Articles | Suppliers | Jobs | MyQuirks |EventsSeptember 23, 2013
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IN THIS ISSUE

Why there's no replacement for face-to-face research

Time series analysis: what it is and what it does

How AutoTrader.com uses primary research to clarify the car-shopping process

Can a terminology change revamp an MR sales team?

From our blogs

Research War Stories: 'Sir, do you realize you're blind?'
 

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Why there's no replacement for face-to-face research  
By Jennifer Karsh                

 

Several years ago I spoke to a colleague who had just returned from a future-of-marketing-research-type conference. As we spoke, her head seemed to be spinning from the dramatic declarations made at the conference. The most notable presentation title declared the death of qualitative research. She was both perplexed and alarmed by the notion and we spent the better part of an hour debating and deliberating the future of our industry.

That was four years ago. And I can honestly say that in the years since, we have actually experienced an uptick in our business. Why? There are many possible reasons but I believe that the proliferation of technology and online research has only made it more apparent that there is no replacement for face-to-face research.

 Read on...

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Time series analysis: what it is and what it does
By Kevin Gray

 

Most marketing research is cross-sectional, meaning our data represent one slice in time. However, we also have data collected over many periods, such as weekly sales data for our brands and competitors' brands. This is an example of time series data. Time series analysis is a specialized area of statistics to which many marketing researchers have had limited exposure, despite it having many important applications in MR.

 

 Read on...

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How AutoTrader.com uses primary research to clarify the car-shopping process
By Joe Richards

From our archives, this case study examines how store intercepts and other forms of research have helped arm AutoTrader.com with data to show car dealers where sales leads are coming from.

 

With 15 million+ unique monthly visitors and an aggregate of millions of new, used and certified pre-owned cars from thousands of auto dealers and private sellers, AutoTrader.com is in the business of connecting car buyers and car sellers. Along with private sellers buying ads to list their car(s), automotive dealers and associations, ad agencies and auto manufacturers also advertise on AutoTrader.com. Just like any other media buyer, these advertisers often raise the question of measurement. We often hear, "How can I measure and truly understand the impact of my advertising dollars?" or "If I only knew which parts of my advertising were working, then I could save a lot of money and increase my business."

 

Read on... 

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Can a terminology change revamp an MR sales team?     

By Michael Rosenberg

 

OK, quick: Locate 10 Seller/Doers from your company and invite them to sit around a table with you for a few minutes, sans laptops. 

 

Seller/Doers - you know them. Maybe that's not the particular name that comes to mind but Seller/Doers are no doubt a part of your company. They are the people with research backgrounds who generate revenue from clients. Call them, e-mail them, knock on their doors, fly them in if you have to and then look into their eyes and pose the following question: Off the top of your head, please say out loud the first and last name of your 10 most important clients and your five most important prospects.

                                                                               

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From our blogs

 

Elevate Your Research with Behavioral Data
A complimentary Webinar hosted by Research Now
October 1 at noon CDT
   
Research Now is ta
Research Now logoking big data integration to the next step by leveraging behaviors to identify buyers and intenders and targeting them for survey opportunities.

> Perfect your research by linking consumer's attitudes, motivations and preferences with their behaviors.
> Understand how consumer behaviors can be used as triggers to improve research.

> Review a case study of how those connections are delivering more meaning to multichannel marketers.


Melanie Courtright will present.   
 
Register now!
Research War Stories: 'Sir, do you realize you're blind?'
 
Joan Rogers recalls an interviewer working for her company who was doing door-to-door interviews, placing motor oil with households for an in-car test. She'd just given two cases of oil to a man when she realized that he was blind. "Sir, do you realize you're blind?" she asked.

  

Read on... 

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