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Marketing Research Discussion of Technique Articles

In Discussion of Technique articles marketing research industry practitioners offer advice and insight on a wide range of research-related methods. View, sort, and refine more than 25 years of Articles related to marketing research techniques.

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"Don't forget to do your homework"

Published
December 2001
Author
Tom McGee
Abstract
There are a variety of qualitative techniques available to the researcher. This article discusses the benefits of homework assignments to qualitative research.

"Gimme what you've got"

Published
February 1999
Author
J. Kevin Bokeno
Abstract
Impulse-buying behavior is increasing in traditionally high-involvement categories and in day-to-day purchases. This article discusses how time constraints have been the dominant theme of the buying experience in the ‘90s.

"Keep it simple, sonny"

Published
December 2001
Author
Tim Huberty
Abstract
The 50-plus crowd has become a formidable one that will continue to grow as Baby Boomers continue to turn 50. Though the group is large, marketing researchers continue to validate research techniques for younger generations. This article addresses research techniques for adults over 50, of which there’s one rule that dominates: Keep is simple, sonny!

10 considerations for starting your own research firm

Published
August 2009
Author
Barb Gasper
Abstract
Leaving a client-side position to open your own research firm requires a leap of faith. To succeed, the author says, you need to determine what makes you unique, build your contact network, hone your sales skills and prepare for the highs and lows of life as a business owner.

10 steps to improve business/industrial research

Published
February 1988
Author
Margaret Morich
Abstract
The most successful product manufacturers are often the best market researchers too. Margaret F. Morich, co-founder of Consumer & Professional Research Inc., outlines 10 suggestions on how to improve B2B research projects.

10 things every brand should know about marketing to African-Americans

Published
June 2008
Author
Mitch Eggers
Abstract
Marketers ignore the African-American market at their own peril. The author explores stereotypes about black consumers and shows how savvy marketers can tailor their advertising and promotional efforts to capture the interest and loyalty of this growing, lucrative group.

10 tips on tracking research

Published
February 2000
Author
Martin Stolzenberg
Abstract
With the exception of competitive sales data, researchers probably spend more money on tracking research than anything else. This article provides ten tips for optimizing the program and achieving maximum value, including 1) identifying the real purpose of the research, 2) basic focus, 3) research scope, 4) continuous versus “dipstick” interviewing, 5) criteria for choosing a research firm for your tracking study, 6) interviewing mode, 7) the questionnaire, 8) preliminary analytic plan, 9) mining the data, and 10) dress rehearsal. Also stressed is the key element of planning.

10 trends in qualitative research

Published
December 1999
Author
Patricia Sabena
Abstract
The last few years have seen a number of developments in usage and attitudes regarding qualitative research worldwide. This article examines the 10 most notable of these trends.

10 ways to keep your panel respondents happy

Published
January 2009
Author
Nate Hardy
Abstract
For many panel members, money can’t by their happiness. After analyzing data from thousands of surveys, the author found a number of common-sense satisfaction drivers that didn’t cost any extra money to implement, including: keep questionnaires simple; pre-test your surveys; avoid repetitive questions; and pay incentives promptly.

15 tips and techniques for survey research

Published
December 1992
Author
Gayle Kaplan
Abstract
This article offers 15 tips and techniques to think about before beginning survey research to obtain useful and valid information. Some areas discussed include survey design and wording, sampling issues, statistics tools, timing for telephone surveys, strategies for increasing responses to mailed surveys, and issues related to anonymity and confidentiality.

21st century mystery shopping

Published
January 2005
Author
Ron Welty
Abstract
From digital photos to e-mailed reports, the mystery shopping process is benefiting from advances in technology.

27 focus groups, seven ethnicities, seven languages and 11 locations

Published
April 1997
Author
Joan Lawton
Abstract
The Centers for Disease Control (CDC) and Westat, Inc., used extensive group research to investigate diabetes in specific ethnic groups. The complex study provided valuable information for the CDC and Westat as well as for marketing in general.

3 questionnaire techniques on 'health events' reported

Published
February 1987
Author
Quirk's Staff
Abstract
The U.S. Department of Commerce has released a report called, "Approaches to Developing Questionnaires," that outlines the merits of a diary procedure, sample design and effective evaluation in marketing research. A summary is included in this article.

A better customer satisfaction scale

Published
October 1999
Author
Howard Waddell
Abstract
Traditional rating scales used for customer satisfaction measurement have significant weaknesses when used in practical situations. This article discusses customer satisfaction scales, including one that is more straightforward than traditional scales.

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 campaign for improvement

Published
March 2003
Author
Scott Young
Abstract
Marketers are spending more than ever on print advertising, yet relatively few companies make a dedicated effort to comprehensively assess and improve their print campaigns. This article offers several observations about print advertising, shares insights gathered from PRS Eye-Tracking studies documenting exactly how readers actually view and consider advertisements, and suggests several “principles of effective print advertising.”

* A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

A common sense approach to dialing costs

Published
December 1990
Authors
Amy Starer and Dale Kulp
Abstract
This article discusses two methods of estimating the expected savings from eliminating non-working numbers from telephone-based research studies. One method estimates the average number of minutes in each hour that interviewers actually spend administering questionnaires. The second method assesses what the savings would be to develop a dialing rate per hour just for non-working numbers.

A communal effort

Published
July 2005
Author
Michael T. Foley
Abstract
Drawing on surveys of panel respondents on why they participate in the research process, the authors discuss the steps needed to maintain and grow an online panel.

A comparison of Internet and mail survey methodologies

Published
July 2001
Authors
Bobby Medlin and Dwayne Whitten
Abstract
Survey instruments are the primary means of data collection for organization researchers. Advances in technology make the Internet an appealing tool for survey research. This article examines Internet surveys, comparing the research tool to the older tools of fax surveys and mail surveys.

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