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Marketing Research Articles Related to Data Processing

Marketing Research Articles Related to Data Processing

Showing items 1-20 of 68.

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A guide to offshoring back-office operations

Published
November 2006
Author
Karl Feld
Abstract
For research companies considering offshoring some of their operations, the author offers an in-depth look at the many issues and factors to consider, including the host country’s cultural practices, technology and infrastructure, and business and government environments.

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.

Add some strategy to your concept evaluation process

Published
April 2009
Author
Kevin Dona
Abstract
Assessing the prospects of a new product concept takes more than a cookie-cutter approach. Each concept requires its own set of strategies for how it will be presented to consumers in testing and a careful analysis of how the new idea fits corporate and brand objectives.

Advertising effectiveness: what it is, what it isn’t and can it be reflected by one number?

Published
March 2011
Author
Adam S. Cook
Abstract
A research analyst chronicles his quest to find a simple and flexible way to measure and define advertising effectiveness.

Analytical software extends its reach

Published
February 2000
Author
Steven Struhl
Abstract
The goal of this article is to clarify information on data mining and related topics (including “data warehousing” and “knowledge discovery”). Also discussed are software products (SPSS 10.0, DBMS/COPY 7.0, and SYSTAT Version 9.0) that can help with data mining.

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.

Best practices in managing offshore research processes

Published
July 2011
Author
Kumar Mehta
Abstract
Companies outsourcing their market research operations is common practice but they may not be making the most of this service. This article addresses some trends within market research that influence outsourcing and some basic tenets to building successful outsourcing relationships.

Big data matters: Why you should be using it and how others already are

Published
November 2013
Author
Helen Strong
Abstract
The author argues that researchers should include big data in their research design and offers several real-life examples of how companies have successfully applied big data analytics for marketing.

By the Numbers: To double-code or single-code?

Published
December 2003
Author
Stephen J. Hellebusch
Abstract
Quantitative marketing researchers typically ask open-ended questions in the surveys they conduct and record what the respondent says verbatim. The verbatim is coded. Coders group similar responses, and create summaries of what the consumers say. This article discusses double-code and single-code, providing example results to show comparison.

By the Numbers: Why your customer satisfaction surveys are not actionable

Published
October 2009
Authors
John Goodman and Patty David
Abstract
Your internal clients are busy. To give them the customer satisfaction data they need, the authors suggest, you must make the information relevant and easy to act upon and tie it to a specific economic consequence.

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.

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.

Considerations in quantitative data collection in China

Published
November 2009
Author
David Ying Hon Ho
Abstract
Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.

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.

Data mining and usage for corporate profit

Published
October 2003
Author
Elizabeth Bergman
Abstract
Many American companies collect customer satisfaction data but one has to wonder what effect that customer information has on their businesses. Only companies that know their customers’ needs will thrive. This article shows how placing customer information front and center in the planning process can produce dramatic results and transform the way a company does business.

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.

Data Use: A new approach for profiling brands and analyzing competitive information

Published
August 2011
Author
Ted D'Amico
Abstract
The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Data Use: Darwinism and data

Published
February 2005
Author
Andrew Jeavons
Abstract
An overview of the history of data handling and analysis.

Data Use: Discrete choice experiments and traditional conjoint analysis

Published
May 2000
Authors
Sean Lawson and Tim Glowa
Abstract
This article is based on a presentation by the author to the Sixth Annual International Air Transport Association Market Research Conference in Geneva, Switzerland, on December 8, 1998. This article discusses discrete choice experiments and traditional conjoint analysis, including a review of the history of choice experiments and comparison of choice models with traditional conjoint analysis.

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.