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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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A guide to marketing and selling to Chinese businesses

Published
March 2009
Author
Matthew Harrison
Abstract
Drawing from findings of in-depth interviews with Chinese business owners, the author details the best ways for Western firms to market their services in China and also explores the expectations and opinions Chinese businesses have of Western marketers.

A look at business-to-business market research in Russia

Published
November 2010
Authors
Tatiana Klimenko and Matthew Harrison
Abstract
While business-to-business research is relatively new in Russia, its use is growing along with the size of the Russian economy. The authors detail some of the most-used techniques and offer insights for those considering investigating this vast market.

A process for improving packaging research ROI

Published
January 2011
Author
Scott Young
Abstract
The author explains how companies can maximize their investments in packaging research by following five best practices: validating, screening, benchmarking, innovating and integrating.

A report on the 2010 Globalpark Market Research Software Survey

Published
May 2011
Authors
Tim Macer and Sheila Wilson
Abstract
This iteration of the annual survey of research software users added questions on social media usage and deployment of sample routers and found that CATI seems to be holding its own.

Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

Affective positioning: how research can help marketers understand consumer emotions

Published
October 2010
Author
Roger A. Straus
Abstract
The author suggests that researchers and marketers alike would benefit from looking beyond a product, brand or company's natural positioning and also assess its rational, affective and relational positioning.

Agency uses qualitative and quantitative techniques to tackle an advertising campaign for the Cleveland Browns Foundation

Published
May 2003
Author
Jennifer Hirt-Marchand
Abstract
The Cleveland Browns Foundation used one-on-one in-depth interviews with multiple staff and board members and 213 online surveys with foundation donors and prospects to develop a brand identity and supporting advertising campaign.

All together now: How client participation can enrich research

Published
April 2010
Author
Greg Cobb
Abstract
The division of labor between research vendors and research clients can sometimes be a detriment to a research project, as the client's knowledge of the industry is underutilized. The author suggests that in certain cases, greater insight can be gathered through increased client participation.

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.

Appreciating the value of traditional research in a digital world

Published
June 2012
Author
Stephen Turner
Abstract
This article details the benefits unique to face-to-face research, including group bonding and access to nonverbal cues and metadata.

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.

By the Numbers: How to implement a screening process for research projects

Published
June 2011
Author
Brett Hagins
Abstract
A well-planned approach to vetting the value of a proposed research effort can pay a number of dividends, Brett Hagins writes, from saving time and money to advancing the researcher’s career.

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.

Choosing the right approach comes down to serving each project's needs

Published
July 2008
Author
Sonya Turner
Abstract
With many methods available, each with its own pros and cons, determining which form(s) of online qualitative to use - from bulletin boards to communities - comes down to a matter of project needs.

Combining online and traditional methods to enhance qualitative studies

Published
June 2002
Author
Lisa Kindig
Abstract
Depending on the project, pairing face-to-face and online methods may be the most efficient and effective way to gather information. This article discusses the two methods of research.

Comfortable in the new medium: How online qual can benefit from our share-happy culture

Published
July 2012
Author
Paul Rubenstein
Abstract
This article focuses on societal and technological factors such as blogging and social media that have given rise to the use of online methodologies for qualitative research.

Comprehensive study uses research to do Sigmund a solid

Published
February 2011
Authors
Nima Srinivasan and Edwin Wong
Abstract
A report on findings from the Yahoo!/Added Value Connectonomics project, which examined how women use social media and other Web-based outlets to grow, share, shop and explore.

Conducting competitive intelligence research among Internet providers in Brazil

Published
November 2010
Author
Geisa Rodrigues
Abstract
The author details a competitive intelligence study of six Internet service providers in Brazil and how a mix of primary and secondary research helped obtain the information needed for the client to introduce a new service.

Conducting consumer research on the iPad

Published
March 2011
Authors
Rachel Swanson and Scott McDonald
Abstract
Researchers at Condé Nast draw from a study of four magazines to offer a five-point checklist for conducting research with and about iPad users.