Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

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.

Showing items 1-20 of 1514.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

Rating scales can influence results

Published
October 1986
Author
Quirk's Staff
Abstract
A summarized excerpt of a U.S. Department of Commerce study testing the merits of a seven-point rating scale versus a 10-point rating scale.

Year-round schools to impact marketers

Published
December 1987
Author
Emmet Hoffman
Abstract
No one's sure if the trend will catch on, but marketers are taking notice of a renewed interest in year-round schools. There are many issues with the idea, but studies show that marketers might be affected by the trend.

Ignore mom when doing children research

Published
December 1987
Author
Quirk's Staff
Abstract
When conducting interviews with children, Karen Forcade, president of the Youth Research division at Consumer Sciences Inc., (CSI) Brookfield Center, Conn. insists that the best interviews are the ones without parents. Inviting parents into interviews will influence the children, making the interview less effective.

Minimizing client problems on focus group projects

Published
December 1987
Author
Naomi R. Henderson
Abstract
Moderator Naomi Henderson, founder and president of research firm RIVA, outlines ways to minimize focus group problems. Following certain steps can make focus groups more effective.

Child-adult qualitative designs yield richest data

Published
December 1987
Author
Diane Fraley
Abstract
The study of children as consumers is a complicated but valuable task. Child-centric product design tests and other qualitative research can yield rich data, but Diane Fraley of D.S. Fraley & Associates in Chicago knows that expertise is needed.

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.

Ideas for achieving focus group results

Published
January 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Focus groups and qualitative research can be valuable tools, but the research that works best is the research that's planned best. This article contains some of the essentials to think about before you start your next focus group.

NBC/Journal poll is tested, precise process

Published
January 1987
Author
Quirk's Staff
Abstract
NBC and the Wall Street Journal have joined forces to implement "Election Day Voter Polling," a survey of over 35,000 voters nationwide that helps both news organizations to better inform and involve their customers.

Radio tracking study places spots more effectively

Published
August 1987
Author
Quirk's Staff
Abstract
Radio advertising can be an extremely effective marketing tool, especially when selling to farmers. By analyzing tracking studies, Ted Haller can create the perfect fit between advertisers and radio stations to optimize the effectiveness of radio advertisements.

Marketers track, understand teens with syndicated studies

Published
August 1987
Author
Quirk's Staff
Abstract
Marketing to teenagers can be difficult, but Teenage Research Unlimited uses self-administered questionnaires with follow-up mailings to monitor the teen market. It may be a volatile market, but companies like MTV and Seventeen Magazine have found that up-to-date information on teens can be very helpful.

Comparative data retrieved with on-line system

Published
June 1987
Author
Quirk's Staff
Abstract
BaseLine, an on-line interactive and comparative data product from the Commission on Professional & Hospital Activities (CPHA), is helping health care companies stay competitive with user-friendly comparative data. The product taps into CPHA's national database and the Michigan Terminal System, allowing health care companies to compare trends, patterns, and individual performance.

Consulting services provide hospitals with marketing expertise

Published
June 1987
Author
Quirk's Staff
Abstract
With the changes in reimbursement practices and competition among hospitals gaining in importance in the last few years, it has become increasingly evident that hospitals of all sizes require marketing expertise. Some have met this need by hiring on-staff marketers, while others have turned to marketing firms.

Understanding data requires recognition of types of error

Published
May 1987
Author
Quirk's Staff
Abstract
Error is unavoidable in market research. But understanding the different types of error, and how they come about, can improve surveys and improve data.

Packaging research - evaluating consumer reaction

Published
October 1987
Author
Elliot Young
Abstract
Effective packaging is an essential part of product marketing, and consumer research is needed to determine the most effective packaging. There are many factors to determine before the product hits the shelf. Focus groups, mall intercept interviewing and test market auditing are three effective tools, and researchers have developed others to determine shelf impact.

Package program evaluates strength of package designs

Published
October 1987
Author
Quirk's Staff
Abstract
The Design Visibility Lab (DVL), developed by NOVA Research Inc., goes beyond subjective consumer opinions to measure the visibility and strength of a package. DVL uses a series of six instruments to determine the effectiveness of packaging in an objective manner.

The strategic value of business advertising research

Published
April 1988
Author
Quirk's Staff
Abstract
The authors draw from a survey of ad research professionals to examine trends in business advertising research, including methods used, benefits received and problems encountered.

A method for finding 'virgin' respondents

Published
December 1988
Author
Virginia Smith
Abstract
The researchers used a sample of their mailed survey respondents to a “Get Paid for Your Opinions” direct mail effort to explore the makeup of study recruits. Participants responded to a questionnaire through phone or mailed responses. This study is one of the first to combine information about lifetime experience in focus groups with reasons for wanting to participate in them, as well as demographic data.

Using focus groups to collect quantitative data

Published
December 1988
Author
James M. Leiman, Ph.D.
Abstract
This article explores the potential to glean quantitative data when using focus groups. The author addresses concerns regarding lack of random sampling and small sample sizes.

Natural group interviewing

Published
December 1988
Authors
David J. Pagnucco and Robert P. Quinn, Ph.D.
Abstract
The article summarizes a proposed three-part study to explore joint decision making behavior. Methodologies included questionnaires, direct observations, videotaping and semi-structured interviews.

The solid gold focus group

Published
December 1988
Author
Harold C. Daume Jr.
Abstract
This article discusses what has led to rising costs of focus groups and 12 practical ways to reduce these costs and increase the utility of focus groups.

 

Comment on this article

comments powered by Disqus