Marketing Research Happenings

Nuance : The Human Touch: A Case for Verbatim Coding by Lisa Hazen Open-ended questions allow them to express their ideas and their emotions. The only way to capture the full meaning of these open-ended responses is through coding conducted by humans. An intelligent human being must read, interpret, and code the answers in order to extract the full meaning from the text. Nuance is passionate about listening to consumers’ voices, and allowing consumers to tell their stories in their own words.
Nuance : Standard Error by Jerry W. Thomas Standard Error is just one type of error that occurs in a survey, this article provides an overview of some types of common errors that can occur in surveys and how to avoid them. Types of errors discussed include: Sample screening error, nonresponse error, agenda error, question wording error, answer choice error, transition error, order error, assumed knowledge error, tabulation error, social desirability or social pressure error, translation error, cultural error, overstatement error, interpretation error, premeditated error, unconscious error, and cross-tabulations and significance testing.
Nuance : Tips For Choosing A Coding Partner by Lisa Hazen If you work in marketing research, you’ll probably need a coding partner at some point. Open-ended questions can provide valuable, spontaneous insight that can’t be captured with scale questions, answer lists, or text analytics. The most accurate way to reveal those insights is to manually code the open-ended comments. Manual coding identifies and groups together similar comments so that the patterns of meaning can be quantified and reported. If you find yourself needing a verbatim coding partner, how do you go about finding one? Here are a few tips to help you navigate the process.