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The Power of Context

In my opinion the methods employed to conduct the research are secondary to findings, the researcher attempts to discover. This opinion usually draws very heated arguments from purists who are concerned that “biases” cannot be avoided if the research is “tainted” by preconceived expectations. I totally agree – biases cannot be avoided, or even tried to. Without biases the results of research is meaningless and it is a lot more useful to introduce a power of the context and some structure into the process.

Meaningful, representative and actionable results of the market research are more important than it’s marginal accuracy. Continue reading

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