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Marketing Research Articles Related to Questionnaire Analysis

Marketing Research Articles Related to Questionnaire Analysis

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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.

Field testing the National Health Interview Survey evaluation questionnaire

Published
January 1990
Author
Quirk's Staff
Abstract
This article describes a three-phase testing process of a revised questionnaire. The researchers used a combination of qualitative observations of interviewers as well as quantitative analysis comparing the revised questionnaire with the original.

Patients tell a New York hospital that its service matches its strong reputation

Published
January 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Discharged patients from Belleview Hospital were contacted by telephone two weeks after the end of their stay to take a three-minute patient satisfaction survey on their impressions of the hospital's service. The survey included categorical, interval-scale, and open-ended questions. Results from phone survey will be used to refine its written survey distributed to patients.

The value of verbatims

Published
March 1991
Author
Tim Huberty
Abstract
Asking open-ended questions and carefully probing for consumers’ insights can lead to valuable verbatim words and sentences from respondents. This article discusses how researchers have used verbatims from focus groups, telephone interviews and personal interviews.

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.

The importance of context in conducting Asian research

Published
December 1993
Author
Sandra M.J. Wong
Abstract
This article discusses how context in Asian marketing research affects selection of appropriate research sample/respondents; framing of questions to effectively gather meaningful information; and establishing a productive researcher/respondent relationship.

Changes in survey design that will make your data entry and processing go smoothly

Published
February 1993
Author
Eric DeRosia
Abstract
This article offers advice on how to prevent common data processing problems by taking preventative measures during the survey design process. The examples presented address telephone surveys, but the same principles apply to surveys conducted in malls, through the mail or any other data collection technique.

Through a mail survey, California PERS asks enrollees to evaluate satisfaction with 25 health plans

Published
January 1993
Author
Quirk's Staff
Abstract
To evaluate satisfaction with 25 health plans, California Public Employees Retirement System (PERS) mailed a survey to enrollees, testing the questionnaire beforehand through public meetings, a focus group, telephone interviews, intercepts and suggestions and review by the PERS Health benefits Advisory Council and the State of California Department of Personnel Administration. PERS also conducted a series of focus groups to follow up on the survey results.

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.

Do's & don'ts of customer satisfaction

Published
October 1993
Author
Joanne Ulnick
Abstract
This article offers 10 do’s and five don’ts when conducting customer satisfaction research. This advice covers topics such as sample selection, evaluation criteria, types of questions to ask, pre-tests and evaluation strategies.

Redesigned questionnaire helps American Express Financial Advisors assess effectiveness of client acquisition techniques

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.

Comment cards and rating scales: Who are we fooling?

Published
May 1997
Author
Joseph Duket
Abstract
Countless companies rely on comment cards and rating scales to measure customer satisfaction. This article discusses how most comment cards - and their rating scales - paint a distorted picture of satisfaction and how to revise the rating scale to obtain a more accurate measure of customer satisfaction.

Designing effective telephone interviews: objectives in the script development process

Published
May 1998
Author
Wendy Jones
Abstract
Designing an effective telephone interview is crucial to marketing research. This article details basic steps in one firm's interview scripting process.

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.

Where's the quality control?

Published
February 2001
Author
Howard Waddell
Abstract
Citing several examples, this article discusses quality control in research, including poorly-written questionnaires and problems with data collection.

Designing a questionnaire that dives beneath the surface

Published
November 2001
Authors
Gillian Humphreys and Joanne McNeish
Abstract
A well-designed questionnaire is critical to research success. This article discusses questionnaire design, including setting objectives, general considerations, wording questions, one question that should never be asked and why time and money should be spent designing an effective questionnaire.

Managing data from multimedia studies

Published
October 2001
Author
Dave Koch
Abstract
Technological advances have provided today’s researcher with many options for data collection. This article discusses successful management of data from a multimedia study, including five tips to keep in mind during planning.

The questionnaire that launched a thousand responses

Published
February 2003
Author
David Ashley
Abstract
A well-written questionnaire will increase your response rate. This article offers guidelines to make the questionnaire-writing process easier and more productive.

By the Numbers: There's just one rule in designing questionnaires

Published
February 2004
Author
Nick Andrus
Abstract
Through a bit of reverse suggestion, the author offers ways to violate the cardinal rule of questionnaire development: thou shalt not offend thy respondents. The un-suggestions include: show them you don’t care; insult them with words; insult their intelligence; and make them play the guessing game.

Avoiding the pitfalls of country comparisons

Published
November 2004
Authors
Susan Devlin and Gary Nicholas
Abstract
Global research efforts must strike a delicate balance between design uniformity and cultural customization. The article cites examples related to questionnaire design and data analysis, among others.

 

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