A good example of this was the US Presidential election between George
Bush and Al Gore.
The problem was ‘hanging chads’. When voters made their vote,
they had to physically make a hole in election card and knock the chad off.
Some voters didn’t knock the chad off, so it was left hanging onto the card.
Was this a vote? Or should it be disqualified?
Small details like this can have immense impact on the final results.
You need to allow for unknowns creeping into your research results and take
steps so they don’t influence the final results.
Cleaning data involves editing, coding, and tabulating results. To do
this, start with a simply designed questionnaire
(or a similar tool) and:
Subjective - Rely on subjective information to support general
Objective - Gather objective information to support more specific
findings. Objective data gives you a neutral view of how others see your
product. If you ask your team – or even your current customers – what they
think of a new product, more than likely then will tell you what you want to
hear. Those outside the organization will be more impartial.
Look for anomalies and inconsistencies – if there is a sudden change
in the results, look at what triggered the shift. Likewise, if results from one
team conflict with another team, sit down with them and see how they’re
gathering the data. They may have made some errors in crunching the numbers or
interpreted the results incorrectly.
Compare – Look at the results of different data collection methods.
For example, if you run polls online and offline about the same subject, for
example, the customer’s favorite brand on designer shoes, look at the results
and see if they agree.
If you're targeting the same age group and demographics,
they should agree, right? If not, dig deeper and see why 20 something’s online
give different than 20 something’s offline. Hint: people tend to be more
‘creative with the truth’ online than when interviewed face to face.
Use other sources of information – For example, you can use U.S.
Census Bureau statistics on median income levels for a specific city/state and
other official research findings to give your findings more balance.
Research Template Pack
template pack includes:
Plan Template (16 pages) Use this template to capture 1. Why You
Need Research, 2. Who You Wan to Target, 3. How to Plan 4. Collect
Data, 5. Analyze Data, 6. Report Findings, and 7. Make Decisions.
Plan Brief Template (6 pages) Use this document to brief
Consultants on your Market Research requirements.
Templates including Brand Loyalty Survey, Competitor Analysis,
Demographic Comparison, Demographic Profile, Industry Analysis
Checklist, Market Planning Checklist, Cost Analysis, Market
Research Spreadsheet, Market Survey, and a Project Plan.
The Market Research Plan (MS Word, 16 pages)
contains the following chapters. The other checklists,
questionnaires, surveys and templates are listed below.
Why Use a Market
As a small business owner, you're looking for ways understand:
your current customers and potential customers?
What do I
really know about them? Where do they live? Do they prefer to shop
online or offline?
they want to buy?
their average income? What’s the disposable income?
of products do they have (Skoda), like to have (slightly bigger Car),
and aspire to having (BMW)?
are they willing to pay for my products?
find my products where they go shopping? If not, why?
they think of my business? Do they think we’re reliable, trustworthy,
my business compare with my competitors?
Here are screenshots of the
templates you can download by clicking the Click Here to Purchase
Research Template, Stage 3
Research, Excel Template
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1. Click the Buy button below and you
will be sent to a secure page on Clickbank.
2. This is a screenshot of the sales page on
Clickbank.com. There are a few things I want to show you.
1. This is the Klariti logo. It shows
that this order is from Klariti.com – the site you have come from.
2. This shows the amount of the
order. It defaults to USD but you can change it your local currency if
3. This is where you enter your credit
that it asks for your Validation Code. This is the 3-digit code printed on the back of your card, to the right of the card
number. This is to protect you as your card cannot be used without this
4. Click the PayPal logo if you want
to pay with PayPal instead of your credit card.
After you have checked everything, order,
price and credit card details, and click Pay Now.
Wait a few seconds - don't close the browser.
5. Clickbank will send you to the
Download page on our site.
6. The Download Page looks like this. Save
7. Save the files to your PC and check you