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Marketing Research Articles Related to Mall Interviewing

Marketing Research Articles Related to Mall Interviewing

Showing items 1-20 of 22.

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Research helps AT&T sharpen its newsletter

Published
March 1987
Author
Quirk's Staff
Abstract
When AT&T customers received their "Stay In Touch" newsletter with their long distance bill, most didn't realize the extensive market research that went into it. AT&T employed focus group sessions and mall intercepts to find out what type of newsletter would best appeal to customers.

Packaging research - evaluating consumer reaction

Published
October 1987
Author
Elliot Young
Abstract
Effective packaging is an essential part of product marketing, and consumer research is needed to determine the most effective packaging. There are many factors to determine before the product hits the shelf. Focus groups, mall intercept interviewing and test market auditing are three effective tools, and researchers have developed others to determine shelf impact.

Surveys help settle trade dress infringement case

Published
October 1987
Author
Quirk's Staff
Abstract
Consumer surveys can be effective marketing tools, but when used in a courtroom setting, they can be effective legal tools too. Random intercept surveys can be used in trademark cases, like one between Kmart and LeSportsac Inc., to determine consumer perceptions.

Restaurant chain uses mall intercepts to test products

Published
October 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Carousel Snack Bars of Minnesota Inc. needed to figure out a way to sell typically a male-consumed product - hot dogs - in a primarily female-populated location - shopping malls. The company turned to mall intercepts and focus groups to determine exactly how to do it.

General misconceptions about choosing mall intercept facilities

Published
October 1988
Author
Quirk's Staff
Abstract
This article addresses several misconceptions about conducting research at a mall and highlights key considerations when choosing a mall research agency.

Teen poll shows mixture of optimism and pessimism

Published
January 1989
Author
Morris S. Whitcup Ph.D.
Abstract
Guideline Research Corp. recently conducted a study of 510 high school juniors and seniors across the United States for the American Home Economics Association. This article provides an overview of the study and its findings.

Research defines market for CheckFree

Published
February 1989
Author
Quirk's Staff
Abstract
CheckFree Systems used tracking studies to determine market demand and develop marketing strategies in its efforts to expand beyond its initial success in the health club market.

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.

Polaroid uses software package to enter new market

Published
March 1989
Author
Quirk's Staff
Abstract
Polaroid Corp. used A-Cross, a cross-tabulation software, to prepare of its entry into the 35mm consumer film market. The software processed data from survey sampling of hundreds of consumers across the United States.

Study tracks trends in refusal rates

Published
July 1989
Author
Quirk's Staff
Abstract
This article discusses the “Your Opinion Counts” National Steering Committee’s 1988 study of survey respondents’ refusal to be interviewed, providing a comparison to the benchmark study conducted in 1985.

Program identifies repeat respondents

Published
January 1990
Author
Quirk's Staff
Abstract
The authors discuss potential dangers associated with repeat respondents in mall-based research. Ruth Nelson Research Services has put into action a program to safeguard their clients’ projects against data that results from using overly-cooperative respondents.

Consumers tell Searle Canada it's time to update sweetener packaging

Published
October 1990
Author
Quirk's Staff
Abstract
Searle Canada tested new packaging prototypes for its sweetener by conducting interviews with mall-goers, having them compare the new design to the current packaging.

Respondents in focus groups, one-on-ones endorse fun-loving Libbey Glass ad campaign

Published
December 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
Researchers first explored five potential Libbey Glass advertising campaigns using focus groups. In the second phase, one-on-one interviews with mall intercepts tested the top three campaigns from the focus group phase, ultimately pointing to a clear winner with enthusiastic responses from consumers.

A computer-assisted interviewing system lets the Youthwear Division of Levi Strauss hold the attention of young respondents

Published
February 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
To appeal to young respondents, the Youthwear Division of Levi Strauss & Co. incorporated an ACS-Query Solo computer-assisted interviewing program. The interview format included a segment in which children would interact with the computer. The article describes advantages of this system and specific strategies the company took to ensure that both the respondents and the mall interviewers would feel comfortable with the system.

A little time spent making questionnaires interviewer-friendly can really pay off

Published
November 1996
Author
E.B. Feltser
Abstract
Good questionnaires are essential to good mall intercept interviewing. This article discusses how to make user-friendly questionnaires and improve the mall intercept experience - for interviewer and interviewee.

Research measures market for new emergency response device

Published
February 2000
Author
Sandy McMillion
Abstract
An inventor and former member of law enforcement sought the help of the Office of Law Enforcement Technology Commercialization (OLETC) for marketing assistance. His LifeLite product, a light to help identify the exact location of an emergency, had been well-received by law enforcement and emergency personnel but had never been evaluated by the general public. OLETC teamed with McMillion Research to conduct a national consumer study, consisting of mall interviews in San Francisco, suburban Detroit, and Charleston and Huntington, W.Va. The main objectives were to survey public interest in the concept, determine and confirm the target markets, and gauge consumer marketing opinions.

A statistical approach to security/past participation problems

Published
March 2000
Author
Herb Sorensen
Abstract
To combat respondent validity issues, conduct on-site interviews. That way you'll know exactly who you're talking to.

Trade Talk: Reading the tea leaves in Boston

Published
July 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on some of the highlights of the Marketing Research Association’s 2004 conference.

What else did researchers find when they asked one hundred women to open up their purses

Published
February 2008
Author
Kelley Styring
Abstract
One hundred women were asked to empty their purses and allow researchers to catalog their contents and also discuss what their purses mean to them. The author discusses the most frequently-found item categories, such as those related to finance, communication, food and beauty care, and offers product innovation ideas for many of the categories.

Trade Talk: Industry study finds researchers struggling, adapting

Published
December 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
The 2009 Research Industry Trends study from Rockhopper Research takes a look at where research is hurting the most, where research is headed and how researchers are feeling.