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Quirk's Marketing Research Review Articles

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* By the Numbers: How to improve your segmentations with max-diff

Issue
November 2009
Author
Rajan Sambandam
Abstract
The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.

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.

You may get more than you pay for

Issue
November 2005
Author
Rajan Sambandam
Abstract
The article argues for the use of smart incentives, which reward respondents for coming up with the best ideas.

Data Use: Asymmetry analysis

Issue
October 2004
Author
Rajan Sambandam
Abstract
This article provides a simple introduction to the analysis of asymmetrical relationships in satisfaction research, reviewing recent literature and exploring its use for resource allocation.

A survey of analysis methods

Issue
February 2001
Author
Rajan Sambandam
Abstract
Part II of a survey of analysis methods, this article examines segmentation analysis, including cluster analysis, neural networks, self-organizing maps and mixture models.

A survey of analysis methods

Issue
January 2001
Author
Rajan Sambandam
Abstract
This first of two articles about analysis methods examines key driver analysis, including single dependent variable, multiple dependent variables, non-linearity, artificial intelligence, recent advances and tools.

IVR: How is it different from telephone interviewing?

Issue
May 1999
Author
Rajan Sambandam
Abstract
While traditional data collection methods such as mail and phone continue to be widely used, other data collection methods are growing in popularity. This article discusses one such method: interactive voice response.

An alternative method of reporting customer satisfaction scores

Issue
October 1998
Authors
Rajan Sambandam and George Hausser
Abstract
While customer satisfaction evaluations are widely used, score reporting isn't consistent. This article discusses various methods of reporting customer satisfaction scores, including an alternative the authors have found useful.
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