I understand that the title of this post may seem pretty ambiguous and quite misleading as well; however wait till I explain the reason behind it. One thing that I have learnt through experience and also through the different marketing courses I have taken, is the fact that any proposal that we give to the client has to be backed up be relevant research. There are two components of primary research that are vital; one is the questions that is prepared to do the survey for the research and second is the respondents who answer these questions. These two things have the most impact on the research.
I realize that the questions have to be clear, succinct , non suggestive, probing (to an extent but not too much). The questions should be asked in a way that it's responses give adequate and appropriate results. However the most brilliant of questions would be worthless if we do not have the right group of respondents to ask them to. The quality of respondents is extremely important in any research.
In my case the target audience (and respondents) would be the parents of disabled individuals. My problem started when I began looking for respondents for my research. It became evident to me that it is quite difficult to find such respondents, as this is a sensitive issue to people and they do not like to discuss about it or answer questions about it. I spoke to some agencies who work in hiring respondents for research purpose but honestly I was doubtful about how credible their respondents would be. With all these things in my mind I spoke to my client and she very generously offered to help me out in my dilemma. She said that I should send my questionnaire to her and she will distribute it to the parents/guardians whose children study in her institute. This was a big help indeed. However she specified that she would not be able to ask the parents to give an one to one personal interview so I have to make the interview online so that they can take the interview as and when they please. Now initially what I wanted was Laddering interview as that gives the most insight into the consumer's mind. However now with the survey being online my wish of conducting a Laddering Interview is diminished; and hence "What a shame!".
Lets see how this change in plan shapes up my research.
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