Do remember the most common mistakes made in house are the basic ones, such as asking leading questions and choosing a subjective sample.
Do your homework. The Market Research Society publishes a Research Buyers’ Guide at www.mrs.org.
Do issue a written brief when using an agency to avoid misunderstandings and provide a benchmark against which the end result can be evaluated.
Don’t skimp on putting serious time into choosing the right agency. Research the researchers.
Don’t forget to double-check in case you already have data in house that answers some of your questions.
Don’t turn to market research for the sake of it. YouGov reports that some marketers substitute it, rather than using it as a support, for decision making
>> Read the full article, "Get great results from market research"
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