Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Quantitative Research

Marketing Research Articles Related to Quantitative Research

Showing items 1-20 of 1060.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

10 reasons why you should go mobile right now

Published
July 2013
Authors
Bob Yazbeck and Susan Scarlet
Abstract
The authors offer a mobile research manifesto, addressing some common complaints against mobile and outlining the many factors in its favor.

10 steps to greater Web survey response rates

Published
July 2003
Author
Bill MacElroy
Abstract
One of the most eagerly debated topics at IMRO (Interactive Marketing Research Organization) conference breakout sessions has been the role of the initial e-mail invitation in gaining participant cooperation for Web-based surveys. A wide variety of opinion has emerged as to what constitutes best practices for writing the perfect e-mail. This article goes through 10 of the issues that must be addressed in an e-mail invitation to a Web survey and the order of precedence that these points-of-information need to be presented.

10 things every brand should know about Asian-American youth

Published
June 2007
Author
Deidre Sullivan
Abstract
Conversations with Asian-American youth helped the author develop a list of dos and don’ts for marketers who are considering targeting this growing and under-served group.

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.

4 ways mobile research challenges insights pros

Published
October 2013
Author
Bala Rajan
Abstract
The author details four challenges MR and insights professionals face when conducting mobile research, such as lack of detailed responses and being unfamiliar with the medium, and suggests solutions on how to overcome these hurdles.

6 essential steps for successful global segmentation

Published
January 2014
Author
Chrissie Wells
Abstract
This article looks into the challenges faced in developing market segmentations that work both globally and in diverse local markets and explores ways of overcoming these challenges.

8 tips to help you build successful customer surveys

Published
February 1999
Author
Marcie Levine
Abstract
Creating customer surveys can be overwhelming, particularly if you have never developed one. This article details eight steps for creating successful surveys and becoming a survey expert.

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 bird's-eye view of what mobile can do

Published
July 2013
Author
Jerry W. Thomas
Abstract
A broad look at current mobile-device capabilities and how they can be incorporated to improve qualitative and quantitative research.

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 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 CATI system lowers Spiegel Inc.'s research costs and gives it a direct link to its customers

Published
February 1992
Author
Cheryl Ross
Abstract
This article describes Spiegel Inc.’s success using a computer-assisted telephone interviewing (CATI) system to conduct its phone surveys. Benefits included speed, the ability to develop more complex, flexible question patterns and the ability to integrate database information of past behaviors with current attitudes expressed in the survey responses.

A Colorado HMO ties patient satisfaction to physician incentives

Published
November 1993
Authors
Charles Gaughan and Lori Muneta
Abstract
TakeCare HMO conducted a telephone satisfaction survey to gauge its primary-care physicians' performance in three crucial areas: access to care, physician care, and the office staff and environment. Rather than using a research firm to conduct these phone surveys, the HMO used specially trained employees.