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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 27.

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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 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 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 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 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 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 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.

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.

Questionnaire testing is key to successful telephone interviewing

Published
May 1989
Author
Tom Quirk, QMRR Publisher
Abstract
Before beginning a telephone study, testing of the questionnaire is important. This article discusses questionnaire testing, detailing the process.

Mail surveys still a viable research technique

Published
June 1989
Author
Tom Quirk, QMRR Publisher
Abstract
While mail surveys are emphasized today less than other research options, they remain a valuable tool for researchers. In fact, they are often the most effective and efficient method for obtaining data. This article discusses using and creating mail surveys.

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.

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 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 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 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 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.

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.

Mystery shopping takes a giant leap forward

Published
April 1995
Author
Tom Quirk, QMRR Publisher
Abstract
Using a personal anecdote as an example, Quirk's Publisher Tom Quirk explains why mystery shopping is an excellent way for companies to measure and improve customer service.

Mystery shopping develops new image

Published
January 1996
Author
Tom Quirk, QMRR Publisher
Abstract
After speaking with several mystery shopping veterans, Tom Quirk addresses the need to establish global standards to provide global consistency.

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.

 

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