JASE Digital Media blog

Getting the Most From Your Marketing Research

This is a first part in a series on ‘Getting the Most From Your Marketing Research’ from guest blogger Chris Bonney of Bonney & Company. Bonney & Company is a full-service marketing research firm, providing a full range of custom marketing research services to businesses, government agencies and organizations in the non-profit sector.

I don’t remember jokes easily. But one I recall from my childhood was about a hotel company executive who’d been invited to speak on national television. (In those days, when you were lucky to get three channels of television, being on “national television” was about as big as you could get.)

People wondered what the hotel exec would say. Would he talk about trends in travel, the dynamics of hotel finance or the importance of quality control?

This is what he said:

When you stay at our hotels, please keep the shower curtain inside the tub.

I was reminded of that line when I was recently asked to speak to a group of marketing people about getting the most from their marketing research. I could have talked about “A Control Function Approach to Endogeniety in Consumer Choice Models,” a topic big among researchers at the moment. Instead, like the hotel executive, I wanted to talk about the basics because it’s confusion about the basics that keeps a lot of people from getting the most out of their marketing research.

Photo credit: ChernobylBob

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Tags: Bonney & Company, Chris Bonney, guest blogger, marketing research

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