Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Data Processing

Marketing Research Articles Related to Data Processing

Showing items 1-20 of 84.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

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: Weighting survey data

Published
January 1989
Author
Paul V. Schrock
Abstract
Data weighting, or sample balancing, is both under- and misused. This article discusses data weighting, providing descriptions and examples that may foster more effective use of the technique by researchers in a variety of organizations.

Custom store audits

Published
January 1989
Author
Al Goldsmith
Abstract
While the introduction of scanner equipment has proved useful in sales information collection, it does not provide a complete picture. This article discusses the value of custom store audits as an alternative for collecting information beyond sales data.

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.

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.

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.

Investigating respondents' interpretations of survey questions

Published
April 1989
Author
Quirk's Staff
Abstract
This article is an excerpt from a chapter in the U.S. Department of Commerce report “Approaches to Developing Questionnaires.” It focuses on frame-of-reference probing, including personnel and skill requirements, respondent selection, preparation, operation, time and cost considerations and data collection.

Data Use: A look at item non-response

Published
April 1989
Author
Gary M. Mullet
Abstract
Because respondents do not always provide complete data in their questionnaires, data tabulation and statistical analysis can be tricky. This article addresses item non-response, including tabulation and summary statistics, providing a simple example.

Research guides Bell Atlantic Directory marketing

Published
May 1989
Author
Ted Allen
Abstract
Bell Atlantic uses market research and information support to remain competitive in the challenging Atlantic region. Key to its success is the company’s approach to market information management, which includes data support, validity and reliability assessment and database design and maintenance.

Study tracks trends in refusal rates

Published
July 1989
Author
Quirk's Staff
Abstract
This article discusses the “Your Opinion Counts” National Steering Committee’s 1988 study of survey respondents’ refusal to be interviewed, providing a comparison to the benchmark study conducted in 1985.

Organizing and implementing a market tracking system

Published
November 1989
Author
N. Carroll Mohn
Abstract
There are many issues of concern that must be addressed when implementing a market tracking procedure. This article discusses some of the more important considerations that are essential to successful implementation of a market tracking system, specifically focusing on the main points important to the manager (user) of that tracking support group.

Changes in survey design that will make your data entry and processing go smoothly

Published
February 1993
Author
Eric DeRosia
Abstract
This article offers advice on how to prevent common data processing problems by taking preventative measures during the survey design process. The examples presented address telephone surveys, but the same principles apply to surveys conducted in malls, through the mail or any other data collection technique.

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.

Trade Talk: Using stories to make sense of scanner data

Published
April 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
One study attempts to answer four questions: How are product managers using scanner data? How does the analysis of the data help them learn about changes in their marketing environment? How does this learning affect their decisions on pricing, promotion design and new product evaluation? How does the data affect their relationship with customers and fellow employees (salespeople)?

Data Use: Discrete choice modeling: Understanding a 'better conjoint than conjoint'

Published
June 1994
Author
Steven Struhl
Abstract
Since its introduction 20 years ago as an innovative new way to determine consumers’ true product and service preferences, shortcomings have been discovered with conjoint analysis. This article discusses discrete choice modeling, which was developed as an analytical technique to resolve the problems with conjoint analysis.

Data Use: Regression regression

Published
October 1994
Author
Gary M. Mullet
Abstract
Much has been written recently about using regression analysis in marketing research. This article addresses some of the fundamental underpinnings of regression analysis, irrespective of particular applications.

The use, misuse and abuse of significance

Published
November 1994
Authors
Patrick Baldasare and Vikas Mittel
Abstract
Researchers often misuse and abuse the concept of significance, tending to associate statistical significance with the magnitude of the result. This article suggests an alternative. When comparing numbers, consider two types of significance: statistical and practical.

Vexed by significance testing? Try the bootstrap technique

Published
January 1996
Author
William S. Farrell
Abstract
Significance testing can be difficult to teach and learn. This article explains how the bootstrap technique is simple to use and understand, valid and valuable-in hypothetical and real-world application. Though not new, the technique is becoming newly accessible to a majority of market researchers with varying degrees of computing resources.

Simulation, intuition & jargon

Published
November 1996
Author
Gary M. Mullet
Abstract
Using results from multiple computer-generated simulations, this article discusses basic statistical significance testing ideas.

Data Use: SPSS 7.5 for Windows 95 and Windows NT: software that does things right

Published
February 1997
Author
Steven Struhl
Abstract
Software is continually progressing. This article provides an overview of SPSS 7.5, a valuable statistical analysis software suite.