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Marketing Research Articles Related to One-on-One (Depth) Interviews

Marketing Research Articles Related to One-on-One (Depth) Interviews

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Trade talk: Rational, emotional factors key to copy research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In Renee Love's presentation at the ARF Copy Research workshop, she argues that qualitative research is a discovery process that should support, rather than inhibit, creative thinking.

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.

Research ensures success for Seldane

Published
January 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Merrell Dow Pharmaceuticals used phone surveys and interviews with allergy sufferers and physicians to determine the market potential for its breakthrough allergy medication Seldane.

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.

Unstructured individual interviewing

Published
February 1989
Author
Quirk's Staff
Abstract
This article offers a summarized excerpt of the section of the U.S. Department of Commerce’s report “Approaches to Developing Questionnaires” that addresses unstructured individual interviewing. The discussion includes personnel and skill requirements, respondent selection, preparation, operation, time considerations, cost considerations and data collection.

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.

CASRO data collection guidelines

Published
March 1989
Author
Quirk's Staff
Abstract
The Council of American Survey Research Organizations (CASRO) is the national trade association for commercial survey research firms in the United States. This article details CASRO’s data collection guidelines, including interview training, project briefing, interviewing, supervision, client billing and flexibility.

Investigating respondents' interpretations of survey questions

Published
April 1989
Author
Quirk's Staff
Abstract
This article is an excerpt from a chapter in the U.S. Department of Commerce report “Approaches to Developing Questionnaires.” It focuses on frame-of-reference probing, including personnel and skill requirements, respondent selection, preparation, operation, time and cost considerations and data collection.

Observation and monitoring of interviews

Published
May 1989
Author
Quirk's Staff
Abstract
This article is an excerpt from a chapter of “Approaches to Developing Questionnaires,” a report by the U.S. Dept. of Commerce. The article examines the usefulness of observation and monitoring for the purpose of evaluating the questionnaire and related data collection procedures. It discusses such topics as respondent cooperation, interview flow, interview length, personnel and skill requirements, characteristics of individual questionnaire items, using forms to quantify observations, verbal interaction coding, interview training, the observation setting and cost considerations.

Focus groups tell California-based mountain bike maker its ad campaign is a winner

Published
March 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To develop a new advertising strategy to apply to market its mountain bikes. Specialized Bicycle Components Inc. conducted one-on-one interviews with employees about what they thought about mountain bike advertising in the industry magazines It then used focus groups with current and prospective riders to determine their psychological makeup and test its new marketing brochure.

In-depth interviews with dealers yield many benefits for farm equipment manufacturer

Published
April 1990
Author
Quirk's Staff
Abstract
Farm equipment manufacturer the Gehl Company conducted in-depth interviews with dealers from around the country that were selected to be part of its dealer council. Council members distributed forms to dealers in their area to identify concerns to bring to the dealer council meeting. The company used this council input to determine priorities for the coming year.

Regaining a foothold

Published
December 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Spreckels Sugar Company conducted one-on-one interviews with a cross-section of both light and heavy users of sugar to delve into their attitudes and behavior towards sugar. It then developed product concepts based on this input and tested them in a second round of one-on-ones. Mock-ups of new packaging concepts were then subjected to in-home use tests. During test-marketing, survey cards were distributed to get reactions from consumers in the marketplace.

Trade Talk: Up close and personal

Published
March 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joseph Rydholm interviews researcher Allison Cohen to understand the intimacy benefits of face-to-face, on-site and one-on-one research techniques.

Packaging research guides positioning of 3M's innovative line of wood care products

Published
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.

Boston Edison uses research to measure the success of an energy conservation program

Published
December 1991
Author
Mary Lynn Spada
Abstract
Boston Edison conducted a comprehensive study to answer questions about its Lite Lights energy conservation program's four major components: program delivery, target market, promotion and estimation of energy savings. The company used a broad range of research strategies: in-depth one-on-one interviews, focus groups, phone interviews and customer surveys.

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.

Research with business customers drives Georgia-Pacific Corp.'s massive reorganization effort

Published
April 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
After a merger between Georgia-Pacific Corporation and Great Northern Nekoosa Papers, researchers applied a three-pronged strategy to determine how to structure different parts of the new company. They used one-on-one interviews with senior management of the key merchant distributors of G-P's papers, focus groups with printers and designers who were major users of Hopper and Nekoosa premium papers, and quantitative surveys of office paper buyers, printers and designers.

With research as a guide, General American Insurance restructures for the future

Published
October 1994
Authors
Sally Martin and Susan Spaulding
Abstract
Market Directions conducted focus groups, in-depth interviews and telephone interviews to understand what drives customer satisfaction regarding health insurance.

Qualitative research helps Stanley Hardware reposition its line of mirror doors

Published
November 1994
Authors
Susan Haller and Dale Benedict
Abstract
Stanley Hardware used focus groups with homeowners and contractors and one-on-one interviews with distributors and retailers in its efforts to reposition its line of mirror doors.

One-on-ones help Finlandia distill a winner

Published
December 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
Finlandia used one-on-one interviews in the development of a new product: Arctic Cranberry vodka.

 

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