Phone Methodology Best Reach
By Rick Hunter
Telephone research is still the main methodology used in conducting Market Research and Opinion or Voter Research Studies. When looking at a probability study 96% of households in the United States have at least 1 phone. Most households have both a landline (which includes a VOIP or Cable phone line) and one or more cell phones.
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Social Media and Market ResearchBy Mike Hood, Ph.D.
Facebook. Twitter. LinkedIn. These sites are easily recognized as "social media" sites. These sites are social in that individuals register and become members of the site, and then "connect" themselves to other people, groups, events, products, etc. as part of their participation at the site. The connections reflect interpersonal relationships, 'real life' participation, fan followings, product loyalties, and other personal interests. The attraction of these sites is that they provide a "something for everyone" environment. That is, they do not offer content that is limited to specified topics. In fact, the interest groups found at these sites can sometimes originate with an individual user - whether or not that user is officially affiliated with the cause, product, or topic featured in the group.
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When Assessing Markets, Sentiment Matters
By Roger Tutterow, Ph.D.
Assessing consumers' perceptions regarding a product has been a traditional focus of marketing research work. However, the application of survey techniques to gauging the broader sentiment of consumers regarding the direction of the aggregate economy, or the relative attractiveness of an asset class, has proven of interest as well.
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Letter from the Editor
Dear Colleagues, It is my pleasure to welcome you to the inaugural edition of the Pioneer Marketing Research quarterly newsletter. I have been the owner and president of Pioneer Marketing Research, for the past 32 years. We are excited about the opportunity to engage with others in the profession to stimulate thought and increase understanding of a variety of issues that are relevant to this field. Our goal with this newsletter is to improve our company's communication level within the Market Research community by sharing articles of interest, contributed by staff, clients, and other experts in the field. We plan to explore all issues including those that are more controversial and challenging to the status quo. Thanks for letting us send this first issue to you. We hope you will enjoy this newsletter and will continue to read it as we publish each quarter. Let us know what we can do to make it more valuable to you. Bill Tyner, President |
Pioneer Marketing Research Blog
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