Therefore, it is essential to understand the full cycle of brand management research in order to be a remarkable researcher. This begins with a deep understanding of the concepts of reliability and validity.
“…reliability tests how consistently a measuring instrument measures a particular concept. Validity tests how well an instrument measures the particular concept it is supposed to measure.”
On the tenets of reliability and validity, building a research framework which captures the heart of the strategic intent is paramount in brand strategy formulation. Leading academics and experts in the field invariably say that a structured research framework is best-practice in research administration. Pinsonneault and Kraemer of the University of California Irvine, on research methodology state that the three key elements in a research framework used to assess the quality of survey research include:
“(a) research design, (b) sampling procedures, and (c) data collection methods. These elements, and their related dimensions, constitute the framework used to assess survey research methodology.”
As StrategiCom researchers, we are experts accountable for the recommendations which we put forward to our clients. This is a reflection of our ability to make sense of data. How well we do this will be the basis of the quality of our recommendations.
We seek like-minded and well-trained researchers who are competent and credible in managing the research cycle. Your research career experiences, academic achievements and publications must be relevant and reflect deep and extensive knowledge in this field.