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Marketing Research Articles Related to Survey Design

Marketing Research Articles Related to Survey Design

Showing items 1-20 of 190.

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Rating scales can influence results

Published
October 1986
Author
Quirk's Staff
Abstract
A summarized excerpt of a U.S. Department of Commerce study testing the merits of a seven-point rating scale versus a 10-point rating scale.

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.

Trade Talk: Employee surveys key to attitudes

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives from Hyatt Hotels Corp. and Hewlett-Packard discuss the benefits of conducting research among employees.

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.

Data Use: 'No preference' in paired-preference testing

Published
June 1988
Authors
Michael Baumgardner and Ron Tatham
Abstract
In simple paired comparison tests, the authors argue that the trinomial approach is fundamentally correct.

Unstructured individual interviewing

Published
February 1989
Author
Quirk's Staff
Abstract
This article offers a summarized excerpt of the section of the U.S. Department of Commerce’s report “Approaches to Developing Questionnaires” that addresses unstructured individual interviewing. The discussion includes personnel and skill requirements, respondent selection, preparation, operation, time considerations, cost considerations and data collection.

CASRO data collection guidelines

Published
March 1989
Author
Quirk's Staff
Abstract
The Council of American Survey Research Organizations (CASRO) is the national trade association for commercial survey research firms in the United States. This article details CASRO’s data collection guidelines, including interview training, project briefing, interviewing, supervision, client billing and flexibility.

Data Use: A look at item non-response

Published
April 1989
Author
Gary M. Mullet
Abstract
Because respondents do not always provide complete data in their questionnaires, data tabulation and statistical analysis can be tricky. This article addresses item non-response, including tabulation and summary statistics, providing a simple example.

Questionnaire testing is key to successful telephone interviewing

Published
May 1989
Author
Tom Quirk, QMRR Publisher
Abstract
Before beginning a telephone study, testing of the questionnaire is important. This article discusses questionnaire testing, detailing the process.

Mail surveys still a viable research technique

Published
June 1989
Author
Tom Quirk, QMRR Publisher
Abstract
While mail surveys are emphasized today less than other research options, they remain a valuable tool for researchers. In fact, they are often the most effective and efficient method for obtaining data. This article discusses using and creating mail surveys.

Questionnaire design - some general considerations

Published
November 1989
Author
David S. Walonick
Abstract
As with any research method, questionnaires have advantages and disadvantages. The following article is an excerpt from the paper “Designing and Using Questionnaires” that addresses the advantages and disadvantages of using a questionnaire and the importance of having well-defined goals for the research.

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.

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.

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 qualitative/quantitative segue in health care marketing research

Published
January 1992
Author
Murray Simon
Abstract
This article discusses advantages of the health care industry using a qualitative/ quantitative segue approach to research. This methodology first uses a qualitative marketing research study to help define appropriate language, issues and areas of sensitivity. The results from this phase provide the basis for developing a subsequent quantitative study.

Increasing survey accuracy

Published
June 1992
Author
Norman Frendberg
Abstract
This article discusses ways of minimizing three types of survey errors: sampling error, observational error (incorrect measurements), and non-observational error (the inability to obtain information from qualified respondents).

Determining attribute importance

Published
October 1992
Author
Randy Hanson
Abstract
In a typical customer satisfaction study, respondents evaluate one or more products or services. Satisfaction on an overall basis is rated, followed by ratings on many individual attributes. This article addresses various strategies for determining which attributes are most important in determining overall satisfaction. It classifies these approaches into two main categories: stated attribute importance and derived attribute performance.

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.

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.

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.