Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

By The Numbers Articles

Articles that act as a forum for authors to explore issues related to quantitative marketing research. View, sort, and refine more than 25 years of Quirk's By The Nimbers articles.

 

Showing items 1-20 of 90.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

By the Numbers: To double-code or single-code?

Published
December 2003
Author
Stephen J. Hellebusch
Abstract
Quantitative marketing researchers typically ask open-ended questions in the surveys they conduct and record what the respondent says verbatim. The verbatim is coded. Coders group similar responses, and create summaries of what the consumers say. This article discusses double-code and single-code, providing example results to show comparison.

By the Numbers: Stop wasting money! Don't use surveys to get answers you may already have in-house

Published
October 2003
Authors
John Goodman and David Beinhacker
Abstract
Many companies are executing surveys to gather data on questions they already have answers to. This article discusses how companies can save money by eliminating two research areas: measuring transactions where it is known that the process is stable and performance is very high, and measuring quality where there are existing internal metrics that report quality more accurately and quickly.

By the Numbers: There's just one rule in designing questionnaires

Published
February 2004
Author
Nick Andrus
Abstract
Through a bit of reverse suggestion, the author offers ways to violate the cardinal rule of questionnaire development: thou shalt not offend thy respondents. The un-suggestions include: show them you don’t care; insult them with words; insult their intelligence; and make them play the guessing game.

By the Numbers: Using research to size up a product's future

Published
March 2004
Author
Brain Cavoto
Abstract
Citing as an example the experience of a maker of servers, the article presents a guide to the questions and topics a company must address when considering adding a new product to the market.

By the Numbers: Let's test everything

Published
May 2004
Author
Stephen J. Hellebusch
Abstract
In statistical testing, the key is to make sure the right numbers are being tested.

By the Numbers: Write your RFPs right

Published
June 2004
Author
Bill Davis
Abstract
Poorly-written RFPs make it hard for both the data collection provider and the client to properly do their jobs. Guidelines for effective RFPs are presented.

By the Numbers: Common traits of successful loyalty research programs

Published
October 2004
Author
Karen Ahlgrim
Abstract
Heed warning flags such as “Our internal data says we’re doing fine” and “Let’s wait and see what happens” to avoid dooming your loyalty research program to failure.

By the Numbers: Remember when...

Published
November 2004
Author
David Nelems
Abstract
A lighthearted look at some data collection-related practices of the last four decades.

By the Numbers: The cool logic of chi-square

Published
January 2005
Author
Stephen J. Hellebusch
Abstract
Uses brief examples to illustrate the capabilities of the chi-square test.

By the Numbers: Converting surveys from paper to PDA

Published
January 2006
Author
Bill Jeffries
Abstract
PDA screen size, programming skip patterns and how to capture open-ended responses are among the issues to consider when transitioning your traditional survey to a handheld interviewing device.

By the Numbers: Ordered up wrong

Published
February 2006
Author
Stephen J. Hellebusch
Abstract
Using a recent example to illustrate his points, the author discusses the importance of using the correct statistical test.

By the Numbers: Are you surveying the right professionals?

Published
March 2006
Author
Ron Weidemann II
Abstract
The author presents advice to help readers develop and field surveys that thwart the efforts of bogus respondents, who lie or otherwise misrepresent themselves as a way to gain entry to survey and collect an incentive.

By the Numbers: Total unaided awareness?

Published
April 2006
Author
Stephen J. Hellebusch
Abstract
Question structure can have a big impact on the answers obtained when querying respondents about their awareness of advertising and products. The author presents some ways to make sure you are accurately measuring what you want to measure.

By The Numbers: Online surveys move to wireless devices

Published
July 2006
Author
Leslie Townsend
Abstract
An overview of what’s currently possible in conducting marketing research using wireless devices such as cell phones and PDAs. Three accompanying figures summarize the advantages and disadvantages of various approaches and outline functionalities.

By The Numbers: Respondent goodwill is a cooperative activity

Published
February 2005
Author
David Haynes
Abstract
Researchers have many steps they can take to improve and enhance respondent cooperation, including reducing survey length, watching for respondent fatigue and offering effective incentives.

By The Numbers: First impressions are everything in b-to-b telephone surveys

Published
March 2005
Author
Amanda Durkee
Abstract
Guidelines to help you get a foot in the door when calling business decision makers to conduct research.

By the Numbers: Wanted: a better choice in discrete choice

Published
April 2005
Author
Philip Moore
Abstract
An open letter from the author to anyone in the industry who can help him find a tool that leverages the power of computers to construct and administer a discrete choice card set.

By the Numbers: Stop worrying about what is better

Published
May 2005
Author
Ron Sellers
Abstract
Each research methodology has well-defined advantages and disadvantages. The trick is figuring out how each one applies to the project at hand and then selecting the right method.

By the Numbers: Fielding ethnic research? The success is the details

Published
June 2005
Author
Sylvia Nieto-Vidal
Abstract
From interviewing to coding, an ethnic research project involves the same procedures as a general-market project, but it truly benefits from a seasoned researcher’s knowledge of and experience with multicultural respondents.

By the Numbers: Mail surveys- the right alternative

Published
July 2005
Author
Joel Zeiler
Abstract
Despite their age and drawbacks, mail surveys are still a viable research methodology for certain specific situations.

 

Comment on this article

comments powered by Disqus