The paradox of memory in market research

Article Abstract:

Market researchers face the dual challenge of eliminating the reliance of respondents on memory while using memory to obtain information. Three steps can be taken to handle these tasks. These are: developing ways to eliminate a dependence of memory, minimizing the reliance on memory to ensure its accuracy, and accepting Freud's claim that memory is permanent and using various aid and questioning strategies to stimulate memory.

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Some considerations affecting the use of factor analysis in market research

Article Abstract:

Factor analysis has been commonly used in market research for the identification of factors and data reduction. However, it is argued that factor analysis is unable to identify the number of factors needed to explain data and accommodates only linear relations. Thus, conditions such as the application of analysis results and the ability of data to conform to models must be considered in factor analysis applications.

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Commonsense in qualitative research

Article Abstract:

Marketing research sometimes requires the use of interview techniques other than the conventional questionnaire. These alternative techniques include the clinical interview, free interview, non-directive interview and extended interview. These techniques are less structured than the standardized questionnaire thereby proving direction and strength as well as encouraging spontaneity in subject responses.

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