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Marketing Research Articles Related to Telephone Interviewing/CATI

Marketing Research Articles Related to Telephone Interviewing/CATI

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NBC/Journal poll is tested, precise process

Published
January 1987
Author
Quirk's Staff
Abstract
NBC and the Wall Street Journal have joined forces to implement "Election Day Voter Polling," a survey of over 35,000 voters nationwide that helps both news organizations to better inform and involve their customers.

Accountemps relies on surveys to keep tabs on personnel

Published
February 1987
Author
Quirk's Staff
Abstract
For Accountemps, a temporary-help service, research was needed to improve the productivity of its workers. Vice presidents and personnel management were surveyed to find helpful hints on how to improve productivity.

Research helps AT&T sharpen its newsletter

Published
March 1987
Author
Quirk's Staff
Abstract
When AT&T customers received their "Stay In Touch" newsletter with their long distance bill, most didn't realize the extensive market research that went into it. AT&T employed focus group sessions and mall intercepts to find out what type of newsletter would best appeal to customers.

Continuing analysis of shopping habits in San Diego

Published
April 1987
Author
Emmet Hoffman
Abstract
The "Continuing Analysis of Shopping Habits in San Diego," or CASH, is a clearinghouse for consumer information in San Diego County. The data is a service of The San Diego Union and The Tribune, a San Diego newspaper, and employs telephone interviews to collect extensive information on consumers throughout the area.

Florida travel habits subject of phone survey

Published
May 1987
Author
Quirk's Staff
Abstract
Tourism in Florida is big business, but Floridians tend to get left out of the picture. A telephone survey helped the tourism industry to better understand the travel habits of Florida residents, to improve in-state tourism.

Stroh's Hispanic research 'Is Spoken Here'

Published
May 1987
Author
Quirk's Staff
Abstract
Beer company Stroh's tested three Spanish-language television ads to tap into the Hispanic marketplace. Telephone surveys were used with Spanish-speaking interviewers to achieve the best results.

Americans prefer U.S. goods, unknowingly buy foreign ones

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
While Americans prefer buying American-made products, and feel guilty when they buy foreign-made products, many people lack the requisite knowledge to do so. The result is that Americans who would prefer American-made products end up buying foreign products unknowingly.

Helpful Hints May 1987

Published
May 1987
Abstract
In this column, Henkin shares his insights to questions about telephone interviewing.

Trade Talk: Research aids children's magazine

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
How Magic Window used research to improve its marketing toward children.

Telephone tracking studies

Published
November 1987
Author
Quirk's Staff
Abstract
Telephone tracking studies are widely used to obtain data on the effectiveness of ad campaigns, new product introductions and market share. C/J Research, Inc., Arlington Heights, Ill., has over the past 10 years conducted hundreds of studies using its 100-plus WATS station facility. C/J president Terence Cotter has been involved since the beginning and shares his observations about telephone tracking studies.

McGraw-Hill shows it's the place to get market information

Published
February 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
McGraw-Hill, publishers of Electrical Construction & Maintenance magazine and Electrical Wholesaling magazine know the value of market research. Using a variety of techniques, including mailed questionnaires and telephone surveys, the company gathers information for the editorial and advertising sections of the McGraw-Hill magazines.

Poll shows youth hopeful about their lives, future

Published
February 1988
Author
Quirk's Staff
Abstract
Adults may fear an oncoming national crisis, but the American Chicle Youth Poll, a study conducted by the Roper Organization for the American Chicle Group of Warner-Lambert Co., reveals that teenagers and children are overwhelmingly happy and satisfied with their lives and their futures. The study was based in-person interviews that were validated over the phone.

Research shows niche in older adult market for "Grandparents" magazine

Published
March 1988
Author
Quirk's Staff
Abstract
Better Homes & Gardens Grandparents, the latest addition to Meredith Corp.'s special interest magazines, was started when research revealed a market for a magazine designed for people 50 or older. Valley Forge Information Service identified the market niche with QUEST, the firm's national telephone omnibus survey.

Dairy calcium ads change attitudes

Published
April 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Representatives of the dairy industry knew that the calcium in milk helps build strong bones and ward off osteoporosis, they just needed to let medical professionals know the benefits of the popular drink. So the dairy industry released a series of ads targeting medical professionals. Market research, including pre-testing by telephone and post-testing by mail, proved these ads effective in spreading the good word about milk.

Tracking study shows pork ads effective

Published
April 1988
Author
Quirk's Staff
Abstract
The National Pork Producers Council has gone "hog wild" with excitement over the research findings of its 1987 national television advertising campaign, "Pork. The Other White Meat." A series of telephone surveys have shown that the advertisements have been extremely effective in increasing consumer knowledge and positive associations with pork.

San Diego downtown relies on research

Published
May 1988
Author
Quirk's Staff
Abstract
Researchers used focus groups and telephone surveys of San Diego residents to determine their perceived obstacles to and benefits of using and enjoying downtown San Diego.

Vacations high priority among Americans, survey shows

Published
May 1988
Author
Quirk's Staff
Abstract
The American Express National Travel Forecast survey conducted telephone surveys with over 1,000 U.S. residents. The survey inquired about various aspects of vacation plans, including where they planned to travel, how long, how much they were willing to pay, what activities they plan to engage in, and what their attitudes were toward price and quality of service.

Symphony tunes into research

Published
May 1988
Author
Quirk's Staff
Abstract
The Jacksonville Symphony Orchestra completed a series of focus groups and a telephone survey to determine how it might increase its ticket sales. The key issues addressed in the focus groups were quantified in the telephone interviews.

Hispanic telephone research or waiting for Godot to call

Published
May 1988
Author
Dale Dauten
Abstract
This article explores whether telephone or door-to-door research methodologies are more accurate when conducting marketing research to reach Hispanic consumers. The author states that choosing a telephone method ignores much of the unassimilated population, potentially skewing the results of a study.

Radio station tuned to research

Published
October 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Emmis Broadcasting used phone surveys and auditorium music listening tests to determine how it should change its music mix for its listeners. After launching its new format, the station conducted a perception study of its listeners.