Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Executive Interviewing

Marketing Research Articles Related to Executive Interviewing

Showing items 1-20 of 26.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

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.

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.

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.

Using qualitative research to get doctors to open up

Published
June 2007
Author
Steve Richardson
Abstract
QRCA members pass along valuable tips and techniques for getting doctors - a notoriously difficult bunch - to actively participate in the qualitative process.

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.

Using the Delphi investigative paradigm for market forecasting

Published
December 2007
Author
Charles H. Ptacek
Abstract
The Delphi technique, which involves conducting in-depth interviews with experts in an industry or market, can be used to create accurate market forecasts.

CEO confidence plummets to record-breaking lows

Published
January 2009
Author
Quirk's Staff

Using morphological content analysis to mine insights from qualitative interviews

Published
March 2009
Author
Charles H. Ptacek
Abstract
The author details the business-to-business application of morphological content analysis, which provides a systematic approach to analyzing interview transcripts. An example in the consumer electronics industry is provided to illustrate the main concepts.

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.

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.

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.

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.

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.

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.

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.

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.

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.