just as there are 'many forms of truth' (John Stuart Mill, philosopher). The following are the types of validity that are most relevant for marketing research.
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The Net Promoter Score: One Number is Not Enough
If you have ever been on a dairy farm around milking time you know all about the herd instinct: once one cow heads for the milking shed the entire herd follows. So it might also seem for the Net Promoter Score (NPS) and the marketing research industry in Australia.
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Rating Scales: Research Objectives, Analysis Techniques and Scale Selection
It appears that in marketing research, once a scale has been selected, it is often employed in every project thereafter seemingly regardless of the changing research objectives. There is no one scale that is appropriate in every situation.
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Calibration Questions: Interpreting Respondent Ratings
If the debate on scales isn't tough enough then there is the heroic assumption that we all use the scale the same way. Perhaps for one person 8 is a score that represents a perfectly acceptable performance, but for another it means there is some scope for improvement. Calibration questions allow some way of interpreting respondents' ratings so that they are able to be uniformly considered.
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The Juster 11-Point Probability Scale: A predictive measure of future intentions
The Juster scale in its many applications has been found to be superior as a predictive measure of future purchase behaviour than other intentions scales. The distribution of responses, however, has been found to affect the predictive accuracy of the scale. Not surprisingly, the greater the variation in responses, the less accurate the predictions.
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Cross-Cultural Research
It is becoming increasingly more important for Australian firms to better understand how cultural differences may influence response behaviour measured by scales.
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Matching Questionnaire Design to Analytical Techniques
Question wording remains an area that still needs improvement. The issues that should be considered when developing a questionnaire are many, with lengthy discussions of these readily available. This discussion concentrates on one crucial yet recurring error in the writing of many survey questions - namely, a mismatch between the questions asked and the analysis required to answer the stated research objectives.
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Construct Validity
Perhaps the most precious possession in marketing research, and in particular quantitative analysis, is a construct with some form of validity; say predictive validity. What happens when a research supplier claims to provide constructs that predict outcomes, but there is no such validity?
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