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Quirk's Marketing Research Review Articles

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A slight change in the route

Issue
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

By The Numbers: Increase response rates by increasing relevance

Issue
October 2006
Author
Philip Derham
Abstract
Respondents’ perceptions of a survey’s relevance to them can have a major effect on participation rates. Using an online survey for a bank as an example, the author shows different phrasings for survey invites and how they impacted response rates.

Work your plan

Issue
March 2005
Author
Laura Patterson
Abstract
Using a case history involving Texas-based Motion Computing, the article shows how a technology firm used research to define and refine new products.

Cross-culture calibration

Issue
November 2004
Authors
Susan Devlin and Gary Nicholas
Abstract
Global research efforts must strike a delicate balance between design uniformity and cultural customization. The article cites examples related to questionnaire design and data analysis, among others.

Open but not yet free

Issue
November 2004
Author
Gary Lim
Abstract
Market research is growing more and more feasible each day in China, but government controls and other roadblocks still stand in the way of a smooth process.

By the Numbers: There's just one rule in designing questionnaires

Issue
February 2004
Author
Nick Andrus
Abstract
Through a bit of reverse suggestion, the author offers ways to violate the cardinal rule of questionnaire development: thou shalt not offend thy respondents. The un-suggestions include: show them you don’t care; insult them with words; insult their intelligence; and make them play the guessing game.

The questionnaire that launched a thousand responses

Issue
February 2003
Author
David Ashley
Abstract
A well-written questionnaire will increase your response rate. This article offers guidelines to make the questionnaire-writing process easier and more productive.

Designing a questionnaire that dives beneath the surface

Issue
November 2001
Authors
Gillian Humphreys and Joanne McNeish
Abstract
A well-designed questionnaire is critical to research success. This article discusses questionnaire design, including setting objectives, general considerations, wording questions, one question that should never be asked and why time and money should be spent designing an effective questionnaire.

Managing data from multimedia studies

Issue
October 2001
Author
Dave Koch
Abstract
Technological advances have provided today’s researcher with many options for data collection. This article discusses successful management of data from a multimedia study, including five tips to keep in mind during planning.

Where's the quality control?

Issue
February 2001
Author
Howard Waddell
Abstract
Citing several examples, this article discusses quality control in research, including poorly-written questionnaires and problems with data collection.

An international marketing research checklist

Issue
November 1998
Author
Kent Hamilton
Abstract
Checklists help with major undertakings such as moving across county or preparing for a long vacation. A checklist could be equally helpful for a global marketing research project. This article provides a checklist for such an endeavor.

Designing effective telephone interviews: objectives in the script development process

Issue
May 1998
Author
Wendy Jones
Abstract
Designing an effective telephone interview is crucial to marketing research. This article details basic steps in one firm's interview scripting process.

Comment cards and rating scales:

Issue
May 1997
Author
Joseph Duket
Abstract
Countless companies rely on comment cards and rating scales to measure customer satisfaction. This article discusses how most comment cards - and their rating scales - paint a distorted picture of satisfaction and how to revise the rating scale to obtain a more accurate measure of customer satisfaction.

Advising the advisors

Issue
February 1996
Author
D.L. Hudella
Abstract
American Express Financial Advisors improved assessment effectiveness of client acquisition techniques (CAT) by redesigning its CAT questionnaire. Improved response rates and other factors allowed its research department to provide high-quality data quarterly to internal partners for resource planning.

The importance of context in conducting Asian research

Issue
December 1993
Author
Sandra M.J. Wong
Abstract
This article discusses how context in Asian marketing research affects selection of appropriate research sample/respondents; framing of questions to effectively gather meaningful information; and establishing a productive researcher/respondent relationship.

Do's & don'ts of customer satisfaction

Issue
October 1993
Author
Joanne Ulnick
Abstract
This article offers 10 do’s and five don’ts when conducting customer satisfaction research. This advice covers topics such as sample selection, evaluation criteria, types of questions to ask, pre-tests and evaluation strategies.

Automating the coding process with neural networks

Issue
May 1993
Authors
Raymond Raud and Michael A. Fallig
Abstract
To overcome the cost and accuracy disadvantages of manually coding open-end questions, researchers can apply computer algorithms based on neural networks, an aspect of artificial intelligence which simulates the human brain’s ability to learn. This article describes such a program and a field test’s results.

Data processing made easy

Issue
February 1993
Author
Eric DeRosia
Abstract
This article offers advice on how to prevent common data processing problems by taking preventative measures during the survey design process. The examples presented address telephone surveys, but the same principles apply to surveys conducted in malls, through the mail or any other data collection technique.

Help us help you

Issue
January 1993
Author
Quirk's Staff
Abstract
To evaluate satisfaction with 25 health plans, California Public Employees Retirement System (PERS) mailed a survey to enrollees, testing the questionnaire beforehand through public meetings, a focus group, telephone interviews, intercepts and suggestions and review by the PERS Health benefits Advisory Council and the State of California Department of Personnel Administration. PERS also conducted a series of focus groups to follow up on the survey results.

15 tips and techniques for survey research

Issue
December 1992
Author
Gayle Kaplan
Abstract
This article offers 15 tips and techniques to think about before beginning survey research to obtain useful and valid information. Some areas discussed include survey design and wording, sampling issues, statistics tools, timing for telephone surveys, strategies for increasing responses to mailed surveys, and issues related to anonymity and confidentiality.

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