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Marketing Research Articles Related to Data Analysis

Marketing Research Articles Related to Data Analysis

Showing items 1-20 of 369.

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5 trends shaping customer insights

Published
October 2014
Author
Dirk Huisman
Abstract
The author explores five emerging industry trends shaping the future of market research.

A brief guide to outsourcing

Published
November 2005
Authors
Ashwin Mittal and Kedar Sohoni
Abstract
Discusses the risks of outsourcing, including cultural issues, and offers ways to overcome/mitigate those risks.

A comparison of missing value options in regression analysis

Published
December 1995
Author
Gary M. Mullet
Abstract
Regression analysis is one tool for evaluating customer satisfaction measurement. Non-response is problematic for multiple regression analysis because most software discards all of a respondent’s data when it encounters a missing value. This article discusses options for coping with item non-response in regression runs, comparing run results based on a real data set.

A guide to executive-ready reporting

Published
May 2006
Authors
Carla Penel and Will Leskin
Abstract
The authors explain how to write a research report for executives, using the four principles of conciseness, adaptability, readability and balance.

A guide to successful offshore data collection management

Published
November 2007
Author
Karl Feld
Abstract
Drawing from his experience gathering data in far-flung and often remote locales, the author offers several guidelines and tips for making sure that the contractors and subcontractors you work with for overseas data collection employ rigorous and verifiable data collection methods.

A guide to using PowerPoint to present research findings

Published
October 2006
Author
Melissa Murray
Abstract
To avoid the dreaded death-by-PowerPoint, presenters of research findings can follow these several helpful tips and guidelines.

A little extra data-tracking effort may improve accuracy

Published
February 2002
Author
Wade G. Boudreaux
Abstract
For some companies, forecasting demand is about as easy as predicting the weather. This article discusses forecasting demand, including making more accurate forecasts and keeping better data.

A look at just-about-right scales in consumer research

Published
February 2007
Authors
Richard Popper and Jeff Kroll
Abstract
Just-about-right scales are popular in sensory research but are not without their drawbacks, which this article explores along with the scales’ more beneficial aspects.

A look at participatory inquiry and hermeneutics

Published
December 2004
Author
Jennifer Haid
Abstract
This article examines the use and analysis of in-depth conversations, drawing distinctions between research conversations and research interviews. The former is designed to produce and uncover findings not obtainable through the latter.

A marketing segmentation tool for small-to-medium B2B firms

Published
April 2001
Author
Wade G. Boudreaux
Abstract
Data warehousing has taken market segmentation analysis to greater, more desirable levels, though it is often used with companies with thousands - even millions - of customers. This article discusses the Q-Q matrix as a segmentation tool for small-to-medium business-to-business companies, including how to use the matrix.

A new approach for analyzing customer satisfaction studies

Published
February 1993
Author
Randy Hanson
Abstract
This article describes the use of vulnerability analysis to show the relationship between an individual attribute and a dependent measure when analyzing data from customer satisfaction surveys. The author presents four ways in which vulnerability analysis goes beyond simply using a graph showing each attribute's importance and satisfaction levels in a simple two-dimensional scatterplot.

A report on the 2005 Confirmit Annual MR Software Survey

Published
February 2006
Author
Tim Macer
Abstract
Research software maker Confirmit conducted a wide-ranging study of marketing researchers and their use of software.

A report on the 2008 Confirmit Market Research Software Survey

Published
May 2009
Authors
Sheila Wilson and Tim Macer
Abstract
Findings from the annual Confirmit Market Research Software Survey show that firms feel they aren’t getting everything they need from existing software. As a result, they are developing their own programs and actively open to switching to those of other providers.

A report on the 2010 Globalpark Market Research Software Survey

Published
May 2011
Authors
Tim Macer and Sheila Wilson
Abstract
This iteration of the annual survey of research software users added questions on social media usage and deployment of sample routers and found that CATI seems to be holding its own.

A response to Grisaffe

Published
February 1993
Author
William McLauchlan, Ph.D.
Abstract
This article responds to an article by Doug Grisaffe's, published in this month’s Quirk’s Marketing Research Review, in which Grisaffe critiqued the author’s views about the strengths of using self-stated importance and the weaknesses of using multiple regression analysis to measure customer satisfaction.

A review of SPSS 11, DeltaGraph 5, AnswerTree 3

Published
February 2002
Author
Steven Struhl
Abstract
SPSS has continued its fast-paced release schedule of new products and major updates. This article reviews three updates: SPSS Version 11, DeltaGraph Version 5 and AnswerTree 3.

A review of SPSS 11.5 and SegmentSolve from Marketing Advantage

Published
February 2003
Author
Steven Struhl
Abstract
This article reviews Marketing Advantage’s SPSS 11.5 and Segment Solve, including enhancements and compatibility with other programs.

A simple solution to nagging questions about survey, sample size and validity

Published
January 1999
Author
Susie Sangren
Abstract
The quality of a market analysis is judged by its validity. Unfortunately, data from non-probability, informal sample surveys lack measurable confidence. This article demonstrates an easy method of calculating the sample size needed for a specific market survey or experiment.

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.