Data collection methods: Quantitative

 

The research industry is still wedded to the old paradigms of research. These evolved to meet the needs of different business functions and reflect the business thinking that was dominant at the times ...

Bruce Tait, co-founder of Fallon Brand Consulting, believes there is a crisis in brand differentiation and creative brand management. He lays this at the door of ‘marketing science’ – the current pro ...

The concept that there are two types of data (qual and quant) does not necessarily mean that there are only two approaches to research (qual and quant): a blended approach called “quanti-qual” can als ...

Jeff Deighton, insight Engineers (the quantitative arm of Fathom International), argues for greater seamlessness between the qualitative and quantitative disciplines and the client team in the develop ...

This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, s ...

This paper describes a research method for evaluating television advertising copy that is new to both advertising and the Internet. DiscoverWhy pioneered the ability to stream proposed new advertiseme ...

Using data collected in the springs of 1999 and 2000 from a standardized survey of over 18,000 respondents across the United States, a prospective model of health plan customer loyalty was developed. ...

The main objective of the study described in this paper was to learn how the development of an online newspaper would affect changes in the reading of newspapers in Argentina. This issue is of vital i ...

A Quality of Reading Survey (QRS) was published in the United Kingdom in November 2000, covering 242 magazines, newspapers and newspaper supplements. This paper outlines the survey briefly, then focus ...

This paper deals with the media multiplier effect. The effects of four campaigns were studied for the first time in Finland with a methology that uses the possibility of ad exposure as a starting poin ...

Young consumers have always been a difficult audience to research because first, they are difficult to reach using traditional research methods, and secondly, they are often not as expressive as adult ...

Most analysts seem to agree that Voice over IP (VoIP) eventually will change the way telephone services are bought and sold. VoIP will continue to grow as industry standards and technologies evolve, y ...

In July and August 2000, MORI and Nokia carried out trials using WAP (Wireless Application Protocol) mobile phones to conduct market research, to test the viability of mobile internet as a research me ...

A case is made for giving qualitative information an equal role with quantitative research in an increasingly numerate culture. Respondent to a study into customer satisfaction were engineers, markete ...

RISC analysis shows how people across Europe see happiness and its pursuit.

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

Argues that market research, with the technology now at its disposal, should look at the methods of `relationship marketing' as practised increasingly in retailing, and apply these ideas to respondent ...

In this paper the process of large-scale quantitative research is examined with the aim of finding ways to reduce costs and improve quality. The paper focuses on the role IT plays in fieldwork prepara ...

Quantitative pre-testing of advertisements is slowly coming back into vogue, and unsettling agencies who, nevertheless, cannot afford to ignore it. The article reviews the main types of quantitative p ...

While mall intercept interviewing is one of the most frequently used data collection methods in marketing research, it is also one of the least studied areas. Little, if any, published research invest ...

Using quantitative data the author explores information-processing in response to a specific ‘social marketing’ campaign, and suggests a target audience segmentation strategy based on the findings.

The authors present a model of customer relationships with particular reference to the financial services sector, relating the perceived quality of the relationship to one antecedent and two long-term ...

Examines the strengths and limitations of the net promoter score (NPS). Data shows that the scaling of the intention-to-recommend question is not critical and that NPS is not the only feedback metric ...

Discusses the continuing constraints on international research, including the varying technical problems and costs of sampling, inconsistent stages of market development between countries, difficultie ...

Analysis of 15 studies suggests that positive word of mouth (PWOM) is always more common than negative word of mouth. There are links between PWOM and the consumer’s main brand. The reasons and implic ...

The paper explores the cognitive, demographic and situational elements of the preference for using self-service technologies vs personnel-in-contact, with a focus on using rational-experiential thinki ...

The influence of children is important in understanding family consumption behaviour. The authors note the importance of cultural adaptation and hypothesise that parent-child cultural dissonance/conso ...

Theory and empirical research suggests that asking customers to articulate their expectations in advance of shopping can backfire and lead to lower post-purchase evaluations of the shopping and consum ...

The selection of respondents within households has significant consequences for the conduct and output of household surveys. The authors suggest more flexible designs than those traditionally used, op ...

The USA’s National Do Not Call Registry (DNC Registry) had more than 91 million numbers registered by early 2005. The implications of this for survey response rates are explored in this paper, and amo ...