“You can’t just ask the right questions. You have to HEAR the right answers.”
Professional market research is less developed in Cambodia than in most Western and larger Asian advanced countries. It has really only been about 20-25 years that professional, more sophisticated marketing and research techniques have been being used. For comparison, in the United States leading research firms have been operating for almost 100 years, e.g. Nielsen Research (1923), Gallup Research (1935). Accordingly, the local Cambodian researcher talent pool, while highly motivated and improving, is smaller and less experienced.
And that brings us to a Cambodian market research “trap”.
The potential for this “bias” can be found in all data collection methodologies, from quantitative (e.g. long form personal interviews) to qualitative efforts (e.g. focus groups, etc.).
It can take many forms. Among them:
At Leverage Research Solutions we avoid bias by first understanding clearly what information our clients are trying to get and how they are going to use it. We then a) translate that into a specific data collection plan, b) train our interviewers/moderators how to use it and then c) supervise our team’s conduct throughout the project fieldwork, immediately correcting any biases if observed.