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Marketing Articles: Market Research

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  • Ask an Imprecise Question, Get an Imprecise Answer
    When you write survey questions, it's important to ensure the information it elicits will produce meaningful analysis. "Data from mixed-mode questions are hard, if not impossible, to interpret accurately," explains Carey V. Azzara at MarketingProfs. To make his point, he uses this sample survey question: Please rate the effectiveness in achieving ... more
  • Top 10 Ways to Make Twitter Your Brand's Best Friend
    by Ryan Holmes
    There's more to Twitter than amassing followers and broadcasting your latest news. Properly engaging in the right discussions can earn customer goodwill and brand awareness. The real-time conversations that fill the Twitterverse offer an abundance of market insight. more
  • Fatal Mistakes in Questionnaire Design: Leading and Misleading Questions
    by Carey V. Azzara
    Leading and misleading questions always yield questionable data, based on which you are highly likely to report findings that can misguide stakeholders. Moreover, decisions they make based on such data could cause an organization's failure rather than lead to its success. Here's how to diagnose and repair those faulty questions. more
  • Don't Commission Market Research Without an Action Plan
    It's a given that market research will come in all shapes and sizes. "We see custom research that reaches into the six figures in cost," writes Mike Sweeney at the Marketing Trenches blog. "We see simple user research that can be executed for as little a few hundred dollars. We ... more
  • Three Steps to Highly Qualified Prospects
    "If yours is like a lot of sales organizations," write Ed Tittel and Carl Eidson in a PRO article at MarketingProfs, "it may have intensified prospecting efforts lately as old customers downsized, cut spending, and, in some cases, went out of business." And if you follow traditional prospecting advice, your team ... more
  • Three Ways to Balance Data Collection With Customer Service
    Debra Ellis recently received an unusual question during a visit to her doctor: "Has capturing information replaced service?" he asked. The doctor had recently taken a vacation with his family, and had endured an excruciatingly complex check-in process at the campground; when his family added another day to their stay, ... more
  • How to Identify and Avoid This Survey-Questionnaire Design Problem: Mixed-Mode Scales
    by Carey V. Azzara
    Data from mixed-mode questions are hard, if not impossible, to interpret accurately. But such flawed survey questions abound, perhaps because at first blush they seem entirely workable. Here's why they're not—and how to avoid them in your survey instruments. more
  • How to Demonstrate and Deliver Lead-Nurturing ROI
    by Jim Lenskold
    Lead nurturing has high potential value when your acquisition programs have generated responses from interested prospects, but those prospects are not yet ready to buy. The 2010 Lead Generation Marketing ROI Study found that six in 10 lead generation marketers (58%) agree that nurturing stalled leads is under-funded relative to ... more
  • Is it the End of Journalism?
    by Elaine Fogel
    MarketingProfs blogger Elaine Fogel discusses her thoughts about where journalism is going. more
  • Facebook Users: Four Key Stats
    It's easy to get lost in the Facebook hype. Everybody's on it—but is "everybody" relevant to you? Here's a quick way to find out. Check out Research Spotlight: Facebook, a new report from MarketingProfs that offers a cheat sheet on the social site, breaking down vital user data for marketers. ... more
  • Two Survey Questionnaire Flaws to Avoid: Scary Matrix Questions and Unbalanced Scales
    by Carey V. Azzara
    Poorly designed questions and scaling problems can derail your research efforts faster than you can say "the cat in the hat"! To help you avoid a few of the more common and onerous problems, this article explores two separate but related questionnaire-design issues: matrix questions and unbalanced scales. more
  • Why You're Always Wrong and Your Customers Are Always Right
    by Allen Weiss
    If you're like most people, you live in a world where blame often happens in a systematic and predictable way. People simply have a tendency to believe the fault lies with someone else—and that someone else can be you. Of course, the process can work in the opposite direction, too... ... more
  • Your Launch Strategy and Beyond—at Cyberspeed
    by Barbara Bix, Olga Taylor
    When used systematically, market research is an ongoing two-way communication between your business and its target audience. Treated as such, market research becomes a constant source of information about opportunities for improvement and innovation. And via the Web, you now have a direct round-the-clock link to every potential customer. more
  • Get Some Family Values
    Your B2C business might ignore anyone who doesn't fit the profile of your usual customer. Why, for instance, would you target recent graduates when you normally sell your product or service to affluent senior citizens? In certain circumstances, though, it makes sense to look at the bigger picture. Consider the case ... more
  • Effective Customer Listening Requires More Than Keywords
    by Alex Lustberg
    Is it your job to listen to and analyze social-media messages and direct customer feedback about your product, brand, or service? Effective listening and insights analysis allow you to track not just the volume but also the meaning of online conversations across a complex web of consumer-interaction channels. more
  • Tell Me What You Really Think
    Unless you ask, you'll never know what a customer really thinks about your product or service. "By embracing a customer-feedback program," writes Carolyn Hall at MarketingProfs, "you can gain insight into customer attitudes and learn important truths about buying behavior as well as the evolving attitudes that will determine future ... more
  • Case Study: In a SaaS World, Customer Feedback Drives Competitive Advantage
    by Barbara Bix
    At Kadient—a company that now delivers interactive Sales Playbooks—customer satisfaction is more important than ever. As the company began development of a SaaS product for a new market, here's how the management team readied a formal process for gathering customer feedback. more
  • by Lauren Fernandez
    MarketingProfs blogger Lauren Fernandez shares thoughts regarding success from the MarketingProfs B2B Forum. more
  • Be an Action Hero
    At one of our favorite sites—Which Test Won?—Anne Holland presents results from actual A/B tests. And a recent post profiles a test run by Campaign Monitor in which the company asked its active customers to participate in a survey. "This was a clean test—both versions were sent at the same ... more
  • Shopper Marketing—So What's Keeping You?
    by Alison Chaltas
    In today's consumer-goods industry, manufacturers and retailers alike are recognizing the value of developing an integrated understanding of the consumer and the shopper. Combining the voice of the shopper into brand and category plans is rapidly becoming a cost of entry for successful trading relationships. more
  • How Can Your Organization Plan for Political Boycotts?
    by Elaine Fogel
    MarketingProfs blogger Elaine Fogel discusses how Arizona businesses have been affected by the state's new anti-immigration law. How can marketers, business owners and managers plan for such a thing as a political boycott? more
  • Is Success on This Menu?
    The next time you dine out, take a close look at the menu—even if you already know what you want to order. The reason? Restaurants have learned a thing or two about convincing their customers to spend more money on certain dishes. "The use of menu engineers and consultants is exploding in ... more
  • Tap the Power of Customer Feedback
    by Carolyn Hall
    In 2010, there is no excuse for keeping your marketing insight languishing in a silo, away from your core business processes. Thanks to today's Web-based technologies, you have an unprecedented number of opportunities to generate real business value from such insight. more
  • Rethinking Normal: The Newest in Marketing Research From the ARF's Annual Conference
    At a lot of marketing conferences, over-excited pitch people talk a lot about The New Thing that will Change Every Paradigm Forever. So much over-enthusiasm can jade just about anyone, so it was a relief to attend the Advertising Research Federation's (ARF) re:Think 2010 conference taking place in New York ... more
  • Get Smart
    "Especially in a down economy," writes Barbara Bix in a Pro article at MarketingProfs, "it's important to understand where the opportunities are—and how to capitalize on them." To learn how one company has approached the challenge, she spoke with the head of marketing intelligence for a midsize provider of B2B ... more

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