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Marketing Research Articles Related to Executive Interviewing

Marketing Research Articles Related to Executive Interviewing

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A guide to marketing and selling to Chinese businesses

Published
March 2009
Author
Matthew Harrison
Abstract
Drawing from findings of in-depth interviews with Chinese business owners, the author details the best ways for Western firms to market their services in China and also explores the expectations and opinions Chinese businesses have of Western marketers.

A report on the 2010 Globalpark Market Research Software Survey

Published
May 2011
Authors
Tim Macer and Sheila Wilson
Abstract
This iteration of the annual survey of research software users added questions on social media usage and deployment of sample routers and found that CATI seems to be holding its own.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

CEO confidence plummets to record-breaking lows

Published
January 2009
Author
Quirk's Staff

C-level MR users offer researchers a self-improvement plan

Published
February 2013
Authors
Melanie Courtright and Brett Hagins
Abstract
A survey of 450 corporate execs netted tangible examples of the impact of research and tips on how MR can raise its internal profile.

Data Use: Translating 'researcher-speak' into 'executive-ese'

Published
May 2009
Authors
Rod Antilla and Brian F. Blake
Abstract
To best communicate survey findings to the executives who must act on them, researchers must use the language of decisions. By presenting information that is integrated, simplified and focused upon the issue at hand, they will help their internal clients act decisively and also improve the standing of the research function within their organization.

Depth interviews with executives

Published
March 2007
Author
Srijana Dhakhwa
Abstract
The author provides tips on interviewing busy executives, including ways to enhance rapport and how to phrase questions to elicit the most useful responses.

Determining the return on research can be tricky but is worthwhile

Published
May 2010
Author
Brett Hagins
Abstract
Continuing his article series on demonstrating the value of research, Brett Hagins draws from a larger study of Quirk’s readers and in-depth interviews with client-side researchers to explore the merits and methods of quantifying the economic value of research.

Ever the skeptics: tips for dispelling doubt in employee research

Published
June 2010
Author
Margaret R. Roller
Abstract
Trust is a primary obstacle in conducting focus groups with employees. The author offers 12 tips to help researchers create an environment that fosters security, honesty and openness.

Generating B2B insights via catch-and-release interviews

Published
December 2012
Author
Bruce Peoples
Abstract
Looking for a low-cost way to research B2B products and services? Grab ahold of the catch-and-release approach.

How to take your in-house research practices to the next level

Published
January 2010
Author
Ian Lewis
Abstract
Using the 10 key performance indicators detailed here, client-side researchers can install a continuous improvement process to add rigor and impact to their department’s practices.

How to transform market research from vulnerable to valuable

Published
January 2010
Authors
Dawn Lesh and Diane Schmalensee
Abstract
The authors draw from in-depth interviews with top researchers to provide concrete steps that MR departments can take to raise their internal profile.

In business-to-business research the devil is often in the details

Published
March 2007
Author
Owen Jenkins
Abstract
Conducting business-to-business research brings a host of difficulties, from unclear company definitions to low incidences and shoddy databases. Overcoming these and other hurdles is the focus of the article.

Interviews with pediatricians found mistrust of pharma firms’ CRM and SFA programs

Published
June 2010
Author
Mary Jean Koontz
Abstract
While customer relationship management and sales force automation programs can be a boon for pharmaceutical companies, the author’s research shows that they may also be alienating the very audience they are meant to exploit: doctors.

IT firm seeks company-wide acceptance of findings from international qualitative project

Published
December 2005
Authors
Shaan Rotolo and Kerry Cole
Abstract
A large IT firm conducted qualitative research with small and medium businesses around the world to understand how the needs of those businesses differed from those of the larger companies with which the firm was more closely identified.

Overcoming the hurdles

Published
March 2006
Author
Jolene Vanthuyne
Abstract
When recruiting for business-to-business research, the researcher encounters number of barriers, from secretaries to voice mail. The author explains how to cope with these problems and offers advice on how to conduct the interview once the respondent has been successfully recruited.

Qualitatively Speaking: Meeting executives face-to-face

Published
March 2006
Author
Margaret R. Roller
Abstract
The author offers six guidelines to conducting effective face-to-face interviews with executives, including setting clearly-defined goals, distinguishing between useful and not useful input, and being a good listener.

The key to good qualitative research

Published
June 2007
Author
Murray Simon
Abstract
By adhering to a set of moderator best practices no matter the qualitative methodology, the author argues that complaints about the qualitative process can be effectively neutralized.

Trade Talk: Tuning out the voice of the customer?

Published
March 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
Executives responding to a Chief Marketing Officer Council survey generally gave their organizations low marks when it comes to listening to their clients. Rather than using an established feedback and monitoring system, many only hear the customer's voice when conflicts or problems arise.

Transform your tracking studies: Take them off autopilot to increase their impact and ROI

Published
October 2009
Author
Brett Hagins
Abstract
Tracking studies are a staple in the marketing research arsenal. Drawing from a larger study of Quirk’s readers and in-depth interviews with client-side researchers, Brett Hagins offers tips on making them more effective.