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Quirk's Marketing Research Review Articles

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By The Numbers: A sample size table

Issue
December 2006
Author
Paul C. Boyd
Abstract
The author offers a table for calculating the correct sample size to reach a desired confidence level and margin of error. Includes a link to an online table generator.

Data Use: Scale conversions

Issue
December 2006
Author
Rajan Sambandam
Abstract
The article explores two ways to allow comparison of data from surveys using differing scales: scale equivalence and re-scaling.

If Freud had been a market researcher...

Issue
December 2006
Author
Patricia Sauerbrey
Abstract
The author explores and explains the thinking behind morphological market and media research, which aims to take into consideration the influence of the unconscious of all parties in the research process - respondent, researcher and client. Advice is given on how to conduct an in-depth interview or focus group using morphological practices.

Trade Talk: If you have to ask, you can’t afford it

Issue
December 2006
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report from the Luxury Institute details the favorite holiday gift ideas of the very rich.

By the Numbers: Triple-S standard facilitates data exchange

Issue
November 2006
Author
Patrick Johnston
Abstract
Many providers of research software have embraced the Triple-S standard, which allows data generated by competing software packages to be easily exported and exchanged for analysis.

Coordinate and conquer

Issue
November 2006
Author
Andrew P. Garvin
Abstract
The author presents a plan for centralizing the research process within a company, with the goal of maximizing the value of money spent on research and providing strong evidence of ROI.

Data Use: Statistical non-significance does not mean unimportant

Issue
November 2006
Author
Leeza Slessareva
Abstract
Information from statisical significance testing is necessary but is not always sufficent. Statistical significance does not provide information about the impact of the significant result on business. This should be evaluated using an effect size index (e.g., eta-squared).

Differences do matter

Issue
November 2006
Author
Efrain Ribeiro
Abstract
Several factors - including panelist relationship management, cooperation rates and the protection of panelist privacy - affect the quality and success of online access panels.

Far away but up close and personal

Issue
November 2006
Author
Caroline Richardson
Abstract
A Web-based approach can overcome the extreme distances that often separate all the parties involved in an international research project.

Hmm...let me think about that

Issue
November 2006
Author
Norman B. Leferman
Abstract
Responding to a previous Quirk’s article on enhancing awareness tracking studies, the author offers some insights of his own and provides specific question wording examples.

Qualitatively Speaking: One-on-ones put the quality in qualitative

Issue
November 2006
Author
Mark B. Palmerino
Abstract
The author compares one-on-ones to focus groups and argues that one-on-ones provide greater depth of insight at a more reasonable price.

Searching for undiscovered jewels

Issue
November 2006
Author
Karl Feld
Abstract
For research companies considering offshoring some of their operations, the author offers an in-depth look at the many issues and factors to consider, including the host country’s cultural practices, technology and infrastructure, and business and government environments.

Trade Talk: A cooperative effort on cooperation

Issue
November 2006
Author
Joseph Rydholm, Quirk's Editor
Abstract
A recap of an important conference on the topic of declining rates of respondent cooperation.

Worth the effort

Issue
November 2006
Author
Jarad Carleton
Abstract
An overview of the problems and benefits of panel research. While the cost is often high, time can be saved and quality data can be obtained by using online panels.

You say tomato…

Issue
November 2006
Authors
Bridget Shirley and Sally Evans
Abstract
Qualitative researchers in Europe and the U.S. often take very different approaches and have very different expectations for their projects. The authors explore those differences and their origins and impacts.

A fickle but valuable segment

Issue
October 2006
Authors
Lonnie Miller and Jeff Martini
Abstract
First-time car buyers are hard to entice but can provide a valuable source of ongoing sales. The article summarizes results from a Polk study that explored the various factors that motivate these consumers.

A slight change in the route

Issue
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

By The Numbers: Increase response rates by increasing relevance

Issue
October 2006
Author
Philip Derham
Abstract
Respondents’ perceptions of a survey’s relevance to them can have a major effect on participation rates. Using an online survey for a bank as an example, the author shows different phrasings for survey invites and how they impacted response rates.

Data Use: Using key driver analysis to guide employee satisfaction research

Issue
October 2006
Authors
Dave Leonard and Michael Lieberman
Abstract
Employee turnover is a large expense for mass retailers and fast-food firms. By surveying employees, companies can identify and address the factors that drive turnover.

Listen to the text

Issue
October 2006
Author
Tom Anderson
Abstract
Verbatim responses and other textual sources provide valuable and often untapped sources of insights on customer satisfaction. The author cites a case history involving hotel company Starwood and its use of text mining to glean helpful data.

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