The brand anthropologists at Stealing Share created a predictive model as a springboard to persuasive brand creation. This model clears away clutter and reveals the prime emotional motivator that controls your target audiences.
Your research methodology is EVERYTHING. The method you use to collect data is as important as the questions you ask. Market research must be projectable for 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.