The marketing research methodology you use to collect data is as important as the questions you ask. Because market research must be projectable or you to take the results of quantitative research at face value. That means your sample must be mathematically projectable to the whole audience within an acceptable margin of error.

That kind of research forms the basis for the most effective brand strategy and should be used as a benchmark research study to measure your effectiveness over time. Plus it is important to pay attention to your marketing research methodology.