FAQ

To help you explore marketing research issues such as methodologies, timing and application of the findings, we offer you answers to the following frequently asked questions.

For definitions of marketing research terms, please reference our Glossary.

• What are the advantages of qualitative research?
• When should I consider using online focus groups? And, when are they not my best choice?
• How can I justify research costs in an already tight budget?
• How long does it take to begin and complete a research project?
• How frequently should I conduct research?
• How much input will I have in the research process?
• How should I use research to drive strategic planning?
• What tasks and responsibilities will a professional research firm handle for me?
• I hear a lot about telemarketing. Is this the same as marketing research?
• What do I receive after the research is complete?
• I have never had to use research data. How can I be sure that I will understand it?
• What are the advantages and disadvantages of mail surveys and telephone interviews?
• I am considering conducting market research, but I'm concerned that survey results will reflect negatively on my performance. How should I approach this?
• Research statistics can be manipulated to reflect whatever results are desired. How can I be sure that my results are accurate and objectively represent the truth?