Marketing Research Happenings

Q-Catalytics : Can Market Research Save Lives? by Rebecca C. Quarles, PhD David Almy, CEO of the Marketing Research Association, recently told participants at the Spring Symposium of the Mid-Atlantic Chapter of the MRA that he had searched in vain for articles on the value of market research. Yet I, along with many other market researchers, know that market research has enormous value when conducted and used properly. It can help companies increase demand for their products and become more profitable, improve brand image, and target messages more effectively. And sometimes, it can save lives. Much of this life-saving research comes from the public sector, which conducts social marketing research or “research for good.” There are many other examples of market research that have guided successful advertising and outreach campaigns in such areas as heart disease and cancer prevention, smoking cessation, diet and exercise. All of these campaigns have saved lives.
Q-Catalytics : How Trashing the Rating Scales Can Lower The Boredom Quotient and Make Your Branding Studies More Effective by Rebecca C. Quarles, PhD Branding studies show clients their brand’s relative position in the market and provide rich detail on the competition. But all that rich detail has a price – questionnaires that are long, repetitive, and boring. And that often leads to respondent disengagement, break-offs, and low quality data.Those of us who conduct branding surveys need an alternative to rating scales.
Q-Catalytics : Are Polls Getting a Bad Rap? by Rebecca C. Quarles, PhD Adolf Hitler once said: “If you tell a big enough lie and tell it frequently enough, it will be believed.” In this hyper-political year, a chorus of critics is loudly proclaiming that you can’t trust polls anymore. And many people seem to believe it. But it isn't true.