|
 |
|
|
|
|
|
|
|
|
Forget Clueless: the truth about teen spending
By Amy Henry
Any '80s teen movie worth the price of admission featured the requisite scene with a pack of popular girls cruising the mall and a montage of different outfits being tried on. In the late '90s, many marketers focused on letting teens indulge in little (or sometimes big) luxuries, marketing higher-end fashion at a demographic that seemed well-suited for spending. And in the last few decades, retailers have catered to teen shoppers through actual and virtual shopping experiences, attempting to speak directly to them. But what's the state of shopping among today's teens? And what should future-focused marketers and retailers consider as they innovate and optimize their offerings?
|
|
|
|
|
|
|
|
|
|
|
| Gamification 101 - from theory to practice - part II
By Jon Puleston
Once you understand the various ways in which surveys can be structured to feel more game-like, the next step drills down a bit farther to address the actual design of questions and how these can be gamified.
Read on...
|
|
|
|
|
|
|
|
|
|
|
|
Avoiding pitfalls in conducting Hispanic focus groups
By Jim Loretta
The February issue of Quirk's features a focus on multicultural research. From our archives, this article addresses three critical areas research must address in order to succeed in Hispanic qualitative or focus group research.
If you are seriously looking at increasing your bottom line, the Hispanic market is probably a good bet. As good marketers we must all test the marketplace by conducting research. Qualitative research is basic in assessing the attitudes, opinions and feelings of any market. It is especially necessary in the Hispanic market, where culture and tradition are often cherished and many times quite different than the general market. Before research is done, you must be conscious of at least three critical areas in order to succeed in Hispanic qualitative or focus group research: screening, recruiting and moderating.
|
|
|
|
|
|
|
|
|
|
|
|
Research War Stories: Completely distracted and feeling really creepy-crawly
Sue Gartzman will confirm that market research can sometimes drive you buggy. She tells about conducting a focus group where a ladybug was on the table next to her name tag. Pretty benign, she figured, so she brushed it away.
The respondents came in and got settled. During introductions, she noticed another ladybug crawling on the table. She brushed it and it flew away. Then one landed on a respondent, who brushed it away.
|
|
|
|
|
|
|
|
|
|
Enter to win: Quirk's monthly contest
This month, the American Marketing Association (AMA) is offering one complimentary registration for its Applied Research Methods event on April 16-18 in Las Vegas. This event is an intensive, customized learning experience, focused on practical applications and readily-implemented solutions in marketing research. The prize includes the registration fee and a customized tutorial portfolio. The package value ranges from $1,650 to $2,550. For more information visit www.marketingpower.com/arm.
To enter, send an e-mail to contest@quirks.com with your complete contact information. Please include "AMA Contest" in the subject line. Deadline to enter is February 29, 2012. The winners will be selected at random and announced in the April issue of Quirk's.
Congratulations to December's winner, Teri Woodruff of The Principal Financial Group, Des Moines, Iowa. December's prize was $1,500 off facility + recruit at any Fieldwork location!
To become a future contest sponsor contact Evan Tweed at 651-379-6200.
|
|
|
|
|
 How to quantify the ROI of researchA 90-minute training Webinar from Quirk's and Research Innovation and ROI Inc.
February 15 at 11:30 a.m. CST
Attendees will learn:
> Financial concepts critical to ROI
> An overview of nine different methods to demonstrate ROI
> Marketing cost reduction/avoidance
> Opportunity identification/threat avoidance
> Framework for increasing ROI throughout the research process
Cost to attend is $199. The first five registrations will receive the Demonstrating ROI Guidebook, a 19-page Word document, at no additional charge.  Participants will receive credit (1.5 hours) toward Professional Research Certification or renewal. Register now!
|
|
|
|
Latest market research jobs postings
|
Manager, business development, market research
Nunwood, New York
Manager, customer research
Hilton Worldwide, Washington, D.C.
Vice president, client development
MarketTools Inc., San Francisco Bay Area
Senior research manager, customer experience
PeopleMetrics, Philadelphia
Show all job postings
|
|
Upcoming research events
|
March 9
University of Texas at Arlington
March 25-27
JW Grande Lakes in Orlando, Fla.
Search all events
|
|
|
|
|
|
