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From the Editor/Publisher Articles

Viewpoints from Quirk’s Marketing Research Review Publisher Emeritus Tom Quirk.

 

Showing items 1-20 of 26.

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Booking a facility? It pays to shop around

Published
January 1995
Author
Tom Quirk, QMRR Publisher
Abstract
This article stresses the importance of evaluating as many service providers as possible when seeking research services.

Expect the unexpected

Published
February 1999
Author
Tom Quirk, QMRR Publisher
Abstract
All researchers should plan for the best and prepare for the worst to help make the best of difficult situations.

From the Publisher April 1988: Research confidentiality a must

Published
April 1988
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk shares an experience when he needed to keep a persistent executive at bay to protect the confidentiality of research and uphold his legal and ethical responsibilities.

From the Publisher April 1990: Researching the researchers

Published
April 1990
Author
Tom Quirk, QMRR Publisher
Abstract
This article summarizes the findings of Quirk's first-ever reader survey.

From the Publisher August 1987

Published
August 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Researchers must always balance the need for time- and cost-savings while upholding methodological and data integrity.

From the Publisher December 1987

Published
December 1987
Author
Tom Quirk, QMRR Publisher
Abstract
The author emphasizes the importance of correct interviewer selection when conducting one-on-one interviews in business-to-business research.

From the Publisher December 1991: Proper planning essential

Published
December 1991
Author
Tom Quirk, QMRR Publisher
Abstract
This evergreen article stresses the importance of careful and proper planning for focus groups and outlines the steps necessary to prepare for a successful project.

From the Publisher February 1988

Published
February 1988
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk shares a story from his days as a research director of how uncomfortable meeting taught him the importance of preparting research reports so that even those with minimal exposure to research would understand the implications of the data presented.

From the Publisher January 1994

Published
January 1994
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk profiles two principals from Brand Institute Inc. to better understand the background of people who operate and manage research companies.

From the Publisher June/July 1987

Published
June 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Short and direct questionnaires are key to panel member satisfaction and retention.

From the Publisher March 1990: New book could help you avoid first-time focus group problems

Published
March 1990
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk recommends Thomas L. Greenbaum's book, "The Practical Handbook and Guide To Focus Group Research," as a hands-on, easy-to-read primer for those who are planning their first focus group programs.

From the Publisher May 1988: Focus groups for business-to-business research

Published
May 1988
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk recounts his experience conducting B2B focus groups for new product research and attributes the project's success to careful recruiting and modertating.

From the Publisher November 1987

Published
November 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Consistent communication and attractive incentives are key when when recruiting "expert" focus group respondents or those with a prominent business position or academic background.

From the Publisher November 1990: One company's experience with customer satisfaction

Published
November 1990
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk describes how a hybrid approach of focus groups and quantitative questionnaires can help yield useful customer satisfaction data.

From the Publisher October 1986

Published
October 1986
Author
Tom Quirk, QMRR Publisher
Abstract
Publisher Tom Quirk offers a welcome to the first issue of Quirk's Marketing Research Review magazine.

From the Publisher October 1996: This satisfaction 'research' left the customer unsatisfied

Published
October 1996
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk's shares the story of a friend who was the subject of an automotive dealership's poor-quality customer satisfaction survey and questions the toll experiences like this take on research's reputation.

Ignoring research findings can be very costly

Published
February 1989
Author
Tom Quirk, QMRR Publisher
Abstract
Sales and marketing personnel tend to be positive types who look for the good things about the products and services they sell while minimizing shortcomings of those same products and services. These traits are necessary if they are to be successful in their jobs. This article provides a case history that illustrates how a client’s internal factors can thwart the results of valid research.

In satisfaction terms, this ship was the Titanic

Published
November 1998
Author
Tom Quirk, QMRR Publisher
Abstract
Most organizations claim to be interested in customer satisfaction and customer loyalty, using evaluations to impress customers with their commitment. By way of personal experience on a cruise, this article addresses Norwegian Cruise Line's poor service, its clear mismeasurement of customer satisfaction and how the company might go about having some satisfaction to measure.

Is research ready for prime time?

Published
April 1999
Author
Tom Quirk, QMRR Publisher
Abstract
A discussion of Mary Lou Quinlan's "Just Ask a Woman" research television talk show.

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.

 

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