You're fired... (and some good free tools)

I am currently working on some guidance for doing a shopping centre survey, to accompany the materials in our forthcoming ICT toolkit book.

One of the key problems with this sort of data collection was highlighted nicely on 'The Apprentice' last week. The contestants were in France, and trying to do market research on what products would sell in the French market.
One of the products they were assessing the possibility of sales for was a child's car seat which transformed into a back pack. It turned out that the people they asked thought people mainly travelled by metro.... and where were they when they were asking  these questions ? 

One of the main issues when asking questionnaires is that the location is chosen so as to avoid skewing the result a particular way. Standing outside Tesco and asking which supermarket people shop at is probably going to affect the answers that you get....

If you are looking for tools to help with planning your fieldwork locations, and working out some spheres of influence etc. it's well worth checking out these FREE MAP TOOLS....

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