Author Archives: katherine

“Should we collect survey data by telephone or online?” is not the right question!

survey data by telephone

We’ve all heard that telephone surveys are falling out of favour as the trend to use mobile devices instead of household landlines continues to grow. Social media monitoring and online straw polling are increasingly touted as the latest and best ways to gather public opinion. But are they?

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“Katherine understands what the marketing challenges are in growing a small business and what’s important. She will not simply take on a project; she interviews the firm’s management, does some basic research and then advises on the direction the firm should take with its market research. Often this is not the direction they were thinking, and this guidance is of critical value.” – Bob Golding, Industrial Technology Advisor at National Research Council – Industrial Research Assistance Program