In marketing research everything depends on how you create the questionaire and to whom to ask. There are different scales of formulating the questionaire like semantic differentials, adjective rating scores etc;. Like always try to make the answers short in some like only yes or no, accept, reject etc; so that errors in dillusion can be minimised. Sometimes objective type questions are chosen. So it is very important to choose the scale of questionaire and areas that need to be uncovered which will point to the target need of the company. These are then fed into a statistical study of mean, standard deviation etc; from where even more error correction is done of reporting error, reply error etc; by giving adequate weight correction in the statistical study. It is important to choose the right candidates for the questionaire to be projected at. That pretty much sums up marketing research. If you can get hold of a book which is very old, Marketing Research and Control by Jolson of Unvierstiy of Maryland which has a good explanation of Marketing research it will be worth the effort.
Develop a list off criteria for evaluating market research?
If you are talking about stock market research the main criteria is the actual performance of the recommended stock which you can only evaluate after a certain time. You need to follow the
suggestions of an analyst on paper first; if he was right in the past
he or she will most likely be right in the future.
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