Controlling the Top 9 Research Design Mistakes
New Researchers Invariably Make!

Successful data collection takes planning, experience and strategy. Don't trip up. Here are some of the most common mistakes Researchers make and tips for avoiding them (if you are experienced, see if you can check them all off.)

1. Not monitoring results or interventions across time. Results from one survey alone can make for compelling reporting arguments – but think, how do you know if you've made an effective impact? How do you know you've resolved the issue for all parties or by making one move, shifted an issue onto another area, how has opinion changed over time? The answer is you don't know, that's why follow up studies are so critically important, needless to say its responsible, cost efficient and shows a commitment to evidencing research success -its often something the client desires. Its incredible how many let their clients down but not running subsequent annual or quarterly waves.
   
    
2. Not thoroughly researching the competition. Everyone has competition, get as much information about the competition as you can. The more you know about how they are conducting business, their strengths and weakness, the more effectively you can establish a competitive edge. Not collecting data in this area provides no perspective or frame of reference for other results.
    
3. Not researching price information. If done properly, your market research should tell you what customers expect to spend and how high they will go to purchase a product or service like yours, with different potential attributes, oh and see above. Remember everything has a price and that is increasingly important in this economy.
    
4. Researching the wrong group. Before accumulating first-hand research you need to have an idea of who they are. Often we see surveys which ask the wrong questions and respondents either drop out or when an open question is asked, talk endlessly about what they should have been asked.
5. Overspending. If you are smart about it, performing data collection does not require a huge budget. But in their haste, many Researchers get stuck on their first data collection idea or stick to rigidly to historical designs which are outmoded. Keep in mind that getting the right respondents is the objective and ways to get to them change over time. Ask around and you'll stop from having an embarrassing conversation about why your bid was 3 times higher than the next bid.
    
6. Not knowing what you are looking for. Doing market research in the hopes of discovering something (anything!) for your client can be an exercise in futility – worse is if your client doesn't agree or know what they want. You should be absolutely clear about what information you need before you even begin. Think of the end report and be clear on your data outcomes. Desperate attempts to mold the data to suit a shifting client or a poor design are a nightmare.
    
7. Not honing a good research instrument. Just handing over a questionnaire is not good enough. You need to be sure that your survey will provide you the answers you need. AFS provides feedback and testing, (pre and post a pilot,) take the time to hone a solid research instrument that helps you find out about your customer base.
    
8. Not being aggressive enough in your sampling efforts. The best surveys or questionnaires are useless if you do not get the right people to answer them. Researchers need to push for access to databases and ask AFS to find unique ways to achieve contact with say lapsed customers or competitors customers; getting the easy responses often just generates the obvious results.
    
9. Relying on a limited set of data. Let's not talk census level data, but too often we see projects collecting invalid numbers of respondents for the segments they are trying to examine. Be sure to argue for the full compliment of sample or break out your research to concentrate on important groups first and use various methods if you need to. Don't skimp on quality and the integrity of the study, because it will effect your level of confidence in the results.
   
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