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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 29.

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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: 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.

Trade Talk: Employee surveys key to attitudes

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives from Hyatt Hotels Corp. and Hewlett-Packard discuss the benefits of conducting research among employees.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Trade Talk: Home is where the work is

Published
February 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article looks at consumers working from home and how technology is changing the home office.

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.

User interface testing becomes accessible and cost-effective

Published
February 1997
Author
Cheo Massion
Abstract
User interface research and usability technology are useful tools for understanding how customers will respond to new software versions, but these methods can be quite expensive. This article discusses user interface testing and its less-expensive portable version.

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.

Worldwide tracking study keeps IBM in touch with mainframe users

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

Trade Talk: Cheap PCs: Is the revolution finally here?

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

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.

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.