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Marketing Research Trade Talk Articles

Trade Talk takes a look at marketing research industry topics through the eyes of the Quirk’s editorial staff. View, sort, and refine more than 25 years of Quirk's Trade Talk columns.

 

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Trade Talk: Some new possibilities for your library

Published
April 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews five recent books: First Among Equals—How to Manage a Group of Professionals; Stakeholder Power; Defining Markets, Defining Moments; The Great Tween Buying Machine; and Customer-Centric Product Definition.

Trade Talk: Out with the old, in with the new

Published
February 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk’s and its Web site have had a few changes: some major and some minor. In this article, editor Joseph Rydholm outlines some of the new features and how to get the most out of them.

Trade Talk: Videoconferencing moves from convenience to necessity

Published
January 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
Once a tool that in early 2000 seemed merely acceptable for conducting focus groups, videoconferencing became a necessity with the failing economy and the events of September 11. This article discusses videoconferencing, including its growth, moderating remotely and how research is more important than ever.

Trade Talk: With ads, is timing everything?

Published
March 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article summarizes “What to Say When: Advertising Appeals in Evolving Markets,” a recent Marketing Science Institute working paper in which the authors argue that in young markets—those where a product or product category is new—advertising that educates consumers rather than appealing to their emotions is likely to be most effective.

Trade Talk: ROI at the ARF

Published
May 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article provides a brief summary of this year’s Advertising Research Foundation conference in New York City, highlighting the forum “How Research Pays Back.”

Trade Talk: Analyst sees more growth for MR industry

Published
November 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article features one analyst’s thoughts on the market research, reports and services market.

Trade Talk: Stranded in the soup aisle

Published
February 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article discusses research by Sorenson Associates in which the firm has been mapping individual grocery shopping trips using PathTracker, a small electronic transmitter mounted on shopping carts that emits signals every four seconds that are tracked by an array of antennae in a store.

Trade Talk: This book is worth its weight

Published
January 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article offers reviews of several new books: Business - The Ultimate Resource, Why People Buy Things They Don’t Need and Marketing to American Latinos - Part 2.

Trade Talk: Collecting data isn't enough

Published
July 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews this year’s Marketing Research Association meeting, focusing on the lesson highlighted at the meeting: researchers need to go beyond mere data collection.

Trade Talk: Industry groups vigilant on privacy

Published
March 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
With the media so full these days of discussions of do-not-call lists and growing resentment toward spam and other direct marketing intrusions, it’s hard not to worry about the impact our heightened sense of privacy may have on marketing research. Fortunately, industry organizations have been up to the challenge, proactively working to plead our case before lawmakers and regulators and crafting a comprehensive array of standards and guidelines to help the industry police itself so that government doesn’t have to. The Council of American Survey Research Organizations (CASRO) in particular is planning this year to expand its Privacy Protection Program (CASRO 3P). This article offers details of a Q&A session with Diane Bowers, CASRO’s president.

Trade Talk: A timely pep talk

Published
May 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article recaps a discussion between Quirk’s editor Joe Rydholm and Adrian Chedore, CEO of Synovate, at the April 2003 annual Advertising Research Foundation convention. Chedore spoke of ways to revitalize the industry and improve its near- and long-term prospects.

Trade Talk: Two new books on mind-mining; plus a look at Boomers

Published
November 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews three books: How Customers Think, Moderating to the Max, and After Fifty—How the Baby Boom Will Redefine the Mature Market.

Trade Talk: Notes from Los Angeles

Published
October 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article presents some highlights of the American Marketing Association’s annual conference in September 2003.

Trade Talk: Welcome to our first issue

Published
October 1986
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Managing Editor Beth Hoffman offers an introduction to the first issue of Quirk's Marketing Research Review, a new business magazine aimed at the buyers and sellers of marketing research product and services.

Trade Talk: A look at our new look; going ethno in San Fran

Published
January 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Background on the redesign of Quirk’s and a summary of highlights from the ethnographic research-related programming at the 2004 IIR Market Research Event.

Trade Talk: Success by design

Published
February 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A design-related conference held by the Marketing Science Institute offered a number of insights from product developers at Hewlett-Packard and Procter & Gamble.

Trade Talk: Tickling the taste buds

Published
March 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A Mintel report shows that the American palate is growing more accepting of spices and other strong flavorings.

Trade Talk: Online ads rebounded in 2003

Published
April 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Researchers DoubleClick Inc. and Nielsen//NetRatings issued their joint report on the state of online ads in 2003.

Trade Talk: Creating, growing and defending your brand

Published
May 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Reviews of four brand-related books: Brand Harmony, Brand Driven, Global Brand Strategy, and Defending the Brand.

Trade Talk: Study shows how Latinos' news media habits shape their views

Published
June 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Pew Hispanic Center conducted a study which examined the role of language in Hispanic consumption of media.

 

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