Selecting samples and getting to the 'whys': The limitations on research

Michèle Weydert

This event report explores some of the problems market researchers frequently have when trying to generate reliable data.

Selecting samples and getting to the 'whys': The limitations on research

Michèle WeydertWarc

Research methodologies are not a sexy subject, except perhaps to those most closely involved with them, but getting them right and understanding their limitations are essential to gaining the insights that marketers can confidently act on.

This subject was addressed by several sessions at Impact 2015, a conference organised by the Market Research Society and held in London in March 2015. One methodology is unlikely to ever be enough, according to MRS president Dianne Thompson, who drew on her experience as a former CEO of...

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