Market Research and The Telecommunications Industry

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Mobile research offers speed, immediacy: Using examples from brands such as Coca-Cola and Nokia, the author explores the capabilities of mobile research and how it lets marketers get fast, fresh responses from consumers.
In Case You Missed It... February 2010: News and notes on marketing research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y
You can learn some interesting things when you force consumers to stop using - or make them use too much of - a product: Deprivation research, in which a consumer’s favorite product is withheld from them, is a useful market research tool but is more powerful when inundation research is run in tandem. Forcing product usage on a group of consumers can uncover equally compelling findings, the author argues.
Mobile research - the fifth methodology?: This article explores the emergence of mobile phone research as a fifth type of quantitative research methodology (along with face-to-face, postal, telephone and online) and looks at the opportunities it presents.
Women love smartphone features - hate shopping for them

See more articles on this topic

There are 14 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Research helps AT&T sharpen its newsletter: When AT&T customers received their "Stay In Touch" newsletter with their long distance bill, most didn't realize the extensive market research that went into it. AT&T employed focus group sessions and mall intercepts to find out what type of newsletter would best appeal to customers.
Work your plan: Using a case history involving Texas-based Motion Computing, the article shows how a technology firm used research to define and refine new products.
In search of the perfect plastic: Ameritech and Household International relied on qualitative and quantitative research strategies to develop a credit card concept combining the features of a MasterCard and a telephone calling card. The study involved focus groups and a conjoint analysis in which participants completed a computerized questionnaire in which they isolated the combination of features that most appealed to them by keying their answers to a detailed series of questions.
Getting their level best: While service level agreements (SLA) aren’t available to small-scale users, they are common in the business world. This article discusses a recent Web-based survey on SLAs conducted with 3,000 IT professionals.
Perceptions and realities: While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.