Pete Cape, global knowledge director for SSI, recently shared his thinking behind his updates to the data collection methods module of the UGA/MRII online course, Principles of Market Research (PoMR). Presenting a webinar, “Fit for Purpose: Choosing the Right Data Collection Method for the Problem,” Pete reviewed “three golden questions” that we can use to determine the research method most “fit for purpose”.

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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.