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Marketing Research Articles Related to Questionnaire Analysis

Marketing Research Articles Related to Questionnaire Analysis

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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.

* 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 look at the impact of boredom on the respondent experience

Published
November 2008
Authors
Jon Puleston and Deborah Sleep
Abstract
The first of a two-part series on improving online respondent engagement looks at the problems caused by factors such as overlong questionnaires and the overuse of grid-type questions.

A method for finding 'virgin' respondents

Published
December 1988
Author
Virginia Smith
Abstract
The researchers used a sample of their mailed survey respondents to a “Get Paid for Your Opinions” direct mail effort to explore the makeup of study recruits. Participants responded to a questionnaire through phone or mailed responses. This study is one of the first to combine information about lifetime experience in focus groups with reasons for wanting to participate in them, as well as demographic data.

A Newsweek survey reveals the factors that drive compact truck

Published
November 1989
Author
Jim Schwartz, Ph.D.
Abstract
Newsweek surveyed buyers of the 38 compact truck models for 1989 that were available in late 1988 using an eight-page questionnaire to provide a database about buyers, their vehicles, and the purchase process they automotive industry can use as a tool to better serve future buyers. This article is a review of the key elements in the process of buying a product that becomes a major reflection of the owner’s personality—in this case, a truck.

A report on the 2008 Confirmit Market Research Software Survey

Published
May 2009
Authors
Sheila Wilson and Tim Macer
Abstract
Findings from the annual Confirmit Market Research Software Survey show that firms feel they aren’t getting everything they need from existing software. As a result, they are developing their own programs and actively open to switching to those of other providers.

A slight change in the route

Published
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

Advising the advisors

Published
February 1996
Author
D.L. Hudella
Abstract
American Express Financial Advisors improved assessment effectiveness of client acquisition techniques (CAT) by redesigning its CAT questionnaire. Improved response rates and other factors allowed its research department to provide high-quality data quarterly to internal partners for resource planning.

An international marketing research checklist

Published
November 1998
Author
Kent Hamilton
Abstract
Checklists help with major undertakings such as moving across county or preparing for a long vacation. A checklist could be equally helpful for a global marketing research project. This article provides a checklist for such an endeavor.

Automating the coding process with neural networks

Published
May 1993
Authors
Raymond Raud and Michael A. Fallig
Abstract
To overcome the cost and accuracy disadvantages of manually coding open-end questions, researchers can apply computer algorithms based on neural networks, an aspect of artificial intelligence which simulates the human brain’s ability to learn. This article describes such a program and a field test’s results.

* Best practices for surveying niche social media members

Published
August 2010
Author
Teri Kaslow
Abstract
Researchers are faced with many opportunities - and challenges - when conducting surveys on niche social networking sites. The author offers advice on what to keep in mind and how niche sites present their own unique challenges.

* By the Numbers: For better insights from text analytics, elicit better comments

Published
April 2012
Author
Carolyn Lindquist
Abstract
How to tweak your question-writing to draw richer responses.

By the Numbers: How to avoid language problems in international IT research

Published
November 2008
Author
Julia Lin
Abstract
Using five brief case-study examples, this article looks at problems that can crop up when fielding international studies in technology industries.

By the Numbers: How to improve your segmentations with max-diff

Published
November 2009
Author
Rajan Sambandam
Abstract
The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.

By The Numbers: Increase response rates by increasing relevance

Published
October 2006
Author
Philip Derham
Abstract
Respondents’ perceptions of a survey’s relevance to them can have a major effect on participation rates. Using an online survey for a bank as an example, the author shows different phrasings for survey invites and how they impacted response rates.

* By the Numbers: Let’s talk trackers

Published
August 2012
Author
Melanie Courtright
Abstract
Careful planning and attention to detail during the creation of a tracking study are essential to ensure that it successfully measures critical business metrics.

By the Numbers: Protecting online survey data integrity

Published
July 2008
Author
Chris Gwinner
Abstract
The article outlines ways to handle various forms of undesirable respondents during the questionnaire design process, including the use of personal access codes, question-based verification and time-elapsed verification.

* By the Numbers: Survey routers? Approach with caution

Published
November 2011
Author
Efrain Ribeiro
Abstract
The misuse of survey routers threatens to negate any benefits they might have to offer. This article argues that end-clients, vendors and industry bodies must work together to develop guidelines for their responsible application.

By the Numbers: The tortoise and the hare: a cautionary tale

Published
July 2009
Authors
Pete Cape and Jackie Lorch
Abstract
While speeders are not desirable, their actions can serve a useful purpose by pointing out ways to improve surveys that may be too long, too daunting or focused on a topic that is not sufficiently interesting to respondents.

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