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Marketing Research Articles Related to Coding

Marketing Research Articles Related to Coding

Showing items 1-10 of 10.

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A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

A structured approach for qualitative verbatim analysis

Published
October 2010
Authors
Michael Feehan, Cristina Ilangakoon and Penny Mesure
Abstract
Using examples of Net Promoter Score data from two studies - one of patients assessing their primary care physicians and the other from the consumer electronics industry - the authors explore strategies for extracting insights from large qualitative data sets.

Automating the coding process with neural networks

Published
May 1993
Authors
Raymond Raud and Michael A. Fallig
Abstract
To overcome the cost and accuracy disadvantages of manually coding open-end questions, researchers can apply computer algorithms based on neural networks, an aspect of artificial intelligence which simulates the human brain’s ability to learn. This article describes such a program and a field test’s results.

CASRO data collection guidelines

Published
March 1989
Author
Quirk's Staff
Abstract
The Council of American Survey Research Organizations (CASRO) is the national trade association for commercial survey research firms in the United States. This article details CASRO’s data collection guidelines, including interview training, project briefing, interviewing, supervision, client billing and flexibility.

Companies seeking insights on satisfaction shouldn’t overlook online and other text sources

Published
October 2006
Author
Tom Anderson
Abstract
Verbatim responses and other textual sources provide valuable and often untapped sources of insights on customer satisfaction. The author cites a case history involving hotel company Starwood and its use of text mining to glean helpful data.

Cracking the code of social media data analysis

Published
August 2010
Author
Thomas Malkin
Abstract
While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

Inter-rater reliability and coding consistency

Published
November 2014
Author
Natalia Elsner
Abstract
The authors outline their firm’s efforts to check internal coding practices on a project involving a health care client.

The seven deadly sins of VOC research

Published
February 2011
Author
Howard L. Lax
Abstract
Mismeasurement in voice-of-the-customer (VOC) research can often lead to mismanagement. When conducting VOC research, beware these seven deadly sins: vanity, provincialism, narcissism, laziness, pettiness, inanity and frivolity.

The value of verbatims

Published
March 1991
Author
Tim Huberty
Abstract
Asking open-ended questions and carefully probing for consumers’ insights can lead to valuable verbatim words and sentences from respondents. This article discusses how researchers have used verbatims from focus groups, telephone interviews and personal interviews.

Using social media research to complement traditional methods

Published
August 2011
Author
Annie Pettit
Abstract
Using a study of coffee drinkers, Annie Pettit outlines how social media-based research can inform and enhance survey research methods rather than replace them.