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Should you research

Mar 04 2002  • 

Before initiating any research study, ask yourself these questions:

  1. Exactly what am I trying to accomplish with the research?
  2. Will this research be conducted once, or will it likely be repeated in the future so that it can be used as a benchmark for tracking?
  3. How will the findings be used? Will they be informational or actionable? Will they be used for short-term or long-term decisions?
  4. Have I exhausted all available secondary (existing) research sources before considering primary research?
  5. What type of research is most appropriate for the study requirements? If I need quantitative information, have I considered mall intercepts, WATS line phone interviews, local phone interviews, mail or door-to-door methods? If I can use qualitative findings, have I considered focus groups, mini-groups, one-on-one interviews, executive/professional or trade interviews?
  6. What is my timetable?
  7. What are my budget restrictions?
  8. To what extent am I basing a future decision on this research? Will the findings be considered with several other factors or is a decision resting solely on the findings of the study?
  9. Is third-party credibility and objectivity a requirement? If the findings are to be shared with the media or in corporate statements/releases, it may be best to have an independent research firm execute the project.
  10. Have I identified and am I willing to accept the limitations inherent in the research study prior to beginning the study?

You may find that you don't have the time or money for proper research, or that the information already exists. But, if you do need to field a study, the answers to these questions will help pave the way to your success.

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