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Marketing Research Articles Related to Qualitative Research

Marketing Research Articles Related to Qualitative Research

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"Don't forget to do your homework"

Published
December 2001
Author
Tom McGee
Abstract
There are a variety of qualitative techniques available to the researcher. This article discusses the benefits of homework assignments to qualitative research.

"Keep it simple, sonny"

Published
December 2001
Author
Tim Huberty
Abstract
The 50-plus crowd has become a formidable one that will continue to grow as Baby Boomers continue to turn 50. Though the group is large, marketing researchers continue to validate research techniques for younger generations. This article addresses research techniques for adults over 50, of which there’s one rule that dominates: Keep is simple, sonny!

10 trends in qualitative research

Published
December 1999
Author
Patricia Sabena
Abstract
The last few years have seen a number of developments in usage and attitudes regarding qualitative research worldwide. This article examines the 10 most notable of these trends.

A bit of Tomorrowland today

Published
February 1996
Author
William Bailey
Abstract
Maglev Transit Inc. used a two-part study that integrated qualitative and quantitative techniques with consumers and travel agents to measure viability of a high-speed train proposed for Orlando, Fla.

A complete examination

Published
January 1993
Author
Quirk's Staff
Abstract
Focus groups give a Dallas hospital insight into men's attitudes toward health care.

A different kind of mayo clinic

Published
March 2001
Author
Dick Scott
Abstract
C.F. Sauer Company asked four groups of 45 mayonnaise users to give up the substance for a week in an attempt to uncover its allure and help reposition the Duke mayonnaise brand.

A focus group confession: "What's so bad about bean quantitative?"

Published
December 1998
Author
Tim Huberty
Abstract
Quantitative and qualitative research long have been incompatible. This article discusses and advocates the "Bean Test," a quantitative technique for use in focus groups.

A focus on food serves as food for thought:

Published
December 1995
Author
Jonathan E. Brill
Abstract
Good research with a focus group requires a good moderator. If and when a moderator asks for food and beverage to be given to group participants is telling. This article discusses providing food and beverage to a focus group, the importance of timing and what the timing says about the group moderator.

A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

A fresh approach

Published
March 1991
Author
Pamela F. Nagel
Abstract
Grant/Jacoby developed new advertising for Stokely USA based on research using focus groups and storyboard tests. To test the impact of the new campaign, researchers used customers’ claimed past three-month purchases and attitudinal shifts.

A fuller picture

Published
May 2006
Author
Jerry W. Thomas
Abstract
By examining a sample online ethnography project, the author shows how gathering respondent photos, diaries, stories and interviews can provide insights beyond those obtained through simply asking respondents about their actions.

A global consensus

Published
December 2005
Authors
Shaan Rotolo and Kerry Cole
Abstract
A large IT firm conducted qualitative research with small and medium businesses around the world to understand how the needs of those businesses differed from those of the larger companies with which the firm was more closely identified.

* A guide to adding digital collage to your qualitative research

Published
December 2010
Author
Carey Rellis
Abstract
In taking the collage process digital, researchers can save time and money and ease the burden on focus group participants by giving them simple tools to bypass the glue sticks and magazine images.

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 guide to writing and evaluating qualitative research proposals

Published
December 2000
Author
Hy Mariampolski
Abstract
This article is adapted from the author’s upcoming textbook Qualitative Market Research: A Comprehensive Guide to Best Practices. The article’s guidelines for writing and evaluating qualitative research proposals include a discussion of unethical proposal practices.

A look ahead

Published
December 2001
Author
H. Grace Fuller
Abstract
This article is a fictional futuristic look at qualitative research in 2005, after the events of September 11, 2001, and in response to advances in technology.

A look at focus group moderators through the client's eyes

Published
May 1997
Author
Yvonne Martin Kidd
Abstract
The Qualitative Research Consultants Association designed a presentation for its 1996 national conference to encourage feedback from the client side so that focus group moderators can better understand and meet the needs of those who purchase and use their services. The discussion included four basic issue areas: the life of a client, moderator selection, qualities of a great moderator and business development.

A map for a good trip

Published
December 2004
Authors
Rea Kolski and Bj Kirschner
Abstract
The authors, who work at focus group facilities, offer tips on how both sides can improve the client/facility relationship.

A meeting of medical minds

Published
June 2006
Author
Gary Schwebach
Abstract
Physicians who serve as key opinion leaders are often quite hard to recruit for the marketing research process. Using the medical meeting approach, in which these opinion leaders are assembled for a focused discussion, can capture their interest, but strict ethical guidelines must be adhered to.

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