Resource Library

Summary

Continuous problems between marketers and marketing researchers make for a less productive company. When researchers present to marketers the large amount of information they are asked to find they are met with confusion and an inability to understand what the data means. This makes it nearly impossible for marketers to use the data for decision-making.

In order to create a cohesive working environment, researchers need to make some changes. They need to present data with more than just facts and in a way that can be understood and appreciated by marketers. It would also be beneficial for them to understand the information themselves and share with marketers how to use and apply it.

For marketers to decide whether the information they are given is of good quality they should follow five tips. By paying attention to whether the sample is large enough and represents the population, looking to see if the questionnaire is easy for respondents to answer, conducting experiments when needed, and analyzing the responses in a logical manner, marketers should have research that is both beneficial and reliable.

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