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Marketing Research Articles Related to the Telecommunications Industry

Marketing Research Articles Related to the Telecommunications Industry

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An eye on usability

Published
July 2001
Authors
Sandra Marshall, Maritza DiSciullo and Tim Drapeau
Abstract
AT&T used eye-tracking to investigate how two groups of users interacted with its customer service home page.

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.

Back to the future for Centrex

Published
April 1991
Author
Quirk's Staff
Abstract
Indiana Bell used focus groups of small business representatives to determine an appropriate advertising strategy for its Centrex product. The company then tested three different marketing approaches in three different markets and then measured the associated response rates in the markets as well as consumer attitudes pre- and post-marketing via survey research.

* Behavior over attitude: A path to more actionable segmentation

Published
August 2012
Authors
Alisa Hamilton and Ryan Kocher
Abstract
Traditional segmentations tell researchers who a person is and what decisions they have made but not the path they took. That pathway and all the decision points along it represent opportunities for marketers to identify and understand the drivers of customer decision-making; create segments of customers with similar decision-making drivers; and develop a tool that helps craft messages best suited for each customer.

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: Why your research strategy needs mobile

Published
July 2012
Author
Dave King
Abstract
Research companies ignore mobile at their own peril, the author says. As smartphones proliferate, so too will the demands for tools that deliver research on the go.

* Data Use: Reconciling Hispanic product evaluation ratings

Published
December 2011
Author
Jeffry N. Savitz
Abstract
This article looks at a method for measuring the cultural component imbedded in Hispanic product ratings and how to combine survey data from Hispanics and non-Hispanics.

Don't eliminate — migrate!

Published
January 2004
Author
Heather Woodward
Abstract
Based on a case study of a Fortune 500 telecom company, the article outlines the difficulties of moving a phone survey to the Web. Specific tips are offered, including paying close attention to sampling, running a parallel test, and keeping questionnaires brief.

Getting their level best

Published
April 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
While service level agreements (SLA) aren’t available to small-scale users, they are common in the business world. This article discusses a recent Web-based survey on SLAs conducted with 3,000 IT professionals.

* How to make mobile research work - for everyone

Published
June 2011
Author
Kristin Luck
Abstract
Kristin Luck offers some best practices for mobile research to help practitioners keep the respondents in mind and avoid letting technology distract us from meeting their needs.

* In Case You Missed It... August 2011

Published
August 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

In Case You Missed It... February 2010

Published
February 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y

* In Case You Missed It... February 2011

Published
February 2011
Author
Quirk's Staff
Abstract
News and notes on marketing research: Facebook rules of engagement; technology preferences by gender; app success parameters

* In Case You Missed It... January 2013

Published
January 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Eye tracking used for the impaired; a universal rating system for apps

* In Case You Missed It... May 2011

Published
May 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: word-of-mouth; texting in class

* In Case You Missed It... May 2012

Published
May 2012
Author
Quirk's Staff
Abstract
News and notes on marketing and research: mobile shopping; most appealing celebrities

In Case You Missed It... May 2013

Published
May 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: misinformation on telemarketing; Best Buy introduces price-match program

In search of the perfect plastic

Published
May 1992
Author
Mary P. Tonneberger
Abstract
Ameritech and Household International relied on qualitative and quantitative research strategies to develop a credit card concept combining the features of a MasterCard and a telephone calling card. The study involved focus groups and a conjoint analysis in which participants completed a computerized questionnaire in which they isolated the combination of features that most appealed to them by keying their answers to a detailed series of questions.

* Is mobile market research finally living up to the hype?

Published
July 2012
Author
Leslie Townsend
Abstract
Drawing from her firm’s usage statistics and a host of other sources, Kinesis’s Leslie Townsend makes the case that 2012 is the year of mobile research.

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