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Applying lessons learned

Issue
April 2001
Author
Bill MacElroy
Abstract
As the Internet’s influence on business has grown, many business-to-business (B2B) sites have been attempting to apply “lessons learned” from the business-to-consumer (B2C) e-commerce experience. Several recent studies have indicated that this strategy is only partially successful. This article discusses differences in the evaluations of B2B and B2C Web sites.

Genuinely loyal

Issue
April 2001
Authors
Joel T. Lieberman, Joyce Henk, Derek Allen and Janet Edmison
Abstract
General Motors (GM) conducted a multi-phase study of dealership loyalty in the automotive parts aftermarket to determine why customers choose to purchase from GM Service Parts Operations (SPO) and its competition, the results of which were used to develop a set of loyalty questions to help SPO monitor service and maintain dealer loyalty.

Getting started in Asian-American market research

Issue
April 2001
Author
John McKay
Abstract
There are many aspects of the Asian-American segment that marketers find difficult to understand and may use as an excuse to avoid researching this segment. This article provides answers to some of the basic questions commonly asked by marketers who are ready to make a commitment to researching Asian-American consumers but don’t quite know where to start.

Hearing what they say

Issue
April 2001
Authors
Karen P. Goncalves and Michelle P. Goncalves
Abstract
Honeywell Corp. uses a multi-step process that includes the Kano method survey to determine which products to develop or change and how development resources should be allocated, meeting its most important goal of providing relevant customer input in decisions making.

Hispanic cool

Issue
April 2001
Author
Horacio Segal
Abstract
For many decades, Hispanics in the United States have felt rejected by the mainstream because of their appearance, lifestyle and language. This article discusses how Hispanics are starting to feel that they don’t have to be ashamed of who they are and where they came from, and that they are seeing that many Hispanic customs, like food and music, are becoming cool for the general market. The article also examines what this change means to market researchers.

Make your next B2B study a success

Issue
April 2001
Author
Gordon Bishop
Abstract
Business-to-business (B2B) market research offers challenges not typically experienced with consumer research. This article offers tips to make your next B2B study a successful and even pleasant experience.

Reducing customer churn

Issue
April 2001
Author
Kathi McGregor
Abstract
In a way, packaged goods companies have a big advantage over service providers when fighting for market share. This article discusses customer churn and how companies, particularly those providing services, can quickly improve their bottom line and minimize future costs associated with replacing lost business by adding a well-designed churn study to customer loyalty efforts.

The Q-Q matrix

Issue
April 2001
Author
Wade G. Boudreaux
Abstract
Data warehousing has taken market segmentation analysis to greater, more desirable levels, though it is often used with companies with thousands - even millions - of customers. This article discusses the Q-Q matrix as a segmentation tool for small-to-medium business-to-business companies, including how to use the matrix.

Using decision criteria anchors to measure importance among Hispanics

Issue
April 2001
Author
Patrick Elms
Abstract
When measuring attribute importance and brand performance among Hispanics, a frequent problem researchers encounter is the tendency for Hispanics to use only the upper end of the rating scale. This article discusses using decision criteria anchors to reduce the number of high ratings often found when testing with Hispanics.
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