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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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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.

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.

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.

Surveyed mechanics say modern car quality down

Published
February 1988
Author
Quirk's Staff
Abstract
It might seem that automobile technology and quality are improving, but according to many mechanics, U.S. car quality is lower today than 10 years ago. The survey, conducted by mailed questionnaires, has identified a lack of support, few improvements and warranty ignorance as some of the problems facing U.S. cars today.

Poll shows youth hopeful about their lives, future

Published
February 1988
Author
Quirk's Staff
Abstract
Adults may fear an oncoming national crisis, but the American Chicle Youth Poll, a study conducted by the Roper Organization for the American Chicle Group of Warner-Lambert Co., reveals that teenagers and children are overwhelmingly happy and satisfied with their lives and their futures. The study was based in-person interviews that were validated over the phone.

Considerations for choosing qualitative research facilities

Published
February 1988
Author
Mark D'Alesso
Abstract
Choosing the correct qualitative research facility is a key decision when planning market research. Mark D'Alessio, the managing director of Focus Plus, outlines many of the essential criteria to think about.

Women executives earn half as much as male peers

Published
March 1987
Author
Quirk's Staff
Abstract
This article details a Heidrick & Struggles Inc. survey of women executives at the nation's Fortune 1000 companies.

Helpful Hints May 1987

Published
May 1987
Abstract
In this column, Henkin shares his insights to questions about telephone interviewing.

Telephone tracking studies

Published
November 1987
Author
Quirk's Staff
Abstract
Telephone tracking studies are widely used to obtain data on the effectiveness of ad campaigns, new product introductions and market share. C/J Research, Inc., Arlington Heights, Ill., has over the past 10 years conducted hundreds of studies using its 100-plus WATS station facility. C/J president Terence Cotter has been involved since the beginning and shares his observations about telephone tracking studies.

 

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