Qcast: If You Don't Ask the Right Question, You Get the Wrong Answer
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When: 9/11/2014
Qcast is 12:00 p.m. EDT (GMT -4)
Presenter: Jane Goldwasser

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If You Don't Ask the Right Question, You Get the Wrong Answer: Qual/Quant Hybrid Research

For marketing research to have a consistent positive impact on a company’s ROI, it must be used to reduce the company’s decision risk. What information will do this? That depends on the unknowns. Simple answers can often be obtained easily and cost effectively via surveys. Complex questions usually demand qualitative investigations. But the best research often combines both of these approaches to come up with the best solution.

Speaker: Jane Goldwasser

Jane Goldwasser Jane Goldwasser is the President of New Directions Consulting, Inc. After a career on the client side, Jane went into business with her husband in a qualitative research practice focused on new product development. Now partnered with her daughter, Missy Carvin, the firm continues to offer its signature research product, Building BlocksSM, a blend of qualitative and quantitative approaches.

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