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Marketing Research Articles Related to the High-Tech Industry

Marketing Research Articles Related to the High-Tech Industry

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Worldwide tracking study keeps IBM in touch with mainframe users

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

Technology firm conducts worldwide satisfaction research survey via e-mail, Internet

Published
October 1997
Author
Jim Slevin
Abstract
Advanced Micro Devices switched from conducting its annual customer satisfaction survey face-to-face and via telephone interviews and mail questionnaires to primarily an Internet survey. This article describes the details of this effort, believed to be the first annual, worldwide customer satisfaction survey by a Fortune 500 company using the Internet as its primary medium.

Snapshots of three firms' online research experience

Published
July 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
The article summarizes how three companies - Informix, Bay Networks and Nickelodeon - have used online surveys to conduct research about their customers. Survey tools included SurveyBuilder.com and AOL's Opinion Place. Integrating graphics into the surveys is cited as a particularly helpful activity.

Satisfaction research can help technology companies thrive, not just survive

Published
October 1998
Author
Shahron Williams Van Rooij
Abstract
Many technology companies use satisfaction research to obtain feedback on customer perceptions of product and service performance, though the ability to develop a repeatable process that will yield actionable results often suffers under the constraints of time and limited resources. This article discusses the usefulness of satisfaction research to technology companies and considerations when partnering with a market research company.

GTE Internetworking boosts satisfaction numbers through a customer-focused approach and an organization-wide commitment

Published
October 1998
Author
Robert Brass
Abstract
GTE Internetworking (GTEI) uses an external customer satisfaction survey and an internal process based on this information in a highly disciplined way to continually increase company quality and customer satisfaction.

Qualitative/quantitative combo assists positioning of disposable hearing aid

Published
June 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Our world is increasingly becoming one of disposable goods. This article discusses Songbird, a new disposable hearing aid designed to last 40 days, including the crowded hearing aid market, testing, and marketing.

Reaching IT professionals: online vs. telephone interviewing

Published
May 2001
Author
Brian Van Houten
Abstract
Technology companies conduct thousands of surveys of IT professionals annually in an effort to keep up with the ever-evolving technology marketplace. Because they are a relatively small and oft-contacted group, it is important for marketers to consider factors that will encourage survey participation when designing a research program. This article details how to use online surveys successfully with IT professionals.

Research shows importance of service level agreements as potential marketing tool for communications firms

Published
April 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
While service level agreements (SLA) aren’t available to small-scale users, they are common in the business world. This article discusses a recent Web-based survey on SLAs conducted with 3,000 IT professionals.

The role of research in medical device design

Published
June 2003
Authors
Robert Schumacher and Gavin Lew
Abstract
The FDA mandates good manufacturing practices that ensure proper medical device design. This article discusses medical device design research, advocating a user-centered approach to health care products and devices as good business.

Use corporate ethnography to understand and reignite your brand

Published
May 2003
Author
Gerry Cain
Abstract
In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

Adaptation and innovation: successful product development in the Information Age

Published
November 2003
Authors
Douglas Malcom and Susan Spaulding
Abstract
The connectivity of the information economy is rapidly changing relationships between buyer and seller, product and service and employers and employees. This article discusses the importance of adaptation and innovation in the Information Age, including two case studies.

Pre-research planning helps Texas tech firm put findings in motion

Published
March 2005
Author
Laura Patterson
Abstract
Using a case history involving Texas-based Motion Computing, the article shows how a technology firm used research to define and refine new products.

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.

How StorageTek built its B2B satisfaction and loyalty research program

Published
March 2007
Authors
Joan Fredericks and Hernando Gonzalez
Abstract
Using the experiences of data management firm StorageTek, the authors outline 10 best practices for creating and maintaining a satisfaction and loyalty research program.

Custom store audits

Published
January 1989
Author
Al Goldsmith
Abstract
While the introduction of scanner equipment has proved useful in sales information collection, it does not provide a complete picture. This article discusses the value of custom store audits as an alternative for collecting information beyond sales data.

Is computer-aided interviewing for you?

Published
January 1989
Author
Amy Yoffie
Abstract
While many research companies are now using computer-aided interviewing, many buyers are not taking advantage of the service. This article explores computer-aided interviewing, including why buyers neither request nor desire to take advantage of this technology.

Mystery shopping program guides improvement of customer communication for business-to-business firm

Published
March 2009
Author
Marianne Hynd
Abstract
After expanding its network of test labs, Stork Materials Technology turned to mystery shopping to make sure the newly-added outlets were maintaining the service levels the company is known for. The shoppers contacted the labs via telephone and e-mail with customer service-related questions and measured each lab's level of responsiveness.

Using eye-tracking to measure the effectiveness of TV commercials

Published
April 2009
Author
Mike Bartels
Abstract
The author discusses eye-tracking technology and the Index of Cognitive Activity as a method of obtaining unbiased physiological data to better understand how viewers absorb, and how well they like, various television advertisements.

High-tech sacrifices surge in Lent '09

Published
March 2009
Author
Quirk's Staff

How and when to conduct mobile research appropriately

Published
June 2010
Author
Emily Goon, Quirk's Content Editor
Abstract
Research industry consultant Tim Macer chats with Quirk’s regarding the pros and cons of mobile self-completion research and how it can complement existing methods.