How to get reliable results? For inspiration, marketing agencies, market research cease to be something unique in the Russian business practices. Research the market grows every year by a quarter or more of its annual volume has already exceeded $ 300 million. Representatives of even the most conservative industries no longer rely on an ephemeral 'entrepreneurial intuition' and appeal to professionals in search of knowledge about market. And it is quite timely, it should be noted, please contact: increasing market failures and even death are caused by companies the wrong course of business, murderous strategic blindness. Marketing research – the loyal, if not the only way to practical knowledge about the environment in which there is a business. This information is based on the most important management decisions, through which the company is certain, more or less favorable position. It is logical to assume that the quality of these decisions depends on two factors – the competencies manager and reliability of the information gathered during market research.
This article focuses on reliability problems of marketing information gathered during the quantitative research. This material continues a series of publications on the problems of marketing research, begun in article '2000 words about how you can not conduct focus groups' in August this year. Quantitative marketing research aimed at obtaining the most accurate quantitative estimates of various parameters of the studied subject, that is, deal with figures. Clearly, if the serious decisions based on the figures, the requirements for the accuracy and reliability of these figures must be no less serious.