When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group's recent Workforce Perspectives® study, this paper shows how responses to drop-down box, radio button, and fill-in-the-blank survey interfaces can differ significantly from each other. Distributions of responses will differ depending upon the scale used. What might have an ever greater impact on utilization of survey findings is the fact that a radio button scale can drive respondents to more frequently use the same response option.
Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had been undertaken to measure the components of such strategies. This paper describes the results from a unique pan-European research study designed to understand the determinants of one of the elements in these strategies: a sticky website. It provides an explanation of the construction and parameterisation of a unique stickiness metric and explains why such a metric is important in helping eCommerce companies optimise their marketing mix. Fundamentally it demonstrates why purely behavioural measures are not enough and why attitudinal measures are important.
With the increasing use of the Internet as a medium for survey data collection, survey program managers might be encouraged to transition programs to the Internet that have previously been conducted using the telephone. They might also consider using a mixed-mode approach, combining data collected from both the Internet and telephone. Some caution, however, should be exercised. This paper describes a study designed to isolate differences in responses to Internet surveys and phone surveys relating specifically to differing survey methods. Results indicate that scale usage can vary considerably between the two methods, with phone respondents more likely to use endpoints of scales in which all response alternatives are verbally labeled. By contrast, responses are much more similar when a numerical scale is used and only the endpoints are verbally labeled. The study did indicate, however, that surveys can take less time for respondents using the internet and that internet respondents express more willingness to participate in future survey projects.
This paper describes a subscriber loyalty measurement and management program jointly developed by Galaxy Latin America and the Burke which encompasses varied national regional and language differences while addressing the indicators that are critical to the success of Galaxy Latin America in delivering satellite television services in Latin America.
Radio Watch is a portable passive radio audience measurement meter with a unique design. Its main feature is to combine the ability to sample the environment whilst simultaneously monitoring radio broadcasts. The matching of this pair of samples creates a listening record in real time. The aim of our development programme is to provide the operational benefits of the methodology in a miniaturised meter.
Kwoledge management in business circles has steadily increased. Since market research institutes are knowledge-intensive companies gathering and selling information to customers it is vital for these organisations to have access to the right information in the right form at the right place and at the right time to solve their customersâ problems. The paper describes how knowledge management systems can be organised to support electronic desk research in an efficient and cost- effective way. For this purpose a case study the mineral water market in Europe and in the United States is introduced to demonstrate the significance of Intranet systems and Extranets for supporting desk research. From this sample search recommendations concerning the organisation of an effective knowledge management system for desk research purposes are deduced and described; these are of general importance particularly to those involved in the process of planning establishing up-dating or maintaining such tools.
Marketing research does promote product and service innovation. The key is development of tools and techniques that direct managers to the âsourceâ of emerging customer needs and wants - the kinds of needs and wants that if fulfilled have the potential to excite customers promote brand preference and loyalty and keep a brand or firm a step ahead of its competitors. One such tool is attribute life cycle analysis. To date a method introduced by Kano and his colleagues has been the primary technique for attribute life cycle analysis. While the Kano method furnishes marketing managers with some important benefits it has some limitations that warrant development and application of alternative attribute life cycle analysis techniques. This paper describes two alternatives to the Kano method. It reports research indicating that these alternative techniques yield highly comparable results. Also presented is a recommended approach to and case illustration of how managers can use attribute life cycle analysis to identify opportunities for product and service innovation.
This paper describes current developments in on-line focus group techniques and the applicability of such methodologies. The paper argues that while on-line focus groups have limitations in terms of their applications there are clear and common instances where Internet-based approaches are not just feasible but preferable when compared with traditional face-to-face approaches.
Until recently online desk research was not widespread. This however has changed over the past few years - particularly since the Internet is offering various possibilities for the market researcher to search online for basic and detailed market data. By using the Internet and its numerous online information databases desk research can be done cost- effectively and easily - on a national and international scale. This paper gives not only an overview of the Internet possibilities for online market desk research but offers market researchers - with the help of a typical case study from this business area - a means of obtaining a clear picture of how when and to what extent the Internet can be used for their special purposes. Advantages as well as the problems and disadvantages of Internet usage are explained. Furthermore a choice of relevant URLs will provide the market researcher who is not as familiar with online desk research with an initial orientation and a starting point when compiling online desk research market studies in the near future.
The following paper presents a new research tool N Viz which enables online researchers to randomly sample visitors of singular websites and web pages. The first part overviews the relevance of the tool for advertisers. The N Viz methodology is comprehensively described including some experiences from ongoing tests in the United States and in Germany and lastly two examples of applications are outlined.
Customer satisfaction analyses often suffer from the fact that it is difficult to compress the large amount of gathered data material into relevant, concrete action recommendations for decision makers, whereby the practical significance and operative convertibility of the results is particularly disputed. The suggested solution basis describes how a model of factors influencing customer satisfaction, from which initial measures can be derived, can be produced using a special kind of neural network based on empirically gathered data. Relevant, precise action recommendations are derived by testing the measures using a neural network as a simulation tool. This reduces the volume of information in a customer satisfaction survey to a list of measures to be implemented by the decision maker.
âWithin thirty years, we will have the technological means to create superhuman intelligence. Shortly after, the human era will be ended.â (Vernor Vinger, 1993 âThe Coming Technological Singularity..,â), Impatiently looking forward to this event even today we can watch some examples of the development of more inferior human intelligence - one example of this is market research about the Internet and market research via the Internet.