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Quirk's Marketing Research Review Articles

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Build the reconnaissance principle into research design

Issue
May 2004
Authors
Brian F. Blake and Rod Antilla
Abstract
Researchers must know what the results of a study will be used for before they can know how to design the research correctly. The authors present an eight-step process to achieve this goal.

By the Numbers: Let's test everything

Issue
May 2004
Author
Stephen J. Hellebusch
Abstract
In statistical testing, the key is to make sure the right numbers are being tested.

Data Use: Using conjoint analysis to shape a political message

Issue
May 2004
Author
Michael Lieberman
Abstract
Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.

Defending against private-label

Issue
May 2004
Authors
Randy Brooks, Robert Kushner and Aileen Beatty
Abstract
When manufacturers look to cost reductions as a means of competing with private-label offerings, testing must be done with extreme care and a focus on sensitivity.

Heard the one about the diabetic alligator?

Issue
May 2004
Author
Fred Phillips
Abstract
The author presents instructive anecdotes on the topic of purchase volume discrepancies and shows how there is often more to the numbers than meets the eye.

Hidden barriers to new product acceptance: preference inertia

Issue
May 2004
Authors
Donna Wydra and Bill MacElroy
Abstract
Preference inertia, which prevents a target customer population from trying new things, can blunt sales by up to 40 percent. The factors behind it, and how to measure them, are the subjects of this article.

Names of Note May 2004

Issue
May 2004
Author
Quirk's Staff

Product and Service Update May 2004

Issue
May 2004
Author
Quirk's Staff

Qualitatively Speaking: Ethnography makes the human connection

Issue
May 2004
Author
Brad Bennett
Abstract
In-home visits and other types of ethnographic research can provide an array of attitudes, motivations and behaviors which would not be self-reported in other research venues.

Research Industry News May 2004

Issue
May 2004
Author
Quirk's Staff

Segmentation success

Issue
May 2004
Author
Michael Sosnowski
Abstract
A process-based approach to segmentation, as outlined in this article, begins with client needs and ends with an actionable, objectives-focused set of segments.

Survey Monitor May 2004

Issue
May 2004
Author
Quirk's Staff

Trade Talk: Creating, growing and defending your brand

Issue
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.

Two rivers

Issue
May 2004
Authors
Kenneth Elliott, Richard Scionti and Mike Page
Abstract
For companies with large numbers of customers, data mining and research are often used to investigate customer behavior and attitudes. The authors argue that the two must be integrated to create a truly holistic view of customer behavior and present a blueprint for how to do so.

Useful data, maximized dollars

Issue
May 2004
Author
Albert Fitzgerald
Abstract
Without the ability to summarize the data that weighting provides, marketers are forced to look at very detailed sub-groups and conduct costly additional interviews - possibly missing the big picture in the process.
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