Marketing Research Articles
Below is a listing of articles about marketing research, written by team members, which may be helpful to you.
Choosing a Focus Group Facility: How to Avoid Unpleasant Surprises
From Alert! (Marketing Research Association), June 2007. All focus group facilities are not created equal – here’s what to look for in selecting a facility that will fit your project.
Selecting Markets for Focus Groups
From Alert! (Marketing Research Association), July 2006. There’s a lot to think about when selecting which markets you’ll use for focus groups – don’t just default to “Los Angeles, Chicago, New York.”
What Business Can Learn from Political Polling
From Quirk's Marketing Research Review, April 2007. We’re about to be inundated by political polls for the 2008 election. Here’s what business research can learn from political polling.
Stop Worrying about What Is Better
From Quirk's Marketing Research Review, May 2005. Researchers need to stop worrying about whether one methodology is inherently better than another, and start worrying about which methodology is right for each individual project.
Respondent Abuse - A Plague to the Profession
From Alert! (Marketing Research Association), May 2004. Research projects that are unreasonable for participants (lengthy or complex questionnaires, confusing instructions, etc.) will lead to unreliable results.
Sifting Out the Oddballs: The Key to a Successful Qualitative Study
From Alert! (Marketing Research Association), May 2004. It is crucial to recruit only the core target for qualitative research. How to avoid some common mistakes in designing qualitative project specs.
Designing Questionnaires: See
through Their Eyes
From Quirk's Marketing Research Review,
October 2002. You can't tell if your questionnaire is clearly
written until you answer it yourself.
Selecting a Sample Size
From
The NonProfit Times, September 15, 2001. How do you select
the right sample size for a study?
Ministers and Christian Media
From NRB Magazine, February/March
2001. How often do Protestant church pastors watch religious
television, surf the internet, or listen to religious radio?
Are All Polls Valid?
From The
NonProfit Times, January 15, 2001. When you put a survey on your
website, or a local newscast asks viewers to call in for their poll, is that
valid research? Don't bet on it.
Mail vs. Telephone Surveys
From The NonProfit Times, March 15, 2000. Which survey
methodology is better: mail or telephone? It depends...
You Can Ask -- But Will They Answer?
From The NonProfit Times, January 15, 2000. Just because you
can ask a question doesn't mean people can answer it accurately. Learn
what's reasonable to ask in a research study.
Do It Right or Not at All
From
The NonProfit Times, May 1999. Every
organization has those "quickie" research projects for which significant
resources aren't available. Here are some keys to making them more accurate and
useful.
Vendor Response: An Experiment
From Quirk's
Marketing Research Review, December 1998. Fifty focus group facilities were
contacted with a simple request for information. Find out what happened -- it might
surprise you.
Research Success, Not Just Failure
From The
NonProfit Times, November 1998. Why do we so often use marketing research just
to correct problems? Why not use it to help determine what went right, to
replicate that success elsewhere?
R.S.V.P.
From NRB
Magazine, July - August 1998. How easy is it for a potential donor to learn
about your organization once they contact you? You might be surprised...
Outsource It or Keep It In-house?
From Quirk's
Marketing Research Review, May 1998. Is it better to depend on research vendors
or bring the work in-house? Read what some experts had to say.
Usable Research
From The NonProfit Times,
May 1998. Ever have a disappointing experience with marketing research? This
may be why...
Quality vs. Quantity: Research Your Market
Face-to-face
From The NonProfit Times, Direct Marketing Edition, March
15, 1998. Before you think "focus groups" or "telephone survey,"
know how qualitative and quantitative research can be used.
Nine Global Trends in the Future of Religion
From The Futurist, January 1998. This sweeping forecast evaluates where
religion stands in the world today...and where it's going.
How are your statistical ethics?
From Christian
Management Report, November 1997. When you're using, quoting, or commissioning
research, do you know how to make sure you're doing it ethically?
How to Tell Good Research from Bad
From
The NonProfit Times, November 1997. We all see research data quoted
frequently in articles, speeches, etc. Before you rely on that data, how do you tell
whether it's accurate?
Research for Broadcast Ministries
From NRB
Magazine, July - August 1997. Marketing research can help radio and television
broadcast ministries -- here's how.
Focus Group Facilities and Non-profit Organizations
From The NonProfit Times, May 1997. How non-profit
organizations can work efficiently and cost-effectively with focus group facilities and
moderators.
Making a Good First Impression with a Potential Client
From Quirk's Marketing Research Review, November 1995. What clients should
expect from marketing research companies (and what you can expect from Ellison Research).
Image Research and Non-profits: A Case Study
From The NonProfit Times, February 1993. A case study of what a local non-profit
organization learned from a study of their image.
The Importance of a Good Questionnaire in a Survey
From The NonProfit Times, November 1992. Common mistakes which are made in
designing a questionnaire.
