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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.

 

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* Anthropologists in MR are more than data-gatherers

Published
February 2013
Author
Cathleen Waters
Abstract
The author makes a case for why anthropologists should be included in the early stages of an ethnographic research project rather than merely being asked to observe and report on consumers.

By The Numbers: A sample size table

Published
December 2006
Author
Paul C. Boyd
Abstract
The author offers a table for calculating the correct sample size to reach a desired confidence level and margin of error. Includes a link to an online table generator.

* By the Numbers: A step forward on measuring marketing research ROI

Published
March 2012
Author
Michael Conklin
Abstract
Thoughts on the research ROI movement and why Coke’s approach is important.

By the Numbers: Ad recall trends: over, under, sideways, down?

Published
October 2007
Author
Robert Morais
Abstract
An examination of recall-tested TV commercials found that scores have not dropped as precipitously as many feel they have but the author still calls for more research and attention to norms and measures.

By The Numbers: An update on the state of 'working phone rate'

Published
April 2007
Author
Linda Piekarski
Abstract
A look at how working phone rate is computed and where it stands today.

* By the Numbers: Are Internet access panels a lemon market?

Published
August 2010
Author
David Haynes
Abstract
The author argues for a way to allow users of access panel research services to pre-judge the quality of their suppliers' products and eliminate the uncertainty that is harming both buyers and vendors.

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: Behavioral science and the future of business

Published
June 2012
Author
Aaron Reid
Abstract
The author argues that behavioral science and its associated disciplines offer much promise in researchers’ efforts to go below the surface and uncover true insights.

* By the Numbers: Calling cell phones - the FCC makes a bad regulation worse

Published
July 2010
Author
Howard Fienberg
Abstract
The MRA's Howard Fienberg details why a new proposed FCC rule intended to spare cell phone users from autodialers will hurt research, research users and the public.

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: Conducting research in an extraordinary economic climate

Published
June 2009
Authors
Keith Malo and John Widmer
Abstract
The authors offer several suggestions for maximizing research budgets during tough times, including eliminating projects that don’t add value, changing methodologies and using free or low-cost Web-based resources to keep tabs on the competition.

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: Does the survey sender’s gender matter?

Published
February 2007
Author
Stefan Althoff
Abstract
The author and colleagues conducted experiments to measure the impact of the so-called Anita effect, under which the gender of the person sending an e-mailed survey invitation appears in some cases to affect response rates.

By the Numbers: Don't give up on that segementation study - do it smarter

Published
February 2009
Author
Brant Cruz
Abstract
A down economy is no time to stop your segmentation efforts. Five segmentation-related concerns are outlined, along with ways they can be eliminated.

By the Numbers: European research panels growing, adapting

Published
November 2005
Author
Andrew Cooper
Abstract
While European panels have been slower to develop than U.S. panels, they are now up to speed and represent a host of cultures, languages and countries.

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: 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: For better insights from text analytics, elicit better comments

Published
April 2012
Author
Carolyn Lindquist
Abstract
How to tweak your question-writing to draw richer responses.

* By the Numbers: For better pharma research, start with the business decision in mind

Published
March 2011
Author
Sam Sabrin
Abstract
By talking with brand managers and other line partners at the outset, pharmaceutical researchers can define the project’s business goals and increase the quality of the information gathered.

By The Numbers: Formatting your Internet survey

Published
January 2007
Author
Giselle Lederman
Abstract
Tips and guidance on how to most judiciously use radio buttons, drop-downs and checkboxes when composing a Web-based survey.

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