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Marketing Research Articles Related to Mail Surveys

Marketing Research Articles Related to Mail Surveys

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Questionnaire helps Owens-Corning Fiberglas examine remodelers market

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Owens-Corning, a manufacturer of glass fiber materials, initiated a study to find out how the company was fulfilling the needs of remodelers. A questionnaire was sent out to 450 contractors, had high return and increased awareness in the company of an important segment of the marketplace.

Computer interviewing gaining popularity

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Many people fear the idea of a face-to-face interview. Computer interviews can decrease intimidation, elicit more truthful responses and save time for interviewers.

Trade Talk: Research aids children's magazine

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
How Magic Window used research to improve its marketing toward children.

Research propels Midwest Living to a fast start

Published
June 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Marketing research reveals important demographic information for Midwestern publisher.

Changes in health care prompt clinic to use market research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In an increasingly competitive health care industry, clinics like Park Nicollet in Minnesota are finding that market research can be invaluable. Mail surveys and one-on-one interviews are some of the techniques the clinic has used to gauge the marketplace.

Surveyed mechanics say modern car quality down

Published
February 1988
Author
Quirk's Staff
Abstract
It might seem that automobile technology and quality are improving, but according to many mechanics, U.S. car quality is lower today than 10 years ago. The survey, conducted by mailed questionnaires, has identified a lack of support, few improvements and warranty ignorance as some of the problems facing U.S. cars today.

McGraw-Hill shows it's the place to get market information

Published
February 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
McGraw-Hill, publishers of Electrical Construction & Maintenance magazine and Electrical Wholesaling magazine know the value of market research. Using a variety of techniques, including mailed questionnaires and telephone surveys, the company gathers information for the editorial and advertising sections of the McGraw-Hill magazines.

Dairy calcium ads change attitudes

Published
April 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives of the dairy industry knew that the calcium in milk helps build strong bones and ward off osteoporosis, they just needed to let medical professionals know the benefits of the popular drink. So the dairy industry released a series of ads targeting medical professionals. Market research, including pre-testing by telephone and post-testing by mail, proved these ads effective in spreading the good word about milk.

Health care research valuable, underutilized

Published
April 1988
Author
Hale T. Chan
Abstract
"Probably one of the most neglected parts of marketing in today's health care industry," according industry expert Hale T. Chan, "is the area of market research." As the corporate director of marketing at St. Mary of Nazareth Hospital, Chicago, Chan has used mail questionnaires and patient satisfaction surveys to develop more effective planning and promotional strategies.

A method for finding 'virgin' respondents

Published
December 1988
Author
Virginia Smith
Abstract
The researchers used a sample of their mailed survey respondents to a “Get Paid for Your Opinions” direct mail effort to explore the makeup of study recruits. Participants responded to a questionnaire through phone or mailed responses. This study is one of the first to combine information about lifetime experience in focus groups with reasons for wanting to participate in them, as well as demographic data.

Marketing research strikes American Bowling Congress

Published
December 1988
Author
Quirk's Staff
Abstract
Researchers conducted focus groups and mail questionnaires to understand the needs of the American Bowling Congress’ current members in order to gain insight and direction for both retaining members and attracting new ones.

Survey defines lawn mower purchasing habits

Published
December 1988
Author
Quirk's Staff
Abstract
This study used a mailed survey to mower purchasers to identify their characteristics and determine factors influencing their purchasing decisions. The researchers grouped the respondents into categories based upon the primary motivators of their decision-making process: brand name, features, price and outlet.

Trade Talk: Survey sizes up Iowa small businesses

Published
January 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Small businesses face many obstacles, particularly in the first year of operation. This article summarizes the findings of a recent survey of Iowa small businesses commissioned by the Small Business Development Center.

Promotion pre-testing keeps Polident competitive

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Block Drug, Co. used two-phase pre-testing procedure to maximize the impact of Polident’s in-store campaigns, including one-on-one mall interviews and a mail survey.

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.

Mail survey tests awareness of chiropractic technique

Published
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Activator Methods, Inc. surveyed a random sample of 1036 chiropractors nationwide via mail to determine its position in the chiropractic marketplace.

Research steers nightclub's respositioning

Published
June 1989
Author
Quirk's Staff
Abstract
Horsefeathers nightclub conducted computer-assisted surveys and focus groups with customers and employees, performed a market analysis, and reviewed club operations in its efforts to reposition itself in the marketplace and subsequently increase its popularity with and sales to evening customers.

Leaving an HMO: What does the member remember?

Published
June 1989
Author
Quirk's Staff
Abstract
KCA Research Inc. recently conducted a telephone survey for a group practice model HMO to determine why members who had voluntarily terminated had made that decision. The 300 members contacted provided interesting results, particularly in terms of the number of them who did not recall switching health plans in the previous year.

Trade Talk: Brand names offer emotional and psychological benefits

Published
July 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article discusses the insights regarding brand names discovered by DDB Needham Worldwide as a result of its annual Life Style study.

Agri-marketers direct mail with syndicated study

Published
July 1989
Author
Quirk's Staff
Abstract
With direct mail being used more and more in the agriculture industry, farm equipment, seed, and chemical marketers are seeking answers to questions about how farmers are receiving their messages. This article discusses the findings of Mail Monitor, a syndicated study that compiles the reactions of farmers in 12 states to the direct mail they receive, including level of readership and action taken for each piece, its size and carrier type and the quantity of mail farmers receive.