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Marketing Research Articles Related to Survey Design

Marketing Research Articles Related to Survey Design

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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 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.

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 look at just-about-right scales in consumer research

Published
February 2007
Authors
Richard Popper and Jeff Kroll
Abstract
Just-about-right scales are popular in sensory research but are not without their drawbacks, which this article explores along with the scales’ more beneficial aspects.

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 look at the power of the design, the formula and the brand in taste testing

Published
August 2008
Author
Neil Kalt
Abstract
Using cola taste tests as a framework, the author explores the role and power of brand names and the design of the research process on consumer reactions and perceptions.

A look at three Web survey software packages

Published
July 2002
Author
Tim Glowa
Abstract
Self-completed Web surveys offer many advantages, but the enormous potential of Web surveys must be balanced against the weakness that most North American households do not have computers or Internet access. This article reviews Web survey software from three providers: SSI Web, the Survey System and Survey Pro.

A practical guide to the market segmentation research process

Published
May 2004
Author
Michael Sosnowski
Abstract
A process-based approach to segmentation, as outlined in this article, begins with client needs and ends with an actionable, objectives-focused set of segments.

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.

Asking the right questions in telephone interviews

Published
May 1997
Author
Terra Friedrichs
Abstract
When conducting a focus group, the client may ask the researcher to not focus on respondents' current behavior. This article discusses the importance of attitudinal behavior.

Attitude surveys keep phone company in touch

Published
June 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Southwestern Bell Telephone Company uses its Customer Attitude Survey (CAS) to determine customer perceptions about the company and strategize key areas to improve the success of the company. What sets CAS apart from other research techniques is that customers participated in the design of the survey. When areas that need more in-depth research are identified through CAS, focus groups are conducted.

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.

Avon researchers find that normal rules don't apply when testing among Hispanic women

Published
June 1990
Authors
Maisie Wong, Ayn Gelinas and Phyllis Rocha
Abstract
Before implementing its actual study, Avon conducted a pilot study to learn how to overcome some of the cultural barriers when involving the Hispanic population. This article summarizes the pilot study’s results, providing guidelines for screening and interviewing, study location and timing, questionnaire construction and incentive structures.

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.

Building house panels to the highest quality standards

Published
November 2010
Author
Jeffrey Henning
Abstract
House panels demand the same kind of best practices that are often applied to online or other types of panels. Companies that fail to monitor the use and health of their house panels risk squandering a valuable resource and alienating core customers.

 

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