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Total: 6577

  1. article

    To write better questionnaires, put yourself in the respondent's place

    One of the most valuable exercises for marketing research professionals isn’t writing questions, it’s answering them. This article discusses writing better questions by taking the role of respondent.

  2. article

    Measuring pass-along readership

    One of the major challenges facing magazine publishers is determining how many people actually read their magazines. This article discusses pass-along research, a market research technique for determining total readership. The article includes a step-by-step description of the optimum procedures to employ to produce valid results and a discussion of validity.

  3. article

    10 steps to greater Web survey response rates

    One of the most eagerly debated topics at IMRO (Interactive Marketing Research Organization) conference breakout sessions has been the role of the initial e-mail invitation in gaining participant cooperation for Web-based surveys. A wide variety of opinion has emerged as to what constitutes best practices for writing the perfect e-mail. This article goes through 10 of the issues that must be addressed in an e-mail invitation to a Web survey and the order of precedence that these points-of-information need to be presented.

  4. article

    Why the focus group deserves to be the most respected of all qualitative research tools

    One technique that seems to have maintained a relatively constant and perhaps growing status over the past 10 to 15 years has been the focus group. This article outlines the key factors that make traditional focus groups the effective tool that it has been for years and why it is a superior methodology to all other qualitative methods for virtually every research need.

  5. article

    Social media data demands a marriage of high-tech and high-touch

    One approach to social media data analysis sees value in adding a human element to the necessarily tech-based aspects of the process.

  6. article

    Scared by big data? Not these researchers.

    One of the current memes in the research biz is that big data will lead to the obsolescence of marketing research. The new breed of C-suiters, the thinking goes, will find the act of asking consumers about what they did ...

  7. article

    Trade Talk: Syndicated study looks at healthy eating habits

    One study takes a comprehensive look at the behavior of people who say they eat healthy, showing that while indulgences still exist, healthy eating is still a major part of American culture.

  8. article

    Trade Talk: Panel builds bond with remodelors

    One panel profiles the chronic home-remodeler, from demographics to values.

  9. article

    Qualitatively Speaking: A practical approach to identifying professional respondents

    One of the most troubling issues facing the focus group industry in recent years has been the increasing presence of the professional respondent. This article suggests a new approach to dealing with the issue.

  10. article

    The mature market...is it for real?

    One of the hot topics in marketing in the 1990s was the senior market. This article discusses how marketers and advertisers today seem to be ignoring the mature market in favor of a youth orientation and examines the numbers that led the pundits to urge marketers to target mature customers.

  11. article

    In the land of free money, a vacation reigns supreme

    One of our favorite office pastimes is asking each other what we would do if we won the lottery. Of course none of us newly-made millionaires would quit working at jobs we love, but most of us could agree that ...

  12. article

    Don’t shoot the focus group messenger

    One of the most difficult situations a researcher is put in is delivering the news to a client that their marketing strategy or product plans are not supported by the research data. Often brand managers and marketing executives use research ... Continue reading →