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Marketing Research Articles Related to the Computer Industry

Marketing Research Articles Related to the Computer Industry

Showing items 1-20 of 28.

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A survey of scanner data users finds problems with data analysis, assimilation

Published
November 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Temple, Barker & Sloane, Inc. interviewed research management personnel in 51 U.S. consumer products firms to gain an understanding of how firms use scanner tools and data and their expectations of and satisfaction with scanner data. This article provides information discovered in that research.

All chatter's not good chatter - tips for monitoring negative online media

Published
November 2012
Author
V. Kanchana
Abstract
Awareness of what media, investors, customers and competitors are saying about your brand online is critical in a new media age. Consistent media monitoring gives insight into how your organization, product, service and competition are performing and perceived by the public.

Beyond customer satisfaction: measuring the components of competitiveness

Published
October 1997
Author
Michael T. Branham
Abstract
Using Apple Computer as an example, this article discusses how competitiveness is more than high customer satisfaction and loyalty ratings. This article discusses the three components of real competitiveness and how to measure these components.

Data Use: Integrating your marketing research software

Published
February 1987
Author
Stanely Cohen
Abstract
The author walks readers through the process of using computer software to analyze, report and manage research data.

Data Use: Spurious enhancement of statistical significance

Published
June 1987
Author
Robert Zimmermann
Abstract
Researchers must take care to conduct analyses with multiple criteria appropriately when incorporating statistics in a decision-making process.

Data Use: Taking the risk out of buying PC software

Published
March 1987
Author
Joseph Curry
Abstract
The author advises MR professionals on how to research and purchase software that will increase productivity, accuracy and cut costs.

Fax-based surveys give PC World magazine flexibility and quick turnaround at a low cost

Published
February 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
PC World magazine uses fax-based surveys, with the help of the program Teleform, as a fast and economical research method.

From smartphone to phablet, the online consumption surge is here

Published
October 2014
Author
Joe Webb
Abstract
The author discusses why brands should pay attention to the changing viewing habits of content-hungry consumers.

How Dell used telepresence to foster global conversation without traveling the globe

Published
May 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
A Dell researcher weighs in on the benefits and drawbacks of conducting global research using telepresence technology among a hard-to-reach audience.

Implementation planning: the key to maximizing computer system success

Published
February 1989
Author
William Springer
Abstract
Following computer and software advice does not ensure success. Installation is an important consideration that is often overlooked. This article discusses how to maximize computer system success, including defining what life will be like with the system installed, the development of an implementation plan, selecting a champion and celebrating success.

In Case You Missed It... August 2011

Published
August 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

Is computer-aided interviewing for you?

Published
January 1989
Author
Amy Yoffie
Abstract
While many research companies are now using computer-aided interviewing, many buyers are not taking advantage of the service. This article explores computer-aided interviewing, including why buyers neither request nor desire to take advantage of this technology.

Minnesota Mutual charts efficient marketing with MAPS

Published
April 1989
Author
Nance Olson
Abstract
Minnesota Mutual combined PRIZM, VALS and NFO data with existing purchasing information to develop Mortgage Audience Profiling System (MAPS), a marketing segmentation system to reach its most critical database: potential customers. With various database and segmentation information available via computer, Minnesota Mutual’s sales attempts can be that much more effective.

Movie theater chain refines its research methods

Published
January 1989
Author
Quirk's Staff
Abstract
AMC uses bend-back cards in 35 theaters annually to better understand the demographics and interests of its theater-goers.

Polaroid uses software package to enter new market

Published
March 1989
Author
Quirk's Staff
Abstract
Polaroid Corp. used A-Cross, a cross-tabulation software, to prepare of its entry into the 35mm consumer film market. The software processed data from survey sampling of hundreds of consumers across the United States.

Promotion pre-testing keeps Polident competitive

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Block Drug, Co. used two-phase pre-testing procedure to maximize the impact of Polident’s in-store campaigns, including one-on-one mall interviews and a mail survey.

Research company puts software to the test

Published
March 1989
Author
Quirk's Staff
Abstract
In the 1970s, Marketing Research Institute (MRI) wrote its own software. When the company upgraded its computers in 1982, MRI found a need for an interfacing software package. MRI chose StatPac for its analytical capabilities and ease of use. Today, the company’s success with large-scale projects relies on its software.

Research goes organic - could crowdsourcing work for you?

Published
August 2010
Author
Kevin Lonnie
Abstract
Crowdsourcing has the potential to stir up market research by allowing customers to communicate exactly what they want companies to provide and create. With a more democratic approach to research that leaves no average Joe behind, crowdsourcing could reshape customer feedback.

The A-B-4Cs of winning advertising

Published
December 2014
Author
James Forr
Abstract
James Forr examined 113 iconic or award-winning ad campaigns and developed a model for marketers to draw upon to craft their own memorable efforts.

Trade Talk: Cheap PCs part 2: falling prices, rising expectations

Published
April 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
An overview of the current and future state of the PC industry.