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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: 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: Accomplishments and concerns

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
The author details marketing executives' predictions regarding the future of survey research and also concerns, which range from too much government control to poor questionnaire design.

Trade Talk: Student drug use survey topic

Published
February 1987
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of the findings from a 10-month investigation into teen-age drug use and why some kids abuse drugs and others don't.

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.

Trade Talk: Audit helps businesses measure their ethical climate

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Focus groups and survey research were instrumental in conducting studies to assess attitudes toward business ethics.

Trade Talk: Polling misuses hurt research efforts

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A look at how some companies and organizations abuse research respondent information.

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.

Trade talk: Rational, emotional factors key to copy research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In Renee Love's presentation at the ARF Copy Research workshop, she argues that qualitative research is a discovery process that should support, rather than inhibit, creative thinking.

Trade Talk: Research season is year-round at Coleman Co.

Published
October 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Outdoor outfitter Coleman uses a product-specific questionnaire, Coleman keeps tabs on who's using its products, how it can improve them and if it should start manufacturing new products.

Trade Talk: Patients prescribe dose of neatness for physicians

Published
December 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Patients weigh in on what they expect from a physician's appearance and physical presentation.

Trade Talk: Study links unhealthy lifestyles with high medical costs

Published
February 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A look at a study designed to measure utilization and cost of medical care according to the level of risk produced by a given behavior.

Trade talk: The young, not old worry most about aging, USA Today poll shows

Published
April 1988
Author
Beth Hoffman, Quirk's Managing Editor

Trade Talk: Readership survey "serves" Tennis magazines' marketing needs

Published
May 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A look at the the young, active, affluent lifestyle of Tennis magazine subscribers.

Trade Talk: Decision-makers mostly males, study shows

Published
June 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
According to a study from Trinet Inc., women still occupy a low percentage of decision-making positions compared to men in the surveyed companies.

Trade Talk: Study reveals younger women have more aches

Published
November 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A review of a Self magazine study that showed younger women suffer more health problems than older women and are less likely to treat them.

Trade Talk: Study uncovers America's most powerful brands

Published
December 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This month's column reviews the top 10 most powerful brands in America and what attributes they share.

Trade Talk: Survey sizes up Iowa small businesses

Published
January 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Small businesses face many obstacles, particularly in the first year of operation. This article summarizes the findings of a recent survey of Iowa small businesses commissioned by the Small Business Development Center.

Trade Talk: Survey investigates office worker retail spending

Published
February 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This article discusses a recent survey by International Council of Shopping Centers that investigated office worker retail spending in downtown and suburban areas.

Trade Talk: Book provides valuable insight into U.S. lifestyles

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews The Clustering of America, a book by Michael Weiss that examines the United States through the lens of PRIZM, the target marketing system develop by Claritas Corp. that uses U.S. Census Bureau data and other information to create 40 distinct lifestyle depictions of 250,000 U.S. neighborhoods.

Trade Talk: Magazine purrs along nicely

Published
April 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
A well-known character can be a valuable asset to a company. Star Kist’s 9 Lives cat food has such an asset with Morris the Cat. This article discusses the expansion of Morris into The Morris Report, a quarterly magazine with several departments, including an advice column written by a veterinarian, and cat tales sent in by readers.

 

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