Saving Money on Your Next Readership Study, by Lewis Copulsky, Lewis&Clark
5. Involve other departments or outside interested parties. You may be able to gain additional research dollars from others in your organization who
want to piggy-back on your survey with a few questions of their own. Similarly, advertisers may be willing to pay to have specific questions added to the survey,
the results of which only they will see.
Finally, before you set your budget for your next research project here are a few things to keep in mind:
- A large part of the cost of readership research is in designing the questionnaire and analyzing results. These tend to be fairly fixed regardless of some of the methodological adjustments discussed above. Consider that you may lose long-term value from your investment at the price of some short-term savings.