Resources Related To Market Research Coding

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There are 4 articles in our archive related to this topic.

CASRO data collection guidelines: The Council of American Survey Research Organizations (CASRO) is the national trade association for commercial survey research firms in the United States. This article details CASRO’s data collection guidelines, including interview training, project briefing, interviewing, supervision, client billing and flexibility.
Listen to the text: Verbatim responses and other textual sources provide valuable and often untapped sources of insights on customer satisfaction. The author cites a case history involving hotel company Starwood and its use of text mining to glean helpful data.
Automating the coding process with neural networks: To overcome the cost and accuracy disadvantages of manually coding open-end questions, researchers can apply computer algorithms based on neural networks, an aspect of artificial intelligence which simulates the human brain’s ability to learn. This article describes such a program and a field test’s results.
The value of verbatims: Asking open-ended questions and carefully probing for consumers’ insights can lead to valuable verbatim words and sentences from respondents. This article discusses how researchers have used verbatims from focus groups, telephone interviews and personal interviews.