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Marketing Research Articles Related to Mall Interviewing

Marketing Research Articles Related to Mall Interviewing

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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.

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.

An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

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.

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.

Give back that iPad! Researchers catch a criminal

Published
January 2011
Author
Megan Holstine
Abstract
One research company used its own security measures to recover an iPad snatched out of the hands of the mall intercept interviewer.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.