Did they read what you
November 14, 2004
Robert E. Stevens, GENESIS II
Second Beginning) E-Mail: email@example.com
Market research is
really all about effective
communication. Some will say it is about conducting research or
understanding. Yes, it is, but it all starts and ends with clear
communication from the client to the researcher, the researcher to the
participant, the participant back to the researcher and finally the
to the client. Communication includes spoken and/or printed words,
voice reflections, punctuation, body language, etc.
recent presentation of a
shortened version of "Researching Research," where I discussed the
five major weak areas of consumer research and the four primary root
the weaknesses, I had written the following question on the board.
or disagree with the following statement?
without her man is useless.
[ ] agree
I did not address the
well into the presentation. I wanted the participants to reflect on the
question. When I did address the question, I asked, who agreed
disagreed. Not surprisingly, the responses were split across gender
of the women present disagreed with the statement. I mentioned that I
their disagreement was unusual since the last time I asked members of
audience the same question, the females present voted over-whelmingly
agreement. Needless to say this came as a surprise to those present
until I told
them I had not completed the statement. I then went back to the board
the following additions.
without her, man is useless.
the women were in agreement with the statement. But one of the young
men in the
back of the room stated that I had made a mistake. He suggested that I
second comma in the wrong place. He said the statement should read as
without her man, is useless.
resulted in a 180
degree change in meaning. But without the comma, who knows how to read
sentence? When designing your research how careful are you of dual