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 1469.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

"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.

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 reasons why you should go mobile right now

Published
July 2013
Authors
Bob Yazbeck and Susan Scarlet
Abstract
The authors offer a mobile research manifesto, addressing some common complaints against mobile and outlining the many factors in its favor.

10 steps to greater Web survey response rates

Published
July 2003
Author
Bill MacElroy
Abstract
One of the most eagerly debated topics at IMRO (Interactive Marketing Research Organization) conference breakout sessions has been the role of the initial e-mail invitation in gaining participant cooperation for Web-based surveys. A wide variety of opinion has emerged as to what constitutes best practices for writing the perfect e-mail. This article goes through 10 of the issues that must be addressed in an e-mail invitation to a Web survey and the order of precedence that these points-of-information need to be presented.

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 Asian-American youth

Published
June 2007
Author
Deidre Sullivan
Abstract
Conversations with Asian-American youth helped the author develop a list of dos and don’ts for marketers who are considering targeting this growing and under-served group.

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 for creating a great content marketing strategy

Published
April 2014
Author
Lorie Loe
Abstract
From white papers to social media, a survey of business-to-business buyers sheds light on the types of corporate-generated content that drive sales.

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.

12 strategies for keeping your Gen Z community engaged

Published
April 2014
Author
Jeanne Connon
Abstract
The CMO of FashionPlaytes on the right – and wrong – ways to approach, interact with and learn from the pre-Millennial generation.

15 keys to a successful relationship with your qualitative researcher

Published
December 2005
Author
Diane M. Harris
Abstract
A veteran qualitative researcher shares several tips on how clients can enhance the relationship with their research providers. Flexibility, honesty and patience are among the attributes she discusses.

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.

5 lessons learned from running a multigenerational panel

Published
April 2014
Author
Mary McIlrath
Abstract
A research-on-research look at what happens when you create and manage a community of Millennial, Gen X and Boomer participants.

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.

 

Comment on this article

comments powered by Disqus