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Marketing Research Articles Related to Quantitative Research

Marketing Research Articles Related to Quantitative Research

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10 tips on tracking research

Published
February 2000
Author
Martin Stolzenberg
Abstract
With the exception of competitive sales data, researchers probably spend more money on tracking research than anything else. This article provides ten tips for optimizing the program and achieving maximum value, including 1) identifying the real purpose of the research, 2) basic focus, 3) research scope, 4) continuous versus “dipstick” interviewing, 5) criteria for choosing a research firm for your tracking study, 6) interviewing mode, 7) the questionnaire, 8) preliminary analytic plan, 9) mining the data, and 10) dress rehearsal. Also stressed is the key element of planning.

10 ways to keep your panel respondents happy

Published
January 2009
Author
Nate Hardy
Abstract
For many panel members, money can’t by their happiness. After analyzing data from thousands of surveys, the author found a number of common-sense satisfaction drivers that didn’t cost any extra money to implement, including: keep questionnaires simple; pre-test your surveys; avoid repetitive questions; and pay incentives promptly.

15 tips and techniques for survey research

Published
December 1992
Author
Gayle Kaplan
Abstract
This article offers 15 tips and techniques to think about before beginning survey research to obtain useful and valid information. Some areas discussed include survey design and wording, sampling issues, statistics tools, timing for telephone surveys, strategies for increasing responses to mailed surveys, and issues related to anonymity and confidentiality.

3 questionnaire techniques on 'health events' reported

Published
February 1987
Author
Quirk's Staff
Abstract
The U.S. Department of Commerce has released a report called, "Approaches to Developing Questionnaires," that outlines the merits of a diary procedure, sample design and effective evaluation in marketing research. A summary is included in this article.

* A beginner's guide to DIY research

Published
August 2012
Author
Tom Cates
Abstract
Taking a broad look at DIY client research, the author details the potential benefits and drawbacks, explains when a study might require research professionals and offers five best practices, including survey layout and question design.

A better customer satisfaction scale

Published
October 1999
Author
Howard Waddell
Abstract
Traditional rating scales used for customer satisfaction measurement have significant weaknesses when used in practical situations. This article discusses customer satisfaction scales, including one that is more straightforward than traditional scales.

A brief guide to outsourcing

Published
November 2005
Authors
Ashwin Mittal and Kedar Sohoni
Abstract
Discusses the risks of outsourcing, including cultural issues, and offers ways to overcome/mitigate those risks.

A call for satisfaction

Published
October 2001
Authors
Gene Stefaniak, Z.R. Silk Tasby and Bruce Westcott
Abstract
Long John Silver’s Restaurants Inc. used interactive voice response to measure customer satisfaction, the results of which have been an escalation in customer service performance and manager involvement.

* A case study using the Heineken “Weasel” commercial

Published
March 2011
Authors
Sandeep Patnaik and Scott Purvis
Abstract
A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

A common sense approach to dialing costs

Published
December 1990
Authors
Amy Starer and Dale Kulp
Abstract
This article discusses two methods of estimating the expected savings from eliminating non-working numbers from telephone-based research studies. One method estimates the average number of minutes in each hour that interviewers actually spend administering questionnaires. The second method assesses what the savings would be to develop a dialing rate per hour just for non-working numbers.

A communal effort

Published
July 2005
Author
Michael T. Foley
Abstract
Drawing on surveys of panel respondents on why they participate in the research process, the authors discuss the steps needed to maintain and grow an online panel.

A comparison of Internet and mail survey methodologies

Published
July 2001
Authors
Bobby Medlin and Dwayne Whitten
Abstract
Survey instruments are the primary means of data collection for organization researchers. Advances in technology make the Internet an appealing tool for survey research. This article examines Internet surveys, comparing the research tool to the older tools of fax surveys and mail surveys.

A comparison of missing value options in regression analysis

Published
December 1995
Author
Gary M. Mullet
Abstract
Regression analysis is one tool for evaluating customer satisfaction measurement. Non-response is problematic for multiple regression analysis because most software discards all of a respondent’s data when it encounters a missing value. This article discusses options for coping with item non-response in regression runs, comparing run results based on a real data set.

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 definite Impact

Published
April 2004
Authors
Ann L. Breese and Don Bruzzone
Abstract
Through a tracking study, Starbucks found that its out-of-home media (billboards, kiosk ads, vehicle wraps) was as efficient as its other traditional media.

A fickle but valuable segment

Published
October 2006
Authors
Lonnie Miller and Jeff Martini
Abstract
First-time car buyers are hard to entice but can provide a valuable source of ongoing sales. The article summarizes results from a Polk study that explored the various factors that motivate these consumers.

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 global enterprise

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

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