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Marketing Research Articles Related to Online Surveys

Marketing Research Articles Related to Online Surveys

Showing items 1-20 of 62.

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Introductory notes on Web interviewing

Published
July 1999
Author
Bill Ahlhauser
Abstract
The Internet has provided a new avenue for research. This article discusses broad issues in Web and other computerized interviewing.

Industry faces increasing competition from DIY surveys

Published
February 2003
Author
Bill MacElroy
Abstract
There is a battle in the market research industry between corporate research departments and the product decision makers, newly armed with do-it-yourself (DIY) research software. This article discusses DIY surveys, including observations about the success of the DIY software competing with the internal research department.

Conducting Web site usability research

Published
January 2004
Author
Jacob Brown
Abstract
The author focuses on how qualitative and quantitative methods can be used to test Web site usability. Both families of methods have their pros and cons and researchers may have to use hybrid approaches to get the information they need.

It's the user satisfaction, stupid

Published
January 2004
Author
Sarah Hiner
Abstract
Though corporate Web sites are not products in the literal sense, they serve as powerful brand image communicators. While companies conduct large amounts of research on their actual products and services, many err by failing to seek user input when developing or refining their Web sites - which can lead to alienated or frustrated users. The author provides a brief overview of the steps companies should take to gauge their site’s usability.

Moving a telephone survey to the Web

Published
January 2004
Author
Heather Woodward
Abstract
Based on a case study of a Fortune 500 telecom company, the article outlines the difficulties of moving a phone survey to the Web. Specific tips are offered, including paying close attention to sampling, running a parallel test, and keeping questionnaires brief.

Analyzing the words people use in online dialogs

Published
January 2004
Author
Peyton Mason
Abstract
By analyzing transcripts of online focus groups, researchers can uncover a respondent’s unspoken motivations and feelings, which can in some way compensate for the lack of visual feedback such as body language, which is not observable online.

KidsCom enlists its audience’s help in shaping site avatars

Published
February 2004
Author
Sally Schmidt
Abstract
The KidsCom.com edutainment Web site used online research with a panel of kids to help refine a series of characters who inhabit the site. The characters’ personalities and traits were examined and rated.

Trade Talk: It was an eventful Event

Published
December 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on the 2004 IIR Market Research Event in San Francisco.

Online in-depth proves its promise

Published
May 2005
Authors
Steve August and Kimberly Daniels August
Abstract
The authors profile an online project that used blogs and other text-based methods to conduct research with moms and dads. Among the goals of the Parenthood Project was to investigate how deeply engaged respondents would be in such an online environment and what level of emotion they would express.

Real-time customer feedback system drives enterprise-wide action at Honeywell

Published
October 2005
Author
Anthony Pichnarcik
Abstract
A look at the efforts of Honeywell’s Automation and Control Solutions unit to incorporate the voice of the customer into its products and processes.

Users of text-based online qualitative talk about its capabilities, limitations

Published
January 2007
Author
David P. Bradford
Abstract
The author interviewed several moderators to get their takes on the strengths and weaknesses of text-based online qualitative. Applications of online qualitative and how to handle various situations and factors are also explored.

Part I: 16 ways to improve moderating

Published
May 2007
Author
Berni Stevens
Abstract
The author offers 16 tips for improving online moderating, from ways to encourage and enhance respondent communication to how to deal with problem respondents and what conversation styles work best in the online setting.

Software Review: Itracks Online Focus Groups and Bulletin Board

Published
December 2007
Author
Tim Macer
Abstract
In his review of Itracks Online Focus Groups and Bulletin Board, two applications for conducting online qualitative research, author Tim Macer says the programs are intuitive and easy to use.

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.

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.

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.

Are researchers ready for Web 2.0?

Published
July 2008
Author
Steve Richardson
Abstract
Web 2.0, characterized by more consumer-generated content and more interaction between and among Web users and Web sites, has affected some forms of qualitative research and forced research providers to adapt accordingly.

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.

By the Numbers: Conducting research in an extraordinary economic climate

Published
June 2009
Authors
Keith Malo and John Widmer
Abstract
The authors offer several suggestions for maximizing research budgets during tough times, including eliminating projects that don’t add value, changing methodologies and using free or low-cost Web-based resources to keep tabs on the competition.

Faster than a speeding survey: Part II: The physician's perspective

Published
July 2009
Authors
Terri Maciolek and Jeffrey Palish
Abstract
In the second part of a two-part series on online surveys with physicians, the authors explore doctors’ reasons for participating in the research process and examine the factors that can lead to speeding and cheating.