Leveraging AI to reducing survey fatigue and survey send outs while maintaining stable customer satisfaction scores and enhanced response rates.3 takeaways:- How AI can be used to multiply stability of CX scores for a certain area or segment;- Why CX score can be reported for some area or segments EVEN without measuring them- How AI can select those customers most responsive to surveying and scale down email outreach
The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30 different products. The products themselves comprised perfumes, health and beauty aids, as well as household products.
This paper gives an overview of the email research methodology and in particular the issues that need to be taken into consideration when designing and implementing an email survey. It draws upon examples from projects conducted by Research International and also considers the potential for this new research technique.
The paper describes the following: a short introduction of Japanâs marketing research industry; usage of and needs for marketing information and research including relationship marketing among research users; research user attitudes toward marketing information and research; and penetration of the Internet. Information on usage and needs for marketing information and penetration of the Internet is based on mail surveys conducted by the Japan Marketing Association every two years since 1988.
Searching for direct ways to reach the customer is today's trend in the marketing techniques applied by Dutch banks. Cutting out the middleman, relationship building and the ability to anticipate the customer's ever-changing moods are believed to be the main objectives for this new approach. This paper presents the first empirical research findings on the success of direct communication in the Dutch banking industry. The results presented here are based on data collected by means of a questionnaire, mailed to 827 executives of as many banks in the Netherlands. Broadly speaking, these results show that general advertising is used to realize long-term objectives, and direct communication for the realization of direct response objectives. Furthermore it appears that banks use a wide variety of communication instruments. Some significant relationships were found with success measures.
Deregulation is creating competition in the communications industry, allowing telephone service providers, media companies and other firms to offer everything from local telephone services to video-on-demand. Businesses are especially being targeted by alternate providers to switch services. Thus, predicting preference and likely market share for new competitors is a critical business issue. We present a case study of research conducted by US West and Time Warner Communications to quantify the potential for medium and large corporations and government agencies to switch their business from the incumbent local telephone provider to companies offering similar services. Results are based on a survey of 1,3 telecom and datacom managers in twelve cities in the United States, using a phone- mail methodology. We describe our approach to predicting preferences and likely market share using a designed discrete choice experiment. We also show how customer preferences were combined with managerial judgements of the potential behaviors of likely competitors to predict share gains and losses using a dynamic diffusion model.
This paper gives an overview of the complexity of South African society, with special reference to cultural, language and geographical differences. It clearly illustrates that South Africa has a variety of cultures similar to the United Europe - but in one country. It discusses the difficulties being experienced with multicultural research in respect of habits, traditions, body language and the application of Westernised methodology to a non-Westemised community. These difficulties have lead to the development of a research method which gives consideration to the realities and challenges of a multicultural society. Furthermore, it has not cost an exorbitant amount to create an infrastructure. The expertise and existing infrastructure of the in-house research department of Nasionale Tydskrifte is the foundation of the Hen-and-Chicken (H-a-C) method. People living in the various societies are recruited, and are then the contact persons (Hens) in that specific community. Questionnaires are sent to them by mail and they are requested to distribute them to respondents (the Chickens) according to specific instructions. Control over the Hens and sample control were two of the major pitfalls identified during exploratory work. Some of the major advantages are that this method addresses the multicultural issues satisfactorily and utilises an existing infrastructure, therefore making it a cost effective method.
According to the results of Nationwide-Ratings-Survey conducted by NHK in November 1993,19.4% of Japanese households could receive DBS -channels. When NHK began its regular 24 hours-DBS-service with 2 channels in June of 1989 the percentage was only 3.5. In the short period of time since then, it has shown a rapid increase. NHK has been conducting 3 types of surveys on DBS. One is the nationwide ratings survey of all family members (7+) in 1000 selected households having DBS-Receiving-Contracts with NHK from all areas of Japan. It is the time series mail-survey from June of 1990. it is conducted twice a year (June and November), and it consists of a chart in a television-viewing diary form in 5 minute intervals over 24 hours during a 7-days period. Others are nationwide ad hoc surveys examining audience-needs for DBS channels by distribution-and -collection method, and telephone surveys in the Tokyo area to examine audience reaction and evaluation for each individual program. On this report, findings on the following themes by NHK's surveys are presented. 1 Who are the DBS receivers? How has the receiver's profile been changed by penetration growth? 2 How has programing changed through the expansion of receivers? 3 How do people use DBS channels, and how has it been changing through penetration growth? This is to describe the process of popularization of DBS channels in Japan using survey data.
This paper presents an overview of qualitative work as it is carried out in the US and the UK and explores differences in philosophy, style and operation between the two countries. To lend weight to these observations, the paper also provides results from a mail survey of qualitative research practitioners that was undertaken in both countries. Attitudes toward observation, recruitment, professional standards and client involvement in the data collection process are among the issues discussed.
This chapter is still concerned with occasions when the âstandardâ forms of interviewing are inappropriate, though before a fourth edition of this work appears it seems likely that such a definition will need revision. In general terms three situations call for the use of techniques other than âstandardâ interviewing. The first of these is when those to be interviewed are, widely scattered or otherwise difficult (and expensive) to contact, or when a large number of interviews are required in a very short space of time. It involves the use of: (a) telephone surveys; or (b) mail surveys.
Consumer panels have by this time become a relatively classical device for investigating buying habits in the field of mass-consumption goods: it occurred to us that a rather different type of panel could be devised with a view to checking on sales of less popularised products. The foundations of the SOFRES Panel started to be laid in the late Sixties, on the basis of new mailing questionnaires techniques which led to renewed interest in the psychological forces underlying refusal or acceptance of response to ad hoc questionnaires. The special technique behind the SOFRES Panel was thus built up by reference to two sources of practical experience: - conventional consumer panels, - the ad hoc questionnaire.