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Total: 6577

  1. article

    Does time-related information increase the impact of postitive online reviews?

    Many companies are increasingly confused and upset about how to deal with negative online consumer reviews, says Zoey Chen of Georgia Tech Scheller College of Business. One way to overcome consumers’ overreliance on negative word of mouth would be to ...

  2. article

    Year-round schools to impact marketers

    No one's sure if the trend will catch on, but marketers are taking notice of a renewed interest in year-round schools. There are many issues with the idea, but studies show that marketers might be affected by the trend.

  3. glossary

    Comparative Scales

    A judgment comparing one object, concept or person to another on a scale. Comparative scales assess the relative differences or preferences among items, products or attributes. This process presents respondents with options and asks them to choose their preferences or opinions in relation to each option. Results are analyzed to determine the relative ranking of the products or services in question. The scales provide objectivity and structure to understanding consumer preferences. They allow researchers and businesses to quantify and rank the appeal of product and service options, which can contribute to data-driven decision-making. Who relies on comparative scales? Marketing researchers, product managers, advertisers and decision makers within businesses seek insights from comparative scales because the data can decipher customer preferences and the relative appeal of different offerings. Insights help entities make decisions about product development, marketing strategies and resource allocation. Why should I care about comparative scales? Comparative scales provide greater understanding of consumer preferences. Insights can help formulate marketing strategies and help businesses and market professionals to enhance products and services that match customer expectations.

  4. sourcebook

    ASK Global Universal Ltd

    ASK Global Universal is the one stop global coordinator you can rely on – online and offline. With passion for the task, vast experience, real understanding of market research and flexibility.

  5. article

    Determining attribute importance

    In a typical customer satisfaction study, respondents evaluate one or more products or services. Satisfaction on an overall basis is rated, followed by ratings on many individual attributes. This article addresses various strategies for determining which attributes are most important in determining overall satisfaction. It classifies these approaches into two main categories: stated attribute importance and derived attribute performance.

  6. article

    Caplena Virtual Session: 5 Expert Tips to Master Open-Ended Feedback Analysis in 2025

    Caplena’s co-founder and co-CEO gave a presentation on improving open-ended feedback analysis on January 30, 2025. The presentation was one of eight in the Quirk’s Virtual Sessions – AI and Innovation series.

  7. article

    What Can a Researcher Learn from a Marketer?

    Zoe Dowling explores the challenges marketing researchers and marketers face, noting the similarities and differences and focusing on what the roles can learn from one another.

  8. article

    Consumer Reports vs. social media

    Ed Farrell, director of Consumer Reports’ (CR) national research center, delivered one of the opening keynotes at the MRA/Quirk’s/CEB Corporate Researchers Conference in September. In a wide-ranging talk, one of his main areas of focus was on how his organization perceives ...

  9. article

    Customer CX and pandemic changes: London session review from Zinklar

    Quirk´s London is a two-day gathering of client-side researchers featuring simultaneous tracks of 30-minute sessions on all aspects of marketing research. In the day one highlights overview, we take a look at some of the key discussion points that came from selecting the talk tracks.

  10. article

    Using choice grids to understand your market and the forces that shape it

    The article argues for analytical approaches that are more comprehensive than a customer-centric approach and offers two examples, one which involves understanding the impact of marketing communications on brand purchases and the other which involves understanding the basis of brand choice.

  11. article

    The sugar shift (and why labels are so important)

    Dr. Debbie Parker is the associate director, sensory expert at research company Marketing Sciences. This is an edited version of a post that originally appeared here under the title “One lump or two?” Sugar consumption and its effect on public health ...

  12. article

    The Quirk’s Event - New York 2023 review and takeaways

    One attendee of The Quirks Event - New York 2023 reflects on his time and describes a few takeaways from the event.