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Marketing Research Articles Related to the Education Industry

Marketing Research Articles Related to the Education Industry

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Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

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.

E-interviewers add human touch to Web-based research

Published
July 2000
Authors
Steve Wygant and Karl Feld
Abstract
This article discusses a study conducted by Brigham Young University and Western Wats Center to address questions about and facilitate comparisons between three data collections methods: traditional CATI, self-administered Web surveys and interviewer-assisted Web surveys.

For maximum response rates in online surveys, keep respondents in mind

Published
January 2003
Author
Frank X. Allen
Abstract
SAT sponsor the College Board used both paper and online surveys to conduct research with 3,200 admissions officers and gather information on trends in college admissions.

In Case You Missed It... December 2013

Published
December 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: an app for the flu; Facebook taking on Twitter

In Case You Missed It... May 2011

Published
May 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: word-of-mouth; texting in class

Literacy an important consideration when conducting research projects

Published
July 1989
Author
Tom Quirk, QMRR Publisher
Abstract
Using an example, this article discusses the need to take literacy levels into account when planning future projects.

More universities are offering training in marketing research

Published
December 1990
Author
Bryan J. Rader
Abstract
This article highlights several academic programs that offer training in marketing research techniques. It also notes limitations in these programs and opportunities for further development.

Penn State University conducts multi-level research to launch its online campus

Published
July 1998
Author
James Fong
Abstract
Penn State University applied a wide range of research methods to determine the potential of its online learning program, the World Campus. The researchers used interviews, electronic questionnaires and e-mail surveys. Participants included associations, business leaders, students currently in or inquiring about its independent learning program, faculty and professionals in a variety of fields.

Pennsylvania Bar Assn. conducts a telephone survey of lawyers recently admitted to practice

Published
December 1992
Author
Quirk's Staff
Abstract
The Pennsylvania Bar Association conducted a telephone survey of lawyers recently admitted to practice. The survey probed the reasons why people go to law school, what their hopes and aspirations are, and how their opinions changed during their education - both after they were admitted to the bar and during the first few years of practice. In addition, the survey was designed to determine ways to help new lawyers handle the challenges they face.

Principles for interpreting eye-tracking data

Published
January 2009
Author
Mike Bartels
Abstract
Lost in the excitement of running that first eye-tracking study can be a very basic question: What does it all mean? The author presents three keys to unlocking the technology’s potential: be wary of oversimplification; quantify the behavior of your participants; and incorporate qualitative feedback into your analysis.

Reports provide data on effectiveness of print advertising

Published
April 1989
Author
Quirk's Staff
Abstract
McGraw-Hill Research’s Laboratory of Advertising Performance has developed considerable information on the effectiveness of print advertising. This article highlights some of that data.

Satisfaction research helps Delaware school district set standards, improve performance

Published
October 1994
Author
William H. Stearrett Jr.
Abstract
New Castle County Vocational Technical School District in Delaware surveys students, parents, and teachers every two years, and graduates six to 12 months after graduation, as part of the district’s comprehensive program of marketing research and performance reporting.

Study tracks trends in refusal rates

Published
July 1989
Author
Quirk's Staff
Abstract
This article discusses the “Your Opinion Counts” National Steering Committee’s 1988 study of survey respondents’ refusal to be interviewed, providing a comparison to the benchmark study conducted in 1985.

Teen poll shows mixture of optimism and pessimism

Published
January 1989
Author
Morris S. Whitcup Ph.D.
Abstract
Guideline Research Corp. recently conducted a study of 510 high school juniors and seniors across the United States for the American Home Economics Association. This article provides an overview of the study and its findings.

Telephone survey measures city's quality of life measures

Published
May 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Richfield, Minnesota, conducted a lengthy telephone survey of 400 randomly selected residents to assess how the city was doing in terms of service, aiming to satisfy long-term residents and draw new residents and new commercial developments.

Trade Talk: Book reviews: Market segmentation and other fun topics

Published
June 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of four books that cover topics including focus groups, segmentation, marketing to women and multicultural research.

Trade Talk: Online pharma MR course gets an update

Published
March 2011
Author
Joseph Rydholm, Quirk's Editor
Abstract
An interview with Don Marek, executive director of the Marketing Research Institute International, detailing the changes to an online pharma market research course.

Trade Talk: Research consultant prescribes a little pedagogy

Published
May 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column focuses on Rich Vondruska, who aims to be a teacher to those who need one, offering help in understanding quantitative techniques.

Trade Talk: Syndicated study finds college market viable

Published
December 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
College students are often mistakenly seen as having less buying power and influence than adults. This article discusses the findings of CollegeTrack’s research with students on 30 college campuses across the United States, including misconceptions about this buying segment and advertising during Spring Break.